Senior marketing builder · Remote
I build things marketing needs and doesn’t have.
Turning incomplete marketing needs into working things.
spanncollective@gmail.comRésumé (PDF)LinkedIn North Little Rock, AR
How I work
01
Build
Campaign architecture, HubSpot workflows and nurture logic, scored assessments, WordPress pages, AI-enabled tools.
02
Create
Messaging and campaign concepts, decks, infographics, video editing and voiceover, brand-standard creative.
03
Simplify
Sales enablement resources, self-serve systems, buyer-focused web messaging, analytics people can act on.
04
Execute
End-to-end campaign delivery, webinar production, agency and vendor direction, UTM tracking and measurement.
Work
Turning a webinar into an integrated demand generation campaign
The Activation Gap began as a CEO-sponsored thought-leadership webinar featuring Structured leaders and subject-matter experts. I built the campaign around it, spanning registration, audience segmentation, email, HubSpot and Zoom workflows, live-event support, on-demand replay, segmented follow-up, and post-webinar content. What began as one live event became a connected demand generation campaign across web, email, social, video, and editorial content.
Turning a market opportunity into a diagnostic lead-generation system
Sales identified a strong opportunity in the distributor market. I turned that direction into a campaign built around a custom assessment designed to diagnose operational challenges, capture meaningful lead context, and give Sales a more informed starting point for follow-up. The result was a reusable system connecting personalized results, HubSpot, and a CRM-ready data model, with the Salesforce handoff still in development at the time my role ended.
Turning a repetitive creative task into a self-service tool
Carousel-style video performed well on LinkedIn, but producing it required time and design resources. What started as a simple slide carousel became an experiment: could I turn a repeatable creative process into a tool anyone on the team could use?
Using Claude, I built a browser-based video builder that lets users start with copy and generate branded carousel-style videos without designing each asset from scratch. Instead of giving users unlimited creative control, I built Structured’s brand standards into the tool, including approved typography, backgrounds, themes, and layouts. Users can edit content, adjust timing, create multiple variations, choose formats for different channels, add music, and preview the result.
The goal was utility, not complexity: make social content faster to produce while keeping the output within the brand system. It became a proof of concept for a broader idea: using AI to build lightweight marketing tools that help small teams do more with fewer production dependencies.
Finding the signal behind a 53% traffic decline
After Structured rebuilt its Solutions section around the company’s actual offerings, organic traffic dropped 53%. Taken alone, that looked like a problem. I looked beyond the headline metric and compared search performance with behavioral engagement instead.
↓ 53%
Sessions
↑ 104%
Engagement Rate
↑ 160%
Average Engagement Time
↑ 80%
Events per Session
Behavioral data also showed visitors reaching farther into the experience. The takeaway was not that lower traffic was automatically better. It was that traffic volume alone could not explain the impact of the change. Fewer sessions were arriving, but the visitors who remained were interacting more deeply with the site.
That shifted the question from:
“Why is traffic down?”
→
to:
“How do we turn stronger engagement into more conversion?”
I also worked with Straight North, Structured’s SEO agency, to keep metadata, indexing requirements, sitemap changes, and the broader search implementation aligned as the website evolved.
Building a brand system a small marketing team could actually use
Perks Incentives was evolving into Perks Worldwide, creating room for a broader business with three distinct units: Perks Employee, Perks Consumer, and Perks Channel. I was asked to create the rebrand. There was no outside branding agency.
The challenge was not just making the brand look consistent. It had to be practical enough for a small marketing team to use every day.
The result was a brand system designed to scale with limited resources:
01
Create the identity
I developed the Perks Worldwide identity, including the logo, typography, color palette, visual language, and the system that extended the parent brand across all three business units.
02
Systematize production
I built reusable templates, icons, patterns, web components, presentation systems, HubSpot modules, and production files that could be adapted across websites, campaigns, ebooks, sales materials, events, email, video, and collateral.
03
Centralize assets
I centralized brand guidelines, logos, colors, fonts, presentation files, templates, and other resources into a self-service brand hub employees could access without relying on me as the distribution point.
04
Enable self-service
The team could find and use approved brand assets without depending on me for every request.
Video Scripting, Voiceover and Editing
Pieces that stand on their own, without the commentary.
Edit AI Launch
Zoom Webinar on Personalized Video
Drag and Drop Editor Launch
About
I started in design, learning how things are actually made: type, hierarchy, brand systems, and the discipline of work that has to survive contact with a customer. Marketing came next, and the same instinct applied. A campaign is a system. A nurture flow is a system. A sales team that can’t find the deck it needs has a system problem. Psychology added another lens: who is ready for what, and why people act.
My work since has followed the same loop: find the friction, design the thing that removes it, then build it or help build it. I stay close to the work on purpose. Seniority, to me, means being trusted to decide how something gets built, not being moved far enough away that I only hear about it in a status meeting.
On AI: it’s a build partner, not an author. It’s fastest at the mechanical parts of a job and slowest at the judgment about a specific audience, brand, or business. Where AI shaped something here, the case study says what I decided, what the tool produced, what I changed, and why the result is better. This site was built that way too.
Something needs building?
Open to senior, hands-on marketing roles. Remote.