This is me, smiling.

I’m a full stack, consumer obsessed creative marketer. That means I can look at a product and have a pretty good idea about whether a consumer will want it. I can also identify and create strategies to maximize the benefits of the product. While I’m doing that, I am also thinking about the go-to market plan, including marketing campaigns, and CRM outreach that execute against the benefits that I have helped identify and create.

I have decades of experience at ad agencies:

  • BBDO NY (talked my way into a job without a portfolio)

  • Maxim Magazine (not an agency but they turned me into a mini agency to win ad buys)

  • Y&R NY (a creative all-star team at the time)

  • Grey

  • Publicis

  • JWT

  • Johannes Leonardo (my fave)

To get a job at Y&R, I created the Google Job Experiment which went crazy viral . If you’re into ad awards, I’ve won them all. I’ve never met anyone who is able to simultaneously operate from a humble startup product strategy POV and an ad campaign creative POV like I do. I promise I am significantly more humble than I sound right now. Seriously.

What I done.

As the Original Creative Director of Dollar Shave Club, I helped create and build DSC from a 20 person startup with 12,000 members to a globally recognized disruptor and Goliath killer with over four million Members. Then we got acquired by Unilever for $1billion. I wrote or creative directed all outbound DSC communications between 2013-2020. Alongside the small creative team I helped build, we conquered about 10% of the wet shave market in three years by running circles around Procter & Gamble and their many, many agencies. In the process, we broke the blades and razors model. Best part is, I have a beard.

Now what you do?

These days, I advise startups at all stages to help them formulate their mission statements and hone their product. Ultimately, a brand should ladder up to a simple truth that everyone would agree on. As an advisor to Honey, I created the simple truth that helped lead to a $4 billion acquisition by PayPal.

Need advice? Contact me here.

Hello Friend, I’m Alec.