Executive Director, AI Innovation Lab at 2X. Raleigh, North Carolina.
Twenty years in technology, B2B marketing and revenue operations. The last several years have gone into moving AI work from demonstration to deployment — leading 2X's AI practice and its P&L, with oversight spanning agent strategy and operations. Twenty years in technology, B2B marketing, and operations across marketing and GTM, then technology and operations, then professional services, and now applied AI.
These repositories are working notes on what I have experimented with as part of structured hypotheses, organized by function.
The forward-deployed engineer model — someone embedded in a customer's environment, building against their actual constraints— is not going to stay in engineering. The same role is forming in marketing, sales, finance, operations, product and HR.
The distance between what a model does in a demonstration and what it does inside a working process is not closed by a better model. It is closed by someone who knows the function well enough to specify its failure modes in advance. These specialized FDEs or SMEs or AI consultants will build the next trillion-dollar business.
Those failure modes are domain-specific, and they diverge more than the shared underlying model suggests. A misfired personalized outreach loses a deal. A misclassified journal entry costs a restatement. Same capability, materially different system around it — different gates, different requirements, different definition of an acceptable error.
| Domain | Contents |
|---|---|
gtm-ai-stack |
Account research, qualification scoring, and outbound quality evaluation |
ops-ai-playbooks |
Process capture, intake routing, and human-in-the-loop gate design |
data-ai-workbench |
Schema-grounded analysis agents, data contracts, answer verification |
finance-ai-controls |
Variance analysis, control design, and audit evidence for model-assisted processes |
2X — Senior Principal (2023), then Executive Director, AI Innovation Lab (2025–present). Lead the AI practice and its P&L, with oversight of AI agent strategy and operations: the design, training, and orchestration of the agentic workforce aligned to GTM subscription services. Architect the firm's AI IP library — prompt architecture, agentic workflows, custom builds — and serve as AI subject-matter expert on enterprise transformation engagements.
BDO Digital — Advisory Manager and Senior Advisor (2021–2023). Technology initiative prioritization and execution against business impact. Early AI project work.
DemandGen — Consultant (2015–2021). Marketing technology and demand generation for Apple, Cisco, American Express, Chevron, eBay, DuPont, DHL, and HP.
SAS Institute — 2007–2015. Principal, Digital & Content; Interactive Marketing Lead; and Field Marketing Manager for financial services, running global campaigns across risk, fraud, compliance and AML, and customer intelligence. Co-authored a SAS white paper on lead management automation.
Association of National Advertisers — Senior Director, Communications (2005–2007). Digital transition for a 300-company, 8,000-brand trade association.
BA, Communications and History, University of Florida. Go Gators.
Professional services, SMB, medtech, healthtech, financial services, B2B SaaS, and private equity — at the firm level and inside portfolio companies.