Fractional Marketing Operations

Your stack grew faster than your process.

AI tools are making this worse, not better. Most teams are adopting faster than their data infrastructure can support it. I step in as a fractional marketing ops lead to fix what's broken and build what's missing including the foundation your AI stack actually needs to work.

Book a call

Previously at

AWS Outreach AuditBoard Cornerstone OnDemand
SJ

Sound familiar?

Most teams don't have a stack problem. They have a process problem.

The tools are usually fine. What's usually lacking is the architecture like the routing logic, the scoring model, the data governance, and the handoff workflow.

Leads go dark after MQL

No clear ownership at the handoff. Sales says they followed up. Marketing says they didn't. Meanwhile the lead went cold and you have no way to know which version is true.

Your scoring model is stale

It was set up once and never revisited. The signals that once made sense are no longer relevant. This causes MQL quality to drop and genuinely interested prospects to be missed. The model is running, it's just wrong.

Nobody trusts the numbers

You can run the same report three ways and get three different answers. Leadership stopped asking, which means they stopped believing. Attribution is a guess and pipeline forecasting is a negotiation.

Every new tool (including AI) made it worse

You added a tool to fix a gap, then another to fill what the first one missed. Now you have six platforms, four integrations, and a data flow nobody fully understands. The stack got bigger but the problems stayed.

Services

Ways to work together.

Each engagement is scoped to what you actually need. If none of these fit exactly, reach out and we'll figure it out.

Ongoing

Fractional MOps Lead

For teams that need senior ops ownership but aren't ready to hire full time. I run the roadmap, own the stack, and work directly with your team on a monthly retainer.

  • •Weekly working sessions
  • •Roadmap ownership across the stack
  • •Vendor and integration escalations
  • •Monthly leadership readouts
  • •Full documentation of everything I build

Retainer · 15 to 20 hrs / month

Book a call
Project Based

Scoped Project Engagements

For teams with a specific problem to solve. Each project starts with a defined scope, timeline, and deliverable so you know exactly what you're getting before work begins.

Example projects

MarTech Stack Audit Lead Scoring Build Lead Routing Redesign Lifecycle Architecture Attribution Setup
  • •Scoped statement of work before anything starts
  • •Defined timeline and milestones
  • •Full documentation of everything built

Fixed fee based on project

Book a call

How it works

What to expect when you reach out.

No long sales cycles. Two calls and you'll know exactly what working together looks like.

1

Discovery call

45 minutes. We talk through your stack, your team structure, and where things are breaking down. No prep needed on your end.

2

I come back with a plan

Based on what I hear, I put together a specific approach for your situation and walk you through it on a second call. No charge for either call.

3

We agree on scope

If it's a fit, we define the work, set timelines, and kick off. You'll know exactly what you're getting before anything starts.

4

Execution and handoff

I do the work. Retainer engagements include full documentation on everything I build or change — so your team owns it when we're done.

Book a discovery call

Past Work

Problems I've solved.

A sample of high-impact projects from the past several years.

Funnel Performance
14.7% → 18.45%

MQL-to-Opportunity conversion

Fixing a leaky funnel that nobody could see

MQL-to-Opportunity conversion was stuck and leadership had no clear picture of where deals were stalling. The data existed but wasn't connected in a way that pointed to root cause.

I audited the full funnel: scoring thresholds, routing logic, follow-up SLA adherence, and lifecycle stage definitions. Found multiple points where qualified leads were either mislabeled, misrouted, or falling outside the follow-up window entirely. Tightened the handoff process between Marketing and Sales, fixed the routing gaps, and rebuilt the lifecycle reporting so the team could see conversion velocity in real time. Conversion lifted from 14.7% to 18.45% within a single quarter.

AI for Analytics
Attribution you can actually defend

Replacing gut-feel attribution with ML-driven insight

Budget allocation decisions were being made on last-touch data and instinct. Scoring was a static point system built on assumptions that no longer reflected how buyers actually behaved. Leadership had a limitied view into which channels were actually driving pipeline.

Implemented AI-enabled multi-touch attribution to give leadership a defensible view of channel influence across the full buying journey. Used AI to analyze campaign performance on a monthly basis to make recommendations on lead scoring changes in order to increase MQL quality. Budget decisions became data-backed. The scoring model reflected consistently updated buyer behavior.

AI for Process Automation
Manual ops work that didn't need to be manual

Using AI to remove the overhead that was slowing the ops team down

List imports were a recurring bottleneck. Every file required manual review and cleanup before the data could be trusted enough to use. It was the kind of work that consumed ops bandwidth without producing anything strategic.

Automated list import handling with AI-assisted validation, eliminating manual cleanup and reducing processing time significantly. Errors that previously required human review were caught and flagged automatically. The ops team got time back, and data quality improved at the same time.

Stack Architecture
15 → 7

Lead statuses consolidated, plus 33% reduction in routing complexity

Messy lifecycle data that made attribution and progress tracking unreliable

Multiple teams had each layered in their own lead statuses over time with no governance to align on definitions. The result was 15 possible statuses, many overlapping, with marketing and sales using the same terms to mean different things. Attribution was unreliable, progress was hard to track, and no one could tell with confidence where a lead actually stood in the funnel.

Audited the full lifecycle and mapped every overlap and conflict. Established clear ownership and governance standards, then consolidated 15 statuses down to 7 with definitions both teams agreed on. The result was consistent reporting, cleaner attribution, and a funnel marketing and sales could finally read the same way.

About

Who I am, and where I fit.

I'm a Marketing Operations leader with 14 years of B2B SaaS experience, most recently at Outreach and AWS. My work sits at the intersection of funnel architecture, lead lifecycle, and pipeline reporting. I know where the gaps usually hide: scoring that drifts, routing logic that breaks at scale, attribution that stops reflecting reality before anyone notices.

I work fractionally for teams that need someone who can diagnose what's broken and actually fix it: scoring models, routing logic, lifecycle definitions, attribution accuracy. The kind of ownership that falls through the cracks between marketing and RevOps.