If your market assessment starts and stops with what I call ‘click-bait market research,’ it’s time for a different approach. What’s ‘click-bait market research’? It’s when someone in the organization does a quick Google search for ‘[your market] global market size’ and is inundated with dozens of generic reports. Suddenly, your R&D director becomes a self-proclaimed market expert. Sound familiar? It’s a common pitfall—but one that can lead to costly missteps.

Don’t fall into that trap. I bring a proven methodology for evaluating market sizing and dynamics, enabling you to uncover real opportunities and make smarter, more informed decisions. Let’s talk about how I can help you find actionable insights and drive meaningful growth.

Understanding your core markets and adjacencies is one thing, but identifying unsolved customer pain points is critical to building an innovation pipeline. I have deep experience leading teams through qualitative and quantitative market research to identify and prioritize key areas of innovation and how to effectively monetize those opportunities.

Is your innovation pipeline a pipe dream? If you don’t have deep insights into your target markets and customer needs, then you will never build an effective portfolio. My approach with innovation begins with deeply understanding what problem we’re trying to solve and how we can do that in a unique and profitable way for the long term. All the best marketing in the world won’t overcome a poor product offering that was hatched in the backroom by a team that had never spoken with a customer.

On the flip side to the statement above, even the best products in the world won’t sell themselves without a solid marketing plan. The cornerstone of any effective marketing strategy is a deep understanding of your audience—what truly resonates with them on a meaningful level. From identifying the most impactful media channels to leveraging emotional triggers that inspire action, every element of a successful campaign stems from a thorough understanding of your customer. It’s this insight that transforms a good product into a market success.

Managing large-scale media budgets across omnichannel platforms—including direct response TV, paid search, paid social, print, email, and SEO—has taught me the art and science of optimizing media spend. My approach begins with quantifying lead quality through metrics like sales conversion rates and cycle times, enabling the creation of an optimal media mix model.

I’ve successfully led internal marketing teams and collaborated with external creative and media agencies to harness data-driven insights for lead generation. By applying this methodology, I’ve consistently reduced cost per lead while maintaining, and often enhancing, lead quality