Plot Twist Marketing
I turn strategy into story — and story into measurable revenue.
Marketing and growth executive. 18 years building revenue engines, brand transformations, and operating systems for healthcare, education, and mission-led organizations.
Audience-first
Revenue-driven
Mission-led
01
Strategy
The system. Audience insight, demand design, and a plan that compounds.
02
Story
The signal. Complex value translated into something people act on.
03
Revenue
The proof. Attribution, ROI, and growth a board can rely on.
The system
Marketing as an operating advantage, not decoration.
Three capabilities that work together — and a way of working that makes good results repeatable.
Growth engines
Audience insight, lifecycle, demand, and attribution connected to business outcomes — not channel activity.
80% lower acquisition cost
Brand transformation
Complex offerings translated into clear, differentiated value that audiences understand — and remember.
450% visibility increase
Human leadership
Teams, systems, and cross-functional momentum that make great work repeatable after the campaign ends.
Two brands, 14 programs
For organizations
Ready to connect brand, demand, lifecycle, and customer value.
For leaders
Who need both a strategic partner and a hands-on builder.
For teams
That want clarity, craft, and a culture of accountable experimentation.
The work
Every engagement has a plot twist.
The insight or shift that turned marketing from activity into measurable growth. Situation, twist, system, result.
5×
Transforming Marketing for Revenue Growth
How a restructured marketing function turned scattered activity into measurable, scalable revenue growth.
600%
Transforming a Nonprofit: Strategic Rebranding
How a rebrand and new infrastructure turned a 15-year-old nonprofit’s outdated identity into measurable, lasting engagement.
2.5×
The Power of Omnichannel Marketing: UC’s Bicentennial Bash
How an integrated, multi-channel campaign turned the University of Cincinnati’s Bicentennial into a record-breaking celebration.
The evidence
The KPIs Behind the Campaigns
$68M
In marketing-supported revenue
450%
Increase in brand visibility
48:1
Marketing ROI, a 5× increase
1,177%
Increase in web donations
6
National and regional marketing awards
5
Websites launched
2
Full rebrands delivered
82%
Increase in site traffic
10
Products launched
#25 → #8
Average Google Search rank improvement
~$500K
savings from AI implementation
How these numbers are measured
Figures reflect multi-touch attribution in CRM and marketing automation, reconciled against finance-reported revenue. Results are rounded and stated at a directional level for the program and period noted. Detail available in conversation.
Let’s talk shop
Every good conversation has a plot twist.
I’m always glad to compare notes with marketing leaders, collaborators, and people building something worth talking about. Pick whichever fits.
Let’s compare notes
Peer conversations about growth, attribution, and mission-led marketing. No agenda required.
Advising & board work
A second set of eyes on your growth system, brand positioning, or marketing operating model.
Speaking & panels
Topics, past stages, and a one-sheet for conference and event programmers.