My work spans AI search visibility, marketing strategy, positioning, and strategic leadership. The engagements vary because the business problems vary.

Below are examples of client work and independent research that demonstrate how I investigate problems, identify opportunities, and turn findings into strategies organizations can put into action.

Selected Marketing Strategy and AI Search Work

Alai | AI Search Visibility Research & Strategy

Alai, an AI-powered presentation platform, had a strong product and established content foundation. Yet when potential buyers asked AI systems to recommend presentation tools, the company rarely appeared. Competitors with weaker traditional SEO signals were being recommended instead.

I conducted an AI search visibility audit to investigate why. The work included testing natural-language prompts across AI platforms, analyzing competitor recommendations and cited sources, and evaluating how consistently Alai’s positioning was reinforced across its digital presence.

The central finding was a gap between how people understood the product and how AI systems associated it with specific use cases.

While Alai’s messaging explained what the platform did, it wasn’t consistently connecting the brand to the audiences and scenarios where it should be recommended. Competitors were establishing those associations more clearly, both on their websites and across third-party sources.

The resulting recommendations focused on strengthening use-case positioning and reinforcing those associations through content and off-site visibility.

Outcome: Alai received an evidence-based diagnosis of the factors contributing to its limited AI visibility, along with strategic priorities for addressing them.

Read the full Alai case study →

Pre-MVP Startup | Early-Stage Marketing Strategy & Leadership

I worked with a pre-MVP startup to begin building its marketing foundation while the company was still developing its product, positioning, and go-to-market approach.

My role extended across marketing strategy, messaging, content, and audience development. I built the company’s initial email audience from the ground up, developed early content and distribution priorities, and hired and managed additional creative support as the company’s needs expanded.

Working at the pre-MVP stage also meant operating with limited resources and evolving business priorities. The work required determining what was worth investing in before a mature marketing function—or even a fully established market presence—existed.

Scope: Marketing strategy, positioning and messaging, content strategy, audience development, go-to-market planning, creative hiring and management, and marketing leadership.

NVMI | Content, Messaging & Audience Strategy

NVMI, a healthcare organization, had an existing audience of several thousand email subscribers but lacked a value-driven newsletter strategy for engaging them.

Our work extended across the company’s newsletter, blog content, and webinar messaging and positioning. I helped clarify how NVMI communicated its expertise across these channels, with an emphasis on creating useful content, strengthening audience engagement, and connecting individual marketing activities to broader business objectives.

One of the earliest opportunities was reactivating the company’s existing email audience through a new newsletter.

Result: The first newsletter generated two qualified inbound leads from NVMI’s existing subscriber list.

The broader engagement demonstrates how content strategy, positioning, and distribution can work together to turn an existing audience into a source of business opportunities.

Scope: Newsletter strategy, blog content, webinar messaging and positioning, audience engagement, and content development.

AI Search Visibility Research & Experiments

AI search systems change quickly, which makes ongoing experimentation an important part of how I develop and test my thinking. I conduct independent research across ChatGPT, Gemini, Perplexity, and Google to investigate how content and information correspond with citation patterns, brand representation, source selection, and AI Share of Voice.

My research is informed by the FSA Framework (Freshness, Structure, and Authority), which I developed to investigate the conditions that may influence how AI systems discover, interpret, and represent brands.

These experiments don’t establish universal ranking factors or guarantee particular outcomes. They help identify patterns worth investigating and provide an evidence base for strategic decisions.

Selected Research Findings

Displacing an established publisher in Perplexity

After publishing a focused explanatory article, my content appeared in Perplexity answers for a commercially relevant AI search visibility query, displacing Search Engine Journal in the observed results.

Increasing AI Share of Voice

In a controlled experiment, my brand’s AI Share of Voice increased from 0% to 100% across the initial test prompts before stabilizing around 56% following subsequent changes in source weighting.

The Personalization Gap: How User Context Changes AI Brand Recommendations

In a study of 8,609 AI response collections across ChatGPT, Gemini, Claude, and Perplexity, I partnered with friction AI to investigate how personalization changes the brands AI engines recommend. The findings revealed meaningful differences between platforms and exposed limitations in how companies measure AI search visibility.

How One Press Release Generated 700+ Pickups and Appeared in AI Answers

I tested whether a strategically written and distributed press release could influence AI search visibility. Within hours, my brand and FSA Framework appeared in AI-generated answers across multiple platforms. The experiment demonstrated how clear positioning, structured information, and distribution can work together to support AI discovery.

These findings reflect observations from specific experiments. AI-generated recommendations fluctuate as systems update, retrieve different sources, and respond to different prompts. The objective is to understand repeatable patterns, not claim permanent rankings.

Experience Across Markets and Business Models

My work has included B2B SaaS, AI, financial services, healthcare, education technology, ecommerce, professional services, and enterprise organizations.

The problems differ from company to company. One organization may need to understand why competitors appear more frequently in AI recommendations. Another may need stronger positioning and messaging before investing in distribution. A larger organization may need to align multiple teams around a shared understanding of AI search visibility.

The engagement changes with the problem. My approach starts with understanding what’s happening, identifying what matters, and building a strategy the organization can actually use.

Have Something You’re Trying to Figure Out?

You don’t need to know whether you need an AI visibility audit, strategic consulting, team training, or ongoing leadership before reaching out.

Tell me what you’re working on, and we’ll figure out the appropriate starting point.

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