Selected work from the last decade.

Building an SMB segment from zero

Everlance Business had no dedicated SMB motion. No messaging. No sales tools. No playbook. I built all of it.

Launching ClearPlans in 90 days, and rewriting the category

A new strategic planning product. A blank GTM canvas. And a target that seemed impossible until it wasn't.

The Back to School campaign that changed the teacher acquisition playbook

The goal was teacher registrations. The real challenge was understanding what teachers actually needed — and building around that.

A zero-budget campaign that sold 6,000 pairs in 30 days

No paid media. No agency. Just a customer insight, a shoe, and a free refinishing service.