Marketing Operating System (mOS)
My Marketing Philosophy: Marketing is only as strong as the strategy, data, and governance beneath it.
Most martech stacks are built backwards, starting with shiny tools and working down. I build from the foundation up.
Core Beliefs
Outcomes Over Features
Martech is a strategic operating decision, not a shopping exercise. Every tool must solve a specific drag on speed, accuracy, or scale…or it’s just expensive noise.
The Data Tax
There’s no such thing as “plug-and-play” AI. If your data foundations aren’t systematic (clean taxonomy, identity resolution, real-time pipelines), your AI will fail.
Orchestration Over Execution
The modern marketer’s role is shifting from task-doer to systems architect. I build teams that manage operating systems, not just campaigns.
How I Work
The 2.5x Multiplier Audit
I calculate the true cost of every tool; license fees are just the start. Integration labor, admin overhead, and adoption drag often cost 2.5x the sticker price. I optimize for leverage, not features.
The AI-Readiness Matrix
I prioritize AI based on volume and repeatability. High-volume, rule-based tasks get automated first. This reclaims human capacity for strategic work, fast.
The 4-Tier Data Maturity Model
I move organizations from Chaotic (Tier 1) to Systematic (Tier 3+) by fixing three non-negotiables: field-level hygiene, deterministic identity resolution, and real-time integration. This is the price of admission for AI that actually works.
Governance as a Growth Lever
Close the Oversight Gap
Innovation without governance is a liability. I implement cross-functional AI Governance Councils to eliminate Shadow AI and prevent the $4.4M average cost of a data breach.
Operationalize Trust
Data trust is a brand asset. I build systems where privacy and compliance are baked into the workflow.
First 45 Days
When I join an organization, I focus on three high-impact audits:
Audit for Underuse – Identify the 49% of features being ignored and consolidate or retire tools adding more complexity than value.
Taxonomy Calibration – Align sales and marketing on shared definitions (What’s a “Lead”? A “Campaign”?) so reporting becomes a single source of truth.
Pilot Discipline – Launch one AI pilot with clear exit criteria and success metrics measured by hours reclaimed.
The Bottom Line: I turn marketing technology from a cost center into a revenue engine by building systems that scale, not stacks that break.