● Fractional CMO · Consumer & DTC brands
Before you spend another dollar, find out what moves the needle.
I’m a marketing and growth leader with an engineer’s ability to diagnose your marketing systems. I find what will actually drive growth (in the data, the plan or the people), then build the engine and the team that keeps it running.
206% DTC CAGR · 13× revenue in one year · +50% repeat purchase
Brands I’ve worked with
Sound familiar?
What I usually hear on the first call
“We’re doing everything, and nothing is moving.”
“Our plan and our results don’t match, and nobody can say why.”
“I’m still the head of marketing, and I shouldn’t be.”
“The team is working hard, and they’re burning out.”
How I work
You won’t vibe code a marketing engine.
Engineering taught me that math and science are tools, not the outcome. The job of a water treatment plant isn’t to exist; it’s clean water. Marketing works the same way. The point of a new website isn’t a new website; it’s more customers buying direct and coming back. So I start with what success actually looks like and cut anything that doesn’t serve it.
1
Define success
Not “run campaigns.” The outcome the business needs, and how we’ll know we got there.
2
Separate facts from assumptions
I dig into the data and talk to the team. For established brands, a forecasting model shows exactly how big the gap to the goal is.
3
Find the root cause
Channel, plan, process or people. Sometimes it’s morale, not media. I’ll tell you which, even when it’s uncomfortable.
4
Build the engine and the team
Fix things in order, measure as we go, and leave behind a system and a team that keep running without me.
Ways to work together
Start small. Stay focused. Scale fast.
Start here
Growth Diagnostic
2–3 weeks · fixed scope
Fixed fee starting at $5,000
A full read of the business: where the biggest opportunities are, what to do first, and a written 90-day plan your team can run with or without me.
Ongoing
Fractional CMO
Part-time · monthly retainer
Retainers start at $10,000 a month
I run marketing as part of your leadership team: strategy, budget, team and agencies, with clear weekly accountability.
Light touch
Advisor
Monthly · for founders and their marketing lead
Starting at $2,500 a month
A standing session to pressure-test plans, budgets and hires, for teams that have the people but want a senior second opinion.
Selected work
What changed
2018–2022 · DTC workwear
Truewerk
DTC revenue CAGR over four years, built on a sharper brand, more channels and a stronger organization.
Read the case →
2024–2025 · Outdoor retail
Out&Back Outdoor
Revenue growth in one year across 40,000+ SKUs, without leaning on any one channel.
Read the case →
2023–2024 · Wellness CPG
Further Food
Repeat purchase after a full rebrand and lifecycle rebuild. A 3-month engagement that ran 12.
Read the case →
2026 · Functional supplements
Hero Elements
New customers a month, eight weeks after an audit, a new growth plan and an AI marketing operating system.
Read the case →
How my old CEO at Truewerk summed me up
He likes to win.
What that means in practice
We agree on what winning looks like before we touch the plan. Then I cut anything that doesn’t move it, including my own ideas. At Truewerk that meant four years of compounding DTC growth.
About
Engineer by education, marketer by trade.
I’m a marketing and growth leader with 15+ years in consumer brands. I started in civil engineering and analytics, ran my own agency, and since 2018 have led marketing at Truewerk, Further Food, Out&Back Outdoor and Hero Elements. Along the way, I’ve made time to travel the world.
I hate to break it to you, but numbers can lie. I just know how to speak their language.
More about me →FAQ
Before you book
What does a fractional CMO actually do?
The same job as a full-time CMO, owning strategy, budget, team and results, on part of the week. You get senior judgment without a full-time executive salary.
Which brands are a fit?
US consumer and DTC brands, roughly $3–30M in revenue, with a team of 10 to 100 and growth that has slowed or stalled.
Where should we start?
Usually with the Growth Diagnostic. It’s fixed in scope, gives you a plan you keep, and shows us both whether a longer engagement makes sense.
How many clients do you take on?
I believe in work/life balance. I'm not out here trying to shake everyone down for every available cent. I balance my client load based on how well I'm able to provide services. Sometimes I have a bunch of advisory clients, sometimes I spend months with a single client and the rest of the time I'm balancing work with my love of woodworking, sewing and baking.
Got to grow? Let’s get you on track.
A 30-minute call is enough to tell whether a Diagnostic makes sense.