A retrospective in seven rooms
Selected works
I grow marketplaces: paid media, analytics, and the pipes between them. The rooms are hung in three chapters: the marketplaces, where most of the numbers live; the institutions, Macy’s and Signet, where I learned what national retail does to a plan; and the early sketches, an agency and three first jobs. Each room follows the same frame: the landscape, the approach, the projects, and the results, with numbers I can defend.
Chapter I
The marketplaces
Two-sided platforms, 2016 to now.
- Room I: the gallery within the gallery 2023 → Present
Four times the spend, twice the creative
Bluethumb · VP Marketing, then Interim CMO
Interim CMO for Australia’s art marketplace: monthly spend scaled from $100K to $400K through the holiday peak, with AI-personalized creative lifting conversion about 20%.
4x monthly spend, scaled into the Q4 holiday peak Enter the room → - Room II: the examination 2023 → 2024
Marketing that survived due diligence
Net32.com · Marketing Director
I ran marketing for a dental-supply B2B marketplace through 33% annual revenue growth and the venture diligence that ended in its acquisition by Riverside Partners.
33% annual revenue growth Enter the room → - Room III: the persistence of inventory 2016 → 2023
Seven years, one IPO, 5 billion products
Redbubble (later Articore) · Marketing Performance Manager to Marketing Director
Seven years scaling an artist marketplace through its public listing, with search and feed campaigns grown to roughly 40% of daily gross transaction value.
41% YoY marketplace revenue growth in the Director era Enter the room →
Chapter II
The institutions
National retail, where a holiday deadline is not a metaphor.
- Room IV: the escalator ascends 2014 → 2016
A billion dollars, attributed
Macys.com · Marketing Acquisition Manager
A team of three, $30M a year in spend, and attributed revenue grown 10% to $1B for 2015 across search, display, retargeting, and product listing ads.
$1B attributed revenue for 2015, up 10% YoY Enter the room → - Room V: the meditative rose 2013 → 2014
Eight million dollars of search, grown to ten
Signet Group (Zales.com, PiercingPagoda.com) · Digital Marketing Performance Manager
Search and shopping for Zales and Piercing Pagoda inside a 3,600-store jewelry group: an $8M program expanded to $10M, and Google Analytics rolled out across the holdings.
$8M to $10M search ad spend, FY2014 to FY2015 Enter the room →
Chapter III
The early sketches
An agency and three first jobs, 2005 to 2013.
- Room VI: the lobster telephone 2011 → 2013
Four big logos and a phone that reports back
Vertical Nerve · Account Manager to Senior Account Manager
Agency years: search, shopping, Facebook, and display for clients including KB Home, MetroPCS, ING, and Huawei, with reporting and call tracking I built myself.
4 named Fortune 500 and Global 500 clients Enter the room → - Room VII: the early sketches 2005 → 2010
From storage units to a publisher
EZ Mini Storage, 2M Solutions, HD Publishing · Marketing Performance Specialist to Marketing Acquisition Manager
Three first jobs in five years, from local SEO for 50 storage locations to ecommerce for a security-camera retailer and acquisition marketing for a publisher, worked remotely.
50 locations in the first local SEO program, 2005 Enter the room →
The same work, by problem
The same work, by problem
If you arrived with a problem rather than a resume in mind, start here.
Measurement and attribution
- CDP, ETL, and server-side tracking Bluethumb
- The first marketing-mix model Net32.com
- Marketing in front of the M&A team Net32.com
- Lifecycle rebuilt on Klaviyo and Attentive Net32.com
- Enterprise analytics and the DSP stack Redbubble
- Analytics across 5 billion products Redbubble
- A third of the search budget Macys.com
- A quarter million creatives, tested by script Macys.com
- Python for inventory and intraday cost Macys.com
- Google Analytics across the holdings Signet Group
- Reporting from the APIs, not the spreadsheet Vertical Nerve
- Tracking tests back to phone calls Vertical Nerve
- Fifty storage units and a search box EZ Mini Storage, 2M Solutions, HD Publishing
Paid media and feeds
- Scaling the P&L into the holiday peak Bluethumb
- Bringing feed management in-house Bluethumb
- A trust campaign for careful buyers Net32.com
- Lifecycle rebuilt on Klaviyo and Attentive Net32.com
- Feeds, agencies, and a kanban board Net32.com
- Bringing the channel in-house Redbubble
- Bidding intelligence before the platforms sold it Redbubble
- Feeds from thousands to tens of millions Redbubble
- Taking shopping ads international Redbubble
- Search and feed at 40% of GMV Redbubble
- A third of the search budget Macys.com
- Into Google and Bing shopping Macys.com
- Search and shopping for two brands Signet Group
- SEM for KB Home, MetroPCS, ING, and Huawei Vertical Nerve
- A publisher, worked from a distance EZ Mini Storage, 2M Solutions, HD Publishing
- Catalogs, carts, and cameras EZ Mini Storage, 2M Solutions, HD Publishing
- Fifty storage units and a search box EZ Mini Storage, 2M Solutions, HD Publishing
AI and machine learning
Brand and creative
Operations and the stack
- Scaling the P&L into the holiday peak Bluethumb
- Four tools into one Bluethumb
- Bringing feed management in-house Bluethumb
- Feeds, agencies, and a kanban board Net32.com
- Bringing the channel in-house Redbubble
- Enterprise analytics and the DSP stack Redbubble
- Half a million a year, consolidated Redbubble
- Marin to Kenshoo before the holiday Macys.com
- iMacro and programmatic bidding Signet Group
- Reporting from the APIs, not the spreadsheet Vertical Nerve
IPO, M&A, and diligence
If one of these looks like your problem, get in touch. Get in touch.
Currently Alongside Bluethumb, I am co-building Emergent Solutions, a fractional CTO and CFO consultancy with an open-source-first go-to-market stack. emergentsolution.com