Marketing leadership, built for an AI-first world.

I am a marketing executive with more than twenty years building and scaling marketing organizations, demand generation engines, and brands across financial services, B2B SaaS, and fintech. I am a builder-operator: I create marketing functions from scratch, connect them to revenue, and make them measurable.

What I have built

For more than a decade I led marketing, business analytics, and member experience for United Heritage Credit Union, a $1.6 billion institution. I grew brand awareness in our primary market from roughly 4 percent to over 42 percent, influenced about 80 percent of funded loan production through integrated demand generation, and managed a $2.6 million annual media budget while keeping acquisition costs below industry benchmarks on every product. I built and led a nine-person marketing and analytics team, stood up Salesforce and Marketo, and built the data layer that connected marketing activity to revenue. Along the way the work earned national recognition, from award-winning campaigns to a feature on the Public Television series Viewpoint with Dennis Quaid. The receipts, campaign by campaign, are on the Work page.

What I do now

Today I work as a fractional CMO and advisor, and I founded Atlas Instinct to help credit unions, banks, and fintechs see how AI assistants represent them. As customers increasingly ask ChatGPT, Gemini, and Perplexity before they ask Google, I help organizations get found, understood, and chosen through Generative Engine Optimization, AI readiness, demand generation, and brand strategy.

How I work

I believe brand and performance are not opposites. The best marketing is creative enough to be remembered and rigorous enough to be measured. I lead with data, build durable systems instead of one-off campaigns, and stay close to the revenue. And I am not afraid to make marketing that surprises people, because attention is earned, not assumed.