About
I’ve Held the Seat.
I Know What It Costs When the Strategy Doesn’t Hold.
There’s no shortage of consultants who can produce a framework. What’s rare is someone who has lived inside the decisions — and had to answer for the strategy in the room where it matters.
The Career Behind the Advisory
Every Framework Here Has Been Tested Against a Real Budget, a Real Board, and a Real Quarter.
Select Energy Services
CORPORATE MARKETING DIRECTOR
Led the brand architecture, investor narrative, and communications infrastructure for a PE-backed oilfield water management platform built through 32 acquisitions, approaching $1B in revenue and preparing for a public IPO. Resolved 32 competing brand identities into a single coherent platform. Built the media strategy that resulted in a named Wall Street Journal feature. The IPO was completed successfully on the platform that was built.
Caterpillar / Perkins Engines
SENIOR GLOBAL MARKETING MANAGER
Led the category repositioning of Perkins Engines, a Caterpillar subsidiary with 90 years of engineering heritage, from diesel engine manufacturer to energy transition partner for OEM customers across 100+ markets. Built and deployed a global brand activation program designed to operate without central oversight. Promoted twice within Caterpillar, including oversight of global marketing operations across four regions.
Archer
CHIEF MARKETING OFFICER
Led marketing through the 2016–2018 oil and gas downturn, managing the commercial narrative during one of the industry’s most challenging cycles. Built the brand infrastructure and positioning framework that sustained the business through cyclical compression.
ExxonMobil
EARLY CAREER
Foundational experience in global industrial marketing and brand strategy at one of the world’s most complex commercial organizations.
Northwestern Kellogg
EXECUTIVE MBA
Pursued strategically during the Caterpillar tenure. Shaped the business and investor lens that informs every client engagement.
What I Believe About the Work
Five Principles That Shape Every Engagement
Strategy Is Choice
Not a list of priorities. The value of a strategy is proportional to the number of things it rules out.
Brand Earns Pricing Power
The companies that hold margin through cycles are the ones whose customers believe they can’t be replaced by a cheaper alternative. That belief is built, not assumed.
Focus Beats Volume
One well-designed go-to-market play beats six underfunded ones every time. The hardest thing in marketing is committing to the two things that matter and stopping the twelve that don’t.
AI Should Be Assistive and Governed
The organizations getting real value from AI built the guardrails first and the use cases second. The reverse is a quality and brand liability waiting to happen.
Measurement Should Change Decisions
If the metrics you’re tracking don’t affect what you do next quarter, they’re reporting, not strategy.
If This Is the Kind of Thinking Your Business Needs, Let’s Talk.
Most engagements begin with a 30-minute conversation. We’ll tell you quickly whether there’s a fit, and if there isn’t, we’ll tell you that too.