Solutions

Outcomes Over Activity.

Most marketing ops functions are busy. Few are effective. Here is what effective looks like.

Delivered

STMicroelectronics·Senior Manager, Marketing Programs

Built $20M in Pipeline by Standing Up STMicro's First Global Lead Management Program

The Situation

No global lead management framework existed. Demand generation was siloed, unscored, and unmeasured.

The Approach

Architected the end-to-end lead management system from scratch: defined scoring models, built automation, partnered with IT on infrastructure, and drove adoption globally through training and change management.

The Outcome

Generated over $20M in new sales pipeline within the first six months of launch. The framework became the operational standard for all demand generation globally.

SalesforceAdobe CampaignCross-functional AlignmentChange ManagementGlobal Rollout

From zero lead processing to a global framework. The four-phase journey from alignment through build, pilot, and rollout.

State at Arrival

Salesforce and Adobe Campaign were live — leads captured and stored, zero processing. No scoring, routing, SLAs, or measurement.

Salesforce ✓Adobe Campaign ✓Lead Scoring ✗Routing ✗SLAs ✗Measurement ✗

BEGIN PHASE 1

Phase 1 — Alignment

🏢

Marketing Leadership

Executive sponsor

🌍

Regional VP Sales

EMEA · APAC · AMER

⚙️

IT + Marketing Tech

Salesforce + Adobe owners

Sold the program by projecting pipeline impact. Secured sign-off on scope, ownership, and project plan before a single line of configuration was written.

Output: Approved program design + project plan

BEGIN BUILD

Phase 2 — Build

🎯

Lead Scoring

Behavioral + demographic model in Salesforce + Adobe Campaign

🔀

Routing

Score-threshold rules by region and segment

⏱️

SLAs

Response time commitments agreed with each regional sales team

📊

Measurement

Pipeline attribution dashboard tracking lead-to-opportunity by region

Output: Fully integrated and tested system

BEGIN PILOT

Phase 3 — Pilot EMEA

🏛️

Geneva HQ

EMEA selected — closest to HQ for fast feedback loops

📚

Enablement

Materials developed and delivered to EMEA sales managers

🚦

Expansion Gates

Clear criteria defined before rolling out to next regions

Output: Validated process + early pipeline results

BEGIN GLOBAL ROLLOUT

Phase 4 — Global Rollout

🌏

APAC

EMEA playbook replicated — same enablement, same gates

🌎

AMER

EMEA playbook replicated — same enablement, same gates

📈

Global Dashboard

All three regions tracked in unified measurement framework

Output: Global lead management program live

Result — First 6 Months After Launch

Global lead management program live across EMEA, APAC, and AMER. Framework became the operational standard for all demand generation at STMicroelectronics.

$20M

New sales pipeline

1 of 7

Built

Products and Tools I Have Shipped

I do not just advise on AI and automation. I build with it. These are real projects, shipped and live.

Full-stack SaaS

Pathwise

A workflow optimization tool for RevOps and MarTech teams. Users build workflow canvases, run an AI-powered alignment assessment, and generate a structured improvement blueprint. Built solo using Next.js, Supabase, React Flow, and the Claude API.

Live at pathwise.works

Full Claude-powered assessment engine

Guest and authenticated experience

PDF blueprint export

Next.jsTypeScriptSupabaseClaude APIReact FlowVercel

View live site →

The full build workflow from concept to live product — built solo with Claude as the primary development partner.

Phase 1Foundation & Documentation

✍️ AI-Assisted Planning — One Time Setup

🧑‍💻

Product Vision

Initial concept, goals, target users, and core feature ideas

You

Draft

🤖

Gemini

Developed the initial PRD from concept conversations

Initial PRD

Refine

✦

Claude

Refined the PRD, developed the full TRD, and generated all baseline project files and folder structure

PRD + TRD + Scaffold

🔄

Automated Documentation Process

After every git push, npm run update-docs uses the Claude API to analyze the commit, then updates the PRD, TRD, and Project State docs automatically. No manual doc maintenance required.

BEGIN BUILD PHASE

Phase 2Ongoing Build Loop

👥

Early Users

RevOps and Martech professionals — direct demos, walkthroughs, and conversations shaping product direction

Customer Discovery

Demos + Feedback

🧑‍💻

You

Product decisions, design direction — shaped by direct feedback from early users, then brought to Claude

Windows PC

CONTEXT + PROMPTS
↕ EDITS + FEEDBACK

✦

Claude.ai

Strategy, visual feedback, project state review, direct file edits via MCP, and precise Cursor prompts

