Ten disciplines, developed across publishing, media, entertainment, and telecommunications.
A résumé lists titles. A capability is what remains after the campaign ends.
Defining the promise a brand can credibly keep.
Strategy is not a deck. It is a decision — about who a brand is for, what it will contribute, and what it will refuse. The work begins with the beliefs an audience already holds, then asks what would have to be true for those beliefs to change. The result is a position durable enough to organize a company around, and specific enough to reject the wrong opportunity when it arrives.
Building teams that ship better ideas, faster.
Modern marketing organizations are asked to be brand stewards, growth engines, cultural translators, and technologists at once. Leadership is the work of resolving those tensions in public — hiring the right specialists, giving them a shared thesis, and defending the space they need to do original work.
Alliances that trade equity for equity.
The best partnerships are not sponsorships. They are collaborations in which each party contributes something the other cannot manufacture alone — audience, credibility, craft, or access. Built across sport, film, music, publishing, and civic life on that principle.
Systems that outlive the campaign that started them.
Campaigns create moments. Platforms create commitments. A platform is a repeatable framework — an idea, a cadence, a set of collaborators — that carries a brand's contribution over years, not quarters. Turn Up the Love, Dream In Black, and Untold Stories were designed on that principle.
One idea, across every surface, without dilution.
Integration is not a media plan. It is the discipline of translating a single strategic idea into every channel it must live in — paid, owned, earned, retail, product, and internal — so that a customer, an employee, and a partner all encounter the same brand.
Building the audiences a brand will need next.
Every category is being reshaped by audiences the incumbents have historically underserved. Growth work begins with an honest read of who is choosing you, who is choosing around you, and what would have to change for the second group to reconsider.
Working with creators as collaborators, not media.
Creators are not a channel. The programs that work treat creators as authors — with editorial autonomy, meaningful briefs, and credit. DIRECTV Creator Lab was built on that premise.
Editorial thinking applied to brand publishing.
Brand publishing works when it is edited, not produced. That means a point of view, a cadence, and standards for what will not be published. Led on that model at Forbes, Pride.com, and Here Media.
Live moments a brand earns the right to host.
The physical is the highest-stakes surface a brand has. A live experience either confirms or contradicts everything else. LOVELOUD and the AT&T Music Platform were designed so the room and the strategy told the same story.
Marketing as a seat at the business table.
The CMO role, done well, is a general management role. It requires fluency in the P&L, the operating model, the technology stack, and the culture the company wants to build for itself.