Where strategy
meets execution.
I translate complex objectives into clear direction that creatives can build from, developers can scope, and media planners can activate. Broad enough to see the whole board. Deep enough to roll up my sleeves and ship.
What I bring to the table.
Brand & Campaign Strategy
Personas, audience segmentation, competitive positioning, and integrated content ecosystems — built for national brands across CPG, retail, and healthcare.
AI-Powered Workflows
Designed and deployed AI-assisted reporting, content generation, and cross-team collaboration tools. An early builder of AI workflows, not just a user — featured in AdAge.
Platform & Web Development
Frontend builds, design systems, custom apps, and embedded tooling. Enough technical depth to scope, document, and ship production-grade work independently.
The strategist who speaks
every language in the room.
Creatives need a clear brief, not a slide deck. Developers need scoped requirements, not vague asks. Media planners need channel logic, not campaign themes. I've worked across enough disciplines to translate between all three — and to build the tools when none exist.
The longer version.
I'm a strategist and creative technologist with 7+ years across agency, freelance, and in-house environments. I started in programmatic strategy at The Richards Group — working on Dr Pepper, Motts, and HEB — then moved into senior social and brand strategy at LERMA/.
At LERMA/ I led strategy for Avocados From Mexico, The Salvation Army, and The Home Depot, including two Super Bowl campaigns. I co-developed a proprietary AI image generation model addressing representation gaps in commercial AI — featured in AdAge — and built internal workflow tools that automated content creation from tagging through team review.
Today I work at the intersection of growth marketing and product, primarily for NuuVim, a GLP-1 weight management telehealth company. I hold a BA in Sociology and Media Philosophy from Texas A&M — which turns out to be exactly the right background for this job.
- Brand Strategy & Competitive Positioning
- Full-Funnel Social & Digital Strategy
- AI Workflow Development
- Frontend & Web Development
- Data & Analytics — GA4, PowerBI, Datorama
- Video Production & Scripting
- Avocados From Mexico
- The Home Depot
- The Salvation Army
- Dr Pepper · Fansville
- Bai Boost — ANA Award
- NuuVim — GLP-1 Telehealth
Things I've built.
National campaigns, internal platforms, design systems, and AI-powered tools. Seven years across CPG, telehealth, esports, and retail, refining strategy & execution.
Super Bowl Social War Room & Integrated Campaign Strategy
Served as second-in-command on the social strategy team for two consecutive Super Bowl campaigns, running live Social War Rooms during both games — coordinating real-time content deployment across platforms in close collaboration with the creative, media, and client teams. The brand became the #1 most positively mentioned brand during Super Bowl 2023.
Beyond the Super Bowl, aided in the development of yearly integrated marketing campaigns across paid social, organic social, display, and CTV — building content ecosystems that delivered a cohesive message throughout the full calendar year. Rebuilt the brand's social persona, social styleguide, and image standards from the ground up. Also contributed to influencer strategy and social content development across campaigns.
AI-Powered CMS & Workflow System
Built an in-house AI content management system for automated image tagging, variation generation, social post building, and team review. Measurably reduced production time across creative and strategy teams.
Social Strategy Overhaul & TikTok Launch
Completely rewrote the national social media strategy, shifting the brand from name recognition to genuine storytelling. The insight: everyone knows who the Salvation Army is — almost no one knows what they actually do. Built a content framework around real people, real services, and series-style video covering each program the organization provides. Worked across agency partners to modernize their thrifting presence and launched their first TikTok channel. Created and presented social media best practice decks at their national conference.
Proprietary AI Image Model
Co-developed a proprietary AI image generation model addressing systemic representation gaps in commercial image AI. Featured in AdAge.
Fansville — Digital Campaign Strategy
Digital strategy for the Webby Award-honored Fansville campaign with Cloud9, and Dr Pepper's first permanent new flavor launch in a decade. Scope included programmatic planning, audience segmentation, and digital channel strategy.
Dr Pepper Esports — "Treat You Right"
Strategically steered the 2019 Dr Pepper Esports campaign by identifying a high-affinity crossover between K-pop and gaming as the foundational creative hook for the "Treat You Right" music video initiative. Defined target audience segments and vetted strategic partners — including Team SoloMid (TSM) — to ensure messaging resonated authentically with Millennial and Gen Z demographics while bypassing consumer skepticism.
