Expertise
My career has moved between creative organizations, where ideas create momentum, and technology teams, where ideas become systems. The most valuable work happens when both are connected by a clear customer and business purpose.
Setting direction, building teams, establishing priorities, and getting executives, functions and external partners pointed the same way.
Marketing works best when people understand the ambition, the priorities and their role in delivering both. I help leaders create that clarity: building capable teams, aligning stakeholders and designing structures for the work ahead.
Across markets, the challenge becomes more nuanced: holding a shared direction while preserving the local insight that makes it relevant.
Customers do not experience channels, platforms or departments. They experience one brand.
I connect web, CRM, personalization, search, analytics and content into journeys that feel coherent to the customer and create measurable value for the business.
I have run this at enterprise scale, including the HyundaiUSA.com relaunch across experience, engineering, personalization, CRM, analytics and SEO, in stacks built on Adobe and Salesforce with the usual analytics and tag management layer underneath.
Moving AI out of pilot purgatory and into workflows, team capabilities and everyday marketing value.
I have built an internal AI creative studio, initiated an AI integration program on an enterprise platform, and I build with these tools myself. The technology turns out to be the easy part.
Clear positioning, integrated campaigns, content systems and customer narratives that connect and then keep working.
20+ years of it, from national brand campaigns to global stewardship across 24 markets and four regional hubs, in commercial, cultural and public-sector contexts. Brands rarely fail because the idea was weak. They fail because nobody held the line on it.
Hands-on background across web and product development, CMS and platform architecture, CRM and marketing automation, analytics and tag management, search, and more recently generative production tooling and agent frameworks. In practice that has meant working in and around Adobe, Salesforce, Google Analytics, Tealium and a long list of content management systems.
I no longer build platforms day to day, but I understand how they are designed, integrated, measured and maintained. That helps me ask better questions, make more informed decisions and create stronger relationships between leadership and delivery teams.
Always happy to talk about marketing, transformation, AI, or an interesting problem that doesn't fit any of those.