From strategy to execution. Marketing technology consulting for small and mid-size businesses.
Services
Marketing strategy, technology, automation, and insights for growing businesses.
With 16+ years of experience in marketing and the technology that enables it, I help businesses with growth and growing pains. I work with clients to develop their strategy, better use (or lose) the systems they have, and pragmatically adopt new technologies that help them work smarter. Research and strategy always come first. Like my kids, I'm always asking "why?" Implementation, learning, and adjustment follow.
Approach
I work best with teams that believe in their product and treat the customer experience as worth getting right. Industry is secondary to purpose.
I embed with your team for the duration of the engagement. I don't treat scope as a ceiling or watch the clock when something needs to get done right.
Engagements are structured as monthly retainers, hourly arrangements, or project-based fees depending on the work. I prefer ongoing partnerships over one-off projects, but I'll take on well-defined project work when the fit is right.
Most things can be over-engineered. I build what works, keep it maintainable, and move on to the next problem.
Work
A sample of current and recent work.
Implemented Clio Manage custom actions, Make.com workflows, GA4-to-BigQuery sync, and Lawmatics attribution tracking — connecting intake, matters, and marketing data into a single, queryable system.
Led competitive research, content development, and redesign strategy for a DMC specializing in Costa Rica, the Dominican Republic, and Puerto Rico.
Built a custom LLM wiki that ingests competitor offerings and combines them with first-party trip data, giving the team a single searchable source for positioning, gap analysis, and itinerary research.
About
For a decade, I built and led the marketing, client success, and technology teams at a student travel organization, growing enrollment from 2,700 to over 11,000 annual travelers with 300% revenue growth. I implemented Salesforce and HubSpot org-wide, led rebrands and website launches, managed a team of 40, and helped the organization earn recognition as an industry leader.
Before launching Sonoran Strategy, I spent four years as a strategist at a boutique web design and development agency, working with clients including the International Monetary Fund, Volkswagen Group of America, and the Bipartisan Policy Center. That work taught me to think across industries and adapt quickly.
Around the same period, I also co-founded a DTC AI-powered healthcare platform built alongside internationally-recognized medical professionals. I led branding, product MVP, and go-to-market strategy.
Earlier in my career, I was a trained photojournalist. I spent four years working as a photographer through college at the University of Missouri, then worked with NPR's multimedia team covering daily and breaking news. I still consider myself a storyteller at heart. Storytelling still shapes how I think about brands, customer experience, and the human side of technology.
Projects
Side projects help me push my understanding of new ideas and types of work.
I built these with tools like Codex and Claude Code, which have enabled creative building in ways that weren't available even a year ago. Experimenting with them has helped me stay current with emerging technologies and learn new disciplines. Some are live. Some live only in GitHub.
A free diagnostic that scans 30 technical fundamentals across your website: site health, email auth, security, analytics, search, performance, and AI readiness.
A free local SEO check for Name, Address, and Phone consistency across Google, Yelp, TripAdvisor, Bing, and seven more business directories. Still tweaking.
A live Arizona map of wildfires, floods, water and drought, and monsoon storms. This project is actively in development for the 2026 monsoon season.
A modern take on a WeatherFlow Tempest dashboard, with forecasts, radar, alerts, and historical tracking. See mine at wx.gibbonsfam.com.
A photo editor and cropper built for clients' Webflow sites. Works on any CMS.
Lightroom Classic plugin that auto-generates photo keywords using LLMs (Claude, Gemini, OpenAI, Ollama). Stable and in daily use.
Lightroom Classic plugin that uses vision AI (Claude, Gemini, OpenAI, Ollama) to score photos and propose a curated selection. Experimental, still iterating.
An analytics dashboard for SMBs that connects to multiple platforms and custom sources. AI handles setup and insights. Beta coming soon.
Have a project you'd like to collaborate on? I'd love to hear about it.
Schedule a Call → hello@sonoran.co
