Marketing Playbook

Marketing Is The Difference Maker

My Motivation

I love partnering with founders and teams at companies that are trying to build a vision into a business, make a brand people love, disrupt a category and improve, or even revolutionize the way people do things.  

Working in this capacity, I have helped several private and public companies of all sizes to raise hundreds of millions of dollars in funding, and to efficiently and exponentially grow new users and increase revenue.

I enjoy the challenge of creating advertising that connects emotionally, making a dollar work harder, and shaping collaborative teams where the total is more than the sum of its parts.

If you have that type of mission and energy, I would like to meet you and help you make a brand people love and to efficiently scale transformational growth.


The False Choice Of Brand vs. Growth

Most start-up or growth stage companies have a mandate to scale – now, fast and efficiently.  But they often don’t have an experienced marketing team, differentiated brand, compelling messaging or a scalable acquisition growth strategy.  They don’t understand how to buy media, target customers or create effective advertising.

Often they confuse cheap or fad online acquisition tactics with real brand storytelling that connects emotionally with customers, and they make a false choice between “branding” and “performance marketing.”  Usually, the default is to focus on one-dimensional Google search, or Facebook marketing because it can be immediately measured against a CPA.  And a hand wavy foray into “original content” and “social tactics” – that usually get handed off to the intern or explained away as too hard to measure.

Search, FB, content, and social all have an important place at the table.  But, this short term thinking and belief in “magic” marketing tactics is a bad choice that once through the initial low hanging fruit (the few customers that try and abandon every new thing) always assures inconsistent growth, confusing branding, competitive weakness, poor engagement and limited loyalty – not to mention, inefficient CAC.  

Your competitors will thank you for this failure.

Getting lucky, or assuming you can “figure it out” is not a strategy.


A Better Way For Start-up & High Growth Companies

The better way is a strategic approach to building a brand’s unique positioning, value proposition and messaging based on identifying your brand category white space, brand positioning, value proposition and truly understanding your user personas and what role your brand plays in their lives.  This strategic foundation surfaces insights and opportunities that translate into new messaging and a blended and balanced Paid, Owned and Earned marketing playbook and builds both brand awareness and category leadership, as well as efficient and scalable new users and engagement.

Happily, this also leads to incremental revenue.

I work with companies in customized projects, interim or full-time roles that will help them optimize for real, efficient, and scalable new user growth while building the foundation for making a brand people love.  

My expertise in defining, scaling, and managing brands and messaging combined with innovative digital, mobile, and offline marketing tactics help businesses scale efficiently.  

I help build Paid, Owned, and Earned marketing acquisition programs in collaboration with founders, marketing, product, sales, and technology teams to generate unprecedented brand awareness and transformational efficient new user growth.


Marketing Is Hard Work – And Where Many Companies Stumble

It is hard to make a brand people love, efficiently increase user acquisition and retention, model and scale marketing growth, measure and interpret data, refine and optimize tactics, and generate sales leads and revenue.  

Most companies fail at building a powerful brand and efficient scale. They churn through marketing executives every 18 months, endlessly reconfigure marketing teams and constantly search for “growth hacks” and new, shiny tactics from the most recent blog or magazine articles. Or they hire a new agency to solve the wrong problems.

It is true that new ideas should be responsibly tested, teams are dynamic and evolve, and sometimes you can catch a new media wave or tactic before others realize the value. 

But…here is the truth.  Scale and efficiency are usually mutually exclusive.  When a new efficient marketing tactic comes along it has no scale because not enough people are using it yet.  And tactics that have proven scale have little efficiency because everyone is competing for the limited inventory.

On top of that, performance marketing is largely commoditized with everyone scrambling to “optimize” the same digital channels, and “outperform” the competition on the same tired platforms without addressing the real foundational brand and advertising challenges. The brands you admire got to where they are because they challenged conventional thinking, asked “Who is it for?” and “What is it for?” and then told authentic stories, in the process building a leading brand that people love.


How I Help You Scale – Tens Of Thousands Hours Of Experience 

No shortcuts for wisdom, I have a significant and successful marketing record (see my more than 30 written LinkedIn recommendations) across diverse categories – from start-ups to established brands and businesses – as well as experience at award winning advertising agencies, and as an entrepreneur.

This means expertise, pattern recognition and an ability to see around corners.

