Marketing, with a capital M.
For those who know marketing is more than just ads.
High-impact strategies for brands that refuse to settle for the status quo.
Start a conversation[ THE PROBLEM ]
Most marketing isn’t underfunded. It’s disconnected.
Brand and demand run on separate calendars. Paid and organic report to different people. Strategy lives in a deck nobody opens after the offsite. The result isn’t a lack of effort. It’s a lack of architecture.
The fix isn’t another campaign or another dashboard. It’s treating marketing as one operating system, with the same evidence, the same measures and the same direction across every part of it.
[ SERVICES ]
Three ways to work together.
- 01
Strategy Sprints
Tackle a specific, high-stakes marketing question. For when you need clarity fast—whether untangling go-to-market, sharpening brand positioning, or redesigning your channel mix. We cut through internal opinion and land on a focused strategy your team can immediately rally around and execute.
- 02
Strategy & Media Reviews
Pressure-test the plan before you deploy capital. An independent second opinion on where your budget is actually going. We scrutinize agency proposals, check media allocations against commercial reality, and identify what's over-indexed or missing before committing spend.
- 03
Strategic Advisory
A seasoned sounding board for leaders in the hot seat. Direct, ongoing counsel for founders, CMOs, and marketing leads facing pivotal decisions. No 80-slide decks or billable busywork—just candid, experienced perspective when you need to make the right call with confidence.
[ APPROACH ]
How I work.
No theoretical playbooks or 80-page decks that collect dust. Just a pragmatic way of finding what actually moves the needle.
01
Find the real constraint
Cut past the surface symptoms. We look at commercial realities, customer behaviour, and what the evidence says to pinpoint what is truly holding growth back.
02
Challenge the assumptions
Pressure-test what the organization takes for granted. We separate marketing theatre and agency biases from what genuinely drives business performance.
03
Make the hard trade-offs
Real strategy is about what not to do. We define the sharp choices: where to play, how to win, and the exact metrics that hold the work accountable.
04
Build for execution
Leave you with clarity, not theory. Clear direction and operating principles so your internal team and partners know exactly what to ship.
[ EXPERIENCE ]
Built inside the businesses most advisors only consult to.
I’ve spent my career leading marketing from inside complex businesses across telecom, aviation and retail, with responsibility for large media portfolios, growth strategy, performance marketing, agency relationships, in-housing, measurement and team leadership.
I’ve worked on both sides of the growth equation: building brands and demand, while also improving the systems, operating models and investment decisions that make marketing more effective.
The through-line is scale: understanding what actually moves a business when the budgets are real, the trade-offs are hard and the organization is complicated.
TELUS · WestJet · Sport Chek · Deloitte · bwin · Universal McCann · Athens 2004 Olympic Games
Podcast co-host. CMA council member. Industry speaker and awards juror (CMA, Strategy Agency of the Year).
[ MEDIA PLAN CHECK ]
A three-minute read on how your plan is built.
Eight questions on balance, measurement, creative and governance. It returns a written diagnosis of where the plan is likely breaking, not a grade. Nothing is stored.
Let’s talk about what your marketing is actually for.
A short conversation about the business problem, before anyone talks tactics.
Get in touch