I'm a fractional marketing leader who measures growth by incremental profit, not platform-reported ROAS.
I help growth teams find the spend that's actually building the business, and cut the spend the platforms only take credit for. That means measuring by holdouts, geo-lift, and contribution margin instead of trusting the dashboard that's grading its own homework. I'm a player-coach: I build the work, not just the deck.
What that looks like in practice. For a national retail brand where the conventional organic path was closed, I built the answer layer from a standing start. Brand audience went from 10M to 44M and earned mentions from 2,654 to 9,621, and the brand became a cited source across ChatGPT, Perplexity, Google AI Overviews, and Claude. Question-query impressions grew 1,429% year over year, which I reported as answer-layer visibility, not dressed up as traffic.
Teams spending real money on growth without a senior read on what's working.
You're growth-stage or mid-market, spending meaningfully on marketing, and you don't have an in-house leader who can prove what's incremental. Maybe you're between VPs and need senior hands now. Maybe the ROAS numbers look great and you suspect they're flattering. Maybe you know AI search is changing how buyers find you and no one owns it yet. That's the work I do.
Scoped to what you actually need, not a one-size retainer.
Ongoing, part-time ownership of the growth function: cross-channel paid media, SEO/AEO/GEO, lifecycle and retention, and the measurement that keeps all of it honest. A senior operator on your team a few days a month.
A lighter-touch standing partner for a team that has the hands but not the senior read. Measurement strategy, channel and budget calls, and a check on the numbers before you spend against them.
Fixed scope, a decision at the end: an incrementality audit, a GEO/AEO visibility build, or a paid, lifecycle, or user-journey deep-dive. You get a clear read and a plan, not a retainer you have to justify.
The through-line under all of it: measure what's incremental, then allocate to it.
Incrementality over attribution. Platform-reported ROAS grades its own homework. I establish what each channel actually contributes with holdouts, geo-lift tests, and media mix modeling, layered together and not treated as rivals, so budget moves on evidence instead of last-click credit.
Contribution margin, not vanity ROAS. The number that matters is incremental profit after the cost of the goods and the media. I plan to contribution margin and blended MER, so growth survives contact with the P&L.
AI search is the new front door. SEO, AEO, and GEO are one machine now. I build crawler access, structured data, answer-first content, and the off-site corroboration that gets a brand cited in ChatGPT, Gemini, and Perplexity, not just ranked in blue links.
Player-coach. Fifteen-plus years across enterprise retail, subscription DTC, B2B services, and agencies, and I still do the work. You get someone who can set the strategy and also build the test, write the brief, and read the output.
Anonymized. The shape of the work, not the logos.
Built SEO, AEO, and GEO from a standing start when a platform constraint closed the conventional organic path: crawler access, schema, and answer-first content on infrastructure I controlled, so the brand became citable across ChatGPT, Perplexity, Google AI Overviews, and Claude, with a distinct play per engine.
Rebuilt paid-media measurement around incrementality testing and media-mix modeling, so budget decisions stopped running on platform-reported ROAS and started running on real contribution and first-order payback.
Authored the structured-data templates and URL architecture for a large retail catalog: which product variants earn their own indexable URL and which collapse into one, specified to stop crawl-budget waste before it starts.
Separated involuntary (failed-payment) churn from voluntary price-value churn and cohorted retention properly, so the work targeted the churn that was actually costing money. In one subscription DTC turnaround, the hands-on lifecycle rebuild that followed cut churn 62% and lifted retention 33%.
From a CMO who managed me and colleagues who depended on my read. More on LinkedIn.
"One of the smartest, most data-driven and technically oriented growth marketers... her ability to profitably generate leads is second to none."
"She rebuilt it into a structured read across the entire digital business: performance against target and against prior weeks, plus the insight and the resulting action. Any organization trying to turn performance data into actual decisions would be fortunate to have her running it."
"One of the most sharp, data-driven leaders I've had the pleasure of working with. She combines deep technical and analytical expertise with true strategic vision."
Marketer of the Year, 2022 · Board Member, Center for Retail and Sales · Writing on measurement, paid media, and AI search at the blog.
The first read, not a retainer into fog. In the first 30 days I audit what you're spending and what it's actually driving, design or run the first incrementality check, and come back with a prioritized list of what to cut, hold, and scale. You get a decision, not a status update.
Work with it, in most cases. Your agency is execution capacity. My job is the senior read on top: the measurement and allocation that tells the agency what to do and whether it worked. I've run a $36M program through agency partners, so I know how to make that model perform.
Read access to your ad platforms, analytics, and revenue data, plus an hour with whoever owns the number today. That's enough to get the first incrementality read moving. I work in your stack, from GA4 to the ad platforms to your BI, and bring my own agents for reporting and modeling.
Ongoing engagements run month to month after an initial scoping period, and you can end with 30 days' notice. Fractional should earn its keep every month. If it isn't, you shouldn't be locked in.
Yes, gladly. I'll connect you with leaders I've reported to and colleagues I've delivered for, and there are named recommendations on my LinkedIn to start with.
Retainer for ongoing fractional and advisory work, a fixed fee for a scoped audit or project. Pricing follows the scope we agree to, so you're never paying for time you don't need.