AI Co-pilot

DIRECT EDITS VIA MCP — OR — PASTE PROMPT INTO CURSOR

🖥️ Local Dev Environment

⚡

Cursor

AI code editor — writes and edits files

Code Editor

▲

Next.js

Live preview at localhost:3000

localhost:3000

🗄️

Supabase Dev

Isolated dev database — safe to experiment

Dev Project

🌐

Browser

Preview + screenshots → Claude in Chrome

Chrome + Claude

📁 Project Files

app/components/docs/.cursorrulesupdate-docs.js

🚀 Production Environment

▲

Vercel

Auto-deploys on every git push — live in ~60s

Production Host

🗄️

Supabase Prod

Separate DB with RLS policies — real user data

Prod Project

🌍

Live Site

What real users see — pathwise.works

pathwise.works

🔐 Dev/Prod separation enforced via env vars. No data commingling between environments.

git add . → git commit → git push → npm run update-docs

☁️ Shared Cloud Infrastructure

🐙

GitHub

Source of truth — every push triggers Vercel deploy

Auto-deploy

▲

Vercel

Builds Next.js and deploys to production in ~60s

Production Host

✦

Anthropic API (Claude)

Powers Waypoint (in-app assistant), health check, assessment interview, blueprint generation, and automated doc updater. Sonnet 4.6 for all main flows, Haiku 4.5 for parallel review agents.

Authentication — Supabase Auth + OAuth Providers

🛡️

Supabase Auth

Central auth hub — manages sessions, JWTs, OAuth callbacks, and RLS enforcement. Configured identically in both dev and prod.

Session + RLS

Handles

🔵

Google OAuth

Google Cloud Console

OAuth

🪟

Microsoft OAuth

Azure App Registration

OAuth

🔗

LinkedIn OIDC

OpenID Connect

OIDC

✉️

Email Magic Link

Supabase built-in

Magic Link

↔️

Guest vs. Authenticated Experience

Guests can build workflows and run the mechanical health check — canvas state lives in localStorage only. Authenticated users unlock the Claude alignment check, assessment interview, blueprint generation, and full Supabase persistence. On sign-in, any guest workflow is claimed automatically. New users complete onboarding to capture department, tools, and skills — injected into every Waypoint chat.

Observability Stack — Coming Soon

📊

PostHog

Product analytics — tracks key user events across the build → assess → blueprint lifecycle. Session recording and funnel analysis.

Coming Soon

🔗

LangSmith

LLM tracing and evaluation — monitors every Waypoint chat, assessment agent, and blueprint generation call end-to-end.

Coming Soon

🚨

Sentry

Error monitoring and alerting — captures frontend exceptions and API failures across both dev and production environments.

Coming Soon

⚡ The Full Build Loop — Repeated Every Session

1. Idea or screenshot→2. Claude reviews + plans→3. Claude edits via MCP or writes Cursor prompt→4. Cursor edits files→5. Preview on localhost→6. Screenshot → Claude in Chrome→7. Iterate until done→8. git push→9. update-docs→🌍 Live on pathwise.works in ~60s

AI-powered portfolio project

This Site

growthbydesign.cv is itself a project. Built in Next.js with an AI pipeline that researches a company and role, then generates a personalized company page.

AI research and page generation pipeline

Visitor identification via Snitcher

IP-to-org resolution via ipinfo

Magic link auth via Supabase

Next.jsTypeScriptClaude APISupabaseRB2BipinfoResendVercel

The AI pipeline that powers this portfolio site.

Layer 1Consulting Site

▲

Next.js 14

App Router

Framework

📘

TypeScript

Type safety

Language

🎨

Tailwind

Utility-first CSS

Styling

🧩

shadcn/ui

Component library

▲

Vercel

Deployment

Hosting

✦

Claude

Co-pilot via MCP filesystem access and Chrome extension for iterative development

AI Co-pilot

Edits

🧑‍💻

You

Design decisions, content, and deployment

Developer

LAYER 2 — AI APPLICATION ENGINE

Layer 2Company Page Creation — 6-Step Pipeline

JD + URL

Input

Research Agent

Claude researches company

HM Research

Optional LinkedIn layer

Draft Agent

Claude generates page

Steve Reviews

Admin chat refinement

Published

/[company] live

☁️ Infrastructure

🗄️

Supabase

application_pages + page_views tables

Database

✦

Anthropic API

claude-sonnet-4-20250514 for all AI steps

👁️

RB2B

Visitor identification

Analytics

🌐

ipinfo.io

IP resolution

Identification

LAYER 3 — WHAT EACH PAGE CONTAINS

Layer 3What Each /[company] Page Contains

🔍

Company Research

Mission, pain points, key language

Content

🎯

Role Alignment

Mirrors JD language

Content

📊

Proof Points

3 selected from library

Content

🤝

HM Context

Connection points if LinkedIn provided

Content

🖼️

Clearbit Logo

Company logo from domain

Asset

📈

Visit Tracking

RB2B + page_views

Analytics

⚡ The Application Loop — 8 Steps

1. Paste JD + company URL→2. Research Agent (company analysis)→3. HM Research (optional LinkedIn)→4. Draft Agent (page generation)→5. Steve reviews in admin→6. Chat refinement (iterate)→7. Publish→8. Live at growthbydesign.cv/[company]

Want to see what this looks like for your team?

Every engagement starts with understanding your specific situation.

Let's Connect View Expertise