Position
Craft earns the brand. Systems make it compound.
Strong marketing should not depend on rebuilding the same work. I design the platforms, automation, governance, and measurement that turn individual campaigns into scalable organizational capability.
AI makes that operating discipline more valuable, not less. Tools will change. The advantage lies in connecting strategy, systems, leadership, and adoption so the organization changes with them.
How I make it compound
The five-step method behind every case below
See the fragmentation
Find where tools, ownership, brand, and customer experience have drifted into disconnected efforts.
Design the system
Define the governance, platform architecture, and ownership model before building campaigns on top of it.
Build the experience
Turn the system into the platforms, content, identity, and journeys customers and partners actually use.
Mobilize the team
Align leadership, train the people running the system, and make the new way of working stick.
Measure and refine
Measure what matters and use performance, not opinion, to determine what changes next.
01See
See the fragmentation
Find where tools, ownership, brand, and customer experience have drifted into disconnected efforts.
02Design
Design the system
Define the governance, platform architecture, and ownership model before building campaigns on top of it.
03Build
Build the experience
Turn the system into the platforms, content, identity, and journeys customers and partners actually use.
04Mobilize
Mobilize the team
Align leadership, train the people running the system, and make the new way of working stick.
05Measure
Measure and refine
Measure what matters and use performance, not opinion, to determine what changes next.
Selected work
Problem / Decision / Outcome
Case 01 · Digital Broker Experience · USLI, A Berkshire Hathaway Company
A 15-year-old broker/agent quoting platform, replaced without losing an active user.
A 15-year-old broker/agent quoting platform, replaced without losing an active user.
TL;DRDirected portal experience, brand, and go-to-market for USLI-SNAP, partnering with underwriting and IT on the quoting engine itself.
Problem: The broker and agent workspace hadn't been substantially updated in over fifteen years, and no one owned the customer experience, brand, or migration strategy for the new quoting engine already in development.
Decision: Direct the portal experience, brand, accessibility, and go-to-market for USLI-SNAP, partnering with underwriting and IT on the quoting engine itself. Design a migration-first launch: email journeys, webinars, and internal training built around awareness, activation, and retiring the legacy system.
Outcome: Migrated every broker and agent active in the prior two years and retired inactive legacy accounts outright. A/B-tested messaging produced an estimated 20%+ adoption lift, delivering a more accessible experience without losing the active book of business.
Case 02 · Partner Ecosystem Platform · USLI, A Berkshire Hathaway Company
A partner portal stewarded for fifteen years, across three roles.
A partner portal stewarded for fifteen years, across three roles.
TL;DRManaged the ecosystem for over 1.2M users, agents, brokers, and policyholders alike: vendor curation, contract negotiation, and content governance.
Problem: 200,000+ agents and brokers, and over a million policyholders, needed curated loss control and operating resources the company couldn't produce alone: ungoverned third-party content is a brand risk.
Decision: Design and launch the Business Resource Center as a managed ecosystem built primarily for policyholders, who get direct access to its resources and discounts, while giving agents and brokers a value-added tool to market to prospects: vendor curation, contract negotiation, content governance, and SEO. Then expand it through every role that followed: a Spanish-language edition, a WordPress relaunch, a Canadian expansion.
Outcome: A durable marketing asset that outlasted campaigns, teams, and platform migrations: the structural blueprint for alliance and ecosystem marketing.
Case 03 · Brand Repositioning · USLI, A Berkshire Hathaway Company
Consolidating fragmented channels into one campaign architecture.
Consolidating fragmented channels into one campaign architecture.
TL;DRDigital engagement grew 460% in year one once messaging, email, and reporting ran through a single system.
Problem: Digital efforts were scattered across channels and teams: each competent, none compounding.
Decision: Lead an enterprise-wide repositioning through a single omni-channel architecture: unified messaging, integrated email journeys, and performance dashboards so every channel reported into one view. Tools: MailChimp, HubSpot, Google Analytics.
Outcome: Engagement and submissions grew because the system did, not because any single campaign got lucky.
Case 04 · Marketing Infrastructure & Automation · USLI, A Berkshire Hathaway Company
Replacing manual processes with self-service platforms.
Replacing manual processes with self-service platforms.
TL;DRCut annual print and production costs from $1M to $100K, leading a cross-functional team of 12+ to build the platform.
Problem: Marketing delivery depended on IT queues and manual production: a ceiling on speed, innovation, and a $1M+ annual print bill.
Decision: Build the infrastructure instead of the workaround: a white-label marketing platform, automation from the company's first email service provider onward, self-service templates and toolkits for the distribution network, and AI-driven creative tools woven into the workflow for seamless reporting. Led a cross-functional creative team of 12+ and agency partners to design, govern, and scale it.
Outcome: The team's capacity moved from production to strategy, and delivery got dramatically faster and cheaper.
Case 05 · Global Web Consolidation · IDS Scheer, Consulting & Software
Twenty-four country websites. One governed platform.
