Commercial strategist · Marketing · Operations · Bilingual EN/ES

I turn scattered marketing, sales, and operations into one commercial system that actually produces revenue.

For nine years I have worked alongside founders and executive teams in construction, distribution, and B2B services. I build the market research, the message, the funnel, and the operating system underneath. Available for full-time roles in marketing leadership, revenue operations, or operations transformation at established companies ready to grow without adding chaos.

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What I do

Four capabilities, one operator.

Most companies hire these separately and then wonder why the pieces do not connect. I was built to sit across them.

Commercial strategy

Market research, positioning, ICP definition, offer design, pricing. Business plans that survive contact with the sales floor.

Marketing that produces pipeline

Messaging, brand voice, video, LinkedIn, paid, SEO, and lifecycle. Wired to pipeline and revenue, not vanity metrics.

Operations & ERP

NetSuite migration, inventory control with RF-SMART, online payments, cloud visibility, and cross-department reporting.

AI-enabled workflows

Quoting, intake, follow-up, and dashboards designed with governance, approval paths, and human review before automation.

Selected case studies

Five projects I designed and led end to end.

Each project is presented with the problem, what I actually did, and the outcome the client can point to today.

01 / 05

Spray Alliance Corporation · Product launch & B2B demand

Launched CitySprayer, a portable spray-foam rig, into the tri-state construction market and built the demand engine around it.

The problem

Spray Alliance is a specialty distributor with strong dealer and contractor relationships. They wanted to bring their own portable spray-foam rig, CitySprayer, into a category dominated by two or three legacy manufacturers, and they needed the launch to produce real B2B leads, not just brand awareness.

What was missing

There was no ICP definition, no differentiated message, no lead-capture infrastructure, and no content library to feed sales conversations. The product was ready before the go-to-market was.

What I did

Ran the market research and competitive analysis across incumbent rig manufacturers, buyer personas, and price bands.
Wrote the business plan and the marketing plan, tied to specific revenue and lead targets for the first three months.
Built the product story and messaging, then produced the video and photo library that carried it across every channel.
Set up lead capture, tracking, and sales handoff so every conversation was attributable and every rep knew what to do with the lead.

Outcome

More than 200 qualified B2B leads in the first three months, a working messaging system that the sales team still uses, and a category presence for a distributor that had never launched its own equipment brand before.

Live proof citysprayer.com ↗

CitySprayer launch · first 90 days

Reach — video, LinkedIn, dealer network 4,800+ contractors

Engagement — landing page & demo requests 1,140 sessions

Captured leads with sales-ready data 200+ leads

                    Qualified demos & equipment quotes
                    ≈ 60 opportunities
                  

02 / 05

Custom ecommerce agency · B2B growth strategy

Rebuilt a custom-build agency's acquisition engine around ICP-focused LinkedIn and drove an 80% lift in qualified B2B leads.

The problem

The agency had strong delivery and portfolio work but inconsistent pipeline. They were active on social and networking, but there was no system to reliably attract founders, CMOs, and product leaders who actually buy custom ecommerce builds.

What was missing

A tight ICP, LinkedIn positioning, campaign structure, and a way to separate buyers from fans. Sales was spending real time on low-intent inquiries.

What I did

Tightened the ICP to founders, CMOs, and product leaders at companies with budget and timeline signals to invest in custom builds.
Built the LinkedIn-led acquisition system using LinkedIn Ads plus Sales Navigator, sequenced from problem-aware to demo-ready.
Wrote campaigns around real client outcomes and platform capabilities, not feature lists, and cut creative that was drawing engagement without pipeline.
Wired the funnel to clean tracking and business metrics: qualified leads, opportunities created, and pipeline value.

Outcome

+80% qualified B2B lead acquisition and a ~150% lift in brand-awareness signals from ICP accounts, with a cleaner pipeline so the sales team spent time on buyers who were ready to move.

Before · After

Qualified B2B leads / month

Before

After · +80%

Brand-awareness signals from ICP

Before

After · +150%

Sales time spent on ICP-fit accounts

Before

After

03 / 05

Spray Alliance Corporation · ERP migration & operations

Migrated Spray Alliance from QuickBooks Desktop to NetSuite and unlocked cloud visibility, online payments, and RF-SMART inventory control.

The problem

Spray Alliance was running the entire distribution business on QuickBooks Desktop hosted on a private server. There was no cross-department visibility, no online payment flow, and no way to control inventory at the bin level. Reporting depended on one person and a stack of spreadsheets.

What was missing

A modern system of record that could hold customers, items, transactions, fulfillment, payments, and reporting in one place, and give the owner and every department a live view of the business.

What I did

Led the QuickBooks Desktop to NetSuite migration end to end, including data cleanup, master records, chart of accounts, and go-live planning.
Turned on online payments so customers could pay invoices directly and cash application became a system function instead of a manual chore.
Deployed RF-SMART for barcode receiving, bin control, and mobile warehouse workflows tied to NetSuite as the system of record.
Built the reporting layer so sales, operations, and finance were reading the same numbers at the same time.

Outcome

Cloud data visibility across every department, online payments running against live invoices, and inventory control at the bin level with RF-SMART. Spray Alliance now runs as a distribution business with an operating system, not a QuickBooks file.

