About
Richard Callaghan
I work at Microsoft as a Senior Marketing Manager, where I focus on growth systems and decision quality across channels.
My background spans SEM, SEO, measurement, and AI integration—but my real focus is on how these things work together (or don't). Most teams optimize in silos. I help them see the whole board.
Microsoft
Senior Marketing Manager
I'm not here to run campaigns or build dashboards. I'm here to help leaders make better decisions faster—and stop doing things that don't work.
That's what this site is about: sharing the frameworks and thinking that help.
What I Believe
Coordination beats execution
The bottleneck is rarely "doing more." It's knowing what to do and making sure efforts don't cancel each other out.
Clarity beats dashboards
More data isn't better. Better questions are better. Most teams are drowning in metrics and starving for insight.
Kill work early
The best decision is often what not to do. Stopping the wrong thing frees up resources for the right thing.
AI is a multiplier, not a replacement
AI makes good decisions better and bad decisions faster. The judgment still has to come from somewhere.
What I Focus On
Measurement & Attribution
Building metrics people actually trust
SEM + SEO Integration
Making channels work together, not compete
AI for Growth
Cutting through hype to find what actually works
Decision Quality
Frameworks for faster, better choices
Beyond Work
When I'm not thinking about growth systems, you'll find me:
Family First
Spending time with the people who matter most
Let's connect
Want to discuss growth systems, share ideas, or just say hello? I'm always happy to connect with people thinking about these problems.