About Me

I help DTC and SaaS companies grow revenue without sacrificing profit.

I've been doing this for 15 years as CEO, CMO, and VP of Marketing, building scalable marketing programs that turn chaos into systems and startups into profit centers. But if you really want to understand how I work, you have to go back to the moment everything almost ended.

The Accident That Rewired Everything

On August 10, 2016, I was hit by a car while crossing the street. I suffered a traumatic brain injury, multiple skull fractures, and lost much of what I had learned as a marketer. I spent 10 days unconscious and months in rehab. I forgot frameworks, tools, and tactics, but not the hunger to build.

Relearning marketing from scratch forced me to rebuild everything from first principles. It sharpened my focus on what matters: creating systems that compound, messages that convert, and teams that scale. That trauma became the foundation for the growth playbook I've used ever since. What emerged was a sharper, systems-first approach that I've used to scale revenue at companies like TeePublic, TeeFury, and TeachMe.To without ever losing sight of contribution margin.

The Accidental Marketer

I didn’t plan to be here. I studied politics. Went to seminary. Taught in NYC public schools. Marketing was supposed to be a temporary detour—an SEO assignment I did while wandering around a graveyard, desperately Googling what a “landing page” was. That graveyard walk landed me my first marketing job at Spreadshirt. And from there, I never looked back.

At TeePublic, I became the first marketing hire and built a system that generated $107M in marketing revenue. I later became CEO of TeeFury, where I inherited unsustainable marketing economics and turned them around, doubling revenue in a year while tripling ROAS. I was the first marketing hire at TeachMeTo: the Airbnb for in-person sports lessons. I created what the founder later called "the marketing machine," a geo-weighted CAC bidding model, Google Ads scripts, server-side tracking, and a full-funnel testing program. The result? We doubled Google Ads bookings YoY and grew revenue 92.7%, all while keeping CAC in line during peak season.

What I’ve Built

At TeePublic (VP of Marketing)

I was the first marketing hire. I built the system that scaled the company from $8M to $135M in revenue.

  • Built Google Shopping: $1M → $54M

  • Built Facebook Ads: $1M → $29M

  • Built Email & SMS: $2.4M → $17M

  • Retention share grew from 29% → 51%

  • Retention revenue grew from $12M → $55M

  • Launched the company's rebrand and brand strategy overhaul

At TeeFury (CEO)

I stepped in when the economics were broken.

  • Built a paid growth engine from scratch

  • Doubled YoY new customer revenue

  • Grew Facebook ROAS from 2.56x → 5.29x

  • Revenue jumped 97% YoY

  • Did all this while running the company and managing a lean team

At TeachMe.To (Head of Marketing)

I joined as the first marketing hire. My mandate: fix CAC, scale performance, and bring structure to growth.

  • Doubled Google Ads conversions YoY while keeping CAC flat

  • Built systems to track quality score, location performance, and campaign-level contribution margin

  • Launched a supply-side marketing strategy to activate new coaches and rebalance marketplace liquidity

  • Created internal growth playbooks, segmentation strategies, and rapid testing pipelines for paid media, landing pages, and onboarding

How I Work

I don’t chase hacks. I build systems.

At the core of my approach is systems thinking: understanding how growth, performance, and perception are interdependent, not isolated. When something isn’t working, I don’t just ask “Why is this channel underperforming?” I ask:

  • How does this channel interact with our creative and messaging?

  • Is it influencing funnel velocity, LTV, or post-purchase behavior?

  • Are we reinforcing a positive loop—or compounding a negative one?

  • Where’s the constraint, and what happens when we relieve it?

Here’s how that thinking comes to life in my work:

Build-Measure-Learn Feedback Loops

Every initiative starts as an MVP, runs through structured feedback, and either scales or gets shut down. The goal is velocity with insight—not activity for activity’s sake.

  • Meta Ads Betatyping: Fast, iterative campaign testing to isolate message-market fit

  • Google Ads pMax Architecture: Modular testing across signals, assets, and audiences

Decision Trees for Strategic Planning

I don’t do quarterly goals in a vacuum. I map paths, gaps, and escape routes in advance.

  • Define base, target, and stretch scenarios

  • Identify what needs to be true to hit targets (revenue, spend, GPAPA, etc.)

  • Forecast constraints and the experiments or levers needed to close the gap

  • Document fallback plans for when market or internal variables shift

Experimentation Architecture

Experiments aren’t random. They sit within a deliberate system of validated learning that compounds over time.

  • Identify the core problem

  • Form hypotheses with clear outcome metrics

  • Prioritize with ICE scoring (Impact, Confidence, Effort)

  • Build clean test infrastructure

  • Log, synthesize, and ladder insights into future bets

  • I maintain an experiment tracker that feeds directly into roadmap planning

Rituals That Reinforce the System

Every meeting, sync, and touchpoint serves a purpose—and drives the loop forward.

  • Weekly Team Meeting: Collaborative problem-solving, driven by async KPI updates and milestone check-ins

  • Ad Hoc Kickoffs: Aligned around GACCS briefs (Goals, Audience, Creative, Channels, Stakeholders)

  • Bi-Weekly Pipeline Syncs: Tight coordination between growth, product, and sales

  • Monthly Marketing x Product Strategy: Keeps go-to-market grounded in what's being built

  • Quarterly Planning: Calibrate strategic focus, balance engine-building with fuel-finding

  • Yearly OKR Alignment: Set “big rocks” and ensure all layers of the org are rowing in the same direction

Marketing is a system. My job is to understand how it breathes, where it breaks, and what lever creates the biggest unlock. That’s how I operate—across every role I’ve held.

Why I Do It

Because I almost lost everything and came back better. That experience taught me how to think clearly under pressure, rebuild from nothing, and lead with empathy and precision. I’ve had the chance to learn from brilliant mentors and now I try to pay that forward, whether it's advising startups, building growth programs, or mentoring the next generation of marketers.