Results, By Design
Campaigns, systems, and scores that changed the growth curve.
TradeStation · 2026
The Synthetic Trader: AI Personas as a Growth Engine
TradeStation turned AI-generated synthetic trader personas into a core growth capability, using them to pressure-test marketing messages, UX changes, and lifecycle offers before spending real budget, engineering time, or customer goodwill on a live audience. This business case explains how the program was built, its assumptions and goals, and how it will be monitored going forward.
TradeStation · 2025
Engineering the Growth Loop: How We Turned Data Into a Self-Reinforcing Growth
Between 2020 and 2025, as Head of TradeStation's marketing team, I decided to move away from a traditional, linear acquisition funnel and rebuild it around a Growth Loop: a closed system in which predictive data, AI-driven personalization, and customer behavior continuously feed back into the next acquisition cycle. Rather than treating each campaign as a one-off investment with diminishing returns, the loop compounded — every conversion sharpened the model that drove the next one. The result was a five-year period of exponential, self-reinforcing growth across acquisition volume, brand visibility, and marketing efficiency.
TradeStation · 2024
Crossroads Summit 2024: Turning Chaos into a Competitive Edge for TradeStation's Most Valued Investors
In November 2024, TradeStation launched the inaugural Crossroads Summit at the University of Miami, convening a hand-picked group of high-net-worth investors and industry visionaries around one theme: Chaos Meets Innovation. Headlined by Cathie Wood, Peter Zeihan, and Jamie Metzl, the two-day event delivered strategic foresight, cross-industry ideas, and high-value networking, positioning TradeStation as a thought leader rather than just a brokerage.
TradeStation · 2023
Predicting Revenue Before It Exists
At TradeStation, two things stood between marketing and a working attribution model: revenue that took weeks or months to materialize after conversion, and a customer base that refused to fit a persona. Top traders ranged from 25 to 75 years old with a flat age distribution, skewed male but unreliably so, and clustered nowhere by income, profession, or zip code. The standard playbook — last-touch attribution paired with demographic buyer personas — had nothing to work with.
TradeStation · 2022
Staking a Claim: How the Miami Bull Engineered TradeStation's Position at the Heart of Crypto Culture
In 2022, TradeStation launched the Miami Bull — a bold brand activation that generated 6.4 billion impressions in a single week and $22M+ in earned media value, earning a Telly Silver Award. What looked like a cultural stunt was in fact a precision-engineered campaign, fusing brand identity, city pride, and data-driven amplification into a single, unforgettable moment.
Ferrari Maserati Group · 2005
Inventing the Language: How We Designed a Luxury Digital Experience Before the Industry Had a Name for It
At a time when luxury brands treated the internet as a threat to exclusivity, Ferrari-Maserati Group built something no one had attempted: a fully integrated digital customer experience. From an exclusive e-commerce platform for Ferrari owners, to a global omnichannel CRM, to a content storytelling program that repositioned Maserati as the defining voice of European gran turismo — we wrote the playbook before the playbook existed.
Maserati · 2003
When a product becomes a global category
Orchestrated the integrated 360° launch digital and CRM campaign for Maserati Quattroporte in 40+ markets, blending heritage digital storytelling with experiential activations. We did not just launch a new sedan. We had created a new category that changed the industry forever.