How I Work

My Role as a Growth Partner

I work as a strategic partner to founders and leadership teams, not as a task-based executor.

That means I help define direction, prioritize initiatives, and make informed decisions about where to invest time, budget, and attention. I stay close enough to execution to understand what is happening in the accounts, but my primary responsibility is ownership of strategy and outcomes.

Clients often describe my role as bringing structure, perspective, and confidence to their growth efforts.

Balancing Strategy and Execution

Strong growth requires both clear strategy and disciplined execution.

I focus on:

• Defining what success looks like at the business level
• Translating that into channel strategy and testing priorities
• Building systems that support learning and scale
• Avoiding reactive decision-making driven by short-term performance swings

I am comfortable supporting execution when needed, but my priority is ensuring that execution serves a larger, intentional strategy.

Decision Making and Measurement

Paid media generates a lot of data, but not all data deserves equal weight.

I help teams establish:

• Clear success metrics aligned with business goals
• An understanding of which metrics are directional versus decisive
• A consistent cadence for reviewing performance and making changes
• Confidence in attribution without chasing false precision

This approach allows teams to move faster with less second-guessing.

Working with Your Team

I work closely with founders, executives, and internal teams, as well as external agencies when applicable.

My goal is not to replace existing partners, but to bring alignment and clarity across functions. When everyone understands the strategy and their role in it, execution improves and friction decreases.

I value direct communication, clear expectations, and thoughtful collaboration.

Focus and Fit

I work with a limited number of clients at a time to ensure depth and focus. I am most effective with teams that value clear thinking, accountability, and long-term growth over short-term optimization.

If you are looking for constant experimentation without direction, or execution without strategy, I am not the right fit.