Selected Work
A few things I've built, and what they did for the business.
Most of my work starts with strategy: where the next dollar should go, what it should return, and how we will know. Over 20+ years I have managed up to $83MM in paid media annually and led growth across healthcare and telehealth, ecommerce, home services, employment, B2B SaaS and education. These are a handful of examples, with numbers I can stand behind. Alongside my work at Dragons Fire Marketing, I take on select advisory work in fractional marketing leadership, paid search audits and growth strategy.
Healthcare and telehealth growth, done compliantly
Company: Dragons Fire Marketing (clients include MDVIP and iRecoveryUSA)
Role: VP of Marketing & Growth
Challenge: Grow member and patient acquisition for healthcare brands where privacy, consent and ad-policy rules limit what you can track, target and say.
What I do: For MDVIP, a membership-based concierge medicine network, I lead HIPAA-compliant acquisition plus membership retention and lifecycle marketing, including new practice launches, rebrands of converted practices, and online scheduling and booking. I led the MDVIP Salesforce CRM implementation, owning the timeline and working with IT, and I prepare the by-market data and reports that reps take to MDVIP physicians. For iRecoveryUSA, which describes itself as the first telehealth provider focused on chemical dependency to accept Medicare and legally prescribe remotely, I run HIPAA-compliant marketing with consent and healthcare ad-policy controls built in.
Result:
• Oversaw about 25 new MDVIP practice openings that launched at about 95% of membership capacity, with 100 to 300 new patients each
• New practices reached full capacity within 6 months, at about $250 acquisition cost per patient
• HIPAA-compliant growth programs for MDVIP and iRecoveryUSA
• An enterprise Salesforce CRM implementation led for MDVIP
• Telehealth programs that helped people get treatment for chemical dependency
Growth strategy that runs like a P&L
Company: Dragons Fire Marketing
Role: VP of Marketing & Growth
Challenge: Turn a mix of channels into one growth plan, with budgets that move on results rather than habit.
What I do: Set growth strategy and budget allocation across the full funnel: paid search, paid social, video, CTV, TV, affiliate, CRM and lifecycle. Build the forecasts and CAC/LTV targets with Finance. Use attribution, geo studies at the state level, and by-market reviews to decide what to fund, scale or stop. Run the operating cadence and executive reporting that keep clients, agencies and internal teams working from the same numbers.
Result:
• 142% YoY revenue growth for a client
• TV budgets of up to $15MM a year, directed against forecasts and CAC/LTV targets
A new product taken to market
Company: Zeta Global
Role: VP of Marketing & Growth
Challenge: Own a $30MM revenue marketing P&L and find new revenue, not just squeeze more from existing programs.
What I did: Created a new higher education marketing product and took it to market: the analysis and reporting behind it, demand generation, segmentation and sales-aligned campaigns across B2B and B2C. Launched TV from zero and ran it with the same discipline as search.
Result:
• $24MM in incremental revenue from the new product
• $10MM in influenced pipeline
• +85% B2B pipeline performance
• TV scaled from $0 to $50K per month
Ecommerce growth across 10,000+ SKUs
Company: Discount Mugs
Role: Senior Director of Acquisition Marketing
Challenge: Grow ecommerce revenue for a custom products catalog of 10,000+ SKUs, where every product competes for the same budget.
What I did: Used product feeds, pricing, promotion and channel data to set media priorities across paid search, shopping campaigns, paid social, SEO, promotions and landing pages.
Result:
• Ecommerce revenue +64%
• Media-driven daily revenue grew from $95K to $156K
Lead generation at scale
Company: Education Dynamics
Role: VP of Integrated Marketing
Challenge: Grow lead volume for a multi-brand business, about a $160MM annual revenue company, without losing the lead quality partners pay for, inside strict compliance rules.
What I did: Built and led the marketing team. Ran high-volume acquisition across paid search, paid social, SEO, affiliate, email, landing pages and CRO, with reporting that tied spend to lead quality, CPA and revenue.
Result: Built and led the team responsible for 700% growth over 6 years in education lead generation.
Have a growth problem that needs a senior owner?
Tell me where spend is not paying back or where growth has stalled. I'll tell you honestly whether I'm the right fit.