About
Marketing,
practiced like medicine.
A good doctor doesn't prescribe on gut feel. They read the evidence, assess the system, then act. I've spent twenty-five years bringing that rigour to marketing.
A good doctor doesn't prescribe on gut feel. They read the evidence, assess the system, then act. I've spent twenty-five years bringing that rigour to marketing.
Not just reading the research. Building systems around it and putting them to work.
As President of the Calgary Marketing Association, I've repositioned it as a capability-building institution, not just a networking body, and grew revenue 36%. Through Quatical, I work on retainer with leaders in healthcare, retail, B2B technology, and telecom, moving teams from hope-based tactics to systems grounded in evidence.
I co-host The Sleeping Barber, where I dig into what actually works with the world's leading researchers and practitioners. Twenty-five years across pharma, agency, Canadian Tire, and B2B SaaS, and a science degree that never left me.
A four-part series rebuilding the 4 Ps on current evidence.
A three-part series on where AI actually changes the work.
Ongoing articles on what moves marketing performance.
Also credited for contributions to books by Dan White and to Future Demand by James Hurman.
Thirty minutes. Tell me what isn't working.
