Jan 2024 – Present · 2 yrs 4 mos · United States · Remote

• At Tharros Coaching, I empower professional fathers to reconnect with their true selves, their families, and their purpose. As the founder, my mission is to guide men through a transformative journey of self-discovery, alignment, and growth, helping them lead balanced, fulfilling lives.
• Drawing from my personal experiences and professional expertise, I’ve designed a coaching program that focuses on three key pillars: Values, Virtues, and Vision. This structured approach helps men gain clarity, build stronger family connections, and extend their positive impact at work and in their communities.
• Through personalized coaching, curated resources, and actionable tools, I support professional dads in achieving tangible outcomes such as:
• Clearly defined personal values and a deeper sense of purpose.
• Harmonized work-life balance and meaningful family relationships.
• Enhanced leadership, resilience, and community engagement.
• At Tharros Coaching, we address critical challenges facing modern fathers, from the rising mental and physical health concerns among men to navigating the evolving roles of provider and protector. Our growing library of resources, blog articles, and workshops further supports this mission, providing inspiration and guidance every step of the way.

Jan 2023 – Oct 2025 · 2 yrs 9 mos · Dallas, Texas, United States · Hybrid

• As the CEO of Metamorphic Marketing, I lead a dynamic team dedicated to transforming businesses through innovative marketing strategies. Our mission is to drive growth and success for our clients by delivering personalized, data-driven solutions that align with their unique goals.
• Customer Acquisition: Developed and implemented comprehensive marketing strategies that significantly increased client acquisition rates. Leveraged digital marketing, account-based marketing, and traditional channels to attract and retain high-value clients.
• Insights: Utilized advanced analytics to gain deep insights into market trends and consumer behavior. Applied these insights to refine marketing strategies, resulting in improved campaign performance and higher ROI for clients.
• Leadership: Established a culture of innovation and collaboration within the organization. Mentored and developed a high-performing team, fostering an environment that encourages creativity and continuous improvement.
• Strategy: Spearheaded the development of tailored marketing strategies for clients across various industries, including B2B, B2C, and D2C. Focused on digital transformation, new market entry, and category creation to drive business growth.
• Business Development: Expanded the company's client base by building strong relationships with key stakeholders and identifying new business opportunities. Implemented effective sales and marketing initiatives that contributed to the company's growth and success.

Sep 2018 – Dec 2022 · 4 yrs 3 mos · Dallas/Fort Worth Area

• Small business software firm with 2000+ employees and $1B market cap. Hired to leverage creative and analytical skills to build a profitable inbound acquisition model while pivoting the company from a Marketing Services/Yellow Pages org to a SaaS firm. Reporting to CMO and lead the Marketing Analytics, Marketing Operations, Campaign Strategy, Paid Media, Conversion Optimization and Channel Marketing Groups.
• Customer Acquisition: Reduced Customer Acquisition Costs (CAC) by 25x by creating and delivering a new data discovery practice that uncovered $3.5M in paid search savings in the first few months and shifted from agency to in-house resources.
• Customer Acquisition: Created with a $0 budget an Inbound acquisition model, including full-funnel attribution, analytics, and match back from engagement statistics after activation, achieving $35M in LTF and growing from $0 to $25M in lifetime revenue annually.
• Customer Acquisition: Unified SEO strategy for YP.com, DexKnows.com, and Superpages.com through the cross-functional collaboration of multiple departments to retain and grow the combined 25 million monthly visitors resulting in more revenue per unique visitors than in the past.
• Communication: Launched an internal education tour on SaaS business practices, online customer acquisition, SEO, and multichannel digital strategies that resulted in improved collaboration, increased resource investment, and a complete revision of online go-to-market strategy.
• Leadership: Established a culture of data-driven discovery, assertive curiosity, and endless testing of assumptions to attract the right talent to build the Paid Media, Marketing Operations, Conversions Operations, ABM, Analytics, and Project Management Teams from scratch.
• Product Marketing: Led new international market and product line marketing strategies including Partner Marketing, Franchise, Enterprise, and Fintech offerings resulting in over $8M in new revenue in year one.

