Fractional Head of Marketing / CMO · Category design, positioning & marketing systems · AI-enabled ops for complex B2B, HR tech & wellness
The founder can sell it. The product works. Customers believe once they understand it. But the story is loose, the category is unclear, and marketing is producing activity instead of capability.
That is the gap I work in.
I'm a fractional Head of Marketing and CMO for underbuilt and complex companies. I help teams get the story straight, then build the system around it — positioning, messaging, website strategy, content, SEO, sales enablement, CRM/email, AI workflows, dashboards, and governance.
I built AmoebaWorks as the platform for this work: senior marketing leadership, practical systems, and trusted specialists brought in when the work needs them.
Marketing that compounds. Every layer connects to the one before it and enables the one after it.
Most agencies hand you campaigns. I install the operating system. That means the story doesn't just live in a deck — it runs through your website, your sales motion, your content engine, and your team's daily decisions.
Strong value, weak story. The capability exists — the marketing infrastructure to express and scale it does not.
Not a coordinator. Not an agency. A fractional CMO who owns strategy, drives systems, and brings in the right specialists at the right moment.
Positioning that informs websites. Messaging that lives in sales tools. AI workflows the team can actually operate without brand drift.
Each engagement is a capability build — not a campaign handoff. Here's what that looks like in practice.
Built compliance doctrine and IRS-safe messaging for a Section 125/213(d) environment. Created audience-specific narratives for CFO, HR, broker, and employee audiences. Delivered AI governance, microsites, email campaigns, and dashboards. Result: A faster, safer marketing operating system for regulated B2B growth.
Repositioned an electronics manufacturer from OEM supplier to strategic infrastructure partner. Built messaging architecture, installed CRM structure, sales enablement, and Brand.bot. Result: Marketing became a repeatable operating function instead of founder-dependent activity.
Built a sharper category lens in a crowded wellness market. Trained a custom GPT on founder articles, tone, philosophy, and customer language. Built AI-assisted workflows for email, social, SEO, and community responses. Result: ~14% sales growth without new ad spend and a repeatable content engine the team could run.
Founder-led growth. Defined a trust-powered category lane, built Brand.bot trained on founder voice, and connected content, email, social, and CRM into one operating rhythm. Result: 3x more content without added headcount and ~$200K in unlocked productivity.
Reframed a compliance-adjacent Web3 product from dashboard/tool to visual trust infrastructure — shifting the story from features to stakeholder confidence.
Supported category design, trust-centered positioning, CRM/funnel architecture, and referral-ready assets for a performance-sensitive advisory firm.
Built communications and content systems around mission, impact, partners, donors, and community value for a nonprofit with a complex stakeholder map.
These aren't blog posts. They're frameworks I use with clients every week.
Founders know exactly what they built and why it matters. But that knowledge lives inside their head — not in their website, their sales deck, or their team's daily decisions. The work is translating founder instinct into positioning, content systems, AI workflows, and scalable team capability.
AI is only as good as the governance around it. Without brand doctrine, claim guardrails, and human review protocols, AI produces volume — not value. I build AI as governed marketing infrastructure: trained on your voice, your standards, and your risk tolerance.
Compliance-sensitive companies assume they have to choose between speed and safety. That's a false trade-off. The right messaging architecture — built with compliance doctrine baked in — lets you produce more, faster, with less legal review and less founder dependency.
Before AmoebaWorks, I spent more than a decade in brand, content, and creative strategy. I built campaigns, content systems, and positioning for some of the most demanding storytelling environments in the world.
Organizations include: DIRECTV, Mazda, Viasat, The New York Times T Brand Studio, Success Academy, Omnicom/GMR Storyhouse, Toyota, Porsche, JBL/Harman Kardon, and AT&T.
I also wrote and developed scripted television for Lionsgate, Amazon Studios, and AMC Networks — which built the story craft and audience discipline that still shape every positioning project I take on.
Associate Creative Director — cross-functional content, digital, experiential, and retail storytelling. Helped launch DIRECTV Perks.
Senior Writer — content and messaging systems for commercial, defense, enterprise, and aviation audiences.
Brand Content Strategist — repositioned NYT Licensing from content syndication toward trust, intelligence, and enterprise decision support.
Creative Lead — reframed teaching as a mission. Built recruitment, fundraising, and stakeholder storytelling systems.
Not a list of services. A set of interlocking capabilities that compound when deployed together.
Senior leadership without the full-time overhead. I own strategy, drive systems, and operate as a true partner to the founder or CEO.
Define the category you want to own. Build the messaging architecture that makes your value impossible to misread.
CRM, email, content workflows, SEO, AI pipelines, dashboards, and governance. Marketing as infrastructure, not improvisation.
Brand-trained GPTs, AI governance frameworks, Perplexity Spaces, and workflow guardrails. Speed without brand drift or compliance risk.
Translate positioning into decks, one-pagers, email sequences, and sales tools that make the complex simple and the simple compelling.
Compliance doctrine, claim guardrails, IRS/DOL-safe messaging, and content systems built for environments where every word matters.
That's who I work with. And the work is always the same: get the story straight, then build the system that makes that value easier to understand, trust, and choose.
If your founder can sell it but your marketing can't, if your product works but your positioning doesn't, if your team is busy but not building — that's the gap AmoebaWorks was built for.
I work with a small number of companies at a time. Engagements are substantive, not superficial. The goal is always the same: install the marketing capability you actually need and leave your team stronger than I found it.
The Gap Between Your Value and Your Market Story — That's Where I Work