Aaron I build the systems behind the work.
Marketing leader with an editorial spine and a systems instinct. Two decades of moving between the three sides most teams keep separate — strategy, craft, and infrastructure — and building the operating layer that makes each one more valuable.
My work sits at the intersection of marketing strategy, CRM architecture, enrollment operations, and editorial. The common thread isn't a discipline — it's a reflex. I look at messy work and ask what system, cut correctly, would make the next cycle easier. Then I build that system.
The portfolio reads that way on purpose. Bluepathways is a portal. Email Modules is infrastructure. UD Online Odyssey is a narrative product. Cor Challenge is a communications operation. Editorial is the voice layer carrying all of them. Five different surfaces; one operating logic.
Before the systems work, I trained as a reporter and feature writer — print long-form, investigative, and institutional editorial. That discipline is still the loudest instinct in the room. Structure before sentence. Lead with what's actually true. Cut what isn't load-bearing. It carries straight into CRM work, comms architecture, and leadership writing.
I've run strategy and execution inside higher education for over a decade — enrollment, advancement, institutional communications — and consulted into adjacent sectors on CRM, comms infrastructure, and editorial voice. I work best inside real constraints: no dev team, no added budget, a platform that wasn't built for the thing leadership wants it to do.
Based in Dallas. Available for leadership roles, consulting engagements, and interesting problems.
The operating principles — short enough to read.
Six principles that show up under every case study in this portfolio. The through-line, stated plainly.
Read the systems page →