Brand is invisible
AI answers the question. Your brand never enters the conversation.
I build brandsAI finds &people choose.
Digital strategy for the way people
DISCOVER, EXPERIENCE, and CHOOSE brands.
Most companies separate them.
I connect them.
AI GETS YOU FOUND.HUMAN-FIRST EXPERIENCES GET YOU CHOSEN.AI GETS YOU FOUND.HUMAN-FIRST EXPERIENCES GET YOU CHOSEN.
BRAND AS ONE™
THE PROBLEMISN’T MARKETING.IT’S THEDISCONNECT.
Customers don't see the departments.
They feel the gaps between them.
Delivering an exceptional customer experience requires different parts of the business to work together. The problem starts when they don’t.
Brand, digital, CX, data, and technology move in different directions. Inside the company, each team owns a piece. Outside the company, customers experience one brand. BRAND AS ONE™ organizes those pieces around the customer.
Story is unclear
Customers arrive. Your story, proof, and digital experience give them no reason to trust you.
Experience is broken
Every team owns its piece. The customer feels the gaps.
The difference
MAKECOMPLEXITYOBVIOUS.AND THE NEXTMOVE CLEAR.
Find what matters. To the customer. To the business.
I find what's getting in the way for the customer and the business, connect what needs to work together, and build a strategy teams can start using on Day 1. Everyone knows what matters, what needs to change, and what happens next.
4Moves
1Connected
System
System
NO87 Slide
Theater
Theater
01.
Find the gap
Start with what changed in the market, customer behavior, or technology and how it affects discovery, experience, and conversion. Find where the business isn't keeping up.
02.
Connect the system
Bring brand, digital, CX, PR, content, data, technology, and AI into one direction: the customer. Connect the signals people and AI use to find, verify, trust, and choose the brand.
03.
Build what matters
Turn the strategy into messaging, user journeys, digital experiences, workflows, and roadmaps teams can put to work.
04.
Measure the change
Track discovery, conversion, and performance. Good work should change what customers do and what the business achieves.
The work
PROOF.NOT PROMISES.
Different problems. Same approach. Find the real gap, connect what matters, and build something that changes the outcome.
How customer data turned a website redesign into a global CX transformation.
How a fragmented digital function became a connected growth system.
How human insight and behavioral data unlocked a 35% increase in click-through rate.
How AI turned individual content into a system designed to build brand authority at scale.
Turning the new rules of AI discovery into a 15-question brand diagnostic.
Colgate · Experience · Choose
56 seconds wasn’t a design problem.
How customer data turned a website redesign into a global CX transformation.
01
The gap
People were finding Colgate. They just weren’t staying.
The brief was to redesign Colgate.com. But 21.7 million annual visits, 56 seconds on site, and 84.6% of traffic going to articles rather than products pointed to a bigger problem. The experience was built around what Colgate wanted to sell, not what customers were trying to solve. Discovery wasn’t broken. Experience was.
02
The move
Reframed the website around the person, not the product.
Customer research, behavioral data, and competitive analysis revealed an opportunity to turn Colgate.com from a product destination into a useful oral-health experience. The assignment shifted from a website redesign to a CX transformation, connecting customer journeys, content, UX, discovery, and commerce around what people needed. The strategy became a three-year roadmap across eight global markets.
03
The change
A website redesign became a $10.2M transformation.
The strategy secured $10.2M in executive investment and translated into new customer experiences, including product pages, selectors, bundles, and memberships. Across eight global markets, the shift from product-led to customer-led experiences helped increase DTC sales growth from 7% to 15%.
$10.2MExecutive investment
8Global markets
7% → 15%DTC sales growth
Guidehouse · Discover · Experience · Choose
Digital didn’t need another silo.
How a fragmented digital function became a connected growth system.
01
The gap
Seven business units. No connected way of working.
Guidehouse had the capabilities, but they operated across different priorities, processes, and approaches to marketing and digital. Without a shared operating model across brand, creative, content, and technology, digital had become a production function instead of a strategic growth partner. The result was slower delivery, inconsistent experiences, and limited growth.
02
The move
Connected the capabilities. Changed the role of digital.
Built Guidehouse’s first in-house Brand, Creative & Digital function and repositioned digital as a strategic capability. A 14-person team connected brand, creative, content, technology, and data through a shared marketing framework, governance, MarTech, dashboards, playbooks, and repeatable operating processes across seven business units. The goal wasn’t another centralized silo. It was a connected system the business could use.
03
The change
Digital became a growth function, not a production function.
The new operating model changed both how marketing and digital worked and what they delivered.
$7.5MPipeline
+32%Lead generation
3×Faster delivery
+40%Internal demand
$1MAnnual savings
Twin Health · Experience · Choose
The traffic was there. The trust wasn’t.
How human insight and behavioral data unlocked a 35% increase in click-through rate.
01
The gap
People were arriving. They weren’t convinced it was for them.
