I make complex tech impossible to ignore.
Former CNN and Wall Street Journal reporter. I've led brand, creative and corporate marketing at Splunk, Expanse, Spire Global and Eightfold AI: a new category, an acquisition, two IPOs and an AI pivot. I build the story, the team and the engine, and I measure brand in the same funnel numbers as demand.
$40M→$100M
ARR at Spire Global, through the IPO window
$100M→$1B+
Splunk's revenue while I built its brand studio
+69.9%
MQLs at Spire, from a brand-led content engine
2 IPOs
Spire's IPO and Splunk's post-IPO scale-up, plus an acquisition exit
What I own
The whole corporate marketing stack.
Player-coach. I've led multinational teams of designers, writers, video producers, animators and strategists, and I stay close to the work.
Brand & creative
Positioning, identity, design
Communications & PR
Press, launches, reputation
Executive & investor narrative
Exec voice, IPO story, earnings
Internal comms & culture
All-hands, values, employer brand
Website & digital
Site, conversion, SEO
Content & video
Newsroom-style engine
Events & field
Flagship moments, field creative
Social & community
Brand and executive channels
Brand-to-demand measurement
Brand in funnel numbers
Brand feeds demand.
Demand gen captures the buyers who are ready now. Brand wins the ones who aren't ready yet, so when they are, you're the name they already trust. I work shoulder to shoulder with demand and product marketing, and I report brand in the numbers the CFO already tracks.
+156%
Organic traffic YoY— Spire
+163%
CTA clicks YoY— Spire
+69.9%
MQLs— Spire
+225%
Site visitors after the rebrand— Expanse
+19%
Demand-gen funnel completions— Expanse
Win the buyers who aren't buying yet.
Most B2B buyers are out of market on any given day. Brand makes you their default when they come back, which makes every lead cheaper.
Get named by the answer engines.
More searches end without a click. A clear, repeatable story is what gets you cited by AI answers and remembered by people.
Earn attention, then convert it.
Journalistic, video-first content does both. It's the newsroom model I ran at Spire.
AI & Systems
The cost of making things hit zero. Taste is the moat.
Anyone can generate a hundred assets before lunch. What's scarce now is judgment: knowing which one is true, on brand and worth shipping. I build creative operations where machines handle the mechanics and people own the story, the taste and the final call.
+45%
creative team productivity with AI tools · Eightfold
<90 days
to rebuild a full creative pipeline around AI · Eightfold
1st
generative-AI campaign, creative and measurement · Spire
How I build a brand system
Three layers, so every team can move fast without me becoming the bottleneck.
One source of truth
Positioning, voice, visual standards and annotated examples of what not to do, in one place everyone links to.
Locked production templates
Decks, social, events and one-pagers that teams make themselves without rebuilding the brand each time.
An AI layer trained on the brand
Drafts that already sound like us, built on the brand corpus and its negative examples, so first drafts start close to finished.
Agents I build
Agents for competitive intel, voice of customer, press radar, content, launch kits and brand governance, with people owning every final call.
Machines for mechanics. People for judgment.
Resizing, versioning, cutdowns and first drafts go to the machines. Strategy, story and the final call stay with people.
Systems, not prompts.
One clever prompt helps one person once. A system with a source of truth, guardrails and feedback loops helps the whole team every day.
Show your work.
When AI helped make it, I say so. No invented customers, no fake quotes, no claims we can't back up. Trust is the product.
What I believe
Brand isn't a logo or a launch. It's built from story, design, culture and reputation, and a feeling you can't fake.
I do my best work at a company's defining moment: the category, the IPO, the acquisition, the pivot. Then I build the team and the systems so the story keeps working after the moment passes. AI runs the mechanical work across my creative operation, at scale. Strategy, taste and the story stay with people.
Clarity doesn't come before action. It comes from action.
After Rumi
The moments. The work.
Every time, the company had built something hard to explain, right before the market needed to understand it.
01 · 2025–2026
Eightfold AI
The agentic pivot
VP, Brand & Corporate Marketing
- Challenge
- Reposition an AI talent platform for the agentic economy.
