I like Messes. | I’ve never been particularly good at just staying in my lane. | If something is inefficient, | begging for a better way, | I get involved to get it solved. | I’m a figureouterer. | Give me your mess.

A merger of multiple companies, teams, sales organizations, locations and identities suddenly needed to make sense as one company. Fast. Different tactics. Different messaging. One brand new company.  

Worked across strategy, messaging, identity, sales alignment, web, and digital infrastructure to help build AcquireUp into the industry leader it is today. We launched in 3 months and grew MQLs from 20 to 3,200+ in the first year.

One story. One system. An identity that differentiates. Something the organization could actually grow into. And we did. We've doubled EBITDA every year since the merger. Automations and workflows to the rescue.  

We host an annual 350+ attendee conference over three days. No tracking. No sequences. No registration system. An agenda that usually got finalized the week of the event. Multiple spreadsheets to manage attendees, sponsors, speakers and VIPs. Inconsistent presentation branding. Absolute madness.

Brought the event into this century. Selected and integrated a full event-management platform.. Built multiple registration paths. Arranged and set up on-site digital check in. Built an app that hit 75% adoption year one. Registration revenue tripled and we had a legitimate waitlist because we sold out.

Last year I planned and executed 26 in-person interviews during the event. We gained valuable insight from our current and future customers and walked away with enough testimonial footage to last us the entire year. Efficiency. Structure for the team. A system we can rinse and repeat.

The merger left us with three half-assed websites that couldn't generate an MQL even if someone filled out a form. Manual steps. No CRM integration. Absolute nightmare to create a new page. No tracking and the design? Ugh. Don't even get me started.

From scratch, I built an MVP site in four weeks and had it ready in time for the launch. Since then, I've built a robust system around flexible CMS architecture, reusable components, smarter workflows, and automation. I'm a Webflow wizard and a bit of a fanboy.

Our team of non-developers can launch webinars, landing pages, blogs with multireference embedded HubSpot CTAs, and a myriad of other advanced CMS capabilities. We're ahead of our industry in AEO, SEO, traffic, ranking and it looks damn good.  

I started freelancing from scratch in NYC with no client base, no agency behind me, and a business model that very quickly failed the math test. I'd have to create millions of logos just to survive, let alone thrive. I needed to find a better way. A way to make this thing work.

So, I studied and learned my way from logos into complete brand systems, strategy, UX, web design, and development. Basically adding whatever capability the next problem required. Taught myself code because I wanted my clients' websites to live up to their fresh brands.

Grew my little business to 100% referral-driven with zero ad spend. Had long-term clients, a waitlist, and enough demand that I had to turn work away. Ultimately closed for one reason. One of my typical “rescue missions” turned into the AcquireUp offer I couldn’t pass up.