Market insight
Bring the outside world into product decisions
I turn buyer pain, competitor movement, customer feedback, and category shifts into sharper product choices and cleaner GTM priorities.
Senior product marketing leader
I make complex products easier to buy, sell, and believe in.
I help teams turn market signals, product bets, and technical depth into things buyers understand, sellers can explain, and companies can grow around.
Core Market clarity from product strategy to pipeline
Market and buyer insight
Product positioning and launch strategy
Sales enablement that changes behavior
What I do
Product marketing for teams building in complex, fast-moving markets.
Positioning
Define what the product means in the market
I connect product capability to use cases, buyer urgency, proof, packaging, and the story a company can stand behind.
Launch strategy
Bring products to market with a clear plan
I build launch plans around ICP, adoption paths, field motion, customer proof, and the moments where the market is ready to listen.
Field readiness
Give revenue teams usable conviction
I create talk tracks, objection handling, battlecards, and narrative assets that help sellers move from feature lists to commercial judgment.
Selected product and GTM stories
How I shape product stories, launches, competitive moves, and hard lessons.
0-to-1 PMM
Built the product marketing system from scratch
Yieldmo had a sophisticated product, but no formal PMM function, no shared positioning system, no launch process, and no consistent way to explain the value to different buyers.
- Built the messaging architecture by buyer type, from large agencies to direct brands and platform partners.
- Created repeatable launch kits, briefing templates, and field materials so every launch did not start from zero.
- Built the proof system around case studies, vertical examples, partner stories, and the claims sales could defend.
Helped turn PMM from a missing function into operating infrastructure for positioning, launches, competitive intelligence, and sales readiness.
Product launch
Launched DFO around the buyer who could actually say yes
The product could improve campaign performance, but the likely day-to-day buyer had limited authority, little patience for extra setup, and no appetite for more creative approvals.
- Built the launch around the real workflow: same setup, no new creative assets, no extra approval cycle.
- Named and framed Dynamic Format Optimization as format testing, not message testing, which made the idea easier to approve.
- Turned three buyer objections into core launch materials: setup effort, buying mechanics, and whether the product could scale.
Became a flagship product across multiple ad formats. In accounts running DFO, KPI performance improved 45% while available scale increased 25 to 30% by making one creative idea work in more places.
Competitive intelligence
Turned competitor monitoring into live sales infrastructure
Sales needed sharper answers as competitors shifted their messaging, but manual research was too slow and inconsistent to keep battlecards useful.
- Built AI-assisted workflows to track competitor news, social posts, and live ad copy on a recurring basis.
- Compared what competitors claimed against what customers actually said about them, which exposed more useful sales angles.
- Used one clear threat, a competitor moving into Yieldmo’s creative and media territory, to update talk tracks before it became a bigger field problem.
Fed directly into sales materials with full field adoption and a 73% average open rate on client-facing content.
Product strategy
Learned how to break a marketplace cold-start problem
An early publisher-facing product asked both sides of the market to take a leap at the same time: publishers wanted revenue certainty, and buyers wanted proof of available scale.
- Diagnosed the real issue as product design, not sales persistence: neither side had enough independent value to move first.
- Helped pivot toward a version that used existing publisher placements, which reduced friction and created revenue.
- Applied the lesson to later product thinking: give one side clear value on its own before asking the full market to move.
Changed how I evaluate marketplace launches: break the cycle first, then build the go-to-market motion around the side that can move fastest.
Thought leadership and press
Public thinking that shows how I frame markets, buyers, and GTM choices.
Product Marketing Alliance presentation
Writing a fantasy novel with LLMs made me a better product marketer
A PMA Denver talk on structured creativity, storytelling, and using AI as a practical partner for positioning, sales training, competitive synthesis, and thought leadership.
Watch on YouTubeQuoted, published, and bylined
Market commentary across AI, ad tech, privacy, and programmatic advertising.
AI and context
3 trends marketers overlooked in 2024 and how to capitalize on them in 2025
Quoted on why AI-driven contextual optimization is becoming a practical answer to signal loss and post-cookie targeting pressure.
Ad tech strategy
Context and Audience: Reuniting What Should Never Have Been Separated
Executive byline on why audience strategy and context work better together than as separate buying ideas.
Programmatic markets
Programmatic Reboot: Rebuilding Digital Advertising From The Ground Up
Developed the executive narrative for an AdExchanger piece on rebuilding digital advertising around outcomes, trust, and context.
Platform power
When it comes to ads, Apple is not playing coy anymore
Quoted on Apple Ads, privacy positioning, proprietary signals, and what platform control means for marketers.
Open web
Google's Monopoly Unpacked
Quoted on the Google ad tech ruling and the chance to reset parts of the open web around fairness, transparency, and quality.
Identity and data
A deep dive with an Experian partner, Yieldmo
Featured Q&A on identity, audience data, predictive creative, omnichannel activation, and measurable advertiser outcomes.
Consumer behavior
Brands like Meta aim to build Gen Z loyalty, campus by campus
Quoted on college audiences, brand affinity, fandom, and how better targeting can make niche cultural moments more usable.
Product storytelling
Sizzle work shaped around product narrative and market proof.
Product story
Yieldmo: The Creative + Media Results Company
Company-level story work introducing the YMax direction and the case for creative, media, and measurable outcomes in one operating model.
Play CreativeMax sizzle
CreativeMax product narrative
A product sizzle for the creative-focused precursor to YMax, built around the idea that better creative decisions can improve media results.
Case study video
From test market to market leader: Jack's
A customer story showing how Jack's used Yieldmo's smart ad strategy to turn a regional push into stronger market momentum.
Pillar content and sales assets
Work built to turn complex ad tech into usable market stories.
Advertiser handout
Companion Audiences
A sales-ready explainer for privacy-safe, ID-independent audience extension, built around simple activation steps and performance proof.
Open PDFWhitepaper
Elevating Creative Performance with Predictive Creative and AI
A pillar content piece that turns predictive creative, AI, and performance optimization into a larger market narrative for campaigns, content, and demand.
Open PDFHow I work with AI
AI helps me move faster. Judgment decides what is worth saying.
Operating principles
- Use AI to accelerate research, synthesis, and first drafts, then apply human judgment to the claim.
- Treat prompts as working documents that encode strategy, audience, objections, and proof.
- Build lightweight systems for competitive monitoring, message testing, and sales feedback loops.
- Keep the final voice commercially sharp, specific, and accountable.
What I am looking for
I am looking for the kind of PMM role where the hard parts are the point.
Best fit: senior PMM, founding PMM, or PMM leadership roles where the product is technical, the market is shifting, and the company needs someone who can connect product judgment to commercial motion. I am especially interested in AI, ad tech, programmatic, data, and B2B SaaS.