Developed a multi-channel engagement strategy across Twitch, Twitter, and Spotify, resulting in 3.3 billion impressions and a 15.5% lift in purchase intent. Authored the comprehensive case study from campaign data, establishing a proven blueprint for heritage brands navigating niche digital subcultures.
NuuVim Design System and Standards
Token-based design system covering color, typography, spacing, animation, and a full component library. A single-file living document in active production use across all Webflow and HTML embed builds.
Bai Boost — New Product Launch
Oversaw influencer partnerships, creative production, chat moderation strategy, and chatbot development for the launch of Bai Boost in the Esports space. Earned the 2022 ANA In-House Excellence Award.
Bai Boost launched their new flavored "wonderwater" infused with natural, plant-based energy. To emphasize Bai's "good energy," we launched the product with a first-of-its-kind Twitch activation designed to help combat online harassment of women gamers. As our superstar gaming influencers played, every hateful comment made by a troll was automatically turned into a positive message and generated a donation to Take This, a mental health charity for the video game community.
UTM Governance Platform
Enterprise UTM standardization tool with role-based access, approval workflows, client templates, and batch URL generation. Built on Node.js, TypeScript, and React. Solves real cross-team tracking problems at scale.
E-Commerce & UX Strategy
Directed UX and e-commerce strategy, optimizing Amazon sales channels and building audience segmentation frameworks for complex multi-brand activations across CPG clients.
Built & deployed.
Client websites designed and shipped solo, plus production tools deployed on Google Cloud Run.
Built front to back.
Client and personal sites designed, developed, and shipped independently.
NuuVim
Full site build for a GLP-1 weight management telehealth company. Design system, component library, CMS, and all frontend development delivered as a solo engagement.
KJ Transmedia
Agency website for a media production and transmedia strategy firm. Custom HTML/CSS build, fully responsive.
5th Wheel Hub
Consumer-facing website for a fifth-wheel RV enthusiast community. Custom HTML/CSS, content-driven layout.
Production tools.
Applications deployed on Google Cloud Run. Click any card to open in full.
What I can do for you.
Everything I can deliver under a retainer or project engagement. Estimates reflect efficient, competent execution — not padded agency hours.
| Category | Service |
|---|---|
| Strategy | |
| Strategy |
Brand positioning + written brief
Monthly working session to sharpen how the brand shows up in the market — competitive landscape review, messaging hierarchy, and channel prioritization. Delivered as a written brief your team can actually act on, not a deck full of buzzwords.
|
| Strategy |
Monthly analytics review + channel recommendations
Deep look at what's working and what's wasted across paid, organic, and owned channels. Synthesized into a prioritized action list — specific next moves ranked by impact, not generic observations.
|
| Web Development | |
| Web Dev |
New landing page build (full copy + dev)
From wireframe to live — copy, layout, responsive build, and basic SEO implementation. Complexity drives the range: a simple lead capture page is on the low end; a conversion-optimized long-form page with multiple sections, animations, and form logic is on the high end.
|
| Web Dev |
Existing page rewrite + CTA overhaul
Audit an underperforming page, rewrite the copy with a clearer value prop, tighten the layout, and sharpen every call to action. Copy-first approach — structure follows the message, not the other way around.
|
| Web Dev |
Lead magnet landing page + form integration
Full asset delivery flow: hero page, thank-you page, and CRM connection so leads land where they should. Built to convert, not just collect email addresses.
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| Web Dev |
Schema markup + technical SEO implementation
JSON-LD structured data, robots.txt, sitemap generation, meta tag optimization across all key pages. The plumbing that makes content discoverable — often ignored, consistently valuable.
|
| Social | |
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LinkedIn founder post copy
POV-driven, hook-first posts written in your voice and ready to publish. Covers thought leadership, perspective pieces, and narrative-led content designed to build authority and pull in the right audience — not vanity metrics.
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LinkedIn company page post copy
Shorter-form content in the brand's voice — product news, team highlights, value prop reinforcement. Calibrated for company pages where reach is earned through relevance, not personality alone.
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Instagram / Facebook post copy + creative brief
Copy plus a visual direction brief for your designer — concept, tone, reference direction, and copy overlay notes. You get production-ready copy and a brief that makes the design process faster, not a game of telephone.
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LinkedIn carousel (PDF) — copy + structure
Slide-by-slide copy, flow architecture, and a design handoff brief. Built around the format's mechanics — strong hook slide, clear progression, no-friction swipe, and a CTA that earns the follow or the DM.
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TikTok / short-form video script + brief
Script with visual direction notes — hook in the first two seconds, pacing beats, on-screen text, and a clear end action. No video production included, but your editor will know exactly what to build.
