Marketing leadership and an AI system
Socic · Online accounting firm · March 2026 to present
Socic first hired me to build a lead generation tool. A few months later, I'm running all of its marketing: brand, offer, advertising, website, organic visibility, video, alignment with the sales team and vendor coordination.
To protect client confidentiality, exact figures are not published here.
The starting point
An online accounting firm in a highly competitive market, with an offer that didn't stand out. Without a strong, clearly defined brand, marketing attracted poorly qualified prospects and too few clients. Tracking and measurement were limited, and no one provided the strategic and operational leadership needed to execute well.
What I put in place
I first worked with the founders on the fundamentals, the product and the brand, so the rollout would stay consistent and artificial intelligence could speed up execution.
Brand and positioning
Set the fundamentals that make the firm stand out in a market where every offer looks the same.
- A proprietary method, the Javelaud Method, that anchors the brand's new promise.
- An offer rebuilt around this positioning.
Product innovation
Tools that bring the offer to life and prove the firm's positioning.
- A 3-year roadmap for every client.
- A legal structure simulator that qualifies prospects and turns them into booked meetings.
- A sales tool that estimates a prospect's savings in seconds.
Rollout
Make the brand visible and get everyone pulling in the same direction, in just a few months.
- A complete overhaul across every channel: website, organic visibility, advertising and video.
- Alignment with the sales team.
- Vendor coordination.
The results
- Customer acquisition cost cut by two-thirds.
- A high-performing team pulling in the same direction.
- A strong brand, set to grow stronger over time.
- Sales and marketing teams in sync.
- Founders refocused on their core business.