Legacy · on-premise

Cloud ERP

RF-SMART

Warehouse & inventory

Before → After

Before

QuickBooks Desktop · private server

Spreadsheet inventory

Manual invoice & check payments

One-person reporting

No mobile warehouse workflow

→

After

NetSuite · cloud system of record

RF-SMART · bin-level inventory control

Online payments on live invoices

Cross-department reporting & dashboards

Mobile receiving, picking & fulfillment

04 / 05

Safe Foam Institute · Category-defining marketing campaign

Built the market position and campaign for Safe Foam Institute, turning spray-foam safety into a category conversation instead of a specification detail.

The problem

Poorly applied spray-foam insulation is a real risk to homeowners and to the reputation of the entire trade. The Institute needed to raise the standard around safe application, but the conversation was buried in technical language that homeowners could not read and installers had learned to tune out.

What was missing

A clear point of view, a name for the risk, and a marketing plan that could reach contractors, homeowners, and industry stakeholders with the same message shaped for each audience.

What I did

Ran the research on how the industry, contractors, and homeowners understood spray-foam risk, and mapped where the current narrative was failing each group.
Built the Institute's strategy and marketing plan: pillars, message hierarchy, channels, and educational content designed to raise the standard, not attack the trade.
Wrote the core copy and campaign concepts that translated technical safety into plain owner language, and gave contractors a way to signal their own standards.
Positioned the Institute as the reference point for safer spray-foam application, with content built to compound across search, social, and industry PR.

Outcome

A defensible market position for Safe Foam Institute, a full campaign framework the team can execute against, and a category conversation that now includes safety as a first-class dimension of the buying decision.

Live proof safefoaminstitute.com ↗

One message · three audiences

Contractor

"Prove your standards, win the informed homeowner. Safe application is the new professional signal."

Homeowner

"Spray foam done right is one of the best investments in your home. Here is what safe application looks like, and how to ask for it."

Industry

"A higher standard protects the whole category. The Institute is the reference point for what safe foam application means."

05 / 05

Custom AI agents · Estimating & operations for the trades

Designed and built two production AI agents that quote insulation jobs directly from real blueprints, with estimator approval built in.

The problem

Insulation contractors and distributors were quoting jobs from PDF blueprints by hand. Estimators spent hours per job counting square footage, applying rates, and typing the same proposal repeatedly. Margin visibility by area, assembly, and crew was effectively zero.

Why an agent

Off-the-shelf tools could not read blueprints, hold company-specific pricing rules, or produce a governed quote the estimator could actually defend. This needed a purpose-built agent, not a template.

What I built

JVC Quote Agent. An AI copilot that reads uploaded blueprints, extracts geometry and assemblies, applies the company's own rate library, and produces a quote the estimator reviews before sending.
SAC Insulation Bid Desk. A branded field-and-desk tool for dual-material takeoffs (spray foam, fiberglass, mineral wool, cellulose) with openings deducted, distributor-suggested pricing, proposals, and work orders.
Rules and rates live outside the model in a versioned library, so corrections can stay job-specific or promote to a standing rule with author and rollback.
Every AI measurement enters the quote flagged for estimator approval. Nothing ships to the customer until a human has confirmed the numbers.

Outcome

Two working production agents in the trades, live on real jobs. Estimators quote from raw plans in minutes instead of hours, and the company keeps margin visibility by area, assembly, crew, and sales rep for the first time.

JVC Insulation · AI Quote Agent

Blueprint → measurements → governed quote

Attic · R-38 blown1,842 sfApproved

Rim joist · closed cell 2"218 lfApproved

Cathedral · closed cell 3"612 sfReview

Live proof · JVC Insulation AI Quote Agent jvcquote.info ↗

SAC Insulation Bid Desk showing AI blueprint extraction with per-sheet confidence and estimator approval checkboxes

SAC Insulation Bid Desk AI blueprint takeoff with estimator approval

About

A commercial operator who works across the whole system.

I am a bilingual strategist and project manager who has spent nine years helping established companies grow: distributors, specialty contractors, ecommerce agencies, and industry institutes. I sit comfortably between marketing, sales, operations, and technology, because the real problem is almost always in the seams between them.

My work has produced product launches, ERP migrations, category-defining campaigns, inventory-control systems, and customer portals. I have shipped on NetSuite, QuickBooks, RF-SMART, LinkedIn Ads, Sales Navigator, Meta, Google Ads, Vercel, and every major AI platform. I write my own briefs, produce my own prototypes, and hand off clean documentation.

I am based in New York City, bilingual in English and Spanish, and I do my best work alongside owners and executive teams who want a partner who will disagree with them when the diagnosis calls for it.

Commercial strategy
B2B marketing & growth
Product launches
NetSuite & ERP migration
Inventory & warehouse ops
AI-enabled workflows
Bilingual EN / ES

Get in touch

If you are hiring for a marketing, operations, or revenue leadership role, I would like to talk.

Send the job description, the operating problem you are actually trying to solve, and a time that works. I will come to the first conversation with a diagnosis of what I would look at first.

marketing@macastrategistagency.com LinkedIn