EXECUTIVE OF GROWTH

My career has been about Growth, before growth terminology was in vogue.

How so? Creating opportunities by defining the best partner/client persona and targeting a relationship campaign that channels correctly. That's the client management or selling process. Now the technical part that is in between is a mixture of skill and feel, education, combining pattern recognition, depth of understanding of infrastructure and cost variables, features and constraints… with a keen eye on the impacts to short and long-term goals. Then being good at whether to KISS It or dive into the nuance. This was honed reading thousands of business plans, many thousands of pitches or sales meetings, and a never-ending thirst to understand the fulcrums of the business/consumer relationship,

I define driving enterprise value as the ultimate measure of success having contributed to growth in a range of activities from pre-revenue, product development, thought leadership and market development. And judged by stock price, M&A activity, engagement and sales. Impacting previous charges with a mixture of management, campaign execution, professional services, partnerships or strategic relationships. Different roles at different times but always supporting the mission and growing the value with my participation.

A lifetime of experience with specialty channels reveals the commonality to success is often building community. There are a lot of business ends to this goal including: ongoing marketing, lowering the cost of customer acquisition, cross-selling, or lifetime value-of-the-client (loyalty) strategies. But a community that can be leveraged for these goals is worth a greater multiple.

So What about the future? As LLM improve, agents mature, and sector specific applications become more intuitive, the communications strategist in me is immediately thinking in genres and about how associative conditioning campaigns might be the next target for marketing ownership. Thought leadership and comprehensive phrasing strategies. Owning a prompt, or winning relevance in a “natural language” environment is going to change marketing strategies in a lot of verticals. It’s a collision course with Search and like any shifts there will be those that are left behind. Similarly communicating with customers in an increasingly customizable way is going to lead to a schism in customer expectations. Building the ecosystem that resonates for a brand will be the new challenge.  And developing the Artificial intelligence ecosystems? It’s not just the technology. Between data Selection & Sourcing; Feature Selection; and Model Training there is a lot of room for the human loop to impact the future of companies by directing resources to building intentionally toward a specific community or relevance.

There also seems to be a permanent splintering of communications channels that has made growing inside various conduits necessary but it also elevates the echo risk, channel bias and exposes systemic risk to those that are not diversified. So how do you employ an anti-fragile solution to building communications? Robust feedback mechanism that doesn’t feel hollow, can be managed, and be redirected positively. The hardest part is being intentional about converting communications into your channel vs. managing the existing media channels. That perspective is important in the short-term marketing strategy while the world evolves to balance paid & organic search, natural language, social. and media/PR in the modern environment.

All that said; I’m clearly looking for a Company to “Grow With.” (Pun intended)