- Move
- Full rebrand in under 3 months, with AI Interviewer as the go-to-market spearhead and an AI-assisted creative pipeline.
- Result
- +45% team productivity with AI tools.
Repositioned an AI talent platform, whose customers include about a third of the Fortune 500, for the agentic economy. I owned brand, creative, design, events, customer marketing, social and comms, delivered a full AI-assisted rebrand in under three months, and partnered with demand gen and product marketing on the global story. The brand film was ideated and led by people and executed with generative AI, launching a full campaign across events, web, out-of-home, social, content and video, with every key metric up and to the right.
<3 monthsfull rebrand, every touchpoint
+45%team productivity with AI tools
02 · 2020–2025
Spire Global
The IPO window
Servant leader
Global Head of Brand, Creative & Corporate Marketing
Took a hard-to-explain satellite data company public. I repositioned Spire as the world's largest multi-purpose satellite constellation, rebranded it in three months, led an 8-person multinational team, and ran content like a newsroom, with a resident journalist doing investigative data journalism and an SEO and optimization specialist on the brand team so content moved the business.
$40M→$100MARR
+156%organic traffic
+69.9%MQLs
- Beyond Visible ↗
- We Hear You Earth ↗
- The Promise of Space Is Here ↗
- The brand narrative ↗
- Manufacturing commercial ↗
- Resident journalist: wind & climate ↗
03 · 2019–2020
Expanse
The exit
Empathy with accountability
Senior Director, Creative & Brand · acquired by Palo Alto Networks
Positioned a security company for its acquisition. I led the designers and animators behind all corporate design and brand: website, collateral, event and field creative, video, sales decks and culture assets. A full brand, identity and narrative redesign in three months for commercial and government buyers, a video engine built for pipeline, and support for a new category, Internet Operations Management, on a marketing team that drove 200% ARR growth.
+225%site visitors
+66%homepage engagement
+19%funnel completions
04 · 2018–2020
Needle Space Labs
The founder years
Innovation, digitalization
Founder, Chief Creative Officer
A visual-content incubator for commercial companies and social-good organizations: accessible brands and video built to move people to act. “An agency about creating agency.” With The Thread, we helped commercial companies build highly accessible visual brands, combining data insights with a journalist’s rigor to inspire action, move pipeline and influence investors.
05 · 2013–2018
Splunk
The category
Sense of urgency, moving the needle
Senior Director, Brand Video & Multimedia Studio
Built the in-house brand studio of storytellers, animators and editors, and was part of the team that made Machine Data and Operational Intelligence into categories as Splunk scaled past $1B, part of the storytelling team that took the stock price from the 30s to over 100.
$100M→$1B+revenue
500K→2M+video views a year
Before brand
I learned story on deadline.
The Wall Street Journal
The Journal's first video reporter. A one-man band who shot and edited everything, from the Olympic Games (including Michael Phelps) to Europe's financial crisis.
CNN
Reporter and producer on the science, technology and space beat.
PBS
Science and technology reporter. The job was making hard things clear to everyone, and it still is.
I worked with Andy at Expanse and the traits that most stood out to me about his approach, engagement, and work product was his unselfish dedication to getting it right. He is focused, works hard, is not scared to make difficult decisions, fights for his team, yet is committed to helping the greater cause of marketing beyond his teams' remit. Andy is a pleasure to work with, is an excellent brand builder, a better storyteller, and is passionate about authenticity.
Andy brings the unique ability to leverage his deep reporting instincts to distill even the most complicated products into easily accessible narratives, through video, content, design and brand activations, so that prospects, investors and press immediately get the technology, and the value props.
I loved working with Andy. His creativity and passion is matched with how much he cares for his team and works hard to bring out the best in them.
Player-coach.
I came up as a one-man band, so I can do every job on the team I lead. That's how I set the bar without micromanaging.
Build to last.
A rebrand is day one. I build the team, the systems and the content engine that keep the story working for years.
Two ears, one mouth.
I use them in that proportion. Empathy with accountability, and a reporter's sense of urgency.