I've been doing this since before it was a dashboard.
Over twenty years in marketing. Does that still matter, in today's day and age? I might be biased — but I think it matters more than it ever has.
The tools changed. The questions didn't.
Every platform that's turned up in the last two decades has promised to make marketing easy. What they actually did was make it easier to spend money quickly without knowing whether it worked. The businesses that do well are the ones that kept asking the boring questions: what did this cost, what did it return, and how do we know.
I've embraced the change — carefully.
I use AI daily. It's genuinely good at some of this: research, first drafts, cleaning up data, taking the grind out of reporting. It has made me faster. What it hasn't done is tell me where a funnel is leaking, or which of your three lead sources is quietly subsidising the other two. That's still judgement, and judgement is what experience buys.
Let's be real about AI.
AI is not going to fix a bad offer, a broken tracking setup, or a landing page that asks for a sale before earning trust. It'll produce more of whatever you already have, faster. If what you already have isn't working, that's not an improvement — unless someone with the scars knows where to look first.
How I work.
Direct, and usually blunt. I'd rather tell you your $2,000 a month is being wasted in week one than manage it politely for a year. Short engagements where a short engagement will do. No retainers that outlive their usefulness.