Why marketing breaks down
STRATEGY WITHOUT EXECUTION FAILS
Most marketing doesn't fail because of effort or intent.
It falls flat because of the chasam between the plan and the pulling off of the plan. Strategy and execution are in separate timezones.
Decisions get made by people who don't build the work. Creative is outsourced, interpreted, and disconneted from the original vision. Agencies optimize for output, not outcomes.
When no one owns both the thinking and the making, momentum grinds to a halt.
Marketing needs clear ownership, not more activity.
Real growth happens when one team is responsible for the strategy, creative, and execution.
And is accountable for what happens next.
Execution doesn't happen from the sidelines
Our Team
How the work gets done
Hint: Exceptionally high standards.
BirdDog Creative is built around a simple idea- marketing strategy and creative execution should never be separated.
As a fractional CMO, I don't advise from the sidelines or manage outsourced vendors at arm's length. I take responsibility for the plan and the work that brings it to life.
How we work
Ownership
I don’t advise from the sidelines.
If I’m responsible for the strategy, I’m responsible for the execution that follows.
That means fewer handoffs, fewer excuses, and no confusion about who owns the outcome.
This photo was taken during the grand opening of the Drama and Ted Russell Nursing Building at Carson-Newman University, where I served as Assistant Vice President for Marketing and Communications.
My team handled the branding, signage, messaging, and event execution.
When something needed to be handled in the moment, it was. Including retrieving misplaced drink glasses.
This photo was taken during the grand opening of the Drama and Ted Russell Nursing Building at Carson-Newman University, where I served as Assistant Vice President for Marketing and Communications.
My team handled the branding, signage, messaging, and event execution.
When something needed to be handled in the moment, it was. Including retrieving misplaced drink glasses.
That’s what ownership looks like.
JUDGEMENT
Good marketing isn’t about doing more.
It’s about making better decisions.
After years inside media, production, and executive leadership, I’ve learned what moves the needle and what’s just noise. Not every idea deserves execution. Not every trend deserves attention.
Judgment is knowing what to pursue, what to ignore, and when to act.
That’s what experience buys you. Take a peek under the hood here.
ACCOUNTABILITY
Strategy only matters if someone stays with it long enough to see what works and what doesn’t.
Accountability means tracking what changes once the work is in market.
It means adjusting when something underperforms, doubling down when it works, and being honest when a tactic isn’t worth continuing.
There’s no handoff here. No disappearing act after delivery.
If I’m responsible for the strategy and execution, I’m responsible for the outcome.
That’s the job.
Why marketing breaks down
STRATEGY WITHOUT EXECUTION FAILS
Most marketing doesn't fail because of effort or intent.
It falls flat because of the chasam between the plan and the pulling off of the plan. Strategy and execution are in separate timezones.
Decisions get made by people who don't build the work. Creative is outsourced, interpreted, and disconneted from the original vision. Agencies optimize for output, not outcomes.
When no one owns both the thinking and the making, momentum grinds to a halt.
Marketing needs clear ownership, not more activity.
Real growth happens when one team is responsible for the strategy, creative, and execution.
And is accountable for what happens next.
Execution doesn't happen from the sidelines
How the work gets done
Hint: Exceptionally high standards.
BirdDog Creative is built around a simple idea- marketing strategy and creative execution should never be separated.
As a fractional CMO, I don't advise from teh sidelines or manage outsourced vendors at arm's length. I take responsibility for the plan and the work that brings it to life.
How we work
Ownership
I don’t advise from the sidelines.
If I’m responsible for the strategy, I’m responsible for the execution that follows.
That means fewer handoffs, fewer excuses, and no confusion about who owns the outcome.
This photo was taken during the grand opening of the Drama and Ted Russell Nursing Building at Carson-Newman University, where I served as Assistant Vice President for Marketing and Communications.
My team handled the branding, signage, messaging, and event execution.
When something needed to be handled in the moment, it was. Including retrieving misplaced drink glasses.
This photo was taken during the grand opening of the Drama and Ted Russell Nursing Building at Carson-Newman University, where I served as Assistant Vice President for Marketing and Communications.
