Work

Luxury / Direct mail / Zero-to-one / Brand / Video

Rove Travel

Marketing Director · First marketing hire · July 2025 – January 2026

The situation

Luxury furnished rental marketplace needed to acquire high-net-worth homeowners in the Hamptons to list their properties. No marketing function existed — I was the first full-time marketing hire.

What I built

Built the entire marketing function from scratch: paid acquisition, lifecycle email (Klaviyo), referral program, partnership outreach, and a premium coffee table book direct mail campaign targeting ultra-high-value homeowners. Built the tech stack (HubSpot, GA4/PostHog, Looker Studio) and co-developed ICPs with the sales team.

The insight

The coffee table book campaign proved that in a world of digital noise, the most effective channel for reaching ultra-high-value targets is often the most analog one.

Video production

Storyboarded, directed, and produced three testimonial videos from scratch — hired the videographer, ran the shoots on location at Rove properties, and conducted all interviews.

Rove brand story

Property owner testimonial

Homeowner testimonial

Print campaign

Designed and produced a premium coffee table book and pamphlet series targeting ultra-high-net-worth homeowners in the Hamptons — the same direct mail methodology behind the package you're holding right now.

Brand guidelines

Authored comprehensive brand guidelines covering voice, visual identity, typography, color, photography treatment, and iconography.

Rove Travel — Brand Guidelines

PDF · Comprehensive brand system

Download

Agency / Ecommerce / Scaling / Video / Content

Frontside Consulting

Founder & Principal Consultant · 2019–2025

The situation

Founded and ran a boutique growth consultancy serving high-growth SMBs and DTC brands. Clients needed full-funnel strategy and execution but couldn't justify a full marketing team. Built a reputation on transparency, integrity, and protecting clients from the extractive practices of ad platforms.

What I built

Full-service agency offering strategy & forecasting, technical setup, campaign execution, creative direction, and copywriting. Developed multi-channel strategies across paid search, paid social, content, and CRO. Built a team, designed growth frameworks, and implemented AI-assisted workflows. Also offered a fractional CMO advisory package for businesses with some in-house capacity.

The insight

The best fractional arrangement isn't about hours — it's about building systems that compound. Three focused days per week outperforms five scattered ones.

Client testimonial

“Joe at Frontside was a pleasure to work with. When we first launched our business he rescued our Facebook ad program from an agency that had lost hope in the campaign/product and turned it into an important profitable channel for us. He's casual and approachable but professional.”

— Jamie Bond, COO, RUX

Video content

Produced video content ranging from client-facing ads to long-form educational episodes on performance marketing strategy. Built a content library demonstrating thought leadership and team expertise.

Produced ad

Strategy deep-dive

Team episode

Press & appearances

In-house / Performance / Outdoor

Outdoor Research & evo.com

Digital Marketing Manager / eCommerce Demand Capture Manager

The situation

Outdoor Research: managed $500K+ annual Google Ads and Shopping budgets for a heritage outdoor gear brand. evo: led performance marketing across paid search, affiliate, and shopping engines managing a 7-figure annual budget for one of the largest online action sports retailers.

What I built

At OR: introduced automated bidding and advanced attribution modeling. Overhauled tracking infrastructure. At evo: analyzed incrementality and profitability to reallocate $200K+ in annual ad spend. Integrated Amazon and ChannelAdvisor for marketplace growth.