Strategic marketing to drive growth
I work best with founders, CEOs and marketing leaders who are ready to take their marketing to the next level.
Fractional leadership
You’re a founder or CEO ready to hand off marketing to a trusted leader. You need someone who builds the strategy and leads the execution as an embedded member of your team – so you can focus on the business.
Interim and projects
You have a specific need for senior marketing expertise – parental leave or interim coverage, or an initiative such as a product launch, positioning project or an AI enablement program. You need someone who has delivered before.
How we work together
Three engagement models, structured so the right fit is clear from the start.
Discovery Session
A paid, structured working session – half a day, three to four hours. We diagnose your current marketing situation, identify the highest-impact opportunities and walk away with a prioritized action plan. You can execute it on your own, or with my help.
Projects
Scoped engagements with clear deliverables and a defined timeline. Examples include positioning and go-to-market strategy, digital product launches, AI readiness assessments and team training programs. Fixed scope, fixed timeline.
Fractional Leadership
Ongoing marketing leadership on a retained basis. I act as your senior marketing leader – setting strategy, leading teams, overseeing execution, and managing agencies and contractors. Structured in 90-day cycles.
Proven impact
Launching the Allstate Mobile App
I led the go-to-market strategy for the Allstate mobile app, driving adoption to 17,500 monthly active users in year one (117% to target) with 80%+ customer satisfaction. Challenge: Allstate needed to modernize its digital customer experience. The company had a self-service portal, through which customers could manage their policies and make payments, but adoption was low and there was no mobile app. Solution: I had a leadership role for an executive mandate to build and launch the Allstate mobile app. I drove the go-to-market strategy, leading market research, positioning, messaging and multi-channel execution including email, social and content marketing. Outcome: We exceeded our target with 17,500 monthly active users in the first year, achieving strong customer satisfaction and a positive correlation between customer retention and self-service usage. Further, self-service adoption increased by a minimum of 50% YOY for four consecutive years.
Establishing Social Media as a Key Marketing Channel
I built a national social media program and content strategy, training and activating over 200 sales agents. Challenge: I was hired to establish social media as a key marketing channel. Allstate had flagship accounts on Facebook and LinkedIn, but they weren’t significant revenue drivers. More notably, Allstate’s local sales agents needed a digital presence within their communities to expand reach and generate leads. Social media wasn’t generating revenue, and local sales agents needed a digital presence in their communities. Solution: I developed and rolled out a comprehensive social media program with training, enablement tools and a new content marketing framework, driving cross-functional collaboration and senior leadership engagement. Outcome: I expanded brand reach by activating 200+ agents on social media, and grew the corporate audience by 125% over two years.
