I build marketing that respects
the human side of the decision.
A short, honest introduction — not a resume. The career, the craft, and the trail that runs through both.
I'm a full funnel marketer who refuses to pick a lane.
I have spent more than a decade building marketing systems for organizations where the sale isn’t a click — it’s a journey. Senior living. Healthcare. Legal. Service brands. Operators and communities that needed someone fluent in both strategy and the messy details of execution.
I started in the trenches — running paid campaigns, building landing pages, fixing tracking nobody wanted to touch. Then I learned that the campaigns only worked if the upstream story did. So I learned that too.
Now I work across the whole thing. From positioning to attribution. From the first ad to the CRM record three months later.
This work asks for a different kind of marketer.
The decisions are emotional. The sales cycles are long. Adult children, sales counselors, regional VPs, and regulators all have a seat at the table. There is no “click to checkout” — there’s a pamphlet on the kitchen table for six months.
Across a collective of 60+ communities and a ~$2M+ annual budget, I built the funnels, ran the campaigns, sat through tour observations, and untangled the CRM rules. I bring all of it to every project.
If the work is built carefully, the family on the other end feels respected. That matters to me.
Four things I hold to,
no matter the project.
Curious
I ask questions other people skip. Especially the uncomfortable ones.
Honest
I'd rather tell you what isn't working than tell you what you want to hear.
Intentional
Every section, every send, every tag is there for a reason. Or it shouldn't be there.
Connected
I don't believe in handoffs that drop context. The whole system has to know what the whole system is doing.
trail life
Why You'll See A Lot Of Trails Here.
The time I spend outdoors — hiking, traveling, reflecting — is not separate from my work. It is how I stay grounded, curious, and human.
I care deeply about legacy. About story. About what remains when the campaign ends and the data is archived.
This is my legacy. And I bring that mindset into every project.
A short version of
a long career.
The throughline isn't a single industry. It's people, systems, and the work of building things that connect.
JCF Digital
Founder · Full Funnel Marketing ConsultantIndependent consulting for senior living operators and trust-driven service brands. End-to-end work — strategy, websites, paid media, CRM, attribution.
AgeWell Solvere Living
Director of Digital MarketingLed digital strategy and execution across 35+ senior living communities, building a full-funnel marketing ecosystem spanning paid media, websites, CRM, and email.
- Managed $2M+ annual budget across Google Ads, Meta, SEO, and email
- Built and scaled the full-funnel ecosystem connecting websites, paid media, CRM, and automation
- Implemented MarTech stack to improve tracking, attribution, and reporting
- Developed and mentored a digital marketing team — processes, KPIs, accountability
Freelance · Web Design & Digital Marketing
Website Designer / DeveloperEnd-to-end website and digital marketing initiatives for clients across senior living, healthcare, and service industries. Trusted long-term advisor on architecture, UX, SEO, and martech selection.
Metroconnections
Front-End Developer (Contract)Designed and deployed conversion-focused landing pages and virtual booths using an in-house CMS for large-scale conference and event programs.
Floorforce
Website Designer / DeveloperBuilt dozens of lead-generating sites with industry-leading SEO practices and cross-device functionality, streamlining project turnaround and client performance.
Trader Joe's
Crew Member → Mate (6 years as Mate)Eleven years on the floor and six years as a Mate — leading shifts, training crew, and building the kind of customer trust you can't fake. The work taught me how systems hold up under pressure, how teams actually function, and why the human details always matter.
Strategy first.
But the tools matter too.
Pulled from a decade of being the person who actually has to make the integrations work.
Paid Media
Marketing Automation & CRM
Senior Living MarTech
SEO & Search
Analytics & Tracking
Web & CMS
Reputation & Local
Design & AI
Want to talk about what your funnel is doing?
I’m picky about projects, but I love a good conversation. No pitch on the call.