My team handled the branding, signage, messaging, and event execution.
When something needed to be handled in the moment, it was. Including retrieving misplaced drink glasses.
That’s what ownership looks like.
JUDGEMENT
Good marketing isn’t about doing more.
It’s about making better decisions.
After years inside media, production, and executive leadership, I’ve learned what moves the needle and what’s just noise. Not every idea deserves execution. Not every trend deserves attention.
Judgment is knowing what to pursue, what to ignore, and when to act.
That’s what experience buys you.
ACCOUNTABILITY
Strategy only matters if someone stays with it long enough to see what works and what doesn’t.
Accountability means tracking what changes once the work is in market.
It means adjusting when something underperforms, doubling down when it works, and being honest when a tactic isn’t worth continuing.
There’s no handoff here. No disappearing act after delivery.
If I’m responsible for the strategy and execution, I’m responsible for the outcome.
That’s the job.
What This Looks Like In Practice
Why marketing breaks down
STRATEGY WITHOUT EXECUTION FAILS
Most marketing doesn't fail because of effort or intent.
It falls flat because of the chasam between the plan and the pulling off of the plan. Strategy and execution are in separate timezones.
Decisions get made by people who don't build the work. Creative is outsourced, interpreted, and disconneted from the original vision. Agencies optimize for output, not outcomes.
When no one owns both the thinking and the making, momentum grinds to a halt.
Marketing needs clear ownership, not more activity.
Real growth happens when one team is responsible for the strategy, creative, and execution.
And is accountable for what happens next.
Execution doesn't happen from the sidelines
Our Team
How the work gets done
Hint: Exceptionally high standards.
BirdDog Creative is built around a simple idea- marketing strategy and creative execution should never be separated.
As a fractional CMO, I don't advise from teh sidelines or manage outsourced vendors at arm's length. I take responsibility for the plan and the work that brings it to life.
How we work
Ownership
I don’t advise from the sidelines.
If I’m responsible for the strategy, I’m responsible for the execution that follows.
That means fewer handoffs, fewer excuses, and no confusion about who owns the outcome.
This photo was taken during the grand opening of the Drama and Ted Russell Nursing Building at Carson-Newman University, where I served as Assistant Vice President for Marketing and Communications.
My team handled the branding, signage, messaging, and event execution.
When something needed to be handled in the moment, it was. Including retrieving misplaced drink glasses.
This photo was taken during the grand opening of the Drama and Ted Russell Nursing Building at Carson-Newman University, where I served as Assistant Vice President for Marketing and Communications.
My team handled the branding, signage, messaging, and event execution.
When something needed to be handled in the moment, it was. Including retrieving misplaced drink glasses.
That’s what ownership looks like.
JUDGEMENT
Good marketing isn’t about doing more.
It’s about making better decisions.
After years inside media, production, and executive leadership, I’ve learned what moves the needle and what’s just noise. Not every idea deserves execution. Not every trend deserves attention.
Judgment is knowing what to pursue, what to ignore, and when to act.
That’s what experience buys you.
ACCOUNTABILITY
Strategy only matters if someone stays with it long enough to see what works and what doesn’t.
Accountability means tracking what changes once the work is in market.
It means adjusting when something underperforms, doubling down when it works, and being honest when a tactic isn’t worth continuing.
There’s no handoff here. No disappearing act after delivery.
If I’m responsible for the strategy and execution, I’m responsible for the outcome.
That’s the job.
What This Looks Like In Practice
From Direction to Delivery
When strategy and media creation live under one roof, momentum compounds.
Decisions move faster. Creative stays aligned. Execution doesn’t drift. The work improves because the feedback loop is tight and responsibility is clear.
These projects span industries, formats, and goals but they share one thing in common: strategy and execution were owned by the same team from start to finish.
When strategy and media creation live under one roof, momentum compounds.
Decisions move faster. Creative stays aligned. Execution doesn’t drift. The work improves because the feedback loop is tight and responsibility is clear.