Twenty-four country websites. One governed platform.
TL;DRAligned stakeholders across the U.S. and Germany to consolidate 24 self-managed sites during rapid M&A activity.
Problem: During rapid mergers and acquisitions, 24 self-managed country sites meant 24 versions of the brand, 24 maintenance burdens, and no shared governance.
Decision: Own the roadmap for a global CMS consolidation: aligning international stakeholders with competing priorities, coordinating with the technology partnership team, and leading a team across the U.S. and Germany.
Outcome: One platform, consistent brand and user experience across every market, and sharply lower training and maintenance costs.
Case 06 · Culture & Inclusion Programs · USLI, A Berkshire Hathaway Company
Two employee activation programs, one system: built to run without their founders.
Two employee activation programs, one system: built to run without their founders.
TL;DRCo-founded USLI's first LGBTQ+ program and its employee spotlight platform, now 200+ stories and a company-wide monthly read.
Problem: USLI's DEI Team had no LGBTQ+ programming and no structured way to surface employee stories or culture moments. Both gaps sat on the same small team.
Decision: Co-found two employee activation programs from inside the DEI Team: Pride, the company's first-ever LGBTQ+ program, launched 2023, growing to include a flag-raising ceremony, a 5K, educational resources and events, and a company-wide Spirit Day; and Kaleidoscope, an employee spotlight platform launched 2024, built around storytelling, educational resources, and a monthly email.
Outcome: Over 200 Kaleidoscope employee spotlights published, a monthly email read company-wide, and a Pride tradition that grew to 100+ participants in its flagship year, both built as systems designed to run beyond their founders.
How I work
The Operating System
Brand architecture, repositioning, and governance frameworks that keep hundreds of touchpoints coherent across languages and regulated environments.
Platform discovery, vendor selection, and automation strategy (HubSpot, CMS), supporting the governance that carries implementation through to adoption.
Hands-on practitioner across generative and agentic tools, learned the way I've learned every platform shift since 2003: hands first, then systematized, supplemented by Stanford Continuing Studies coursework in Agentic AI (2026).
Managed leaders and officers through reorganizations, platform migrations, and new-tool adoption, pairing executive communication with the governance that makes change stick, increasingly grounded in the neuroscience of how people actually respond to change (Stanford Continuing Studies, in progress).
Performance dashboards, KPI frameworks, and ROI reporting to senior leadership: measurement built first, then used to make resource decisions, not to decorate a slide.
Lived and worked in France, led teams across the U.S. and Germany, and expanded platforms into Canada and Spanish-language markets. Professional fluency in French.
01 Brand & StrategyPosition first, produce second
Brand architecture, repositioning, and governance frameworks that keep hundreds of touchpoints coherent across languages and regulated environments.
02 Systems & MarTechBuild the infrastructure layer
Platform discovery, vendor selection, and automation strategy (HubSpot, CMS), supporting the governance that carries implementation through to adoption.
03 AI TransformationMake AI operational, not theatrical
Hands-on practitioner across generative and agentic tools, learned the way I've learned every platform shift since 2003: hands first, then systematized, supplemented by Stanford Continuing Studies coursework in Agentic AI (2026).
04 Change LeadershipLead people through change
Managed leaders and officers through reorganizations, platform migrations, and new-tool adoption, pairing executive communication with the governance that makes change stick, increasingly grounded in the neuroscience of how people actually respond to change (Stanford Continuing Studies, in progress).
05 MeasurementInstrument everything
Performance dashboards, KPI frameworks, and ROI reporting to senior leadership: measurement built first, then used to make resource decisions, not to decorate a slide.
06 Global PerspectiveCross-border by default
Lived and worked in France, led teams across the U.S. and Germany, and expanded platforms into Canada and Spanish-language markets. Professional fluency in French.
About
The Person Behind the Systems
I've spent my career in the space between brand craft and operational systems: a designer who kept asking why the work was hard to produce, then fixed it.
That instinct started in 1998, at a five-person startup in Paris, watching planning, storytelling, and distribution operate as one machine (part atelier, part operating system).
It carried me through a seventeen-year run at USLI, from Director of Graphics to Second Vice President, Director of Brand Strategy, preceded by global leadership at IDS Scheer and UX work at Vanguard.
Alongside it, I kept building by hand: ten years freelancing in brand identity, web design, and portrait, product, and environmental photography (Tom Pepe Design, 2008 to 2018), then Le Fussy Macaron, a bakery built in partnership, run four years during the pandemic.
Since 2025, my independent work has focused on AI marketing transformation: master the new capability, then build the system that makes it everyone's.
The through-line outside the org chart is the same as inside it, developing people: mentoring students and co-workers, teaching photography, tutoring readers, and co-founding two workplace programs.
The rest of the time, you'll find me playing fetch with Gumbo, my pocket pit; photographing flowers; or on a tennis court.
If your brand needs a builder, not just a steward. Let's talk.