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| Paid Media | |
| Paid Media |
LinkedIn campaign setup (audience + creative)
End-to-end build: audience definition, Lead Gen Form setup, ad copy across variants, and A/B testing structure. LinkedIn's ad platform rewards specificity — this covers the targeting logic and creative strategy that most campaigns skip.
|
| Paid Media |
LinkedIn campaign ongoing management
Monthly bid optimization, creative refresh cadence, audience refinement based on performance data. Keeps campaigns from going stale and spend from leaking into the wrong placements.
|
| Paid Media |
Google Search campaign setup
Full campaign build: keyword research, match type strategy, ad group architecture, copy across all variants, and conversion tracking verification. Built to capture intent at the right moment with the right message — not just traffic.
|
| Paid Media |
Google Search ongoing management
Bid management, negative keyword expansion, ad copy testing, and quality score optimization. Monthly review cycle with documented changes so you always know where the budget went and why.
|
| Paid Media |
Google Display / Meta Ads management
Audience strategy, placement selection, and creative direction — not design execution. Covers the decisions that actually drive performance: who sees the ad, where, and what the message hierarchy should be.
|
| Content | |
| Content |
Blog post / thought leadership article
Research, outline, full draft, and SEO optimization — targeting 800–1,200 words. Written to rank and to be read. Topic selection driven by keyword opportunity and brand authority gaps, not just what sounds interesting.
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| Content |
Lead magnet asset (checklist, maturity model)
Copy, content architecture, and design brief for a gated asset — not visual production. Includes the logic of what the asset teaches, how it's structured to demonstrate expertise, and what the reader should do next after consuming it.
|
| Content |
Email sequence copy
Per-email copy with subject line variants, preview text, CTA language, and CRM-ready formatting. Written for the sequence as a whole — not just individual emails in isolation — so each one moves the reader forward.
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| Content |
Benchmark report or whitepaper
Research, writing, and structural logic for a long-form asset — delivered as a design-ready handoff for production. Quarterly cadence. Built to earn coverage, drive downloads, and give your sales team something worth sending.
|
| AI & Automation | |
| AI Automation |
Lead scoring model + CRM workflow build
Engagement-triggered scoring logic, CRM field mapping, and routing rules so your sales team works the right leads at the right time — not a spreadsheet of everyone who ever clicked something. One-time build with documentation.
|
| AI Automation |
Email trigger automation (behavioral)
CRM-based triggers that fire based on opens, clicks, and site visits — not just time-based drips. Covers trigger logic, sequence branching, and fallback handling. Built per sequence so the automation actually matches buyer behavior.
|
| AI Automation |
AI content generation pipeline
Prompt engineering, API integration, and an output review workflow that makes AI-assisted content actually usable at scale. Built for your specific voice, format, and quality bar — not a generic ChatGPT wrapper.
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| AI Automation |
Analytics dashboard + automated reporting
Multi-channel attribution dashboard with automated weekly or monthly delivery. You stop building reports by hand and start seeing the data that actually matters — channel performance, funnel stage drop-off, and spend efficiency in one place.
|
| Ecommerce | |
| Ecommerce |
Ecommerce channel strategy + roadmap
Full audit of your current channel mix — DTC site, Amazon, retail media, social commerce — with a prioritized roadmap for where to focus based on margin, volume, and competitive positioning. Built around real trade-offs, not a list of everything you could theoretically do.
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| Ecommerce |
DTC site conversion rate optimization (CRO)
Page-level audit across your highest-traffic and highest-exit points. Covers copy hierarchy, CTA placement, UX friction, and trust signal gaps. Delivered as a prioritized fix list with rationale — not a generic best-practices document.
|
| Ecommerce |
Product detail page (PDP) strategy + copy
Rewrite and restructure product pages to sell — benefit-led hierarchy, objection handling, SEO-optimized titles and meta, and module-by-module copy for your CMS. Covers the full decision journey a buyer goes through before they add to cart.
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| Ecommerce |
Amazon / retail media listing optimization
Title, bullet points, A+ content copy, and backend keyword strategy for Amazon or equivalent retail media platforms. Optimized for both search placement and conversion — because ranking doesn't matter if the page doesn't close.
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| Ecommerce |
Ecommerce promotional calendar + campaign briefs
Quarterly promotional planning across all channels — offers, timing, channel priority, and creative briefs for each activation. Coordinated so your DTC, retail, and paid channels aren't stepping on each other or leaving revenue on the table.
