Short & Long
Fractional CMO & Consultant
Most high growth companies arrive at the same moment: what got them here isn't enough to get them where they're going. The channel that drove early growth is plateauing. The team that got them here may not be the right one to get them there. Knowing what to build next — and making sure every marketing investment is in service of the business goal — is the work. Sometimes that's near-term performance: tightening acquisition, fixing the funnel, getting more out of what's already running. Sometimes it's longer-term brand building: changing how a category thinks, building the awareness that makes performance more efficient over time. And sometimes it's foundation: the team, the analytics, the infrastructure that makes everything else possible. Recent results: + Evaluated all marketing initiatives for a company missing volume targets — identified what to cut and what to protect, refocused the team, and turned around growth trend within two months. + Reoriented how a company invested in marketing by building visibility across the funnel, channels, and cohorts — pausing spend in one case to fix an underlying operational gap, accelerating investment in high-performing channels in another (projected sales lift: 11%). + Rebuilt how a team developed and tested large creative portfolio — taking the share that hit ROAS targets up 20% in a quarter. + Restored growth on core SKUs at a telehealth company by restructuring how performance was measured, how spend was allocated, and how the team was held accountable. + Defined the core benefits and RTBs for an end-of-life company repositioning away from traditional death care — giving the brand a clearer, more consistent story.
