Track record
What owning the number looked like.
Every figure here is measured to signed contracts and traced to the report it came from. Companies are described by their scale, never by name.
About
Sales floor. Agency. In-house. Boardroom.
I ran a sales team before I ran marketing. Then I built an agency and sold it, led marketing inside the company that bought it, and served as CMO to a PE-backed CEO and board. I know what it’s like to approve spend on a part of the business you can’t walk out and look at.
Every seat taught me the same thing: when one person with the right experience owns the process and the outcome, you get real accountability. When it’s spread around, you end up chasing issues and never getting to a resolution. I’ve been the agency, and I’ve been the client managing the agency.
Home services is the focus, not the whole story. Before roofing, the work ran through hospitality, entertainment, beverage and sports: Westgate Resorts, Icon Park, Yuengling, the Orlando Magic with the City of Orlando, and Mango’s Tropical Cafe.
Every side of the table
The agency partner
I built the agency from the ground up. In 2020 I started with a Florida roofing contractor, when marketing was a small part of the business, under 10% by my count. Over the next three years the business grew from $19M to $58M, and marketing grew into the engine of it.
A partner does its best work when it can see the whole business.
The in-house director
A top-20 national roofing contractor bought the agency and brought me inside. I worked closely with the in-house CMO to lead national marketing execution across three brands and more than two dozen markets, and built the reporting and source structure behind it.
Growth across markets breaks on structure before it breaks on budget.
The CMO
As CMO of a PE-backed roofing platform, I rebuilt marketing across six states and reported to the CEO and the board in signed contracts, not leads. I built the weekly read behind it, and tools the reps used.
A board doesn't want activity. It wants a number it can stand behind.
On your side
Independent, with no media, channel or retainer to defend. Everything those seats taught me, and everything I built in them, now works for the leader who brings me in.
Marketing you can trust so you can run your business.
Outcomes, not activity
The proof, measured to signed contracts.
1.9x
approved work, year over year, like for like.
Nearly double. Same window, same-year leads only.
11.1x
returned for every dollar of marketing spend.
Every marketing dollar came back 11 times over.
51%
of retail roofing sales came from marketing in 2024, up from 31% in 2022.
Half of retail sales came from marketing.
+49%
approved work in 2025, on 18% fewer leads.
First, make every lead worth calling.
The pattern
When it didn't exist, I built it.
The same move at every stop. I don't stop at the recommendation.
- A digital practice.At Maxmedia, no outside digital partner was good enough, so I built the agency's digital media practice myself.
- An agency.I founded Innocom, ran it, and sold it to a top-20 national roofing contractor.
- A store that kept selling.I ran Hulk Hogan's e-commerce for years, through several versions of the store, the product mix and the media behind it.
- The reporting and the source list.When several vendors couldn't give a usable view across three brands, I built it with the platform CMO, along with one lead-source structure for all three.
- A site for every rep.I built a page for each of about 170 reps, sending leads straight into the CRM. Reps asked to get theirs.
- Follow-up for the buyers others wrote off.I built a schedule of touches, a program for older leads, and a tool that coaches reps on each message.
I build these with modern tools, including AI, so a fix takes days and doesn't wait on a vendor. This site is one of them. I build the same discipline into my own tools: every fact is marked confirmed or unverified, and nothing unverified gets published.