Marketing that delivered measurable growth.
Selected examples from my work building, scaling, and transforming marketing teams and organizations.
Gazelle (acquired by Outerwall)
At Gazelle, I helped build and scale a category-defining brand in an entirely new consumer market: electronics trade-ins. By combining brand-building channels like TV, radio, and early podcast advertising with performance-driven rigor, we overcame initial trust barriers and drove rapid, profitable growth. This branded performance approach nearly doubled revenue from ~$32M to $60M in the first year, repeated the following year to ~$120M, and later supported the launch of a $30M direct-to-consumer business for pre-owned devices.
Outcome: Doubled revenue two years in a row.
CVS Health
At CVS Health, I helped modernize pharmacy customer acquisition by introducing a performance-driven, mobile-first marketing approach at a pivotal moment in the consumer decision journey. By uncovering a key path-to-purchase insight and shifting spend toward location-based mobile search, we were able to influence pharmacy choice at the point of need. This test-and-learn strategy delivered $12 in annual prescription margin for every $1 in marketing spend and helped validate a scalable, national model for performance-driven media.
Outcome: 12X annual return on marketing spend.
O’Reilly
At O’Reilly, I helped lead a major brand and marketing transformation as the company shifted from a legacy publisher into a digital learning platform for enterprise customers. This included rebuilding the marketing organization, modernizing the tech stack, and carefully evolving the iconic O’Reilly brand to support a subscription-based enterprise model. By preserving brand equity while unifying and modernizing the identity, we successfully repositioned O’Reilly for its next phase of growth, doubling aided awareness as a learning platform within two years and renewing relevance with a new generation of buyers.
Outcome: Doubled aided brand awareness and positioned the business for enterprise growth.