Four industries.
One instinct.
When something's missing — a system, a plan, a tool — build it. Don't just point at the gap.
SaaS, retail, digital media, construction. Different problems, same move each time: get inside the business, find what's actually broken, build the specific fix.
Building a function that didn't exist yet
Modus Create · B2B SaaSGlobal consultancy
An 11-product portfolio on the Atlassian Marketplace, sold to enterprise customers like General Electric, Nestlé, and Zillow — and no product marketing function at all. The flagship product was still named after a keyword string.
Joined as the company's first product marketing hire. Built positioning, a real product family (Just Add+), the launch process, sales enablement, and an AI-assisted production system that meaningfully cut production time — from nothing, while owning all eleven Marketplace listings as the main revenue channel.
Running the whole operation, not just advising it
House 2106 · Retail → ecommerceHouston, TX
A single-location retail gallery needed a general manager who could turn it into a real ecommerce business — while Jerry was already running his own firm full-time. It had to work concurrently, or not at all.
Ran it as general manager for nearly three years — full P&L, the ecommerce platform, merchandising, inventory, fulfillment, hiring, real revenue and engagement gains along the way. For the last stretch, a second GM engagement (a $30M property portfolio) ran alongside it too — three P&Ls, at once.
Building the tool before the tool existed
X5 Music Group · Digital mediaNew York, NY
Hundreds of thousands of tracks, retail partners asking for new products every week, and no real system for deciding what would actually sell — right as the industry's whole revenue model was flipping from downloads to streaming.
Built "The Brain" by hand — a product-intelligence tool that turned search behavior and demand data into real decisions, at a pace of roughly 500 releases a month, before off-the-shelf tools for this existed. Engineering later productized it company-wide, and it fed five genre apps built in partnership with Spotify. Same instinct the AI Workflows work runs on today.
Getting a legacy business ready for its next chapter
Nettles Construction Solutions · Commercial roofingHouston, TX · Family business
A family commercial-roofing business — real jobs, real crews, work at the George R. Brown Convention Center and the InterContinental — needed modern operations and a real market position before a sale could make sense.
Started in the field as project manager on the jobs themselves, then modernized workflows, rebuilt the brand and B2B marketing, and moved operations to the cloud — the exact mix of website, systems, and positioning work this site is built around.