RYI5™ is my Revenue Yield Index: a five-driver diagnostic that finds what's actually broken in your marketing before I prescribe the fix.
I'm a Fractional CMO and Strategic Marketing Advisor with 27 years of brand, growth, and creative leadership. In practice, RYI5 turns "we need a new website" into "here's what's really broken and how to treat it."
Section 01 · About
I spent 27 years building and running one of Indianapolis's top 10 marketing agencies, leading brand, growth, and creative work for Fortune 500 brands, regional builders, multi-location operators, healthcare systems, and mission-driven institutions. We installed brand platforms, ran integrated campaigns, designed retention systems, and delivered the creative that made all of it stick. More than 120 client engagements. Real revenue impact. Real exits.
In July 2024 I formally dissolved the agency to focus on a methodology I had been refining throughout those engagements: RYI5™ Revenue Yield Index. RYI5 is not a new consulting practice. It is the structured workup I had been doing intuitively for decades, made measurable. The same Marketing Strategist who built #ROADNATION for Speedco, "Why My Fave" for McAlister's, and the Final Four Flash Pass for the NCAA. Just with a diagnostic discipline in front of the creative work.
Today I am a fractional CMO and strategic marketing advisor for organizations that want their marketing to actually solve a problem, not paper over one. Brand, growth, creative, demand generation, retention systems, content, and the strategy that ties it all together. I deliver marketing. RYI5 makes sure I deliver the right marketing.
Section 01b · Competencies
Brand & Positioning Strategy
Finding the category position that keeps a business from being commoditized.
Growth & Demand Generation
Building demand systems that turn awareness into booked revenue.
Creative & Campaign Direction
Leading brand, content, and campaign work that moves the number, not just impressions.
Revenue & Margin Diagnosis
Running RYI5 to find where revenue, margin, and demand leak before a dollar is spent.
Multi-Unit & Franchise Scaling
Scaling brand and marketing across locations, franchisees, and PE-backed platforms.
Fractional & Full-Time Leadership
Embedding as a CMO without the cost of a permanent hire, or stepping into the full-time seat.
Section 02 · Assessment
Operators come to me with the pain. I take the history. I listen to the symptoms. I investigate, research, and run the workup before I write a treatment plan. Most clients arrive with a self-diagnosis. "We need a new website. We need to rebrand. We need more leads. We need TikTok." It's the same instinct that sends a patient to the doctor saying "I need antibiotics." Sometimes the answer really is antibiotics. But a good doctor doesn't hand them out without knowing what is wrong. Most agencies do. They fill the order. I run the workup first.
I run the workup first. The conversation that starts with "Why do you think you need a new website?" usually ends in a different place than where it began. Sometimes the website is fine and the brand position is wrong. Sometimes the brand is fine and your retention system is bleeding lifetime value. Sometimes everything is fine and you're priced as a commodity when you should be a category authority. The symptom the client names is almost never the disease they have.
Some clients walk in knowing exactly what they want: a website refresh, a new logo, a campaign. There is a place for that. It is immediate care, the over-the-counter work that does not need a full workup. It just is not what this practice is for. The clients I take on here want diagnosis, treatment, and a maintenance plan, the way you'd want a real doctor to handle a recurring condition. Not unnecessary lab work, not bills padded with tests you didn't need. A proper workup, an honest plan, and the ongoing care that keeps the symptom from coming back. In marketing terms, that looks like a retainer relationship: an embedded fractional CMO who installs the system, runs it, and adjusts the treatment as the business evolves.
Section 03 · Diagnosis
The diagnosis comes before the prescription. RYI5™ scores five drivers of marketing-led revenue health: Revenue Productivity, Margin Structure, Capacity Utilization, Demand Stability, and Market Position. Each scores zero to one hundred. The weighted aggregate is the RYI Composite Score. Before-and-after comparison shows whether the treatment actually moved the needle, not just individual KPIs.
The score exists so operators, PE partners, boards, and franchisors can see the same picture. Each audience views different KPIs. All five drivers are always measured.
Section 04 · Planning
Once the diagnosis is locked, I build the plan and the patient education. Course of action across the five drivers, sequenced for highest leverage. The plan is co-designed with the client so the operator understands what is being treated, why, and in what order. Most strategists analyze. Most creatives create. I do both, in the same head, on the same project, every time. The discipline of structured diagnosis feeds the brand and creative output, so the strategy becomes an actual brand platform, an actual campaign, an actual customer experience. Not a slide deck handed off to someone else to execute. The integration is the differentiator.
Section 05 · Treatment
RYI5 names the problem. These are the marketing treatments I plan, deliver, and execute. Same craft I have practiced for 27 years, sequenced by which driver the diagnosis identifies as the highest-leverage move. Treatment does not end at launch. Every engagement includes monitor, follow-up, and adjust: website maintenance plans, ongoing Google Business Profile and reputation management, lifecycle and retention cadence, dashboards, and quarterly re-scoring against the original Composite Score to confirm the prescription is still working.
Selected brands · 27 years of work
Section 06 · Tool Stack
Marketing is built on tools. These are the platforms I use to install, run, and measure the treatment plan. The list grows with the engagement, but this is the standing kit a fractional CMO walks in with.
Section 07 · Outcomes
Live and in-development case studies. Each shows the same arc: diagnosis → marketing prescription → outcome. The format reference is the Speedco / Bridgestone Americas case study, live below. The others are in build using the same template.
Section 08 · Community
Twenty-seven years of operating practice, eighteen years of board service and volunteer roles across central Indiana. The mission sector and the operator sector are the same audience, just measured differently. The board work shapes how I think about brand authority, donor lifecycle, and the long arc of supporter value.
Section 09 · Contact
Available for fractional CMO engagements and project-based strategic advisory with PE-backed, founder-led, and multi-location operators across home services, senior housing, franchise food, and transportation logistics. Also available for standalone RYI5™ diagnostic assessments. Remote only. References from operating and board-level contacts at Rolls-Royce, IBM Services, Eco Parking Technologies, PACE Air Freight, NCAA, and Indianapolis International Airport available on request.