Eight-plus years running paid media programs at agencies (Havas, OMD, Media.Monks, Croud) for Nissan, Sanofi, Google, Affirm, RealTruck, and a B2B SaaS portfolio — followed by an independent practice building AI marketing systems hands-on with Claude Code. The through-line: joint programs where two organizations have to ship together, with the measurement built before the spend.
Most relevant single credential for this role: designed Affirm's multi-merchant co-marketing framework at Croud, working with Affirm's partner marketing team — CM360 data-driven attribution, contribution-margin modeling, and an iROAS > 1.0 safeguard, built so smaller merchant partners could join evergreen paid media programs at scale. That is partner marketing mechanics: a joint value framework, enablement that lets partners participate without hand-holding, and attribution both sides trust.
| Joint GTM with partners, real pipeline | Affirm multi-merchant co-marketing framework (above). Embedded inside Google Media Lab for two years — operating as the partner-side marketing counterpart within Google's own media organization, across YouTube Music / Premium / TV in 20+ markets. |
| Plans, QBRs, two-sided accountability | Agency operating rhythm at enterprise scale: annual joint plans, quarterly reviews, two organizations held to committed targets. Owned activation on Nissan's $100M+ integrated campaign, RFP through execution; re-engineered the COVID-halted 2020 relaunch remotely. |
| "Better together" narrative | Took RealTruck — a pure direct-response advertiser — into its first brand story: aligned client, agency, and channel partners behind a $13M six-channel launch. Built a value-prop testing framework at Media.Monks adopted across regional PMM teams. |
| Full-funnel campaign execution | $13M flight across Search, PMax, YouTube, Demand Gen, CTV, high-impact mobile, scaling $555K to $2M/month, run hands-on end to end. Diagnosed a 90% landing-page bounce mid-flight and reframed the KPI from completed views to site engagement. |
| Attribution, CRM, revenue rigor | CM360 DDA and contribution-margin modeling (Affirm); brand lift (DISQO) + MMM with data science (RealTruck); MQL→SQL value-based bidding for Five9; GA4 + offline pipeline mapping for Contentful; first-party CRM segment integration at OMD; currently building DataSwim, a governed metrics layer with conversational analytics. |
| Partner enablement at scale | The Affirm framework existed so merchants could self-serve into co-marketing — enablement as architecture. Same pattern internally: search-ops standards adopted across 5+ teams at OMD; internal AI reporting tool at Media.Monks earning Platform Engineering sign-off, then adopted across teams (~5 hrs/week saved). |
| B2B experience | Two years on a B2B SaaS portfolio at Media.Monks — Five9, Contentful, Hatch — pipeline-metric campaigns, not vanity reach; plus fintech partner ecosystem work with Affirm. |
| 0→1 in ambiguity | Built an independent AI practice solo: 15+ working tools across agents and evals, real client work (six-language ad-copy production for a tourism client), shipped weekly without a playbook. |
Two honest reasons. First, the product category is where my last two years point: I build AI-assisted marketing systems daily, including an AEO/GEO brand-visibility audit tool that tracks how brands get cited across AI search engines — I have been studying how distribution works in AI search because it is the most interesting open question in marketing. Second, this role is the rare case where the job description reads like a list of things I have already done in adjacent form and want to do again with more ownership: joint frameworks, two-org accountability, measurement both sides trust.
Has he run ABM, webinars, and content syndication specifically?
Not as named motions — my funnel work ran through paid media, brand, and lifecycle-adjacent channels. The transferable layer is the discipline underneath: audience definition, joint planning, measurement design, and follow-through. Channel mechanics are the fastest thing to learn; operating discipline is the slowest, and that part is proven.
Is the B2B experience deep enough?
Two years on B2B SaaS accounts (Five9, Contentful, Hatch) with pipeline metrics, plus Affirm's merchant ecosystem. Not a decade of enterprise ABM — but this role's core is partner programs and accountability, which I have run at larger scale than most B2B marketers ever touch.
Why agencies, then independent, then this?
Agencies taught enterprise-scale operating discipline across four very different verticals. The independent stretch was a deliberate bet on AI: I wanted to build the systems, not write decks about them. This role is where both halves meet — a 0→1 function at an AI company that needs someone who can both run the relationships and build the operating machinery.
Is he hands-on with CRM and revenue tooling?
Measurement architecture, yes: CM360 DDA, GA4 with offline pipeline mapping, MMM, first-party segment integration, and I build governed metrics tooling myself. Deep Salesforce administration, no — but I have wired marketing data into revenue reporting enough times that CRM instrumentation is familiar ground, not foreign territory.
Can he actually operate inside a partner's organization?
Two years embedded inside Google Media Lab — sitting in the partner's org, representing an outside company's execution, keeping both sides' stakeholders aligned across 20+ markets. That is the daily texture of this role, lived from the other chair.