I run growth where trust is the bottleneck — wealth management, where a qualified lead once cost $30,000. I got it to $3,000, and made the brand more visible in AI search than J.P. Morgan or BlackRock. Nights and weekends, I ship my own products.
Built the organic engine, then instrumented the new surface — AI assistants — before most brands knew it was measurable.
Read the case →Acquisition · 2021–24−90%Cutting cost per qualified lead from $30K to $3KRebuilt acquisition around qualification instead of volume — in-house, full-funnel, measured to the board.
Read the case →Zero to one · 2020–21+45%Building an agency's digital arm from zeroFour service lines that didn't exist — media buying, performance, SEO, email — driving +45% net revenue in the first quarter.
Read the case →Standing up the engine where none exists — channels, tracking, team, process. I've done it inside an agency and inside a firm; both are still running.
Wealth, fintech, B2B, anything with a skeptical buyer and a long decision. Growth here is persuasion under constraints — my home turf.
Search is becoming answers, not links. I measure and win the new surface — ranked #1 in AI-search visibility ahead of brands 100× the size.
"Joel's ability to effectively manage the content team across geographies, jurisdictions, and languages showcases his strong leadership skills… He possesses a deep understanding of how marketing efforts directly impact business outcomes."
Working notes on growth marketing, SEO and AI search, performance media, and building — specific over general.
Why a content system built for Google became the source material LLMs cite.
Coming soonThe content-system playbook behind organic curves that kept climbing for years.
Coming soonShipping a product solo with AI — what broke, what shipped, what it's teaching me.
Coming soon