Most people are one thing. I operate across GTM Engineering, Marketing Technology, Paid Ads, and Creative Strategy — simultaneously. Here's the full picture.
Revenue infrastructure — connecting traffic, data, CRM, and AI into a measurable growth engine.
Evaluating, implementing, and operating the stack — CRMs, CDPs, automation platforms, and analytics.
Running and optimizing performance campaigns — not just launching, but engineering the full feedback loop.
Turning audience psychology into hooks, angles, and frameworks that drive measurable performance.
Enough to build and connect systems — APIs, event tracking, backend integrations, and data flows.
Building AI-native workflows and agents that replace repetitive GTM work at scale.
| Capability | GTM Eng. | MarTech | Paid Ads | Creative | Soft. Eng. |
|---|---|---|---|---|---|
| Pixel & Tracking Architecture | ✓ | ✓ | — | — | — |
| Attribution Modeling | ✓ | ✓ | — | — | — |
| CRM Integration & Ops | ✓ | ✓ | — | — | — |
| Ad Campaign Management | — | — | ✓ | — | — |
| Bid Strategy & Budget Scaling | ✓ | — | ✓ | — | — |
| Hook Writing & Ad Angles | — | — | — | ✓ | — |
| Creative Testing Framework | ✓ | ✓ | ✓ | ✓ | — |
| Funnel Logic & CRO | ✓ | ✓ | — | — | — |
| AI Lead Scoring & Nurture | ✓ | ✓ | — | — | — |
| Offer & Messaging Framing | — | — | ✓ | ✓ | — |
| ROAS & Revenue Reporting | ✓ | ✓ | ✓ | — | — |
| API & Backend Integration | ✓ | ✓ | — | — | —✓ |
The overlap of GTM Engineering, MarTech, Paid Ads, and Creative Strategy is where full-funnel ownership actually lives. Very few practitioners can write a hook and then architect the attribution system that measures whether it worked.