Arlington, Virginia, United States
I help brands do two things that rarely live in the same person: build a brand people trust, and turn that trust into measurable performance. Across 25 years- including 15 years founding, scaling, and leading MtoM, a full-service digital agency- I've owned the entire funnel, from brand strategy and creative down to paid media, conversion, and attribution. As Founder & CEO of MtoM, I built a 15-person agency generating $1–2M in annual revenue across 30–40 concurrent clients, from Fortune 500s (Booz Allen Hamilton, Marriott, Sodexo) to high-growth startups and mission-driven nonprofits. What sets my work apart today is modernization. I take marketing organizations running on outdated strategies and technology and bring them up to speed- especially with AI. I launched MtoM's AI Search Visibility (AEO/GEO) practice to help brands earn citations across ChatGPT, Perplexity, Gemini, and Google AI Overviews, and rebuilt analytics and reporting around AI-assisted workflows spanning GA4, Meta, Google Ads, and product analytics. The hard part isn't the tool- it's the change management that makes new ways of working actually stick, which is where I focus. I'm also an educator: an Adjunct Professor at UVA teaching digital marketing rebuilt for the AI era, and a longtime guest lecturer at UVA's McIntire School of Commerce. I'm currently pursuing an M.S. in Digital Marketing to stay at the leading edge of data-driven strategy. If you're looking to bridge brand and performance- or bring a legacy marketing operation into the AI era- let's connect.
Adjunct Professor for UVA | Northern Virginia's Inspire program, teaching Digital Marketing. Designed and taught an intensive digital marketing curriculum rebuilt for the AI era — covering AI in marketing, AEO/GEO and zero-click search, short-form video, analytics, and a live agency simulation pairing students with startup founders. Ever wondered why certain ads capture your attention instantly? Or how a well-crafted social media campaign can shift a brand’s entire perception? In this hands-on digital marketing course, you will dive into the dynamic world of online marketing, exploring how brands leverage social media, influencer partnerships, digital ads, and email marketing to engage today’s connected consumers. Through real-world case studies and interactive projects, you’ll learn the essentials of creating effective digital campaigns, optimizing landing pages for conversions, and tracking performance. You’ll see how data-driven strategies transform advertising and how companies adapt to rapidly changing platforms and audience expectations. This course is perfect for students curious about the fast-evolving digital marketing landscape, those interested in entrepreneurship, or anyone who wants to learn how brands stay relevant and impactful online.
Founded and scaled MtoM from inception into a sustainable 20-person, full-funnel digital agency- spanning brand strategy, paid media, influencer marketing, organic social, content, analytics, and AI search visibility. Generated $1–2M in annual revenue consistently since 2014, managing all aspects of P&L, budgeting, resource allocation, and team performance across 30–40 concurrent client engagements. Launched MtoM's AI Search Visibility (AEO/GEO) practice, helping client brands earn visibility and citations across ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews — among the first to identify and act on the emerging "AI Assistant" traffic channel appearing in client GA4 data. Rebuilt agency analytics and reporting around AI-assisted workflows, unifying data across GA4, Meta, Google Ads, PostHog, and influencer platforms via API-connected pipelines, and developed repeatable, AI-augmented reporting runbooks that reduced monthly reporting time while deepening insight quality. Designed multi-tier measurement frameworks combining platform reach, GA4 engagement, and paid attribution- surfacing that creator content outperformed brand creative for a consumer client and directly informing budget reallocation to top-performing content. Modernized client marketing operations end to end: auditing legacy workflows, introducing AI tooling for analysis and content operations, closing conversion-tracking and attribution gaps, and training in-house teams to sustain the new operating model. Built and sustained advisory-level relationships with Fortune 500 companies (Booz Allen Hamilton, Marriott International, Sodexo), innovative startups (Custom Ink, Revolution Cooking, solidcore), and higher-ed and nonprofit organizations (University of Virginia, George Mason University, Consumer Technology Association, America's Poison Centers).
Mentor student entrepreneurs on venture creation, brand development, and go-to-market planning.
Successfully led the brand development and go-to-market strategy for and/life, a fitness and lifestyle technology brand Defined the brand positioning, messaging, visual identity, and tone of voice. Collaborated with a cross-functional team of designers, developers, and fitness experts to create a cutting-edge fitness app that offers personalized workout plans, nutrition tracking, and health monitoring features. I also implemented iterative testing and continuous improvement strategies to optimize the user experience and drive app engagement. Developed and executed a comprehensive go-to-market strategy for and/life, which included identifying target markets, conducting market research, and developing marketing plans and campaigns to drive customer acquisition and retention. This involved utilizing various marketing channels, such as digital marketing, social media, content marketing, influencer partnerships, and public relations, to create awareness, generate leads, and convert them into loyal customers. I also established strategic partnerships and collaborations to amplify the brand's reach and drive business growth.
Recurring lecturer on influencer marketing, digital strategy, and entrepreneurship in the digital economy.