Here’s how I turn a stack into a system: the tools I use, the plays I run, and the outcomes they drive—each backed by artifacts. For every capability I show the core tooling + config, the trigger and motion, and the business result (meetings, pipeline, payback) with representative cohorts from BluWave, Bodhala, and other roles. Where confidentiality applies, names/dollars are redacted—the focus is on repeatable mechanics and measurable impact.
What it is
Tiered, signal-driven ABM to land & expand; outbound + event warm-ups + air-cover.
Where used
BluWave, Bodhala, Hyperscience, WorkFusion.
My role
Program owner; built ICP tiers/scoring; ran SDR/AE activation; led agencies/tools.
Stack
Apollo/ZoomInfo + Clay; HubSpot/Outreach; LinkedIn Ads/Terminus + Unbounce; Gong.
Plays
T1/T2 focus; news/hiring/fundraise triggers; event warm-up + follow-through.Impact. Cleaner mix, faster first meetings, deeper expansion in priority firms.
KPIs
↑ SQOs by tier.
↑ Meeting rate + faster time-to-first meeting.
↑ Pipeline/FTE productivity.
↑ Payback improvement by tier.
Evidence
Scoring model (view) • Roadshow assets • BluWave page • Bodhala page.
What it is
Earned media program: founder narrative, proprietary data, and milestone-driven storytelling to land tier-1/2 coverage that accelerates trust, recruiting, and sales.
Where used
BluWave, Bodhala.
My role
Strategy + messaging with CEO; program owner; led agency relationships (Archie, Prosek).
Stack
Agency partnerships; proprietary research/data assets; founder/exec visibility; award submissions.
Plays
Narrative shaping; data-driven thought leadership; funding/product/award news; leveraging PR wins across sales enablement and recruiting.
KPIs
↑Tier-1/2 placements (WSJ, BI, FastCo, Crunchbase).
↑ Share of voice in PE + SaaS.
↑ Inbound recruiting lift.
↑ Website traffic spikes.
↓ Sales cycle length (compressed by trust/credibility).
Evidence
Publications: WSJ Pro, Business Insider, Fast Company, Crunchbase News.
Awards: Inc. 5000 (#127, 2021), Deloitte Fast 500 (#379, 2024), NBJ Best Places to Work (2022).
What it is
Editorial-led inbound engine (topic clusters → pillar pages → distribution) with fast-path forms and <24-hr SLAs. Layered Search & Answer Optimization (SEO/AEO/LLMO) so pages win in SERPs and surface in AI overviews (Gemini, Bing Copilot, Perplexity, ChatGPT). Guardrails: focus on non-brand share + payback tier, not vanity traffic.
Where used
BluWave (e.g., Interim CFO pillar, webinars, conversion LPs).
My role
Program architect; built topic/keyword/entity map; defined schemas; led agency/contractor work; created briefs and playbooks; optimized distribution.
Stack
GSC, GA/GTM, Semrush, Webflow/WordPress, HubSpot routing + SLAs.
Plays
Topic clusters + pillar/FAQ buildout; schema + entity linking; 90–120 word canonical answers; exec/brand LinkedIn distribution; email syndication; light retargeting.
KPIs
↑ Non-brand organic +30–50% in 6–9 months on priority themes
↑ SEO-sourced pipeline payback (~6–8 months with improved UX/routing)
↑ Sustained top-3 rankings for “Interim CFO” cluster
↑ LP conversion 2–3× generic pages
↑ Periodic AI-overview/answer-panel inclusion
Evidence
Interim CFO pillar brief + internal link map • Webinar reg page + deck • LinkedIn articles/posts • Landing page before/after • LLM results.
What it is
Exec-led roadshows, invite-only roundtables, and conference plays built as ABM extensions — pre-event warm-up, on-site fast paths to meetings, and <72-hour follow-ups. Measured on meetings, SQOs, and influenced revenue (not raw registrations).
Where used
BluWave (PE Innovator Roadshow, invite-only dinners and happy hours, awards activations) • Bodhala (30+ industry events, regional roundtables).
