AI strategy / Marketing systems / Fractional leadership
Groundwork Theory is a consulting practice for companies serious about AI. I build the strategy, the systems, and the habits that make new tools stick, so your team spends its time on the work that wins.
Most AI rollouts don't fail on technology. They fail on groundwork. Nobody mapped the workflows, cleaned the data, or taught the team what good looks like. The tool gets blamed. The pilot dies quietly. The budget doesn't.
The same is true of marketing. Flashy campaigns on top of messy foundations produce expensive noise. Clean systems produce pipeline you can measure without squinting.
Do the unglamorous work first. AI clears the busywork. People do the human work that wins. That order matters.
01 / Rollout
Adoption programs, hands-on training, and production workflows for marketing orgs or whole companies. Not a deck about the future. Systems your team uses on Tuesday.
02 / Demand
Web strategy, conversion, lifecycle, and the operations underneath. Clean data, honest attribution, campaigns built to be measured.
03 / Leadership
Senior marketing leadership a few hours a week. I plug into your team, set direction, and leave behind systems that run without me.
Lead AI adoption for the demand generation org at a national payroll and HR platform. Built production agents, trained marketers across the company, and earned its top peer-nominated performance award for the work.
Fractional strategist for healthcare software companies, including the market leader in transplant and donor management. Compliance-safe messaging, deliverability rescues, AI search strategy, full-funnel operations.
Cut campaign launch time from four weeks to ten days. Took CRM data accuracy from 68% to 96% in under 90 days.
Monthly or quarterly strategy sessions. A senior sounding board for your team's plans, campaigns, and AI decisions.
Scoped engagements with a clear finish line. An AI rollout, a systems cleanup, a launch, an audit.
Ongoing strategic leadership, a few hours a week. Direction, execution oversight, and systems that outlast me.
Billing is hourly and transparent. It's just me plus the systems I build, and that's the point. You get senior work without agency overhead.