Jan 2017 – Sep 2018 · 1 yr 8 mos · Dallas/Fort Worth Area

• $100M+ omnichannel eCommerce SaaS Shopify competitor owned by private equity firm Vista Equity. Hired to lead and consolidate Digital Marketing Professional Services offerings from multiple acquisitions. Reported to COO, managing a team of three digital strategists, an ad spend of $14M+ across customers, and $2.2M in services ARR.
• Customer Acquisition: Crafted a standard omnichannel customer acquisition methodology consisting of retainer-based initiatives that included strategy, process, and tactics to move to a consistent service delivery model that enabled customers to maximize their digital channels resulting in increased LTV.
• Communication: Aggressively educated internal and client-facing stakeholders on new services resulting in increased service adoption and churn reduction.
• Insights: Created standard operating procedures for the migration of over 200 accounts to new services, focusing on service continuity, transparent interaction, and improved customer outcomes.
• Leadership: Collaborated with the internal marketing team on in-house strategies and omnichannel campaigns resulting in a 125% increase in organic web traffic, a 65% reduction in CPC for unbranded terms via a marketing automation platform restructuring, a new video series, and relaunch of deeper analytics.

Oct 2015 – Jan 2017 · 1 yr 3 mos

• $3M vehicle marketing software firm. Hired to fill an SEO strategy consulting role and progressive marketing experience and responsibilities in a short time. Reported to the VP of Operations and managed seven employees. Expanded responsibilities due to expertise in digital best practices and being the top SEO strategist on the team.
• Customer Acquisition: Set new company-wide full-funnel marketing strategy and led new product development, launching new offers and optimizing lead generation channels that added 40 new logos during leadership tenure, doubling the new business acquisition of the predecessor.
• Communication: Expanded thought leadership in Automotive SEO, PPC, and social media marketing by launching an industry-recognized content channel of blogs, social, and video plus presenting best practices and trends at national conferences and webinars driving new business and increasing brand awareness.
• Insights: Audited company websites to find gaps to improve SEO, PPC, Email, Display, and Social strategies resulting in 2.5x more leads, 2.5x more new business, and increased average contract value by 8x.
• Leadership: Restructured department to drive process efficiencies, improving profit margin by 2x.

May 2013 – Oct 2015 · 2 yrs 5 mos

• Managed up to 15 accounts totaling $21K MRR for content and web design specific to SEO and social media.
• Customer Acquisition: Increased social media followers and engagement by continuously managing the client's online reputation and performing keyword research and analysis increasing organic traffic on average by 30%, and social follower count by 100%.
• Communication: Reported and presented regularly on the progress of campaigns. Offered ad hoc consulting on online marketing best practices. Assisted in sales pitches for SEO and Sales products.
• Insights: Audited websites and analyzed monthly inbound traffic, keyword rankings, conversions, inbound links, and campaign results to derive SEO strategies and next-step actions to maximize lead generation.
• Leadership: Led the SEO-first redesign of the mobile platform, improving site speed and search rankings.

Aug 2010 – May 2013 · 2 yrs 9 mos · Dallas, Texas, United States

• Created a digital marketing agency to tap into unmet market needs in SEO, web design, email marketing, graphic design, and social media marketing. Managed one employee and five freelancers.
• Customer Acquisition: Set vision and go-to-market plan with a robust catalog of free and paid services so as to promote via organic and paid social plus speaking at events to swiftly build a dense referral network.
• Communication: Connected with prospects and customers on a compelling value proposition to drive sales, retaining 80% of customers for ongoing SEO and PPC due to excellent service and results delivered.
• Insights: Expanded services beyond a ‘one size fits all approach’ adapting strategy to the specific needs of each business often resulting in new acquisition strategies for the client.

Apr 2008 – Jul 2010 · 2 yrs 3 mos

• Manage the Art Department and Production Department
• Work with select clients on Digital Transformation Strategies, including Loyalty, CRM, Email and digital marketing needs
• B2B sales and development of branding and marketing campaigns
• Manage departments' budgets, inventory and future development
• Integrate solutions with current branding strategies
• Foster relationships with national brands, medium and small businesses
• Researched Keywords and directed SEO over company's multiple sites
• Guided linkbuilding objectives and developed reporting of all inbound internet traffic

Apr 2006 – Apr 2008 · 2 yrs