How I Lead AI-Enabled Marketing

AI accelerates the work

I lead marketing as a connected delivery system, not a collection of separate activities.

AI accelerates every stage of the process.

Experienced judgment determines where to focus, what the insights mean, and how to create work that earns attention, builds trust, and advances the business.

I use AI-enabled tools and workflows to increase speed, improve access to current intelligence, and reduce friction across:

Audience and market research
Research synthesis and pattern recognition
Competitive intelligence and monitoring
Positioning and message development
Content creation and creative iteration
Segmentation, personalization, and localization
Campaign analysis and performance optimization
Living playbooks and knowledge systems

Technology & AI Toolkit

I continuously explore emerging technologies that expand my capabilities and improve the speed, quality, and impact of the work.

Microsoft 365 Copilot Cowork and agents
OpenAI platform and tools
Figma Make
Webflow AI
Microsoft Dynamics
Salesforce
Gainsight
ZoomInfo GTM Studio
Jasper.ai (trial)
G2M.ai (trial)

Human judgment directs the work

Experienced leadership remains essential for:

Choosing the right questions and priorities
Interpreting context, nuance, and customer emotion
Separating meaningful signals from noise
Making strategic tradeoffs
Protecting brand integrity and quality
Building alignment across teams
Coaching people and strengthening their judgment
Ensuring the work connects with humans as well as machines

Segment and Product Marketing Process

1. Understanding the audience

Develops a clear view of the people and buying groups behind the market. Uses customer research, behavioral data, sales insight, and market intelligence to understand needs, priorities, barriers, and buying decisions.

2. Finding the opportunity

1. Understanding the audience

Translates audience and market insight into focused choices. Sizes the opportunity, identifies whitespace, assesses product fit, prioritizes segments and accounts, and determines where the company has the strongest right to win.

3. Defining customer value

1. Understanding the audience

3. Defining customer value

Connects what the audience values to what the portfolio can uniquely deliver. Creates differentiated positioning, value propositions, and messaging that make complex technology relevant, understandable, and easier to choose.

4. Building the GTM plan

5. Activating as one team

3. Defining customer value

Turns strategy into an actionable plan with clear audiences, objectives, offers, messages, channels, content, responsibilities, investment priorities, and measures of success.

5. Activating as one team

Aligns Product, Sales, Marketing Operations, Corporate Marketing, and other partners around the same audiences, market story, activation plan, and commercial outcomes.

6. Optimizing results

5. Activating as one team

Connects marketing performance to pipeline, conversion, adoption, revenue, retention, and sales velocity. Uses market response and team feedback to continuously improve the strategy, messaging, playbooks, and execution.

How I Lead AI-Enabled Marketing

AI accelerates the work

Segment and Product Marketing Process

1. Understanding the audience

1. Understanding the audience

1. Understanding the audience

2. Finding the opportunity

1. Understanding the audience

1. Understanding the audience

3. Defining customer value

1. Understanding the audience

3. Defining customer value

4. Building the GTM plan

5. Activating as one team

3. Defining customer value

5. Activating as one team

5. Activating as one team

5. Activating as one team

6. Optimizing results

5. Activating as one team

5. Activating as one team

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