Challenged a rule everyone else had learned to live with.
Identified an attribution constraint fundamental to sales and marketing, validated the opportunity with Data Science, and improved lead volume by 20%.
+20% lead volumeSystem matched · light
Accepting select growth challenges
Performance marketing leader · Denver, Colorado
Find the signal.
Move the business.
I lead paid search, attribution, and programmatic strategy for complex growth problems—then stay close enough to the work to build what’s missing.
01 / Impact
A few problems I’m proud to have solved.
The best opportunities often start with a question, an unexpected result, or something that doesn’t quite add up.
Built new paths to scale.
Grew Display and Demand Gen programs to more than $1M per month each while improving lead quality, and tested channels including Nextdoor, Reddit, and Viant DSP.
Connected bidding to business value.
Helped transition campaigns from tCPA to tROAS, edited SQL-backed revenue feeds, and developed first-party audience strategy using LiveRamp.
“He challenged partners and stakeholders with sharp questions that improved both media buying and creative outcomes.”
LinkedIn recommendation · former manager at AngiExplain it to…
Same facts. Different altitude.
Switch audiences to see how the communication changes without changing the underlying result.
At Angi, I challenged a temporary attribution window used in app remarketing. After extensive analysis with Marketing Analytics and Data Science, the updated approach produced a 50% ROAS improvement and a 15% increase in lead volume.
Improved the attribution approach for app remarketing. Result: 50% higher ROAS and 15% more lead volume, validated with Marketing Analytics and Data Science.
02 / The route
The path so far.
Not every important milestone fits neatly under a job title. Toggle the route to see the roles—or the experiments that created them.
2026
Career
A new route
Wrapped a four-and-a-half-year chapter at Angi after leading paid media across web and app acquisition.
2022
Career
Senior Manager, Digital Marketing
Expanded from SEM leadership into app growth, display, demand generation, DSP testing, ASO, and cross-functional measurement strategy at Angi.
2021
First / experiment
A year of useful firsts
First podcast guest appearance, first B2B online lead-gen program, and first shopping feed launch.
2021
Career
Senior Manager, SEM
Owned seven-figure monthly budgets, built Looker reporting, helped move bidding from tCPA to tROAS, and championed an attribution change that lifted lead volume 20%.
2020
Career
Director of Paid Search
Led strategy and execution across paid search, YouTube, display, and shopping for a multi-million-dollar client portfolio.
2019
Career
Digital Marketing Manager
Led a two-person SEM team and a $7M annual portfolio at Bridgevine—over-delivering profit by 45% in 2019.
2018
First / experiment
$175K in merchandise
Sourced products from China and used Facebook and Instagram to sell $175K in merchandise—a hands-on lesson in creative, distribution, and demand.
2013
Career
The first full-time PPC role
Joined Acceller/Bridgevine as an SEM Analyst and began a seven-year run scaling paid search for major consumer brands.
2010
First / experiment
SEO before it was a career plan
Took Todd Bacile’s SEO course, then started WebTrafficConsultants.net with one employee and three interns while at Florida State.
03 / Working style
Operator’s curiosity. Owner’s accountability.
Get to the economics
Translate campaign activity into the business outcomes that actually matter: revenue, margin, lead quality, and lifetime value.
Interrogate the measurement
Attribution windows, audience definitions, and reporting defaults are hypotheses—not laws of nature.
Build the missing piece
A dashboard, SQL edit, playbook, forecast, or vibe-coded prototype: use the right tool to move the decision forward.
Paid searchAttributionProgrammaticApp growthCreative testingAnalytics
ROAS Scenario Lab
Average performance can hide the edge.
Push spend and watch incremental economics separate from the blended number.
Total ROAS2.65x
Incremental ROAS1.48x
Cost / incremental sale$439
Total ROAS looks comfortable, but the next dollar is nearing the line.
How this works
The presets hold assumptions for saturation, lead quality, conversion rate, organic demand, margin, and incrementality. The slider changes only spend so the divergence stays easy to see.
04 / Beyond the dashboard
Denver by way of South Florida.
Usually outside, occasionally at stand-up or improv, and frequently following Sammy—the fourth foster dog who made a convincing case to stay.
Live from DenverMountain time
Weather unavailable · Denver skies
A better guestbook
Leave an idea, not an email address.
Choose one featured question. Short responses are reviewed before appearing publicly.
From visitors · moderator approved
No approved notes yet. You could be first.
06 / Connect
I don’t publish my phone number, but this will ping me immediately.
Send a quick note and it’ll land on my phone. Include the best way to reach you and I’ll respond directly.