Built on range.Driven by impact.Focused on your growth.
Eighteen years across ten industries, building marketing functions from the ground up - and running them once they work.
I've spent my career in marketing, but the work kept pulling me into the systems underneath it. Marketing automation platforms. CRMs. The data model that determines whether anyone can answer a simple question about where revenue comes from. Somewhere along the way I stopped being a marketer who worked with IT and became someone who could sit on either side of that conversation.
The other half of the job turned out to be people. Building marketing functions where none existed, developing coordinators into managers, and giving capable teams the direction they were missing — which is more often the actual constraint than talent is.
That combination is what shaped how I work now. A business tells you marketing isn't working. You look, and the marketing is fine. What's broken is a platform nobody finished configuring, a process built for a smaller company, or a good team with no one setting the direction.
After enough of those, the pattern gets hard to miss. That's the work I do now — not campaigns. Diagnosis, and then fixing what the diagnosis finds.
I've built marketing departments that didn't exist yet.
Each piece only works because of the one before it. Break a link and the chain doesn't hold — which is why “our marketing isn't working” is almost never a marketing problem. In order:
Brand and messaging
What you are selling, to whom, and how you say it so the right person recognizes themselves in it. This sounds like the soft part and it is the load-bearing one. Get it wrong and everything downstream inherits the error — you will pay to put a confusing message in front of more people, and the leads you generate will be the wrong ones. Most businesses that tell me their advertising is not working have a messaging problem wearing an advertising costume.
Awareness campaigns
Getting the right people to know you exist, through whatever actually reaches them: paid search, paid social, organic social, content and search, email, video, events and trade shows, sponsorships, partner and co-marketing, and earned media. The channel mix is not a matter of taste — it depends on where your buyers already spend attention and how they make decisions. Awareness is the only part of marketing that reaches people who are not looking for you yet, which is why cutting it feels painless for two quarters and then is not.
Lead generation
That is the distinction, and it is the one most businesses lose money on. Someone visits, reads, leaves — you paid for that visit and have nothing to show for it. Lead generation is the machinery that turns anonymous interest into a name you can act on: a reason worth identifying themselves for, offered at the moment they are actually interested, captured somewhere real rather than an inbox where it dies over a weekend. It is also where marketing stops being a matter of opinion, because leads can be counted and traced to revenue.
Lead nurturing
The majority of people who raise their hand are not ready yet — wrong quarter, no budget, still building the case internally. Nurturing is what keeps you present without pestering: relevant, useful contact that earns attention over weeks or months until their timing arrives. Done well it is the highest-return thing in marketing, because you already paid to acquire these people. Done badly or not at all, you buy the same lead twice — once now, and again from a competitor later when they finally are ready.
The handoff into sales
Most sales teams receive a name, a company and an email address. That is not a lead, it is a phone number — the rep opens the first conversation knowing nothing about why this person raised their hand. The work here is arming that first touch: what they looked at and how often, which problem or product they were reading about, whether the company is genuinely a fit for what you sell, and how ready they are compared with everyone else in the queue. Behavioral intent and fit scoring turn a list into a priority order. The gap between a cold dial and an informed first call is most of your close rate.
Customer success and advocacy
Keeping a customer is cheaper than acquiring one, and a customer who tells other people is the least expensive lead you will ever get. Most businesses stop paying attention at the sale. The work here is making sure the experience after purchase matches what was promised before it, then deliberately turning the happiest customers into referrals, reviews, testimonials and case studies — which feeds straight back into awareness, but with proof attached rather than claims.
Reputation management
How a business is talked about when it is not in the room. Reviews, search results, what an AI model says when someone asks about you, what a customer tells a colleague. It is the multiplier on everything above — a strong reputation makes every campaign cheaper and every sales conversation shorter, and a weak one quietly taxes all of it. It is also the only piece that is already happening regardless of whether anyone is looking after it.
Great messaging with no awareness reaches nobody. Awareness with no lead capture is money spent on strangers. Leads with no nurture go cold. Nurture with no handoff dies at the seam. Customers with no advocacy means starting from zero every quarter.
Finding which link is broken is most of the job.
You get senior judgment on every engagement. Not a senior person who sells the work and a junior team who does it. The person who diagnoses your problem is the person who does the work.
We plug in as part of your business, not as a vendor. In your meetings, in your systems, accountable to your numbers. Whether that's one conversation or an ongoing engagement, the posture is the same.
We diagnose before we prescribe. Every advisor finds the problem they happen to sell — the agency finds a campaign problem, the recruiter finds a hiring problem, and this year everyone finds an AI problem. The reason this practice leads with an assessment for larger engagements is so the recommendation isn't decided before the looking starts.
We tell you when the answer isn't us. Sometimes the right advice is hire someone, fix your pricing, or do nothing yet. Those conversations end without an invoice, and that's a fine outcome. A practice built on referrals can't afford to work any other way.
You own what gets built. Every system, account, and asset lives in your name and stays when we're done.
Eighteen-plus years in marketing across ten industries — life sciences, higher education, software, medical devices, manufacturing, industrial services, hospitality, data center engineering, professional services, and automotive.
- Rebuilt lead qualification at Newforma by raising the resolution of incoming contact data and segmenting around genuine buying behavior — a 289% increase in qualified leads
- Built Cell Signaling Technology's first global lifecycle program, identifying research- and consideration-stage contacts from site behavior and targeting messaging to those cohorts
- Closed gaps in Southern New Hampshire University's nurturing process and concentrated communication on prospective students actively researching programs, during a period of enrollment growth from 90,000 to 120,000
Heard directly from the people who have worked alongside us.
“He isn't just a platform expert in HubSpot and Salesforce; he is a business strategist who understands how to build scalable architectures while navigating the complexities of global privacy laws and lead lifecycles.”
“He has a rare ability to see beyond the surface of a request or idea, always pausing to uncover the real need so he can architect systems and processes that truly support long-term goals.”
“He connects the dots across marketing, technology, and revenue operations and operates comfortably at the intersection of strategy and execution.”
“He is a mentor to his team, a consultant to his peers, and a steady hand during major digital transformations.”
“As a senior manager, he invested deeply in developing his team while consistently taking full ownership of every initiative he led.”
Questions people ask about how this works
What does a complete marketing function actually include?
What is the difference between awareness and lead generation?
Why do sales teams ignore marketing leads?
Has Justin Eastman built marketing departments from scratch?
Let's find out what's actually in your way.
Whether that's a twenty-minute conversation or something longer, it starts the same way: you tell me what's happening, and I tell you what I think - including if the answer is that you don't need me.
Let's have a conversation →