Strategy + execution + measurement
I build the strategy, make the work, connect the systems behind it and stay close enough to the results to change course when something is not working.
The receipts
Different problems require different kinds of marketing. These are four ways I have used strategy, creative, media and operations to move a business forward.
Mel Hambelton Ford
I joined Mel Hambelton Ford when the dealership was selling fewer than 100 vehicles a month. Over more than thirteen years, I helped steward the brand, retail advertising, community presence and creative systems as monthly sales grew to a peak of 425 vehicles.
View the MHF case study →Big Corner Creative
I came to Big Corner Creative when there were only two other employees. As I moved from designer to Creative Director, the agency grew from a handful of clients to more than 100—and eventually outgrew the small building where it started for a roughly 40,000-square-foot space.
View the BCC case study →
Range 54
After taking over Range 54's Black Friday advertising, I built an integrated campaign across video, still-image advertising and print. The result was not only the strongest Black Friday sales performance the store had seen—it became the strongest sales performance in store history.
Elite Auto Sales
At Elite Auto Sales, increased media investment was paired with major gains in visibility, traffic and conversion volume. During the same year-over-year period, dealership gross climbed sharply too.
The point isn't to pretend advertising gets sole credit for every dollar sold. It's to connect marketing performance to the business outcome—and keep optimizing both.
Paid Search traffic: GA4, Jan. 1–Aug. 20 YoY. Paid-media conversion metrics: campaign reporting, Jan.–Aug. 1 YoY. Gross: dealership reporting, Jan.–June YoY.
The operating model
Marketing gets weaker when strategy, creative, media and measurement live in separate rooms. I work across the entire chain so the decisions made at the beginning still make sense at the end.
Understand the business problem, customer, market and actual constraint.
Define the offer, audience, message, channel mix and desired action.
Turn the strategy into something people will notice and remember.
Create the campaign, landing experience, email, ads, tracking and supporting assets.
Coordinate channels and systems so the customer journey actually connects.
Use analytics, CRM and conversion data to see what customers really did.
Change the creative, spend, targeting or experience based on evidence.
When something isn't working
A tracking problem can look like a media problem. A CRM problem can look like a lead-quality problem. A website restriction can turn a simple conversion fix into a technical workaround.
I stay close enough to the implementation to diagnose the actual failure point instead of simply asking another vendor for a new report.
The technical layer
Offers, positioning, audience planning, promotions, channel coordination and translating business goals into an executable plan.
Media planning, campaign structure, creative alignment, budget decisions and performance optimization across digital channels.
Lifecycle messaging, lead follow-up, database campaigns, segmentation and customer communication built around the next useful action.
Landing pages, automotive websites, HTML/CSS implementation, UX decisions and removing friction between attention and conversion.
GA4, GTM, conversion tracking, troubleshooting and turning reporting into decisions instead of dashboards nobody uses.
Search visibility, local-market content, site structure and the practical work of making businesses easier to find.
Because media cannot rescue an idea nobody notices. Strategy and execution stay connected from concept through production.
Using AI and automation to accelerate analysis, development, production and repetitive workflows while keeping human judgment in the loop.
The difference
A campaign isn't finished because the files were delivered. I want to know whether people saw it, clicked it, called, submitted, visited, bought—and where the path broke when they didn't.
That feedback makes the next creative decision smarter. Measurement isn't there to replace instinct. It's there to sharpen it.
Think it. Make it. Market it.