These projects span industries, formats, and goals but they share one thing in common: strategy and execution were owned by the same team from start to finish.
What This Looks Like In Practice
From Direction to Delivery
What This Looks Like In Practice
From Direction to Delivery
When strategy and media creation live under one roof, momentum compounds.
Decisions move faster. Creative stays aligned. Execution doesn’t drift. The work improves because the feedback loop is tight and responsibility is clear.
These projects span industries, formats, and goals but they share one thing in common: strategy and execution were owned by the same team from start to finish.
SCOPE & EXPERIENCE
Where we applied our approach
Experience:
20+
Years in media, marketing, and communications leadership
Clients Served:
C-Suite &VP Level
Strategic partner inside complex organizations
Outcomes:
$26m+
Revenue impact through executive leadership roles
End-to-End Ownership
Strategy through
Delivery
All under one roof, one team, zero handcuffs
SCOPE & EXPERIENCE
Where we applied our approach
Experience:
20+
Years in media, marketing, and communications leadership
Clients Served:
C-Suite &VP Level
Strategic partner inside complex organizations
Outcomes:
$26m+
Revenue impact through executive leadership roles
End-to-End Ownership
Strategy through
Delivery
All under one roof, one team, zero handcuffs
SCOPE & EXPERIENCE
Where we applied our approach
Experience:
20+
Years in media, marketing, and communications leadership
Clients Served:
C-Suite &VP Level
Strategic partner inside complex organizations
Outcomes:
$26m+
Revenue impact through executive leadership roles
End-to-End Ownership
Strategy through
Delivery
All under one roof, one team, zero handcuffs
Strategic Direction
Decide First. Execute With Confidence.
Strategic Direction
Decide First. Execute With Confidence.
Strategic Direction
Decide First. Execute With Confidence.
1
Get the Facts Right
Good marketing starts with good judgement and knowing what is important and why. We align around what matters most, so every move follows with purpose.
2
Built In-House
Execution Without Drift
Strategy and production all happen at the same desk. No handoff, no interpretation. That way the work moves fast and on target
3
Watch It. Tune It. Improve It.
Once we go to market, I stay involved. No 'deliver and dip'. We watch what lands, adjust fast, and ditch what doesn't.
1
Get the Facts Right
Good marketing starts with good judgement and knowing what is important and why. We align around what matters most, so every move follows with purpose.
2
Built In-House
Execution Without Drift
Strategy and production all happen at the same desk. No handoff, no interpretation. That way the work moves fast and on target
3
Watch It. Tune It. Improve It.
Once we go to market, I stay involved. No 'deliver and dip'. We watch what lands, adjust fast, and ditch what doesn't.
1
Get the Facts Right
Good marketing starts with good judgement and knowing what is important and why. We align around what matters most, so every move follows with purpose.
2
Built In-House
Execution Without Drift
Strategy and production all happen at the same desk. No handoff, no interpretation. That way the work moves fast and on target
3
Watch It. Tune It. Improve It.
Once we go to market, I stay involved. No 'deliver and dip'. We watch what lands, adjust fast, and ditch what doesn't.
From The People In The Room
From The People In The Room
From The People In The Room
Kyle, and the leadership he provided for his team, really leveled-up our school's credibility and built excitement for our programs and distinctives. If you consult with him or (better yet) hire him at your company, you'll be glad you did. I've not encountered anyone else with the variety of marketing, communications, production, AND executive leadership skills Kyle brings to the table.
Dr. Matt Bryant Cheney
Asst. Prof of English, Georgia College
"I knew I could always turn to Kyle for reliable advice and creative ideas"
Kyle helped us get our marketing operations off the ground at HomeLedger and gave us real momentum early. Starting from zero, he led outbound email and social efforts and brought clear opinions and direction to our weekly strategy conversations. Working remotely was never a limitation. The biggest difference was having someone who didn’t just execute, but helped us decide what actually mattered. Kyle operated like a true partner and helped us move faster with confidence.