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| Ecommerce |
Cart abandonment + post-purchase flow strategy
Sequence logic, copy, and timing strategy for abandoned cart, browse abandonment, post-purchase upsell, and win-back flows. Revenue recovery that runs on its own once it's built — covers the full lifecycle from first add-to-cart through repeat purchase.
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| Ecommerce |
Subscription + retention program design
Strategy for subscription pricing, commitment incentives, churn triggers, and retention communication cadence. Built around what actually keeps subscribers — not just acquisition mechanics bolted onto a one-time purchase model.
|
| Go-to-Market Strategy | |
| GTM |
Product or offer launch strategy
End-to-end go-to-market plan for a new product, SKU, or service offer — audience definition, positioning, channel sequencing, messaging framework, and launch timeline. Covers pre-launch, launch week, and the 30-day follow-through that most teams underplan.
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| GTM |
Market entry + competitive positioning audit
Structured analysis of your competitive set — messaging gaps, pricing positioning, share of voice, and whitespace opportunities. Delivered as a positioning brief that tells you exactly where to play and what to say to win customers your competitors can't hold.
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| GTM |
ICP + audience segmentation framework
Define and document your ideal customer profiles — not personas full of stock photography and demographic fluff, but behavioral and psychographic segments with distinct messaging needs. Built to inform copy, media targeting, and sales qualification simultaneously.
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| GTM |
Pricing + offer architecture strategy
Structure your offer lineup to reduce friction and increase average order value — tiering logic, anchor pricing, bundle strategy, and promotional discount guardrails. Covers both the psychology of the decision and the operational mechanics of running it.
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| GTM |
Sales enablement content + pitch narrative
One-pagers, pitch decks, battle cards, and objection-handling guides built around how your buyers actually make decisions — not how your internal team describes the product. Bridges the gap between marketing messaging and what sales actually needs to close.
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| GTM |
Partnership + channel distribution strategy
Identify, prioritize, and structure partnership opportunities that extend your distribution without proportionally extending your cost base. Covers co-marketing mechanics, affiliate program design, retail distribution strategy, and the terms that make partnerships worth the overhead.
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| Integrated Strategy | |
| Integrated |
Cross-channel campaign architecture
Design the full campaign system — how paid, owned, and earned channels connect into a single coherent effort instead of running in parallel and competing for budget. Includes message sequencing by channel, audience handoffs, and the logic for how each touchpoint moves the buyer forward.
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| Integrated |
Brand messaging framework
The document your entire team — creative, media, sales, product — can pull from and stay aligned. Core value prop, proof points, tone guidelines, and channel-specific adaptations. Written to be used in the real world, not filed in a brand portal no one opens.
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| Integrated |
Annual marketing plan + budget allocation
Strategic plan across the full year — channel mix recommendations, quarterly campaign themes, budget allocation by priority, and success metrics. Built around your business objectives, not a templated marketing calendar. Updated quarterly as performance data comes in.
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| Integrated |
Creative brief development + campaign concepting
Write the briefs that give creative teams what they actually need — strategic problem, audience insight, single-minded proposition, and executional guardrails. Optionally includes initial campaign concepts if you need a direction to react to before going into production.
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| Integrated |
Agency + vendor management
Act as the strategic point of contact between your brand and external creative, media, or tech vendors. Includes brief delivery, output review, feedback cycles, and keeping deliverables tied to business objectives rather than scope creep. You get accountability without the overhead of managing every relationship yourself.
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| Integrated |
Marketing technology stack audit + recommendations
Review your current martech setup — CRM, ESP, CDP, analytics, ad tech — and identify what's redundant, what's misconfigured, and what's missing. Delivered as a prioritized recommendation with implementation path, not a vendor pitch for the most expensive tools on the market.
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All estimates reflect efficient, competent execution. Project scope, retainer structure, and prioritization can be discussed in an initial call.
See it in the browser.
Live demos of deployed projects and work-in-progress builds. Click any card to open in full.
Get in touch.
Strategy roles, integrated marketing leadership, consulting, and fractional work. If the team needs someone who can think across brand, creative, and technology — that's the lane.
The quick version.
What to know before reaching out.
Based in Dallas, TX. Remote-comfortable. CST timezone. Texas A&M — BA Sociology & Media Philosophy. Typically responds same business day.
Ready to build something worth talking about?
Send a note, share a brief, or just say hello. Response usually same day.