Growth strategy grounded in how the system behaves.

1. 01

   Diagnose before prescribing

   The visible symptom is rarely where the constraint lives. I trace how acquisition, conversion, lifecycle, and reporting interact before recommending a change.

2. 02

   Trust the numbers, or fix them first

   Budget decisions are only as good as the measurement underneath them. Tracking integrity and attribution logic come before optimization.

3. 03

   Build what the team can run

   Good recommendations become systems, documentation, and operating habits that keep working after the engagement ends.

1. 2025–Present

   Independent Growth Systems Advisor / Fractional Growth Lead, Empirium Solutions LLC

   Independent client work across growth strategy, performance marketing, measurement, lifecycle, automation, analytics, and technical marketing.

   • Diagnose growth constraints across acquisition, funnel economics, attribution, lifecycle, measurement architecture, marketing operations, and technical infrastructure, then move from recommendation into hands-on implementation.
   • Lead client work across Meta Ads, Google Ads, Shopping and Performance Max, GA4/GTM, CRM and lifecycle systems, conversion tracking, landing pages, reporting, dashboards, automation, and technical QA.
   • For a consumer crowdfunding engagement, audited 64 campaigns and 216 ads, rebuilt campaign structure and creative testing, improved lifecycle and nurture workflows, and repaired Meta and Google conversion instrumentation and attribution paths.

2. 2024–2025

   Director of Growth Marketing, SoLo Funds

   Growth strategy for a two-sided fintech marketplace.

   • Contributed to roughly 18% growth in active lenders, 24% growth in borrower applications, and a 31% increase in successful loan matches.
   • Optimized Braze-powered lifecycle and CRM workflows, improving retention by approximately 14% and engagement by 28% across borrower and lender segments.
   • Worked across marketing, product, data, and creative to reduce journey friction and improve conversion by about 11%.
   • Rebuilt acquisition and measurement across paid search, landing pages, GTM, conversion tracking, and SEO.

3. 2022–2024

   Associate Marketing Director, Growth Marketing, interTrend Communications

   Enterprise growth and performance strategy across paid search, paid social, programmatic, video, and audience activation, including major Toyota and Lexus initiatives.

   • Managed $5M+ in annual media investment, optimizing across audience, geography, device, daypart, creative, and funnel performance.
   • Owned programmatic planning and optimization in DV360/CM360 with multi-million-dollar annual budgets, supported by Meta and YouTube activation.
   • Built taxonomy, dashboards, automated reporting, QA, and measurement workflows in Power BI and Python, reducing manual reporting effort and speeding decision cycles.

4. 2018–2022

   Growth & Performance Marketing Lead, DYL

   Performance marketing and growth programs across SaaS, e-commerce, finance, and lead-generation businesses.

   • Managed $500K+ in monthly media spend across Google Ads, Meta, and programmatic platforms including DV360.
   • Built Python-based automation for reporting, bid adjustments, and budget management.

5. 2013–2018

   Digital Marketing Manager, Level11

   Progressed through increasingly senior digital marketing responsibilities across SEO, SEM, programmatic, email, CRM, lead generation, and analytics.

   • Built automated reporting workflows using Python and Google Analytics, connecting lead generation with downstream performance.

Empirium Solutions is my advisory practice. This site is the personal record: selected work, background, and writing. For engagement details, Empirium is the place to start.

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