Real Diagnoses. Real Results.
Senior marketing work across healthcare, luxury, and founder-led businesses.Different industries. Same pattern: a strong organization needed to be understood, trusted, and chosen more clearly.
Case Study 1 — From Invisible to Found
Founder-Led Business
Challenge: Excellent service, almost no visibility. The business was strong but hard to find in the searches that mattered, and its messaging sounded like everyone else's.
Work:
Martin identified the one differentiator that actually mattered to buyers, then built messaging around it and placed it deliberately across the website, Google presence, and the signals that establish authority.
Result:
Tracked visibility rose from 5% to 70% in nine months across Google and AI search — without paid ads carrying the growth. The differentiator we engineered was picked up by AI search and now surfaces consistently in the answers people see when they look the business up.
65%
Visibility Increase
Lesson: Many visibility problems are clarity problems in technical disguise. Fix the message, the structure, and the proof, and discovery follows
Case Study 2 — 365% Growth in Mexico, #2 in Brazil
Parfums de Marly
Challenge: A global luxury fragrance brand needed to grow across Latin American markets, distributors, and retail environments — without weakening the premium positioning that made it valuable.
Work: Leading marketing for Latin America and Travel Retail Americas, Martin read each market on its own terms. In Mexico, the diagnosis was the distributor: the incumbent wasn't willing to grow or execute the strategy. Martin moved the brand to a new distributor and rebuilt the retail strategy, including a stronger partnership with Palacio de Hierro. In Brazil, he analyzed point-of-sale performance and recommended the changes that repositioned the brand at retail.
Distinctive
%
Growth in Mexico
#2
Niche Brand in Brazil
Result: Mexico grew 365% in a single year. In Brazil, the brand became the #2 niche fragrance brand in the market, per CIRCANA data.
Lesson: Premium brands grow when strategy protects the positioning and tactics adapt to what each market is actually showing.
Case Study 3 — Changing How a Community Saw Its Hospital
HMH Palisades Medical Center
Challenge: A hospital full of talented doctors, nurses, and staff had a perception problem. The quality was there; the community didn't fully see it yet.
Work: Martin built two campaigns rooted in real human stories. "My Story" featured Miracle on the Hudson survivor Dave Sanderson. A second campaign let nurses tell the community why they became nurses and what care meant to them — an emotional angle that landed with the audiences the hospital most needed to reach. Both ran across a wide media mix, from digital to out-of-home. Martin also launched the medical center's first social media presence, presented competitive strategy to leadership, and supported communications through the merger with Hackensack Meridian Health.
Result: The campaigns reached hundreds of thousands and helped reshape how the community saw the hospital.
Lesson: In healthcare, authentic human stories build trust faster than polished but generic messaging.
Martin transformed how we connect with our community and patients. He identified new opportunities and new audiences to reach in meaningful ways. Professional, creative, and strategic.
— VP of External Affairs, Hackensack Meridian Health – Palisades Medical Center