I've worked in marketing and design for the last 12+ years. Invokable is the consultancy I run now. Businesses bring me in when they're ready for a fresh perspective and new ideas, and I get to put everything I've learned into making a real difference for the people I work with.
Logo and layout work. Where I learned how a brand actually gets put together.
Identity and positioning. Who the brand is for, and why anyone should care.
The decisions upstream of the work, where the real direction gets set.
Strategy, brand, and execution at the same time, for the businesses I work with.
I started out as a designer doing logos and layout work. It's a great place to learn how brands actually get built. Every visual decision is a tiny brand decision, you just don't see it that way until a few years in.
From there I moved into brand work. Identity, positioning, that side of things. The question shifted from how something should look to why it's getting made at all.
Then strategy. Sitting in the room where the marketing decisions actually got made, instead of executing them after the fact. That's where you find out whether half the work you did downstream was solving the right problem.
And eventually owning the call, then living with whatever happened next. That part teaches you the most. It also keeps you grounded about what you do and don't know, and quick to find someone who does when the answer isn't yours.
Along the way I've worked on teams shipping for national brands and one-on-one with local owners growing something they built themselves. The mix shows up in the work. A lot of what works on a national budget doesn't carry over to a local one, and a lot of what works for a 5-person business breaks the moment you try to scale it.
Invokable is where I get to bring all of that into the work at once.
One thing I keep doing along the way is building tools. When a piece of marketing work that should take ten minutes somehow takes ten hours, I'd rather build something to fix it than keep paying that tax. The free and paid tools on this site are how that habit shows up publicly. Clients get the same treatment, often before the tool exists anywhere else.
I live in Galloway, NJ with my wife and our two little girls. We have a 110lb dog and (somehow) more chickens than we planned on. Most of my better thinking happens on a long morning run or a dog walk.
The questions that come before the marketing. Who the brand is for, what it stands for, why it should win.
Local SEO, Instagram and TikTok search, neighborhood platforms, AI Overviews. The places customers actually look for a brand near them.
The editorial machine that compounds. Built around what customers search and share, not what's easy to write.
GA4, Search Console, GBP, CRM hygiene, schema, citations, the routing that turns a form fill into a tracked customer.
I work best with growing local businesses with multiple locations, multi-truck service companies, and brands that are ready to reset their positioning. The common thread is momentum to build on. If that sounds like you, let's hop on a call.
Email outreach@invokable.io