Marketing Philosophy

Good marketing teams are developing content and communicating with their target audience constantly.  Amazing brands have dynamic surfaces built on fixed foundations of values and principles, which are informed by a company’s core values.

Principles:

  1. Your marketing efforts, in total, should yield a 10x return. While any given channel may struggle with either results or attribution, the sum of new business divided by the sum of marketing spend, should be greater than 10x.
  2. The world is changing rapidly.  If the change outside your company is faster than the change inside your company, you will eventually be left behind.
  3. However, while tactics are subject to the rapid-fire course corrections that build the trial-and-error of success, the strategy underneath should move slowly, and the corporate mission underneath the strategy should move slower, and the principles underneath the mission should be as fixed as possible.

Marketing Background

Modern Life

Director of Marketing 

2025 – Present

Legal BI

Marketing Lead

2023 – 2024

Developed brand identity, website, and initial marketing copy and products for Legal BI, a Business Intelligence suite aimed at small-to-medium-sized law firms.

 

Pontera

Director of Marketing

2021 – 2023

Led the successful rebrand of FeeX to Pontera: Created and led renaming committee from company veterans. Interviewed key stakeholders to determine core brand values and build a new brand to match the company’s pivot, focusing on the concept of how the company builds bridges (“Pont” comes from the Latin root for bridge; “Pontera” is French for “it builds bridges”).

Built company marketing from scratch to include developing new logo and color palette, building brand guide, relaunching website on WordPress then on Hubspot, launching PR process and releases, developing digital strategy, enabling lifecycle marketing, and building relationships through conference, event, and partnership strategy.

Berry Law Firm

Chief Marketing Officer

2016 – 2021

Built and executed annual marketing plan and seized on emerging marketing opportunities, including aggressive maneuvers in:

Led revenue growth to reach Inc 5000 list for 5 consecutive years.

Selected, frame, and deliver firm marketing materials using a $1M marketing budget, generating an average 10X ROI.

Docstoc

Content Manager

2009 – 2010

Boosted site content by more than 2x through partnerships, outsourcing, data mining, and content automation.

Wireframed and produced Product Requirements for new front-end and back-end products, guiding them to launch.

Managed the improvement and marketing for a subscription-based product, guiding it from nascence to maturity.

UCLA Anderson School of Management

Student

2007 – 2009
  • Member, UCLA Anderson Marketing Association
  • Summer Marketing Intern at Kashi, advancing company priorities on new product branding and naming, PPC and digital strategy, relaunch of Fruitaboo website, as well as research into messaging about potential new grains and ingredients.

 

Adteractive, Inc

Search Engine Marketer

2005 – 2006

Ran PPC campaigns with budget in excess of $1M per month across multiple platforms (Google, Yahoo, MSN, AskJeeves/Ask, and more)

Tracked and optimized conversion rates for individual keywords and landing page funnels.

Designed and wireframed landing pages for new campaigns.