I've spent more than 20 years in marketing – as a hands-on practitioner, as a consultant, and in the CEO seat of a digital marketing agency. Across all of it, I kept seeing the same pattern: organizations spending more on marketing without getting more from it.
Campaigns launch without a clear objective. Channels get added because someone else mentioned it at a conference. Budgets get doubled or cut on instinct instead of evidence. And the cost isn't just wasted dollars. It's stalled growth, missed revenue goals, uncomfortable board meetings, and talented teams who burn out or get laid off when the results don't come.
I started Luma Strategy to change that. Before anyone spends another dollar, I figure out what's actually working, what isn't, and why.
A leader's perspective. A practitioner's depth.
Having run an agency as CEO, I know what it means to answer to a board, own the numbers, and make hard tradeoffs when every dollar has to earn its place. But I didn't get there by staying at 30,000 feet. I've done the work myself, and I still do.
That combination is why clients hire me. I see the strategic picture and diagnose the operational details your marketing team lives with, then I translate between the two so everyone is working toward the same outcome.
How I work: The Impact Arc
Every engagement follows three stages:
- Assess – Diagnose what's really driving (or blocking) your results.
- Align – Connect marketing to your mission, revenue goals, and team capacity.
- Amplify – Invest in what works and stop funding what doesn't.
Who I work with
I work with performing arts organizations, nonprofits, and higher education institutions – organizations where marketing has to deliver real results with finite resources. My experience spans leading universities like Stanford University and California College of the Arts, performing arts organizations like the New York Philharmonic and Curtis Institute, and technology companies like Tableau, Calendly, and BigCommerce.
Beyond the work
I'm a lifelong musician, which is part of why the performing arts are so close to my heart. I live and work on the Coastside, from Half Moon Bay, California.