UNDER THE TREE / SELECTED WORK
EVIDENCE BRIEF
Judgment. Execution. Outcomes.
Selected Work
This is not a conventional portfolio. It is a concise record of the judgment, execution, and outcomes behind selected engagements.
Client identities remain anonymized by design. Each case states what I was trusted with, what I contributed, what changed, and where the evidence stops. Deeper operating context or verification may be made available selectively when relevance, permission, and mutual commitment justify it.
I do not use client identities as proof. I document decisions and outcomes precisely enough that the work can be examined.
01
Rebuilding a High-Ticket E-Commerce Decision System
Role
Strategic Marketing Advisor | B2B Manufacturing | High-Ticket E-Commerce
Context
A specialized construction-equipment manufacturer was operating an inherited Google Ads system that its current operator had not built and did not yet have full fluency in. Campaigns, asset groups, creative assets, destination links, Shopify pages, and conversion tracking had accumulated into a system that was difficult to interpret or confidently change. At the same time, the business wanted to generate demand for a strategically important high-ticket product line, but lacked a clear understanding of how the existing acquisition system was structured, where traffic was being sent, or which parts of the customer journey were limiting conversion.
Intervention
I began by mapping the existing Google Ads structure with the operator before making material campaign changes: campaigns, asset groups, creative assets, destination links, and their relationship to the Shopify experience. We then cleaned and consolidated the asset layer, clarified destination paths, and rebuilt the working structure without unnecessarily destroying useful campaign history. Once the system was understood and stabilized, I used the Tele Tower product line as the next commercial test. I advised on the developing brand page, then used Google Ads and GA4 behavior to progressively test the path from the existing collection experience to the new brand page and ultimately direct-to-product traffic. As the evidence developed, we carried the strongest brand-page elements into the product experience and moved traffic closer to purchase. I also audited campaign economics, inventory, product profitability, and conversion tracking across Google Ads, GA4, Shopify, Merchant Center, Google Shopping, and tagging to improve both capital-allocation and measurement decisions.
Outcome
The Tele Tower direct-to-product path began converting, including an online order for three units. Earlier phases also produced measurable movement in the product journey, including approximately 15–16% progression from informational pages to product pages.
Evidence Boundary
The connection between the revised direct-product path and the approximately $14,000 transaction is strongly supported, but the acquisition source could not be reconstructed and Google Ads did not independently attribute the purchase. The evidence therefore does not support a claim that Google Ads or any single intervention conclusively caused the sale. This engagement remains active, so the boundary can be updated as additional commercial and attribution data accumulates.
What This Demonstrates
This case demonstrates systems-level commercial judgment across acquisition, customer journey, measurement, inventory, and capital allocation. The transferable capability is identifying which constraint actually deserves attention, separating interconnected problems that require different decisions, and directing the work without collapsing the business into a single marketing metric or tactic.
02
Turning Paid Demand into Qualified Conversations
Role
Growth Strategist & Operator | Premium Local Services | Meta Acquisition
Context
A premium local service business relied primarily on referrals and inconsistent word of mouth for customer acquisition. Demand existed, but the business lacked a dependable acquisition path and the route from interest to purchase introduced unnecessary friction. The result was unpredictable customer flow and limited control over growth.
Intervention
I set up the client’s Meta Business Suite infrastructure, refined the premium-service offer and positioning, produced the advertising creative, and built and optimized the Meta campaigns. I also handled lead qualification and the conversion process. After identifying friction in the booking-software route, I redirected prospects into direct conversations where intent could be qualified and handled in real time.
Outcome
The acquisition system generated approximately 30 high-intent leads per week for four consecutive weeks, totaling roughly 120 qualified prospects. The business subsequently reached operating capacity after entering the engagement at roughly half of its desired volume, and approximately doubled recurring monthly revenue within 3–4 months. The client later requested that the ad be shut off.
Evidence Boundary
The roughly 120 high-intent leads are directly attributable to the single Meta acquisition path used in the engagement. The approximately doubled recurring monthly revenue is strongly supported by the engagement record, but I did not control or directly observe the client-side appointment booking and revenue collection after qualified prospects entered the sales relationship. The evidence therefore verifies the demand-generation result and strongly supports the capacity and revenue outcome, while stopping short of claiming an independently verified lead-to-booking or lead-to-revenue conversion rate.
What This Demonstrates
This case demonstrates the ability to treat acquisition and conversion as one operating system rather than separate marketing and sales problems. The transferable capability is finding friction beyond the ad itself and redesigning the path from demand to conversation so existing market interest has a cleaner route to becoming customers.
03
Validating Digital Demand in a High-Trust Market
Role
Investor Acquisition Strategist & Operator | Real Estate / Financial Services | Meta
Context
A real-estate and financial-services business relied on traditional outreach and relationships to attract investors. The business operated in a high-trust environment where credibility and the quality of the conversation materially affected acquisition, but it had no structured digital path for generating investor demand. That left the business dependent on traditional outreach without evidence that qualified investors could be attracted through a repeatable digital channel.
Intervention
I set up Meta Business Suite and the operating access required to run the campaign, developed the investor-facing messaging, and produced three creative variations for market testing: one static concept with copy and two short-form video creatives. I built and ran the Meta campaigns, fielded the inbound campaign messages myself, qualified prospective investors in the DMs, and moved appropriate prospects toward appointments.
Outcome
Within approximately 48 hours of launch, prospective investors were entering the DMs from the campaign and generating qualified inbound conversations.
Evidence Boundary
Because the prospects entered through the Meta campaign and were handled inside its DM path, the demand-generation and qualified-pipeline result is directly attributable to the campaign. The evidence stops before closed transactions or downstream revenue, so no financial-performance claim is made.
What This Demonstrates
This case demonstrates the ability to translate a credibility-dependent offer into a digital acquisition path that produces qualified conversations. The transferable capability is designing demand generation around trust and buyer intent when reach alone is not enough to create a meaningful commercial signal.
04
Launching and Proving a Live-Commerce Channel
Role
Live-Commerce Strategist & Operator | DTC Resale | Whatnot
Context
A resale business wanted to establish a direct-to-consumer live-commerce sales channel on Whatnot. It entered the channel with no existing audience, brand presence, or operating experience on the platform, so there was no established acquisition, selling, pricing, or customer-feedback system to build from. The commercial question was whether Whatnot could become a viable direct-to-consumer sales channel from a standing start.
Intervention
I participated in inventory sourcing and selection, decided with the partner which products to retain or omit, and established the workflow for preparing inventory for sale. I photographed and prepared products, uploaded the listings to Whatnot, worked through pricing, merchandising, positioning, customer acquisition, and conversion, and hosted the live selling sessions on camera. I also set up and executed fulfillment, including shipping labels and outbound order handling. Between selling cycles, I reviewed performance and customer behavior; when buyers consistently favored higher-quality product, I recommended shifting the product mix away from cheaper inventory and toward the products customers were demonstrating they wanted.
Outcome
Approximately 300 units were sold within 90 days, and repeat purchasing occurred during the Whatnot operation.
Evidence Boundary
Because the sales occurred directly inside the Whatnot operation, the channel-level commercial result is verified. The evidence does not establish how far the operation could have scaled beyond the observed period because the recommended shift toward the higher-quality product mix was not consistently implemented.
What This Demonstrates
This case demonstrates zero-to-one commercial execution across product selection, merchandising, selling, fulfillment, and customer learning. The transferable capability is building a new sales channel without inherited infrastructure, operating it directly, and using real customer behavior to improve the commercial model as it develops.