Brands & companies
A rare CMO who came up through brand and creative. I've won Cannes Lions for the world's biggest brands and built the kind of creative culture most companies only talk about.
Fifteen years of engineering creativity across two careers: agency leader turned CMO. On the agency side I led global work for Mars Wrigley, Brown-Forman, LinkedIn, Facebook, Lay's and Wells Fargo.
As CMO of Hootsuite, I scaled a SaaS marketing org to $350M ARR, drove record enterprise pipeline, led the acquisition and integration of a $100M data and AI company, and overhauled product design for a platform used by 500,000+ customers. All with an 85-person team and a full AI transformation running in parallel.
The through-line: I've never believed creativity and commercial rigour are in tension. The best work I've done proves they're the same thing.
That feeling when everyone involved is excited, inspired, nervous, trusting and not afraid to put themselves out there to create something truly memorable — I call that Karaoke energy. It's the environment where the best work happens. It's what I build.
Positioning, rebrands, brand architecture, ICP definition
Campaign development, content strategy, building creative culture
Product design, UX/UI, AI-driven experiences, innovation incubation
P&L ownership, pipeline, demand gen, go-to-market, M&A integration
I believe the future gets built by people who can move fast, think creatively, and actually build with AI, not just have opinions about it.
So I'm going deep. I'm taking a SabbAItical to figure out what a lean, AI-powered creative marketing operation really looks like at scale, and documenting the pieces right here.
AI made it possible. I made the calls.
Features, claims + product complexity
Distinctive stories people actually remember
B2B marketing is still dominated by product features, rational claims and bottom-of-funnel conversion. That becomes an even bigger problem in the AI era as functional differentiation becomes harder to sustain.
The story is bigger than your marketing. It's your sales pitch, your investor conversations, your product vision. Every conversation you have.
Waiting for the RFP
Creating future demand
Being a CMO in B2B tech taught me a different model: build demand before someone is ready to buy. Speak to the 95% of potential buyers who are not actively buying right now. Build mental availability before the pitch ever happens.
Campaigns + hours
Systems + IP
Most agencies are bolting AI into archaic processes instead of asking the harder question. What problem are we actually solving, and how should that change how the work gets done?
The progression: AI tools, then connected workflows, then operating systems, then proprietary IP clients cannot simply reproduce by buying the same software.
Campaign production
Continuous creative learning