I am a hands-on leader and manager that helps provide perspective, actionable strategic insights, targeted marketing, media tactics and development of creative around a compelling message that builds your brand and business.  

My marketing playbook of Paid, Owned and Earned tactics developed over more than 20 years of learning and testing can help you create real brand leadership and awareness, and efficiently scale your business, increase revenue, and keep the board happy.

It is not magic – it is real experience, battle scars, intellectual curiosity, industry leadership, creativity, and innovation. It is an understanding of how to create and tell authentic and emotional brand stories and to build and amplify brands, marketing, and advertising that take the category “High Ground” and that are defendable, memorable and compelling.

Your great idea, VC funding and early business momentum do not matter if you cannot urgently and efficiently scale, satisfy the business model, and become a brand people love.

Let’s get to work.

What Are Your Marketing Challenges?

How do we make a brand people love and efficiently increase new user growth?

How do we become a category leader and efficiently scale the business?

How do we professionalize the marketing team and better integrate them into the company?

How do we think about CPA, LTV, measurement and attribution so that we can model growth?

How do we navigate the board or investors to create a growth plan that fits the model and goals?

How do we get more for our money in Paid performance advertising?

How do we think about, plan and buy media efficiently and measure its performance?

How do we produce compelling, interruptive and memorable advertising?

How do we build a scalable Earned marketing program?

How do we build a scaleable Owned marketing program?

How do we increase sales leads and revenue from marketing investment?

How do we turn brand awareness and Word of Mouth into referrals and revenue?

If these sound like the challenges your business is facing, let’s have a conversation

I partner with you to apply my experience to create a strategically positioned and compellingly messaged brand, combined with a scalable and efficient performance marketing acquisition playbook

The Make Brands Marketing Playbook

Professionalize Marketing Departments

Hire, nurture and manage marketing teams across Paid, Owned, Earned and Product Marketing and increase process, collaboration and communication across departments while working with Product, Technology and Sales teams.

Brand Architecture

Define a brand’s category opportunity, language and look and translate into sales pitches, messaging and marketing.

Brand Positioning

Create an emotional ‘sweet spot’ for a brand that is ownable, defendable, compelling and interruptive that allows you to connect with potential customers and convert into users, while building national brand awareness.

Value Proposition

Create a compelling value proposition from the brand positioning that clearly articulates your brand’s attributes, allowing you to build consumer and sales messaging and advertising.

Tagline Development

Translate the value proposition into a powerful tagline that captures the imagination of prospects and customers, builds awareness and generates a brand story.

Creative Development Of Offline Advertising

Create messaging from user insights leading to the development of memorable and compelling offline advertising that is built around the brand and that breaks through everyday noise and clutter.

Digital Performance Marketing

Produce targeted and measurable digital marketing that is optimized against a specific CPA and LTV to help efficiently increase acquisition growth and revenue.

Offline Media Strategy and Buying

Where and how to buy offline media, at what levels, and how to target buys, produce advertising and measure success.

Online and Mobile Media Strategy and Buying

Where and how to buy online and mobile advertising in a fast paced and changing landscape that is tailored to the right target audience and how to track ROI for those buys.

Website Design and Navigation

How to build better UX (user experience) to increase time on site, conversions and engagement while building brand awareness and sales.

Search Engine Marketing

How to efficiently buy search engine keywords on Google and other search sites that capture prospects and send them to your website.

Search Engine Optimization

Website optimization and creation of original content using white hat techniques to maximize indexing by Google and major search engines that improve organic search ranking and increase organic users.

Social Media

Leverage Facebook, Twitter, Instagram, Pinterest, Snap and other emerging social media to build brand, conversion and sharing, leading to increased awareness, credibility, new user growth and revenue.

Owned Marketing

Develop low-cost Owned original written and video content programs that build original content, online reputation and credibility, leading to more recommendations, new users and revenue.

Email Marketing

Develop an email and CRM program that welcomes new users, nurtures them and increases engagement, referrals, and brand awareness.

Earned Marketing

Create and leverage Earned marketing communications and PR to proactively increase thought leadership, organic brand awareness, new users and revenue.

I have established relationships with leading designers, programmers, writers, ad agencies, media buyers and other marketing resources to partner with as needed

Contact me to discuss your marketing challenges, and how to help build your brand awareness, and increase new user growth, engagement, and revenue

Start a project. Get in touch

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