Marketing & GTM for complex products and emerging technologies
Your product is strong. Growth still has to catch up. I build the foundation first, then run the motion that turns it into traction.
30-minute fit check. Not a pitch.
But the company does not land at the same level yet.
Investors need the long version before they get it. Sales conversations start from zero every time. The story has not caught up to what you built.
You have become the explanation the company runs on, and that does not scale.
This closes that gap. First, a foundation clear enough to stand up to scrutiny. Then growth on top of it, until traction no longer depends on you in every room.
Three to six months in
The foundation runs in real conversations, not in a folder.
The product is clear to people who are not you.
Launches, communications and enablement move without you in the loop.
The right inbound starts to arrive.
Each deal, hire and quarter builds on the last.
Selected work
30-minute fit check. Not a pitch. Not ready for the Seat? Start with the 4-week Foundation.
Capture6 · First marketing hire, 0 to 1
Foundation
Set positioning, brand and go-to-market priorities from zero.
Execution
PR, executive thought leadership, events and sales enablement, earning coverage in Forbes and The Verge and a presence at COP28 and NY Climate Week.
Skytree · Messaging and event conversion
Foundation
A message house, and the market segmented into 11 industrial verticals.
Execution
Eight events across three continents, webinars and sales enablement, with lead capture and nurture rebuilt in HubSpot.
OCA · 0 to 1 marketing function
Foundation
Built the marketing function from zero, with an integrated acquisition and retention strategy.
Execution
Acquisition and retention across digital channels, run against quarterly OKRs and reported to the board.
Also
A 10-person team and a ~$1.5M budget across four brands at Kaplan. Brush It On, founded and grown 250 percent year over year, then sold. Fractional work with Harvest Thermal on positioning, ICP, and content, and with Crbon Labs on rebrand and launch.
Different stages, same pattern: build the foundation, then grow on top of it.
15+ years in marketing and go-to-market leadership. Two marketing functions built from zero. One company founded, scaled, and exited.
How I work
There is one path here, not a menu. You can start with the Foundation, or go straight to the Seat if you already know you need ownership now. Both lead to the same place: a company with a foundation strong enough to carry its own growth.
Seat first · Flagship
If you already know you need someone to own this, start here.
The multi-month path from a solid foundation to commercial traction, built on end-to-end ownership. Not advice. Not a deck. Someone in the seat, running it, for as long as it takes to turn the foundation into growth.
First the foundation gets locked. Then the motion runs on top of it, shaped to fit what the business actually needs next. The Seat is ownership of the outcome, not a set of deliverables to tick off.
Where it shows up: communications, website and landing narrative, sales enablement, launches, market presence, demand motions.
The arc
Foundation · On-ramp
If you are not ready to commit to the Seat yet, or you want the foundation locked before anything runs, start here.
A 4 week practical sprint. Built to produce something you can act on immediately, not another strategy document that sits in a drive.
You walk away with positioning, messaging, and ICP, a concrete execution plan, and a clear path into the Seat if that is the right next step. Where it fits, you also get light practical assets, enablement starters, priority communications, enough to get moving, not an exhaustive kit.
Four weeks. Foundation and plan. Then run it, or run it with me in the Seat.
Two ways in, same destination. The Seat if you need someone running this now. The Foundation if you want the plan in hand first.
30-minute fit check. Not a pitch.
Who this is for
Late seed to Series A. Founders, CEOs and commercial co-founders.
Five to 25 people and no real marketing function. Marketing is you, or one junior generalist holding the commercial side together.
Products that need explaining before they sell: deep tech, climate and energy, technical B2B, and hard-to-explain consumer products.
Not for pre-product teams, or anyone who needs a deck and nothing more.
The work shows up in sales calls, launches, the website and investor conversations.
About
I have built marketing functions from zero, reported to boards, run multi-continent programs, and founded, scaled, and sold my own company. I work where strategy meets execution, alongside founders, technical teams, and commercial leaders, building a foundation strong enough to carry real growth, not another deck that sits in a folder.
FAQ
If you already know you need someone to own this, go straight to the Seat. That is the common path for founders who have felt the cost of carrying the company alone for long enough.
Start with the Foundation if you want the foundation built first, with a concrete plan in hand, before committing to a multi-month engagement. It is a real product on its own, not a trial.
I run it. The Seat is mostly execution: communications, the website, sales enablement, launches and demand, shaped by whatever the priorities call for. The foundation is what keeps all of it coherent.
A junior marketer can execute well, but they should not be expected to own the positioning, GTM strategy and commercial planning for the business. That is where companies can end up with good tactics but no clear direction, while the founder is still carrying the bigger commercial decisions.
The Seat provides that senior-level ownership and can work alongside an existing marketer, giving them clear priorities and a stronger foundation to execute against.
The Seat works when a company needs senior marketing ownership now, but is not yet ready to build the permanent function around it. It creates the positioning, priorities and in-market motion the business needs today, while making the longer-term marketing structure much clearer.
For some companies, that becomes an ongoing fractional model. For others, it creates a stronger foundation for the permanent team or leader that comes next.
The Foundation is a fixed fee for four weeks, ending in a clear foundation and plan. The Seat runs three to six months, six is ideal, with the monthly fee scoped in conversation based on priorities. Either way, you know what you are getting and for how long before anything starts.
It is a short conversation to check fit, not a pitch. We talk about where the company is, where growth is stalling, and whether this is the right next step. If it is not a fit, you will hear that directly.
The conversation is to check fit, not to pitch you. Only a small number of Seats run at a time, so timing matters more than urgency.
30-minute fit check. Not a pitch.