Selected Work
A closer look at four projects that show how I actually work, not just the titles.
As Interactive Marketing Planner, I owned platform strategy, content architecture, and performance marketing for Toyota.com across every vehicle line, working with cross-functional agency, search, and technical teams.
The paid search program grew to a $22M annual budget. During the 2009 “Cash for Clunkers” period, our paid search activity got large enough that Google proactively contacted the team — we were approaching a hard daily ad-spend ceiling, and they asked whether Toyota would permit it to be removed.
Alongside the acquisition work, I directed a structural redesign of Toyota.com (the core architecture is still foundational to the platform today), doubled organic traffic through SEO, and launched Toyota’s first mobile web experience.
I joined Slemma, a data visualization SaaS platform, as the sole marketing leader reporting directly to the CEO — owning strategy and execution at once, with a small team and a real budget ceiling.
I rebuilt acquisition and go-to-market from the ground up and developed new messaging and positioning to support product-led growth and sales enablement, growing subscriptions 40% within six months.
Since 2011 I’ve founded and operated multi-entity digital businesses in the US and Ireland, built on affiliate partnerships, SEO, content, and diversified performance-based acquisition channels.
I structured recurring commercial agreements and cross-entity revenue models across US and EU markets, with full P&L accountability, scaling to low seven-figure annual revenue at peak and up to six-figure months across diversified partnerships.
As a board member and 10% shareholder of Cape Clear Island Distillery, I provide strategic oversight on branding and distribution expansion, and advise on commercial strategy and capital allocation.
It’s a useful discipline: governance and capital-allocation judgment in a business outside my day-to-day domain, applied alongside — not instead of — the operating experience above.