Clem McDavid
Founder and CEO, HomeLedger
"Judgement and Ownership"
Great work! We are very pleased with the final product. We are set for the BICSI launch and exited to get this posted
Mahrissa Arrington
Marketing Director, Softing IT
"LOVES IT"
Kyle, and the leadership he provided for his team, really leveled-up our school's credibility and built excitement for our programs and distinctives. If you consult with him or (better yet) hire him at your company, you'll be glad you did. I've not encountered anyone else with the variety of marketing, communications, production, AND executive leadership skills Kyle brings to the table.
Dr. Matt Bryant Cheney
Asst. Prof of English, Georgia College
"I knew I could always turn to Kyle for reliable advice and creative ideas"
Kyle helped us get our marketing operations off the ground at HomeLedger and gave us real momentum early. Starting from zero, he led outbound email and social efforts and brought clear opinions and direction to our weekly strategy conversations. Working remotely was never a limitation. The biggest difference was having someone who didn’t just execute, but helped us decide what actually mattered. Kyle operated like a true partner and helped us move faster with confidence.
Clem McDavid
Founder and CEO, HomeLedger
"Judgement and Ownership"
Great work! We are very pleased with the final product. We are set for the BICSI launch and exited to get this posted
Mahrissa Arrington
Marketing Director, Softing IT
"LOVES IT"
Kyle, and the leadership he provided for his team, really leveled-up our school's credibility and built excitement for our programs and distinctives. If you consult with him or (better yet) hire him at your company, you'll be glad you did. I've not encountered anyone else with the variety of marketing, communications, production, AND executive leadership skills Kyle brings to the table.
Dr. Matt Bryant Cheney
Asst. Prof of English, Georgia College
"I knew I could always turn to Kyle for reliable advice and creative ideas"
Kyle helped us get our marketing operations off the ground at HomeLedger and gave us real momentum early. Starting from zero, he led outbound email and social efforts and brought clear opinions and direction to our weekly strategy conversations. Working remotely was never a limitation. The biggest difference was having someone who didn’t just execute, but helped us decide what actually mattered. Kyle operated like a true partner and helped us move faster with confidence.
Clem McDavid
Founder and CEO, HomeLedger
"Judgement and Ownership"
Great work! We are very pleased with the final product. We are set for the BICSI launch and exited to get this posted
Mahrissa Arrington
Marketing Director, Softing IT
"LOVES IT"
"I knew I could always turn to Kyle for reliable advice and creative ideas"
Kyle, and the leadership he provided for his team, really leveled-up our school's credibility and built excitement for our programs and distinctives. If you consult with him or (better yet) hire him at your company, you'll be glad you did. I've not encountered anyone else with the variety of marketing, communications, production, AND executive leadership skills Kyle brings to the table.
Dr. Matt Bryant Cheney
Asst. Prof of English, Georgia College
"Judgement and Ownership"
Kyle helped us get our marketing operations off the ground at HomeLedger and gave us real momentum early. Starting from zero, he led outbound email and social efforts and brought clear opinions and direction to our weekly strategy conversations. Working remotely was never a limitation. The biggest difference was having someone who didn’t just execute, but helped us decide what actually mattered. Kyle operated like a true partner and helped us move faster with confidence.
Clem McDavid
Founder and CEO, HomeLedger
"LOVES IT"
"Loves It"
Great work! We are very pleased with the final product. We are set for the BICSI launch and exited to get this posted
Mahrissa Arrington
Marketing Director, Softing IT
From the People in the Room
From Higher Ed to Local Service Brands and SaaS Startups
From Higher Ed to Local Service Brands and SaaS Startups
From Higher Ed to Local Service Brands and SaaS Startups
LET'S TALK ABOUT WHAT MATTERS
If you’re looking for clarity, momentum, and a partner who stays involved, this is a good place to start.
LET'S TALK ABOUT WHAT MATTERS
If you’re looking for clarity, momentum, and a partner who stays involved, this is a good place to start.
LET'S TALK ABOUT WHAT MATTERS
If you’re looking for clarity, momentum, and a partner who stays involved, this is a good place to start.