The Work

Strategy sets the direction. Execution makes it real. The work below is just a few examples that show both — grounded in a clear plan, built to deliver outcomes that last, perform, and prove themselves.

AI VISIBILITY

SALESFORCE HYGIENE & GOVERNANCE

PROBLEM: Salesforce instance was cluttered with unmanaged data collected over 15+ years, did not reflect the current ICP and TAM, and held outdated and incomplete contact data

SOLUTION: Conducted hygiene initiative to remove non-ICP and “unicorn” accounts, enriched contact records, added contact records for all members of buying group, implemented governance processes

IMPACT: Assured complete TAM coverage, ability to engage entire buying group, sharper sales and marketing focus, refined segmentation and precise targeting

PROPOSAL OPTIMIZATION

PROBLEM: Uneven quality of proposal responses, SMEs asked to review and edit prior responses and burdened with frequent response requests for common questions

SOLUTION: Establish a structured review and rewrite process for all high-frequency proposal responses, establish research standards, curated standardized responses in RFP response software

IMPACT: Wrote high-quality content for 75% of most frequent responses, standardized responses eliminated the need for SME review and enabled SMEs to focus on deal-specific content

ABM IMPLEMENTATION

PROBLEM: Company was arriving late to deals and lacked visibility into in-market accounts.

SOLUTION: Fully implemented Demandbase and built account based marketing (ABM) practice.

IMPACT: Automated workflows alerted sellers to intent-based signals, journey-based campaigns nurtured accounts, gaps in buying group were identified and contact-level data acquired to enable sales and marketing

UNDERDEVELOPED TALENT

PROBLEM: Talented team lacked cohesion and unified direction, undefined marketing objectives, team working within their comfort zone and unchallenged

SOLUTION: Set clear marketing goals tied to business priorities, aligned individual actions to marketing goals, delivered individual coaching to identify strengths and raised the bar on the work (design, content, strategy), built a culture of growth expectations and mutual challenge

IMPACT: Team aligned around shared goals, coaching culture, focus on continuous experimentation and innovation, higher standards of work quality

WEBSITE REDESIGN

PROBLEM: Corporate acquisition required strategic addition of new offerings and capabilities, site not optimized for AEO, technical site health needed improvement

SOLUTION: Construct site navigation and content architecture to reflect user behavior, audit site and build process to address technical errors, add FAQs to key pages and apply JSON-LD schema and semantic HTML to give answer engines machine-readable roadmaps to extract, verify and cite content

IMPACT: Discreet pages more effectively captured visitor intent, accurate answers in direct prompt audits, improvement in AI referral traffic, 90% reduction of technical site errors

BRANDING & BRAND STANDARDS

PROBLEM: Outdated branding and standards, inconsistent brand application across creatives, limited graphics for employee-generated materials, no centralized repository for standards and branded materials

SOLUTION: Expanded and documented brand standards for all applications, designed expansive collections of on-brand photography and graphics, created comprehensive brand guide and online repository of brand materials, conducted company-wide brand training

IMPACT: Faster content creation, brand alignment and quality control of employee-produced materials, uniformity in brand encounters across all touchpoints

PROBLEM: Company website was optimized for SEO but not for agentic search (AEO)

SOLUTION: Conducted AI visibility analysis, built and executed against comprehensive AEO roadmap, implemented FAQ schema and structured data, recommended third-party citation building

IMPACT: Company content is consistently and accurately reflected in answer engine searches