I build marketing functions. Five from zero, the rest from whatever was already there.

Fifteen years in B2B SaaS across virtual reality, fintech, corporate learning, HR tech, cloud communications, and AI. Three of those companies ended in acquisition. Building from nothing five times is not the interesting part. The interesting part is that I know what a marketing function looks like when it works, which makes me fast at diagnosing one that is already running and does not. Most companies past their first growth stage do not need somebody to invent the machine. They need somebody who can tell which parts of it are load bearing.

My strength is top of funnel demand generation, full funnel from awareness through the purchase decision. I build systems rather than campaigns, I hire ahead of the problem, and I want to be measured on marketing sourced revenue. I care more about whether the thing still works after I leave than about how it looked while I was there.

Each of the tools on this site started as something I wanted and could not buy. Each one shipped without a team. That is the same job I have always done, which is designing a system and then getting capable things to execute it. The things are just more capable now.

I live in Austin. I am looking for a VP Marketing or Growth role at a company with product market fit that knows the next phase needs a different marketing organization than the last one.

The seventy twenty ten rule

Seventy percent into channels already performing. Twenty into initiatives showing early signal. Ten into novel bets. It survives being wrong, which is more than most frameworks can say.

Marketing sourced revenue is the number

Everything else is diagnostic. Cost per acquisition, lead volume, campaign efficiency. You look at them when the revenue number moves and you want to know why.

Design the ideal state first

Systems that scale start with a clear answer to how the process should work when nothing is in the way. Bandaids on bandaids break under scale.

Hire builders disguised as marketers

The next marketing team is not smaller, it is differently shaped. Fewer people producing output, more people who can tell whether the output worked. That team is being hired right now, mostly wrong.