My role
Program owner; built pre/post-event workflows; led SDR/AE integration; created run-of-show kits and exec talk tracks; managed agency/event partners.
Stack
ZoomInfo + Clay (lists/enrichment), Apollo/Outreach/Gong, HubSpot forms + Unbounce LPs, LinkedIn geo/retargeting.
Plays
Pre-event ABM warm-up + executive outreach.
Event-day exec tracks, case cards, and curated agendas.
Post-event <72hr follow-up + AE handoff with pre-packed agendas.
KPIs
↑ Roadshow (Chicago): ~1,000 PE leaders invited → 45% response, 10% RSVP, opened net-new logos + advanced in-flight deals.
↑ Accounts that attended were ~28% more likely to have projects than non-attendees.
↑ Faster SLA: <72hrs from attendee → first meeting.
↑ Cleaner AE handoff → higher follow-through conversion.
Evidence
Invite email + RSVP landing page • Run-of-show + deck + case cards • Follow-up sequences + calendar flow • Post-event snapshot (attendance → meetings → SQOs → influenced revenue)
What it is
High-intent, bottom-of-funnel paid search program built on exact and broad match. Focused on capturing active demand with fast-path routing, conversion-optimized LPs, and real-time feedback loops.
Where used
BluWave • Bodhala • Hyperscience • WorkFusion.
My role
Full program owner; set strategy; evaluated/hired agencies & consultants; managed budgets and performance; optimized campaigns, landing pages, and reporting.
Stack
Google Ads, HubSpot, LuckyOrange, Microsoft Clarity, Unbounce, RB2B, Vector, Clay.
Plays
High-intent campaigns (e.g., “Interim CFO”) with tailored LPs.
Brand defense + competitor intercept.
Real-time CRO testing with heatmaps/session replays.
Continuous keyword/audience optimization.
KPIs
↑ Pipeline contribution from paid search
↑ Lead quality + SQL conversion rates
↓ CAC with faster payback
↑ ROI visibility via HubSpot + BI dashboards
Evidence
Ad copy samples • Campaign landing pages • Pipeline attribution snapshots (BluWave) • CRO session replay clips
What it is
Cascading paid social program built to complement ABM — awareness → problem/solution → strong CTA. Campaigns structured for high-match targeting and pipeline accountability, not vanity impressions.
Where used
BluWave • Bodhala • WorkFusion.
My role
Program owner; built campaign architecture; designed creative briefs; managed internal & external designers; integrated with ABM scoring + sales feedback.
Stack
LinkedIn Ads • HubSpot • Salesforce • GA4 • Clay • Unbounce LPs • DemandSense • Creatopy.
Plays
Phase 1: Spotlight + GIF/video for brand awareness.
Phase 2: Thought leadership + problem/solution content (e.g., LinkedIn articles).
Phase 3: High-intent CTA (“Start a project”) with LP conversions + retargeting.
Manual account/contact matching → 95% targeting accuracy.
KPIs
↑ Target account engagement (measured by phase progression)
↑ Marketing-sourced pipeline from LinkedIn campaigns
↓ CAC with surround-sound acceleration on ABM accounts
↑ Lead quality + deal velocity when paired with sales activation
Evidence
Ad creative samples (video/GIF/spotlight) • Campaign flow maps • UTM/pipeline attribution dashboards • Case study LPs • LinkedIn article examples
What it is
Two flagship podcasts built as category-shaping platforms. Karma School of Business (KSOB): interview-style with industry leaders (110+ episodes). Best But Never Final (BBNF): co-hosted roundtable modeled after All-In. Both achieved rapid traction and continue as top-ranked shows.Where used
BluWave.
My role
Program owner; designed podcast strategy; sourced guests; managed production (SquadCast, editing, Libsyn); built distribution across LinkedIn, email, PR, and sales enablement.
Stack
SquadCast • Libsyn • Google Analytics (traffic attribution) • LinkedIn distribution • HubSpot (email).
Plays
Industry-leader interviews → credibility + PR tie-ins.
Roundtable content → thought leadership + category voice.
Multi-channel syndication (LinkedIn snippets, newsletters, sales assets).
Evergreen repurposing into blog posts, case content, and decks.
