How I Work

My Philosophy

Diagnosis Before Prescription I lead with "let's figure out which breakpoint is actually killing your growth. Sometimes it's positioning. Sometimes it's retention. Sometimes it's three things compounding each other. But we don't guess. We diagnose.

Systems, Not Symptoms Low conversion isn't always a landing page problem. Often it's unclear positioning upstream. High CAC isn't always an ads problem. Often it's poor customer definition wasting budget on wrong-fit prospects.

I fix the system that makes tactics effective, not just the visible symptom.

Education, Not Dependency I don't believe in black-box consulting where you get a 100-page deck and no understanding. I teach you my frameworks so you can diagnose problems independently. You'll leave our engagement smarter about marketing strategy, not just with a plan you can't execute without me.

Partnership, Not Vendor I work with you, not for you. This is a strategic partnership where I bring expertise and frameworks, you bring knowledge of your business and customers, and together we build something that works.

Business Outcomes, Not Marketing Activity I measure success by revenue, retention, and ROI

If sales cycles shorten, close rates improve, CAC decreases, and retention increases, the marketing is working. Everything else is vanity.

Whether you need a quick diagnostic, foundational strategy, or complete integrated roadmap, I'll help you identify which breakpoint is killing your growth and build a plan to fix it.

Organizations experience growth challenges differently. Some need clarity around positioning. Others need alignment across teams. Some are preparing to scale and want to avoid building complexity too early.

Rather than offering predefined marketing services, I work with leadership teams in a small number of focused ways depending on the situation.

Ready to Discover Which Breakpoint Is Killing Your Growth?

I offer a complimentary 30-minute strategy call:

  • Discuss your current growth challenges

  • Identify which breakpoint might be the root cause

  • Explore whether working together makes sense

  • Give you clear next steps regardless of whether we work together

No sales pitch. Just strategic clarity.

Lets chat

The 5 Breakpoint Assessment

A comprehensive diagnostic that identifies which of the five breakpoints is costing you the most revenue.

Think of this as an X-ray for your marketing. We examine positioning clarity, customer definition, messaging segmentation, channel integration, and retention strategy to identify which breakpoint is affecting growth and why.

The outcome is a clear understanding of the root causes and a prioritized set of recommendations.

Typical situations:
 • Growth has plateaued
 • Marketing and sales disagree on quality
 • Churn is rising without clear explanation
 • Teams are busy but momentum is inconsistent
Timeline: 3 weeks
Deliverables: Diagnostic audit + findings presentation + action plan

Foundation Strategy

A structured working engagement with leadership to realign the foundation: positioning, customer definition, and messaging strategy.

This is for companies where Breakpoints 1, 2, and 3 are the primary issues—you need clarity on who you are, who you serve, and what you say to them.

We don't just audit the problem. We build the solution: clear positioning, behavioral personas, segmented messaging frameworks, and a roadmap to implement it all.

Typical situations:
 • Unclear or complicated positioning
 • multiple teams communicating differently
 • onboarding not matching promise
 • expansion into new markets or segments
Timeline: 8 weeks
Deliverables: Weekly working sessions + async work + final strategic roadmap

Ongoing Advisory

Some organizations benefit from an external perspective over time.

In this role, I act as a strategic advisor to leadership, helping evaluate decisions, reviewing initiatives, and identifying risks before they become expensive problems.

This is not day-to-day marketing management. It is periodic guidance and decision support as the organization grows.

Typical situations:
 • first-time CMO or VP Marketing
 • CEOs who need marketing counsel but aren't ready to hire a full-time CMO
 • Companies navigating rapid growth or market changes

Integrated Growth Strategy

A comprehensive engagement that addresses all 5 Breakpoints: positioning, customer definition, messaging, channel integration, and retention strategy.

This is for companies that need complete strategic transformation not just fixing one area, but building an integrated system that connects positioning through customer advocacy.

We diagnose the full landscape, prioritize what to fix first, then build a complete roadmap with frameworks for implementation.

Typical situations:
 • Companies preparing for Series B/C funding & need to build marketing
 • Companies experiencing growth plateau despite increased marketing 
 • Teams with multiple breakpoints compounding each other
Timeline: 12 weeks
Deliverables: Bi-weekly working sessions + async work + quarterly check-ins (3 months post-project)

Most companies don’t have a lead problem. They have a clarity problem.

Trusted by Leading Marketers

“Dina developed our first Integrated Marketing Communications plan, bringing the marketing and communications teams together during strategy and planning. She aligned multiple stakeholders around a cohesive customer journey and truly rose to the occasion.”

— Group Marketing Director, SaaS

“Dina’s strategic vision turned the Toronto Raptors influencer partnership into a resounding success. She seamlessly integrated athletes and creators into a cohesive campaign that strongly resonated with our audience.”

— Marketing Manager, Brand & Influencer Strategy

“Dina quickly understood our business and translated it into a clear and effective marketing approach. Her recommendations informed our internal marketing strategy and helped extend our reach to new audiences.”

—Public Sector Executive