Work·Case study 01

A marketing engine, built under fintech regulation

How a B2B fintech payments platform cut manual campaign work 60 percent, reached 5:1 LTV:CAC, and lifted MQL-to-opportunity conversion 15 percent with compliance built into the workflow.

Company: B2B fintech payments platform
Annual marketing budget: About $2M
Regulatory context: NACHA, CFPB, legal review on every asset
My role: VP & Head of Marketing, then interim sales leader

01 · Situation

The starting point

A payments platform selling into regulated industries, where every asset passes compliance and legal review before it ships. Campaign production was manual, marketing and sales ran on separate definitions of a good lead, and the team's capacity was going into producing work instead of moving pipeline.

The constraint wasn't budget. It was the absence of a system.

02 · The build

The engine

One lead definition, one handoff

Marketing and sales operations integrated onto a single lead definition and a single view of the pipeline, led from both sides while I served as interim sales leader.

An AI-first production process with compliance built in

Campaign production, review, and launch redesigned around AI, with compliance checkpoints inside the workflow rather than bolted on after. Legal became a step, not a gate. Manual campaign work fell 60 percent.

A website operations pipeline

Rapid page production and A/B testing at scale, inside the same review process, so the site could move as fast as the campaigns.

Personalization as a system, not a stunt

AI-driven personalization across ABM campaigns using 6sense intent data, so high-value accounts saw relevant messaging instead of the generic version.

03 · Results

What it changed

60%

reduction in manual campaign work

5:1

LTV:CAC delivered

15%

lift in MQL-to-opportunity conversion

04 · Why it matters to you

The relevant part

The hard version of AI marketing is the one that survives a compliance department. Under NACHA and CFPB constraints, the process had to be a system: documented, reviewable, repeatable. That discipline is exactly what selling to regulated or institutional buyers takes, and it's the method I now build for clients.

Company name withheld. Detail and verification available in conversation.

More work

Case study 02

An engine for the B2B side of a $70M marketing organization

Case study 03

Enterprise ABM, built on a $500K budget

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