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Summary
19+ years scaling revenue through paid acquisition, funnel optimization, and data-driven experimentation. I build marketing machines that produce winners every week.
Skills
+2 more skills
Key Achievements
$1.2M/mo
Revenue - up from $225k in <14 months
Strengths
Data-Driven
Finding and fixing what's actually broken in growth systems
Experience
Senior Growth Strategist
Automation Station
02/2024 - 02/2026
Digital Media Director
The Innovative Native
04/2015 - Present
Growth Marketing Manager
Lawclerk
01/2022 - 09/2024
Marketing Director
Performax Labs
01/2018 - 03/2020
My Time
+3 more categories
Education
B.A. Psychology
California State University, Long Beach
Tools & Technologies
Roles Where I Deliver the Most Impact
19+ years of building growth systems. These are the roles where I create the highest leverage.
Scaling Education Brands
Taking marketing machines from $15M to $30M+ by finding and scaling what works, cutting what doesn't.
Key Responsibilities
- Design and execute paid acquisition strategy across Google, Meta, LinkedIn, YouTube
- Hit aggressive CAC targets (sub-$3K) with sub-30-day payback on cash collected
- Build experimentation engine that produces weekly winners
- Optimize full funnel from ad click through enrollment and payment
- Align marketing spend with revenue targets and unit economics
My Experience Match
- Scaled portfolio 5.3x ($225K to $1.2M/mo) through systematic optimization
- 52% CPA reduction while maintaining 10%+ MoM growth for 12+ months
- Built attribution pipelines connecting every dollar spent to revenue generated
- $50M+ lifetime media spend with full P&L accountability
Data-Driven Marketing Leadership
Marketing decisions backed by real economics, not dashboards that tell comfortable stories.
Key Responsibilities
- Build and own the marketing P&L with clear revenue accountability
- Create reporting and attribution infrastructure that separates signal from noise
- Run incrementality tests to know what is actually driving growth
- Develop forecasting models for spend allocation and revenue planning
- Reduce KPI complexity while increasing decision quality
My Experience Match
- Cut 120 KPIs to ~45 while improving marketing efficiency 18-22%
- Built end-to-end attribution reducing reporting time 80%
- 40% ROAS improvement through data-driven bidding optimization
- Multi-touch attribution modeling across paid, organic, and direct channels
Marketing Machine Builder
Replacing manual, fragmented processes with automated systems that produce consistent results at scale.
Key Responsibilities
- Automate lead nurturing, scoring, and routing to increase sales efficiency
- Build content production systems that scale output without scaling headcount
- Design testing frameworks that systematize the discovery of winning campaigns
- Create playbooks and SOPs so the team can execute without bottlenecks
- Integrate AI tools into production workflows for speed and cost advantage
My Experience Match
- Automated 90% of lead-to-delivery pipelines with production-grade reliability
- Content systems reducing cost per asset 50-60% while increasing volume 3x
- Lead nurturing systems generating $1.2M+ incremental revenue in year one
- Improved lead-to-close rate 4X through automated qualification workflows
How I Work
Every engagement follows the same diagnostic pattern. The timeline compresses or expands, but the sequence does not change.
Audit
Week 1-2
I read the system before I touch it. Attribution models, campaign structure, spend allocation, funnel metrics, team capacity. I am looking for where the real leverage is hiding and where budget is leaking.
Deliverable
Diagnostic report with prioritized opportunities
Economics Model
Week 3
Build the unit economics model that tells the truth. CAC by channel and campaign, LTV by cohort, payback period on cash collected. This becomes the decision framework for everything that follows.
Deliverable
Revenue model tied to spend decisions
Test Framework
Week 4
Design the experimentation engine. What we test, how we measure, what constitutes a winner. The goal: produce at least one validated winner every week across creative, audience, offer, or landing page.
Deliverable
Testing playbook with weekly cadence
Scale Winners
Ongoing
Winners get budget. Losers get cut. No emotional protection for underperforming campaigns. The system scales what works and reallocates from what does not. Continuously.
Deliverable
Compounding growth from validated wins
Anonymized Case Studies
All case studies are anonymized due to NDAs. Metrics are presented as ranges. No brands, proprietary data, or client-identifying details included. What you see here is how I think, not whose budget I managed.
Paid Acquisition Plateau at Scale
$450K-$600K/moPersonal Injury Law
Mature acquisition system with sustained high six-figure monthly spend across Google Search and LSAs. Reporting suggested stability, but downstream economics were deteriorating. Intake teams reported lower case quality despite higher lead counts.
Diagnosis
Structural saturation. Marginal CPA increasing faster than volume gains. Emotionally protected segments consuming budget based on historical success, not current performance. Intake quality missing from decision metrics entirely.
What I Changed
- Reframed success metrics around intake-qualified cases, not raw lead volume
- Rebuilt account structure to expose query-level marginal CPA
- Reduced spend 20-25% in emotionally protected segments
- Reallocated to underfunded intent clusters previously misread as unstable
Results
- Cost per intake-qualified case improved 25-30%
- Case acceptance rates recovered to historical baselines
- Total spend stabilized at $470K-$500K/mo (lower, better results)
System Noise vs. Signal
$180K-$320K/moMulti-Vertical Growth
Multi-channel growth system tracking 120+ KPIs with weekly optimization cycles. Teams spent 30-40% of capacity responding to metric variance with no causal impact on revenue.
Diagnosis
The system rewarded activity, not causality. Reporting complexity masked true performance drivers. Teams optimized to defend prior decisions rather than test economic reality.
What I Changed
- Removed non-causal metrics, reducing tracked KPIs by 60-65%
- Introduced system-level thresholds tied to revenue and intake quality
- Eliminated initiatives consuming 20-25% of team capacity with zero measurable return
Results
- Marketing efficiency improved 18-22% without increasing spend
- Decision velocity improved while optimization frequency decreased
- System became explainable under board-level review
Disguised Winners in Paid Search
$90K-$150K/moProfessional Services
Paid search with frequent structural changes driven by short-term performance reviews. High-variance segments repeatedly cut despite delivering 1.6-2.1x higher downstream value over 60-90 day windows.
Diagnosis
Evaluation windows misaligned with economic reality. High-variance segments producing disproportionate long-term value were being killed by fear-based optimization on 14-30 day windows.
What I Changed
- Isolated high-variance segments from core optimization cycles
- Protected 15-20% of spend from short-term suppression
- Extended evaluation windows to 90 days for value assessment
Results
- Previously suppressed segments contributed 30-35% of incremental qualified volume
- Blended CPA normalized once evaluation windows matched economics
- Growth stabilized without increasing total spend
Organizational Fear as a System Constraint
$3M+ annuallyEnterprise Marketing
Mature acquisition systems with flat year-over-year growth. 35-45% of spend allocated to initiatives with declining marginal returns. Structural issues discussed informally but never reflected in decision-making.
Diagnosis
Fear of being wrong outweighed fear of stagnation. Cosmetic optimization replaced structural correction. The constraint was organizational, not technical.
What I Changed
- Named organizational fear as the limiting variable in performance discussions
- Modeled cost of inaction vs. re-architecture over 6 and 12-month horizons
- Phased changes to preserve leadership credibility while restoring function
Results
- Blended acquisition efficiency improved 18-22% within two quarters
- Performance variability decreased materially
- Decision-making shifted from narrative defense to economic justification
Let's Build Something
Scaling a marketing machine to $30M? I've done this before. Let's talk about what you're building.
Or email: info@theinnovativenative.com