About
20 years building marketing systems. The last few making them run on AI.
Senior marketing leadership that also builds the infrastructure. Not handed off. Done by the same person who set the strategy.
Background
Strategy is easy. Execution is where most marketing breaks down.
I started in digital performance marketing – search, paid media, analytics. The kind of work where you can’t hide behind a brand story. You either hit the CAC target or you don’t. That baseline shapes how I think about everything that came after.
Over 20 years, I moved through agency roles, B2B SaaS product marketing at enterprise scale (Arcadis, GoDaddy), growth frameworks for technology businesses, and executive-level marketing strategy across US, UK, and EU markets. Somewhere in the middle I became the person in the room who could both write the strategy and implement the technical system underneath it.
The last few years I’ve been building the AI automation side — agentic content pipelines, marketing workflow automations, local-first model deployments. Not as a side project. As the next logical extension of the same work: how do you make marketing scale without just throwing headcount at it?
This practice is built on that combination. Senior marketing leadership that also builds the infrastructure. One partner who owns the full system — strategy, execution, and the AI layer underneath it.
How I work
A small client list. Full engagement. No hand-offs.
I work with a small number of clients at a time — by design. When you work with me, you work with me directly. Not a junior account manager. Not a team that changes every quarter. Me.
01
Strategy first, always
Every engagement starts with understanding the business objective. Not the marketing brief — the underlying commercial goal and the constraint you’re trying to solve.
02
Build to measure from day one
I won’t run a campaign or build a pipeline that can’t be measured. Attribution, tracking, and reporting structure come before execution, not after it.
03
Integrate, don’t fragment
The most expensive mistake in marketing is running strategy in one place and execution somewhere else. I own both sides — so the gaps don’t appear.
04
Automate what’s repeatable
Manual processes that run every week are where scale breaks. I identify and automate those early — before they become headcount problems.
05
No pitch decks without substance
I don’t produce strategy documents that live in a slide deck and never get executed. If I recommend something, it can be built.
06
Limited engagements, full attention
I don’t take on more work than I can execute properly. If the scope grows beyond what I can own at quality, I’ll tell you before the project starts.
Career
Built from both sides. Technical foundation. Marketing leadership.
I didn’t start in marketing. I came from a technical background — which is exactly why I can build what most marketers can only describe. The path wasn’t straight, but every step was deliberate.
Technical foundation
IT, networks, and the web
Started in IT — networks, systems, web development. Built things and fixed things before anyone asked me to market them. Learned how infrastructure actually works. That grounding shapes everything I’ve done since, including this website, which runs on a custom WordPress block theme I built from scratch.
Entry into marketing
Digital performance – search, paid media, analytics
Moved into digital marketing through performance channels: SEO, PPC, analytics. The discipline that doesn’t let you hide behind a brand story. You either hit the CAC target or you don’t. That accountability became the foundation for how I approach every engagement.
Agency years
Across clients, industries, and budgets
Agency work across multiple client types and sectors. Fast education, real consequences, no hiding when campaigns don’t convert. Built breadth of tactical skill and developed the systems thinking that comes from running campaigns for very different businesses at the same time.
Enterprise scale
B2B SaaS – GoDaddy, Arcadis
Product marketing at enterprise scale. Built the product marketing function at Arcadis Gen from scratch: ICP definition, competitive positioning, messaging framework, and three consecutive annual go-to-market launches across US, UK, and EU markets. Tripled product revenue over three years. The GTM framework was adopted across other products in the portfolio.
Senior leadership
Marketing Leader – full strategic ownership
Stopped handing things off. Owned strategy and the infrastructure that delivered it. Board-level reporting, team building, cross-market execution. The point where 15 years of building finally compounded into something that could run at the level companies actually need.
Now
AI-augmented marketing systems
Building agentic content pipelines, local-first AI deployments, and marketing workflow automation. Not a pivot — the natural extension of the same question I’ve been answering for 20 years: how do you make marketing scale without just throwing headcount at it?
WordPress community
WordPress has been part of the toolkit since the early days — first as a technical platform, then as a content and marketing system, now as a block theme I build from scratch. This site runs on a custom FSE theme I wrote myself. WordPress.org profile →
What clients say
“I hand-picked Marko because of his vision, framework, and processes to establish the product marketing function. He can build a domain from scratch, scale an existing team, and transform the impact product marketing can have on an organisation. He applied his framework to the 2023 Arcadis Gen GTM plan, which was adopted by others. I would hire Marko again in a heartbeat.”
Stefan Roeser
Demand Gen Guru, Arcadis Gen
“Marko managed the marketing process end-to-end: positioning, messaging, value proposition, target audience, sales enablement, and go-to-market strategy. His strategic growth plans significantly increased profitability and customer wins. EDA wouldn’t be at the growth trajectory it is without him.”
Violet Diamanti-Race MCIM
Senior Product Marketing Manager, Flowable
Ready to build a marketing system that actually works?
Tell me what you’re working with. Three minutes to fill in the brief. I review every inquiry personally and only respond where there’s a genuine fit.