Smart systems that give my team an edge.

Great marketing runs on strategy, and on smart systems. At Asset Based Lending, our omni-channel program runs across Google Ads, Meta, Reddit, and more, on a $1.5M+ annual budget. Every one of those platforms reports on itself. None of them could tell me which campaign or search term produced a lead Sales would never fund, or give my team one clear view of the work that mattered most for their role.

I saw the gap and decided not to wait for a vendor to fill it. I built the tools myself with Claude Code, scoped around the decisions my team makes every day. The goal was leverage: fewer hours stitching reports together, more time on strategy and creative, and a direct line from marketing activity to funded loans.

Omnium, named for our omni-channel strategy, pulls signal from Google Ads, Meta, Reddit, GA4, and our CRM. It flags wasted spend, surfaces new keyword opportunities, and auto-generates new ad groups. Most importantly, it traces lead quality back to the source, showing which channels, campaigns, and search terms produce disqualified leads, so we fix problems at the root instead of downstream.

The Marketing Command Center integrates with Asana to run the team’s work. Every team member gets a custom dashboard built from their actual job description, focused on the metrics that matter for their role. Its Industry Pulse pulls real-time marketing and housing news alongside the growth areas I’ve identified or my team has flagged, then connects those trends to current projects and skill-building opportunities.

For leadership, I built a live Marketing Impact dashboard that integrates HubSpot, Google Ads, Meta, and finance actuals into a fully loaded cost-per-funded-loan model, backed by 44 automated logic checks so the numbers hold up in the room.

Omnium cut disqualified leads by about 40% in its first month. My team spends its time on the work that moves pipeline, leadership sees marketing’s impact in the same terms as the rest of the business, and every new hire starts with a dashboard built for their role.