Twin Health wanted to increase Walmart employee registrations from 70% to 85%. Email open rates were steady and traffic was reaching the landing page, but employees weren’t converting. The experience wasn’t answering their most immediate questions: Is this really free? Is it legitimate? Is it for someone like me?
02
The move
Understood the human. Then followed the data.
Audience insight and behavioral analysis showed where trust was breaking down. Walmart associates were time-constrained, cost-conscious, skeptical, and scanning rather than reading. Attention data showed the hero and first CTA were doing most of the conversion work, but the page wasn’t immediately communicating the two things that mattered most: this is for you, and it costs you $0. Those insights became testable messaging hypotheses.
03View the work ↗
The change
Two small messages changed a much bigger outcome.
Making $0 cost and Walmart identity explicit increased click-through rate by 35% and brought total conversion to 85%. The winning concept could scale across channels targeting Walmart employees, turning one conversion test into a broader messaging strategy.
+35%Click-through rate
85%Total conversion
Twin Health · Discover
More content wasn’t the answer.
How AI turned individual content into a system designed to build brand authority at scale.
01
The gap
Twin Health had authority. Not enough people or AI systems could see it.
Twin had strong clinical credibility and valuable content, but its brand visibility wasn’t scaling with it. The existing model was linear: create content, publish it, get impressions, repeat. Every new piece required another effort instead of making the previous work more valuable.
02
The move
Turned content production into a connected growth system.
Designed a three-part brand system where each component strengthens the next. A Content Engine uses AI to multiply a core content piece while keeping humans in control. An Authority Engine turns expertise into ongoing thought leadership. A Growth Engine extends that authority through third-party distribution. The system compounds visibility, authority, and distribution over time, including how Twin appears in AI-driven discovery.
03View the work ↗
The change
Brand visibility became a system that could be measured, tested, and scaled.
The strategy replaced one-off content production with a connected model for building authority across owned, social, third-party, and AI-driven channels. Success was defined across brand authority, content performance, and growth, with measures including AI/AEO mentions, share of voice, sentiment, content performance, and third-party distribution.
IncreaseVisibility + authority
ScaleContent production
MaintainBrand consistency
Human First Brands · Discover
Ranking on Google doesn’t mean AI can find you.
Turning the new rules of AI discovery into a 15-question brand diagnostic.
01
The gap
Customers are asking AI. Most brands still optimize as if they’re only asking Google.
AI engines increasingly answer questions directly, changing what it means for a brand to be discoverable. Traditional search visibility alone doesn’t tell a company whether AI can understand its expertise, connect it to customer questions, or surface it as an answer.
02
The move
Turned AI discoverability into something a brand can diagnose.
Translated the principles behind AI discovery into a 15-question audit designed to expose gaps in how a brand shows up in AI search. The diagnostic examines whether content answers specific customer questions, authority signals appear consistently across channels, and content maps to what customers are asking.
03Take the AI audit ↗
The change
An emerging AI problem became a five-minute decision tool.
The audit turns an abstract question, “Are we ready for AI search?”, into a structured assessment brands can act on. It gives teams a way to identify gaps, prioritize action, and start improving how AI understands and surfaces their brand.
15Questions
5Minutes to complete
4Score tiers
1Priority action plan
Expertise
DIGITALSTRATEGYTHAT LEAVESTHE DECK.
BRAND AS ONE™ aligns the business around the customer. I use digital strategy to connect the three moments that determine growth: how people discover a brand, what they experience, and why they choose it.
01.Discover
Make the brand easier to find, understand, and remember.
- AI Discovery
- AEO & GEO
- Brand Strategy
- Content Strategy
- Paid Media
- Positioning & Messaging
- SEO
02.Experience
Turn discovery into an experience that gives people a reason to trust you, engage, and stay.
- Customer Experience
- Customer Insights
- Digital Roadmaps
- Digital Strategy
- Journey Maps
- Personalization
- User Research
- UX Strategy
03.Choose
Turn better experiences into reasons to act, convert, and return.
- Conversion Optimization
- Demand Generation
- Marketing Automation
- MarTech
- Measurement
ABOUTHUMAN FIRSTBRANDS.
I built Human First Brands to connect what businesses separate, but customers experience as one brand.
About the founder ↗Digital strategy is how I bring brand, digital experience, CX, data, and AI together around the customer.
I’ve led brand, digital experience, and growth strategy across global brands, ambitious founders, agencies, consulting firms, and in-house leadership.
Teams of one. Teams of fourteen. Companies raising their first round and companies managing global markets.
The industries change. The problem usually doesn’t. Customers struggle to find the brand, find enough evidence to trust it, understand why it matters, or move through the experience without friction.
DrinkThink
No pitch deck required
WHAT’S GETTING
IN THE WAY?
Tell me what you’re working on, what’s
working, and what’s getting in the way.
We’ll start there.