Senior, hands-on AI marketing direction — from an ex-agency-CEO who now builds. I tell you where AI actually earns its keep, what to build, what to buy, and what to skip. Direction grounded in shipping, not a slide deck.
Most "AI strategy" is a deck of buzzwords from someone who has never shipped a system. I spent 13 years in marketing — CEO of two agencies (TAR Group and Insight) and co-founder of DAAD Agency — before I started building AI marketing systems myself. I have 4 live builds running right now. That combination is the point: I have sat in the CEO chair making the budget calls, and I am in the code making the thing work. So when I tell you a tool is a waste of money or that a custom build is worth it, that judgment is paid for in real outcomes — not theory.
Not a 60-slide strategy you file and forget. You get a build-vs-buy roadmap for your AI marketing stack, a clear read on which tools to adopt and which to ignore, and the honest "do not bother" list that most consultants skip because it does not bill. I work as a fractional lead — senior direction on a defined cadence, sitting in on the hard decisions with your team — so the strategy moves into production instead of dying in a folder.
FIT Institute (Dubai): paid campaigns turned 121,330 AED in ad spend into ~912,550 AED in enrolled revenue — roughly 7.5x gross ROAS. FIT now gets cited by Google's AI Overview across 8 course lines and 3 industries, out-citing PwC Academy Middle East.
AI SEO platform: a system I built generated 1,230 leads at roughly $6.50 cost-per-lead. The advice I give is the advice I have already proven with my own builds.
Audit your funnel, stack and data. Find where AI earns its keep — and where it does not.
Set the build-vs-buy roadmap. Decide what to ship custom, what to buy, what to skip.
Direct the work in production with your team, measured against baseline.
Hand over the direction. Your team runs it; I step back as it improves.
You get senior, hands-on direction for a fraction of a full-time leader's cost and without the hiring risk. I work alongside your team on a defined cadence — set the build-vs-buy roadmap, sit in on the hard calls, and review real numbers. When the direction is set and your team can run it, the engagement winds down. No headcount, no severance, no 12-month ramp.
I build. I have 4 live AI builds running, including a system that produced 1,230 leads at roughly $6.50 CPL. The strategy is grounded in shipping — I am telling you what to build because I have built it, not because I read a report. A consultant who has never shipped cannot tell you what to skip.
Buy the commodity, build the moat. If a tool is mature, cheap and not a differentiator, you buy it and move on. If the value is in the plumbing between your tools and your data — the part competitors can't copy off a shelf — that is where a custom build earns its keep. Most teams over-build the commodity and under-build the moat; my job is to flip that.
Bring a real decision — a tool you are about to buy, a build you are unsure about, or an AI roadmap that is all hype and no priority. One call and I will tell you where AI would earn its keep, and what to skip.
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