Clear thinking on marketing strategy, measurement, and commercial leadership
Informed by years building and leading commercial teams across Europe, and teaching rigorous analysis to graduate-level marketers.
How I think about marketing
Marketing is strategy, not tactics
Most marketing problems trace back to unclear positioning or fundamental business model misalignment. Optimizing campaigns won’t fix upstream strategic failures.
Growth comes from structure, not hacks
Repeatable growth requires systems—measurement frameworks, resource allocation discipline, and organizational alignment. There are no shortcuts to commercial rigor.
Good marketing can be taught—badly, it usually isn’t
Marketing education oscillates between abstract theory and tactical playbooks. What’s missing is analytical depth applied to real commercial complexity.
What I do
Consulting
I work with senior marketing executives on strategic inflection points—repositioning, market entry, building measurement culture, or operating as credible commercial partners to the C-suite.
Teaching
I teach marketing strategy at the graduate level, which forces precision. Academic rigor combined with operating experience creates a lens for what actually works versus what sounds good.
Writing
I write on marketing strategy, measurement, and leadership—not as thought leadership theater, but as a way to codify what I’ve learned from repeated exposure to commercial reality.
Building
I’m developing an executive learning program for senior marketers who value analytical depth over motivational content. Small cohorts, case-based learning, real problems.
Recent thinking
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The Three Types of Marketing Leaders (And Why Only One Actually Creates Value)
Most marketers progress from Type 1 to Type 2 and get stuck there. The ones who make it to Type 3 are rare, and they’re the only ones who actually create significant business value.
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What 63 Markets Taught Me About International Expansion (That Market Research Never Will)
The companies that succeed at international expansion aren’t the ones with the best market analysis. They’re the ones who learn fastest when their analysis turns out to be wrong. After managing dozens of markets, here’s what actually predicts success.
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Why Most “Digital Transformation” CMOs Are Just Bad Traditional Marketers
The tiresome debate between digital natives and brand guardians. Here’s the uncomfortable truth neither camp wants to hear.
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AI in Digital Health: What Building a Pan-European Wellness Platform Actually Taught Me
The lessons the conference circuit won’t tell you — because most speakers haven’t actually done it.
What’s coming
After years of consulting with senior teams and teaching in academic settings, I’m codifying what actually helps marketing executives make better decisions.
The result is an executive learning program—small cohorts, case-based methodology, designed for experienced marketers who need analytical depth, not motivational content.
It’s a natural extension of the consulting and teaching work. No certification theater. No LinkedIn badge hustle. Just rigorous thinking applied to real commercial complexity.
Launch planned for Q2 2026. Be notified when it opens →