Marketing Leadership in Action
Case studies and strategic frameworks from seven years building marketing infrastructure at CHIP Professionals, Cultural Coins, Betterment, and fintech startups.
This isn't a content portfolio. It's a record of the marketing leadership, strategy, and systems work that drove business outcomes. Each case demonstrates not just what was built, but why it mattered to the founder's bottom line.
CHIP Professionals
Building the operating system for marketing and content strategy across B2B and B2C financial education. Seven years of strategy, systems, and cross-functional leadership that generated 47% organic growth and connected marketing directly to revenue pipeline.
The Problem
CHIP was a two-unit organization (CHIP Professionals serving advisors and CPAs; Cultural Coins running financial education content). Marketing was producing volume but lacked coherence. There was no unified brand architecture, no attribution model, no visibility into how content connected to revenue. Messaging was inconsistent across audiences.
The Insight
CHIP's real differentiator wasn't any single product, it was structural thinking. Both units solved the same fundamental problem: "How do you think clearly about financial systems?" Everything else followed from that. But nobody was saying it that way.
What I Built
Brand Architecture: Unified CHIP Professionals and Cultural Coins under a parent brand positioning that showed their strategic coherence while maintaining separate market personas
Messaging Framework: Created positioning that worked across audiences (advisors, CPAs, end users) without requiring custom messaging for each
Editorial Operating System: Built taxonomy, governance, and workflow that let 40+ content producers work at scale without sacrificing consistency
Funnel Architecture: Connected content production to the full customer journey from awareness through adoption
Revenue Operations: Implemented attribution model that showed exactly which content categories drove pipeline
Executive Reporting: Built real-time KPI dashboards showing marketing impact, funnel health, and resource allocation
AI Infrastructure: Implemented Claude workflows and prompt systems that reduced production time 40% while improving strategic consistency
The Outcomes
But the real outcome: founders could now see marketing's exact contribution to business outcomes. Decisions got faster and better aligned.
Fractional CMO Services Demonstrated
Strategy & Growth
Brand positioning, competitive messaging, revenue funnel architecture
Marketing Operations
Editorial OS, content taxonomy, governance, attribution
Creative & Messaging
Positioning frameworks, brand architecture, persona strategy
AI Workflows
LLM-powered content systems, automation, documentation
Executive Reporting
KPI dashboards, funnel reporting, revenue attribution
Cross-Functional Leadership
Product alignment, partnerships strategy, strategic planning
Additional Leadership
& Operations Work
Betterment: Marketing Infrastructure at Scale
Built marketing systems and content strategy for a fintech at scale. Focused on positioning a complex product to both end users and financial advisors.
Fintech Startup: Go-to-Market Positioning
Developed GTM strategy and competitive positioning for early-stage fintech. Defined ICP, messaging framework, and channel strategy from first principles.
Educational Platform: Product Launch Strategy
Designed user education and product positioning for marketplace launch. Created frameworks that let customers understand new product categories.
Ready to Build Marketing Leadership? 🚀
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