You built the product. Then you became the marketer. Maybe because your CMO didn't work out, or you only have junior marketers who run execution. Either way, the math underneath your GTM strategy isn't compounding. Let's fix that — sharp positioning, a system your team can run, growth that actually scales.
You've built a product people will pay for. What you haven't cracked: acquiring those people for less than what they're worth to you, and doing it repeatedly at scale.
Most founders aren't stuck on tactics — they're stuck because the math underneath doesn't work. CAC is too high, LTV is fuzzy, channels that worked last quarter aren't working this one. You keep spending, keep launching, and the engine never compounds.
Most recently I was VP of Marketing at Smart Start — an Apollo-backed PE company — where I scaled the business while keeping LTV/CAC sharp enough to make the CFO smile. Before that, two-time founder. I've succeeded, I've failed — and I learned more from the second than the first.
Now I work with founders and operators who've found product-market fit and are figuring out what comes next: sharper positioning, the right next channel, a system that doesn't depend on heroics. I also host daytime founder events around the SF Bay Area — lunches, pickleball, and morning coffee. The best conversations about GTM happen when there's no audience and no slide deck.
I have a soft spot for regulated industries — healthcare, fintech, legal, public sector. The niches are interesting, the constraints are real, and the puzzles are fun to put together. The compliance moat plus a sharp GTM motion is one of the most underrated advantages in B2B. Outside of work: I care a lot about personal health and wellness. The long game, in body and in business.
Most marketing problems aren't marketing problems. They're math problems wearing a marketing costume — and as a founder, you're the one who feels them first.
Sharpen positioning, ICP, and TRM (your Total Relevant Market) so the math actually works. Get out of the "we serve everyone" trap and into the conversation your buyers are already having.
Build a repeatable acquisition motion the team can run without you in the room. One GTM motion that works beats five that almost do — especially as you cross the valleys between problem fit, product fit, and platform fit.
Clarity, alignment, team. Operating cadence and measurement so growth compounds quarter over quarter — instead of restarting every time someone leaves or every time you cross a revenue valley.
A 30-day diagnostic on your top 3 GTM challenges, translated into a 90-day operating plan. Run it with me. Run it without me. Either way, you walk out with clarity.
Not the panel-deck version. The 11pm-on-a-Tuesday version — the worry humming under everything. Three honest answers.
Probably not. If your positioning is sharp and your ICP is tight, AI is a multiplier you can deploy in weeks, not quarters. If they're not, AI just scales the noise faster — and burns budget faster too. Strategy first, then tooling. Not the other way around.
Depends entirely on your moat. Workflow depth, regulatory complexity, network effects, and proprietary data hold up. Surface-level features and generic positioning don't. The fix isn't a panic AI feature — it's moving up the value chain. Especially in healthcare, fintech, legal, and public sector, where compliance plus a sharp GTM motion is one of the most underrated competitive advantages in B2B right now.
Hire someone who understands GTM. The AI tooling changes every six weeks; positioning, ICP, and channel strategy change every two-to-three years. The durable skill is strategy. AI fluency comes second — and it's easier to teach than judgment.
AI can help you build repeatable GTM motions. But AI on weak positioning just scales the junk — more content nobody asked for, outreach to the wrong ICP at volume, the wrong funnel optimized faster. The leverage is underneath: clear positioning, sharp ICP, and a success framework. Get those right, and AI becomes a multiplier. Want to talk through your specific situation? Book a 1:1 chat →
Three engagements, in escalating order of commitment. Most founders start with a complimentary GTM Workshop.
A focused 1:1 diagnostic on your top GTM challenges and priorities. This meeting includes the leadership team. It is a working conversation that ends with clarity on where to focus next.
Best for: founders who want a real opinion before committing to anything paid.
Take the assessment →A short-term engagement on your top 3 GTM challenges. Diagnosed, prioritized, translated into a 90-day operating plan. No 6-month retainer. No 80-page deck. A clear path you can run — with or without me after.
Best for: founders ready to commit to one focused fix.
Book a 1:1 chat →Senior marketing leadership embedded with your team. I run the strategy, build the systems, mentor the team, and hand off a repeatable motion.
Best for: companies past PMF that need a real GTM operator — not a fourth retainer.
Book a 1:1 chat →Real answers to the questions I hear most often. Steal them. Send them to your team. Or skip the reading and book a call.
…or you're an investor with a portfolio company that does — let's talk. Start with a complimentary GTM Workshop. Take the assessment first so we both know it's a fit.
Take the assessment