Growth · Measurement · AI Systems
Sharing what
I'm learning.
Frameworks, mental models, and lessons from 10+ years leading growth at scale. Clear thinking on decision quality, measurement, and making AI useful.
Weekly insights for growth leaders. No spam.
Microsoft
Senior Marketing Manager
What I think about.
The questions I keep coming back to, and where I've developed strong points of view.
Measurement Reality
Why most dashboards lie, what metrics actually matter, and how to build measurement you can trust.
SEM + SEO Systems
How paid and organic search should work together, not compete. Coordination beats optimization.
AI for Growth
Cutting through the hype to find what AI actually does well for marketing and growth teams.
Decision Quality
Frameworks for making better decisions faster. Kill bad ideas early. Say no to more things.
Growth at Scale
What changes when you go from $10M to $100M+. The systems that break and the ones that hold.
Thinking Clearly
Mental models, taste, and discernment. How to see what others miss and trust your judgment.
I build tools, not just opinions.
Sometimes the best way to explain an idea is to build it.
Search Enablement
Copilot
See where your paid and organic search strategies collide, compete, and create opportunity.
Keyword Portfolio View
Stop wasting budget on keywords you already rank for.
Upload your Google Ads, Search Console, and Ahrefs exports—and instantly visualize where to invest, where to scale back, and where competitors are eating your lunch. No more silos between SEM and SEO.
Boston Box Analysis
Interactive quadrants showing keyword portfolio health
Smart Flags
Auto-classify: Invest More, Danger Zone, Quick Win
Executive Reports
One-click reports with health scores
Custom Thresholds
Set your own CPA targets and brand terms
Custom SVG visualizations
Latest Writing
Recent thinking.
ai marketing systems
AI Didn't Simplify Marketing—It Multiplied Decisions
The promise was automation. The reality is a multiplication of choices, each requiring judgment that AI can't provide.
3 min read
Readmeasurement attribution
If Your Dashboards Disagree, Your Org Is Lying to Itself
Multiple sources of truth isn't a data problem. It's an organizational dysfunction that measurement can't solve.
3 min read
Readdecision quality
Coordination Became More Valuable Than Execution
The bottleneck shifted. Most teams can execute. Few can coordinate. That's where leverage now lives.
3 min read
ReadGo Deeper
Want to work together?
If you're facing a specific challenge around growth, measurement, or AI implementation—I occasionally take on advisory work. It's not for everyone, but if you want a thinking partner with real experience, let's talk.