✕
←
→
−
100%+
Reset
Five years building programs nobody notices when they work and everybody notices when they don’t. Internal comms, email systems, brand infrastructure, content strategy, mostly for organizations that had been winging it long enough to know they needed something better.
Golfzon Leadbetter Academy • Gallagher Promotional Products • Exuma Fragrance Co.
“He is very dependable and will do whatever is asked of him and does so with a great attitude.”
Brad Carlson, President — Gallagher Promotional ProductsFilm and advertising at UCF, which sounds like a strange place to start a communications career and yet here we are. What film school actually teaches you, if you’re paying attention, is that an audience will forgive almost anything except boredom and condescension. I came out with a genuine understanding of why people stop paying attention. That stuck.
My first real marketing role was at Gallagher Promotional Products, where I was handling more than someone that early in their career probably should have been: email campaigns, social content, website maintenance, copywriting, the Amazon storefront, all of it. COVID forced some difficult decisions in 2022 and that chapter closed. Brad Carlson signed a formal recommendation letter on the way out. I’ve since come back to Gallagher in a consulting capacity and I feel like that detail says more about the original job than anything I could write here.
Golf found me next. I ended up at Golfzon Leadbetter Academy’s world headquarters in Reunion, Orlando, where most of my work was about building the communications infrastructure that 30+ franchise locations across something like 16 countries could actually use. Not just receive. Use. Franchisees could adopt the HQ standards directly or reach out for something location-specific, and sometimes I’d serve as the communications liaison between headquarters and a location on the other side of the planet. That experience permanently rewired how I think about this work. Individual campaigns feel almost too small now.
One of the client relationships I’ve held onto longest is with Exuma Fragrance Co., an independent perfume house out of Winter Park run by a founder named Wesley Camp. Built the brand from nothing: visual identity, photography direction, web presence, the Etsy shop. The catalog is past 70 handcrafted fragrances now with customers globally. Brand work has a specific satisfaction to it that campaign work doesn’t. You can point at a label and say I made that exist.
Most of the communications problems I’ve been handed weren’t actually writing problems and I feel like that distinction matters more than people think. They were audience problems dressed as writing problems, or governance failures wearing a copywriting hat. Get the infrastructure right. The words follow.
Editorial calendar. Cadence model. Distribution logic. Approval chain. Audience segmentation. And the analytics review that actually changes what goes out next cycle. The deliverable here isn’t a newsletter, it’s the machine that keeps producing newsletters without someone having to rebuild it from scratch every quarter.
Leadership usually knows what they want to say. The problem lives in the gap between what leadership wants to say and what the rest of the organization can actually hear. I work in that gap. Announcements, change communications, sensitive disclosures, all of it sequenced with actual thought about who receives what and in what order. The goal is clarity that doesn’t generate a thousand confused follow-ups.
Strategy and copy are the visible part. What most people skip is the CRM architecture underneath: HubSpot flows, Klaviyo sequences, Mailchimp segmentation logic, list hygiene, send-cadence decisions, and the monthly review that determines what actually goes out next time. I run the whole program. Not just the subject line.
I’ve built brands from zero, Exuma Fragrance Co. went from a name and a vision to a globally recognized indie perfume label, and I’ve standardized voice across franchise networks where 30+ locations were each doing something slightly different and calling it consistent. Visual identity. Voice and tone documentation. Template architecture. The kind of infrastructure that holds even after I’m not in the room.
Ange was employed by our company as a Marketing Associate from June 1, 2021. During his time with the company, he was a tremendous team player and interacted exceptionally well with all team members. Ange handled a number of marketing and creative projects very well including web site maintenance, social media posts, copywriting, promotional email campaigns and assisted with the introduction of our Amazon storefront. He is very dependable and will do whatever is asked of him and does so with a great attitude. Ange would be a tremendous asset for your company and has my highest recommendation.
Ange has done several media projects for my small business and I am very pleased! My branding, website images and social media content have all taken a big step up thanks to him.
Twelve percent open rate and everyone’s pointing at the subject line. That’s rarely where the problem lives. Cadence, audience definition, the approval chain that made it three days late: those are the actual culprits. The writing is usually the last thing that needs fixing.
There’s a version of this that looks like success for about sixty days. Everyone has the templates. Everyone nodded in the kick-off. Then nothing actually changes. The difference between a standard people adopt and one they quietly ignore is whether it makes their jobs easier. That’s the whole thing, really.
Rising open rate, lower send volume, same core audience. What that actually means is you stopped mailing the people who weren’t opening, which is a list hygiene decision dressed up as a performance improvement. The number went up. The reach went down. Those are not the same thing.
Something broken, something not built yet, something built but not quite working the way it should. That’s usually where I come in. Internal comms, email programs, brand systems from the ground up. Reach out. I respond fast.