My Story

I've been a founder twice. The first time, I built a media agency from the ground up and grew it to $19 million in annual billings before it was acquired. Running that business taught me something no job ever could. When it's your agency and your name on the line, the buck stops with you. It changes how you think.

After the acquisition, I spent the next two decades at some of the best direct response and performance marketing agencies in the country. I ran operations, managed hundreds of millions in media, and worked across virtually every channel. TV, radio, print, digital, and eventually the full-funnel DTC model most brands are running today.

The work I'm most proud of was co-leading the U.S. market launch of no!no®, taking the brand from zero to $170 million in annual sales within three years. That campaign taught me a lot about what it actually takes to scale something. The media mix matters. Creative testing never stops. CRO is never finished. We ran continuous A/B and multivariate tests on the website to keep RPV moving. Unit economics have to hold at every stage. And you have to be willing to make fast calls when the data is pointing somewhere.

Early on, I also learned that when a channel is in structural decline and optimization is failing, sometimes you need to replace it. I took over a national brand from a larger agency that couldn't make it work, and turned it around completely by abandoning the channel everyone had been betting on and betting on one no one expected. CPL dropped dramatically. A brand that had been missing its cost-per-sale target by nearly 3x became one of the most efficient campaigns we ran. It wasn't the obvious move. That's why it worked.

I started Echo Direct Marketing because I kept seeing DTC brands try to solve a strategy problem by throwing more agency resources at it. What they needed was someone who understood their P&L as well as they did. One person, setting the strategy, executing the media, and owning the outcome.

More recently, I took Bellabooty Fitness from launch to 300% year-over-year growth through hands-on paid social buying on Meta and TikTok, paired with a full acquisition and retention strategy.

That's the work Echo is built for.