Our Services
Market and Competitive Position
A clear view of where you stand against your competitors, and one consistent way for your whole team to describe it.
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Competitive analysis and win/loss patterns
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Positioning statement and message pillars
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Proof points behind each claim
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Objection handling for sales
Three to four weeks
Segmentation & Persona
Who your best customers are and which segments deserve the budget.
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Customer data analysis and segment modeling
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Persona set built from behavior, not assumptions
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Channel and budget recommendations by segment
Four to six weeks
Product Launch Support
A plan for the launch in front of you, and a method for the ones after it.
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Launch strategy, timeline, and milestone plan
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Sales and partner enablement materials
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Repeatable playbook your team owns
Six to eight weeks
Fractional Leadership
Senior direction for teams that need a marketer above them, who can also offer another set of hands.
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Quarterly planning and prioritization
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Coaching for the marketers you have
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Agency and vendor oversight
Ongoing, monthly
About
I tend to show up in places where the marketing foundation hasn't been built yet, or where it exists but nobody's using it. I build the infrastructure: personas, messaging, launch playbooks, and enablement that actually ends up in sales conversations. Then I stick around long enough to figure out why something isn't working and fix it.
I work best when strategy and execution have to live in the same room. I can write the positioning framework and then sit with the agent or account manager who has to use it and figure out where it breaks down. I partner well with product, engineering, and data science teams because I take time to understand what they're actually building before I try to put words around it.
My background spans product marketing, lifecycle and retention, paid digital, and marketing operations across insurance, B2B tech, public sector, and nonprofits. I'm comfortable in complex, regulated categories where vague messaging isn't an option.
Affino has been operating since 2014.
Case Studies
From Farm to Fork
Industry Non-Profit Food & Beverage
Project Category Fractional Marketing Leadership
Five years of ongoing marketing direction across several grant cycles, scaling monthly budgets from $500 to $10,000 while connecting Washington consumers with local farms and food producers. Each cycle brought a different budget and a different mandate.
Pay-for-Click for Good
Industry Regional Dept. of Health
Project Category Pay-per-click
Statewide rollout of COVID-19 vaccine and testing information, 2020-2021. Owned an $8M paid search and digital media budget and drove 1.5 million clicks to vaccine and testing locations. Platform restrictions on health advertising pulled comparable campaigns offline throughout that period, so much of the work was building creative and targeting that stayed live as the situation changed weekly.
Modernizing Talent Partnerships
Industry Leadership and Org Development
Project Category Positioning and Messaging
Brand and website modernization for a leadership development firm. Worked from the founder's philosophy toward a market position, then rebuilt the site so it said the same thing everywhere.
Personalized Connections
Industry Personal Lines Insurance
Project Category Customer Journey and Retention
Rebuilt Salesforce and implemented Marketo at a 75-year-old personal lines carrier, replacing batch communication with behavior-triggered onboarding, cross-sell, and renewal programs built on customer segments rather than send dates.
Contact us today.
Tell me what you're working on and I'll tell you whether I'm the right fit for it. If I'm not, I usually know who is.