03 - work

# I like figuring out how things grow. Whether it's a product, business, idea, or ecosystem, I've always been fascinated by the pursuit of growth. I've been lucky to channel that passion into a career working with talented teams across industries, building companies and launching products. %% Now I work independently via [Greenhaus](https://www.greenhausgrowth.com/), where I co-pilot with a handful of B2B companies at a time in the space where vision and execution overlap to meet the next phase or stage of growth. As an independent strategist, companies [[Aren't Executives Hired to Care - Clips|hire me to care]] and leverage the power of [[adjacent context]] to find and execute on growth levers. I'm a thought partner helping to think through and build strategy and an extra set of hands to get the work done. %% --- ## How I got here <div class="timeline">  <div class="timeline-entry"> <details open> <summary><strong>Head of Marketing</strong> | Travefy <small>(2025–Present)</small></summary> <div style="padding-left: 1rem;"> <p>At Travefy I lead the marketing team as we scale from $10MARR and beyond.</p> </div> </details> </div>  <div class="timeline-entry"> <details open> <summary><strong>GTM Operating Partner</strong> | Greenhaus Growth <small>(2024–Present)</small></summary> <div style="padding-left: 1rem;"> <p>With Greenhaus I co-pilot with a select group of product-driven B2B teams to find where they win and build the systems that deliver sustainable revenue growth.</p> </div> </details> </div>  <div class="timeline-entry"> <details> <summary><strong>VP of Marketing + Biz Dev</strong> | mySidewalk <small>(2021–2024)</small></summary> <div style="padding-left: 1rem;"> <p>I led the commercial function during a $1M → $6M ARR transition. Worked across marketing, sales, and CS to improve conversion, increase contract value, and build a scalable growth system.</p> <p><strong>Impact:</strong></p> <ul> <li> +50% sales cycle improvement (from 190 to 86 days)</li> <li> +20% average annual contract value ($23K ACV)</li> <li> 2× ROI on growth capital investment</li> </ul> </div> </details> </div>  <div class="timeline-entry"> <details> <summary><strong>Director of Marketing Operations</strong> | mySidewalk <small>(2019–2021)</small></summary> <div style="padding-left: 1rem;"> <p>Built the marketing function from scratch. Modernized the tech stack, hired the first product and content marketers, and established a brand that punched above our weight.</p> <p><strong>Impact:</strong></p> <ul> <li> 7× growth in organic traffic (5,000 monthly sessions)</li> <li> Marketing-driven pipeline from 0% to 50% (~$2M/quarter)</li> <li> +43% inbound bookings (~$200K quarterly)</li> </ul> </div> </details> </div>  <div class="timeline-entry"> <details> <summary><strong>Director of Operations</strong> | Coneqtec <small>(2015–2019)</small></summary> <div style="padding-left: 1rem;"> <p>My crash course in building and running a business. I led international expansion, modernized operations and GTM systems, and developed a product-led growth engine in a manufacturing context.</p> <p><strong>Impact:</strong></p> <ul> <li> +800% growth in export sales ($800K)</li> <li> +10% cost reductions ($400K annual savings)</li> </ul> </div> </details> </div>  <div class="timeline-entry"> <details> <summary><strong>Product Manager</strong> | Coneqtec <small>(2012–2015)</small></summary> <div style="padding-left: 1rem;"> <p>I built a product management practice from scratch — adapting research and feasibility workflows into a repeatable GTM system that helped drive innovation.</p> <p><strong>Impact:</strong></p> <ul> <li> 2× faster time-to-market (5 new launches)</li> <li> 15% YoY revenue growth from new products ($750K)</li> </ul> </div> </details> </div>  <div class="timeline-entry"> <details> <summary><strong>Marketing Strategist</strong> | CivicPlus <small>(2010–2012)</small></summary> <div style="padding-left: 1rem;"> <p>My first foray into SaaS. I built RevOps foundations before RevOps was a thing, led demand gen across public sector verticals, and started connecting the dots between product, marketing, sales, and how to build repeatable revenue engines.</p> <p><strong>Impact:</strong></p> <ul> <li> +33% sales velocity</li> <li> +52% YoY revenue growth</li> </ul> </div> </details> </div> </div> ## My Focus Areas My work generally concentrates in four focus areas. I like to think about each area as part of a system that builds, fuels, optimizes, and extends the go-to-market toolkit. | **Dimension** | **Revenue Architecture** | **Strategic Positioning & Storytelling** | **Growth Capital Allocation** | **Tech-Enabled Growth** | | ----------------------- | ---------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------- | | **Purpose** | Builds | Fuels | Optimizes | Extends | | **Core question** | What should we do, when, and how—end to end? | Why does it matter, and how do we say it? | Which bets deserve our scarce time, budget, and talent? | How do we automate and scale execution with the help of modern tech and AI? | | **Primary output** | The **blueprint for revenue growth**—markets, opportunities, targets, workflows | A compelling **voice**—messaging framework, narrative arc, and assets | A balanced **portfolio**—prioritized pilots, resource shifts, and scaling playbooks | A **fully integrated revenue engine**—CRM, automations, workflows, and AI | | **Is** | Systemizing your strategic hypothesis into an operational plan | Research-backed messaging engine that powers that plan’s communications | A portfolio-driven approach to allocating GTM resources across your highest-leverage opportunities | Integration and automation of your revenue stack—CRM, workflow tools, analytics, and AI | | **Means** | Your team moves in lockstep toward real market opportunity, with clear direction and shared priorities | Everyone from sales to leadership speaks the same language—and your buyers finally listen | You invest like a smart fund manager: diversify, spot gaps, and double down on winners | Your stack works for you: no more workarounds, lagging data, or missed hand-offs | | **Core activities** | • Market & problem research & articulation <br>• Strategic POV & narrative framing <br>• Pricing & packaging <br>• Offers | • Buyer & competitive research <br>• Messaging hierarchy & messaging systems <br>• Narrative crafting <br>• Core asset creation/iteration | • Investment audit & gap analysis <br>• Partner sourcing <br>• Pilot sequencing <br>• Real-time reallocation <br>• Experimentation frameworks & scaling tactics | • Tech & data audit <br>• CRM data models & system architecture <br>• Automations, workflows, and agent builds <br>• Metrics & reporting | | **What it sounds like** | You’ve got big ideas but no structured plan to execute them | You’ve got a GTM strategy but need a story that makes it real—with buyers and your own team | You’re doing things, but need structure to test, measure, and scale what actually works | You’ve found traction—now it’s time to automate, scale, and move faster with tech | ## What I believe 1. **Partners First.** Working with me means you get a partner, not just a consultant. I anchor the work to the outcomes that matter for your business—not just deliverables or surface-level metrics. 2. **No Silver Bullets.** There’s no universal playbook. I design my work around your business and its unique opportunities, not the other way around. Together, we’ll figure out what’s right for _your_ situation and build from there. 3. **Strategy + Execution.** You can’t separate strategy from execution. I help sharpen the thinking and get it into motion. The best results come from rolling up our sleeves and iterating together. 4. **Cultivation Over Accumulation.** Consulting so often creates more noise: new frameworks, more change, more complexity. I focus on cultivating the right ideas and systems so you get clarity and progress—not just a bigger pile of stuff. 5. **Thinking First.** Technology multiplies the power of good ideas—but it can’t make up for their absence. I help teams build on strong marketing foundations, then layer in the right tools to scale and sharpen their impact. --- ![[footer#^a63e8e]]