Fractional CMO. Twenty years in digital marketing. Practices that grow.
I’ve spent my career on the growth side of marketing — first as an SEO, then in conversion optimization, and for the last decade leading marketing teams for aesthetic and medical practices. The Aesthetic CMO is where all of that comes together: senior marketing leadership for practices that are serious about growing.
How I Got Here
SEO to CRO to Aesthetics to Leadership.
2007 · SEO
Learned how search actually works the fundamentals, not the tricks.
Conversion Optimization
Moved beyond traffic to ask why it wasn’t turning into customers.
Aesthetics
Found a business built on trust and stayed for over a decade.
Leadership
I started in digital marketing in 2007, back when SEO was its own strange craft and most businesses still weren’t sure they needed a website. I spent those early years learning how search actually works — not the tricks, the fundamentals — which is a foundation that’s paid off in every role since.
From there I moved into conversion optimization, running A/B tests and digging into analytics to answer a question most marketers skip: not “how do we get more traffic,” but “why isn’t the traffic we have turning into customers?” That question still shapes how I approach every engagement.
Then I found aesthetics — and it stuck. Leading marketing for plastic surgeons, cosmetic dentists, and medical practices, I learned a business where trust is everything, the patient decision is deeply personal, and marketing has to be both compelling and careful. I’ve spent more than a decade there since, most recently as a marketing director overseeing strategy, teams, and budgets for high-profile clients.
The gap was never execution. It was leadership.
Over the years, I kept seeing the same thing: excellent practices with real budgets, working with agencies and vendors, and still no one steering the ship. Ads ran. Content got posted. Nobody could say what any of it produced.
The gap was never execution. It was leadership.
Practices don’t usually need more marketing. They need someone senior who owns the strategy, holds the vendors accountable, and ties every dollar to booked, high-value patients. That’s a fractional CMO’s job — but most practices can’t justify one full-time. So I built the alternative.
Four Principles that Shape Every Engagement.
Leadership, not advice
I don’t hand over a slide deck and disappear. I lead the strategy, direct the team, and stay accountable to the outcome.
Numbers over vanity
Traffic and impressions are inputs. Booked consultations, high-value cases, and revenue are results and results are what I report on.
Straight talk
I’ll tell you what’s working, what isn’t, and what I’d stop spending on even when it’s not what you hoped to hear.
Respect for the patient
Aesthetic patients are making personal, elective decisions. The marketing has to earn trust, not chase clicks.
Paid Media
Certified across Google Ads, YouTube Ads, Meta Ads, TikTok Ads, and Yelp Ads — the full digital advertising stack.
Search & AI Visibility
The Track Record
Twenty years in. A decade focused here.
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In digital marketing since 2007, with more than a decade focused on aesthetic and medical practices.
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Over $1M in annual ad spend personally managed.
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95% month-over-month client retention as a marketing director.
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25% average lift in leads through conversion optimization.
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Built and led marketing teams — strategists, designers, writers, and client service.
Certified In
Google Ads, YouTube Ads, Meta Ads, TikTok Ads, and Yelp Ads.