Campaigns that pay for themselves
Eleven years of launches, rebrands and quiet fixes for consumer brands, each one planned against a number and reported against the same number.
Four brands, eleven years
Grocery, outdoor, home goods and coffee. The categories change; the method travels.
Set a target, then beat it on the record
Four figures from the last three years, each one next to the goal that was written down before the work began.
Selected campaigns
Six I planned and ran end to end. Budget, channels and result on every slide - click through for the full story.
One campaign, end to end
The Slow Roast Club - the brief, the calls that were made, and what the dashboard said afterward.
The Slow Roast Club: a coffee subscription built to survive its own launch discount.
A subscription nobody had asked for yet, a soft quarter behind it, and a target of 10,000 members inside six months.
Named the program, priced the tiers with finance, briefed the creative in one page, and put 70% of the budget into the two channels the model said would carry it.
It beat the target in month five and paid back its media in month seven. The retention curve, not the launch spike, is the part I show first.
The road to here
Four roles in eleven years, each with a bigger number attached. The full CV is one click away.
Own brand, lifecycle and campaign planning for a specialty coffee company; $2.1M annual media, six direct reports. Launched The Slow Roast Club subscription (12,400 members in six months) and turned a summer slump into The Porch Sale, a ten-day event worth $1.9M.
Ran the rebrand (+47% branded search in two quarters), launched the First Light bedding line to a pre-built waitlist, and rebuilt the email program from six monthly blasts into a lifecycle engine carrying 31% of revenue (+212% email revenue in a year).
Planned seasonal campaigns for forty stores. The Weather Anything fall campaign lifted store traffic 31% year over year on a budget cut by more than a third, and ran for three seasons after handover.
First job in marketing: regional product launches, in-store campaigns and coupon reconciliation for a grocery brand. Learned to check the number before admiring the creative.
The person behind the numbers
What the hiring brief usually asks for, and my answer to it.
- Owns a revenue number, not just a content calendar
- Comfortable briefing creative and reading a dashboard
- Can run a launch without three agencies attached
That is the job I keep getting hired to do, and it is the one I like. I started on the shop floor of a grocery brand's marketing team, taping posters and reconciling coupon codes, and I have kept the habit of checking the number before I admire the creative.
Eleven years later the work is bigger - launches, a rebrand, a subscription program - but the method has not changed: agree on the target in writing, put the money where the model says, and report the misses in the same font as the wins. My swipe file is two thousand ads deep and my favorite spreadsheet is nine years old.
How a working week divides
The honest mix, drawn to scale - plus the tools that ride along.
- Klaviyo
- GA4
- Figma
- Looker
- Asana
- SQL, enough to be dangerous
Three things you can hold me to
Each one comes with the receipt from the last time it was tested.
Every campaign starts as one page: the target, the budget, the channels and the date we check. Nobody discovers the goal in the retro.
The receipt 40+ campaigns shipped this wayI brief creative with the unit economics attached, so the beautiful idea and the payback period stop being enemies.
The receipt 4.1x blended return, holiday 2024I write the playbook as we go and hand it over. The last two teams I built still run the calendar I left.
The receipt 6 marketers hired and coachedPeople I have made look good
Three managers and one founder, each with the figure we shipped together.
Erin inherited a launch that was three weeks late and a founder who wanted it yesterday. She cut the channel plan in half, moved the date once, and the program still beat its year-one target by month five.
Marcus Oyelaran Founder, Copper & PineMost marketers show me creative. Erin showed me a payback model, then the creative, in that order. The rebrand she ran is the reason our branded search finally moved.
Priya Raghavan VP Marketing, Verra HomeShe ran forty stores' worth of fall campaign on a budget that used to cover twenty-five, and traffic still went up. I stopped checking her math after the first season.
Tom Kowalski Marketing Director, FieldstoneErin rebuilt our email program from six tired blasts a month into a lifecycle machine. It is now the channel every other budget gets measured against.
Jenna Marsh Head of Ecommerce, Verra HomeFigures come from the campaign wrap reports. Every referee will confirm them by phone or email.
On the record
Awards, talks and print, newest first.
2025
- Campaign of the Year shortlist, The Slow Roast Club
- Briefing creative with the P&L attached
- The subscription launch that skipped the discount
2024
- Best integrated campaign, The Porch Sale
- Retention is a media channel
2022
- A rebrand with receipts
- What forty stores taught me about local media
The questions recruiters ask first
Short answers, no hedging.
When can you start?
Remote, hybrid, or in the office?
Would you relocate?
How big a team have you managed?
Agency or in-house background?
Can I see campaign work that is not on this page?
The whole record, in one PDF
Every role, the education, the certifications and the selected campaigns - formatted to print, current as of this month.
Let's talk about your next number
Tell me the role and the target that comes with it - I will bring the plan.
The fastest route. The form works too.
Thank you - your note is in. I reply to everything within two working days, usually sooner.