KPIs
↑ KSOB: Top 50 U.S. Business podcast, Top 10 Private Equity podcast (Apple)
↑ BBNF: Top 15 Private Equity podcast (Apple)
↑ Consistent audience growth across 110+ episodes
↑ Influenced pipeline through exec guest participation + listener engagement
Evidence
Podcast charts (Apple rankings) • Episode artifacts (clips/snippets) • Guest lists • Distribution examples (LinkedIn/email) • Traffic attribution dashboards
What it is
Annual awards platforms designed to establish category authority and deepen executive engagement. Flagship example: the BluWave Innovator Awards, recognizing PE firms driving innovation in due diligence, value creation, and ESG. Selection based on BluWave’s proprietary vantage point across thousands of PE projects.
Where used
BluWave.
My role
Program creator and owner; established award categories and methodology; partnered with CEO on positioning; managed nomination and evaluation process; led PR, digital, and event rollouts; integrated winners into sales, marketing, and recruiting enablement.
Stack
Custom landing page + nomination form • HubSpot workflows • PR agency support • Event production partners • LinkedIn/Email amplification • TypeForm.
Plays
Built credibility flywheel: awards → PR/media → event activations → sales enablement.
Produced annual landing page showcasing winners.
Amplified winners through video, email, LinkedIn, and trade press.
Leveraged recognition to fuel executive relationships and accelerate sales cycles.
KPIs
↑ Engagement from 100+ PE firms annually (winners + nominees)
↑ Sales enablement: award inclusion in outreach decks, exec meetings, and BD campaigns
Evidence
Awards landing page • Winner list (100+ firms) • Launch video (YouTube) • Media placements • Event activations • Sales collateral featuring awardees
What it is
Company-wide rebrands and messaging platforms that repositioned businesses, refreshed visual identity, and modernized digital experiences. Work spanned narrative development, design direction, and execution across websites, campaigns, and sales enablement.
Where used
BluWave • Bodhala • WorkFusion • Practical Law.
My role
Program owner; built brand narrative and messaging frameworks; led rebrand strategy; directed design and UX; managed agencies and contractors; oversaw full site relaunches including architecture, copy, SEO, and conversion optimization.
Stack
Webflow • WordPress • Figma • Adobe Creative Suite • GA4/GTM • HubSpot (forms, routing) • SEO tools (Semrush, Screaming Frog).
Plays
Repositioned company story and messaging for target audiences (PE firms, portcos, execs).
Launched rebrands + websites with scalable CMS + SEO guardrails.
Created consistent brand identity across digital, events, and campaigns.
Developed conversion-optimized landing page system with fast-path forms and <24-hr SLAs.
KPIs
↑ Improved SEO rankings + non-brand share post-relaunch
↑ Faster pipeline payback via conversion-optimized UX
↑ Strengthened brand authority + recognition in target ecosystem
↑ Cross-channel alignment across web, content, events, and sales
Evidence
Before/after brand and website screenshots • Messaging frameworks • Brand guideline decks • Relaunch campaigns • SEO + conversion performance snapshots
What it is
Always-on organic social engine to amplify content, showcase thought leadership, and build executive + brand credibility. Focused on LinkedIn as the primary channel for PE and portco audiences.
Where used
BluWave • Bodhala.
My role
Program owner; built channel strategy; created content calendars; partnered with CEO and exec team on thought leadership; managed design and distribution; integrated into ABM and demand gen campaigns.
Stack
LinkedIn (company + exec handles) • HubSpot (distribution + tracking) • GA4 (traffic attribution) • Canva/Figma (creative).
Plays
Executive thought leadership posts (CEO + team).
Content amplification: webinars, podcasts, awards, case studies.
Company announcements + PR distribution.
Always-on employer branding + recruiting content.
KPIs
↑ LinkedIn follower growth + engagement rates
↑ Content-driven traffic to key LPs and resources
↑ Influenced pipeline from exec + brand LinkedIn
↑ Recruiting lift via employer branding content
Evidence
Post screenshots • Content calendars • Campaign examples • Engagement dashboards • Exec + brand LinkedIn metrics