Turning “it’s complicated” into marketing systems teams can trust.
I build the systems marketing strategy depends on — the data models, workflows, and integrations that turn a plan into action.
What changes when the system is right.
Results from enterprise and high-growth B2B environments — each one the downstream effect of an architecture, data, or process change, not a one-off campaign.
Re-architected lead sync, scoring, and routing so real demand stopped stalling between systems — more pipeline from the same spend.
Qualification defined with sales, then enforced in the data model — sales worked fewer, better leads and stopped discounting marketing's numbers.
A governed taxonomy replacing 200+ legacy values — channel spend decisions finally made against attribution leaders trusted.
Multi-tier identity verification unified customer data across four systems — one view per account, cleaner targeting and suppression, and no more competing outreach to the same buyer.
Rebuilt CRM and automation integrations so sales follows up while intent is still warm, instead of days later.
Templated, self-serve campaign builds supported a tripling of campaign output with no added headcount and no drop in quality.
Where strategy becomes operational.
Four disciplines that connect ambitious marketing strategy to systems, data, and processes that hold up under real business pressure.
Designing and maintaining the marketing technology stack end-to-end — automation, CRM, enrichment, attribution, routing, and consent — and the integrations that keep them coherent as the business scales.
Lead-to-revenue routing, scoring, lifecycle stages, and SLAs that keep pipeline moving and give marketing and sales a shared, defensible view of the funnel.
Data hygiene, enrichment, segmentation, and multi-touch attribution modeled on a governed data architecture — so the numbers hold up when someone asks how they were built.
AI-enabled workflows, self-serve provisioning, and cross-functional operating models that connect teams on shared outcomes.
Case studies
Diagnosed problems, translated to architecture, and shipped operating models that outlasted the initial project.
- Icertis Above and Beyond Award
- Lenovo Marketing Catalyst Award
- MOPsie Award Nominee
- SAP Marketing Best Practice Award
Reliable growth requires more than another tool.
It requires clear architecture, trustworthy data, practical governance, and an operating model people can actually use. Connecting those pieces — and turning them into systems and processes that hold up under real business pressure — is the work.