The Second Click · AI Marketing & Systems

I don't advise on AI.
I ship it.

Six live AI applications built in the last twelve months. Twenty years building the systems behind them — a Citibank-backed program Polycom and Becton Dickinson bought, a $500K transformation at Philips Lighting, $5M budgets. If your team is still "exploring AI," you're already behind the people running it.

Most people talk about AI. I ship it — and it's running when I leave.

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Signature proof · the program that became a product

I built the audited version of this twenty years ago. By hand.

Hadco — the commercial lighting brand now part of Philips Lighting — had a problem every channel business has: they had no idea who was actually selling their product, or how to reward the people who were.

I was the chief architect, product manager, and the salesperson for the answer: a branded, Citibank-backed debit card program for distributors, contractors, and inside sales reps.

Here's the part that mattered. Every single invoice got audited. We built the product database, matched every claim to the product, verified the price, confirmed the participant, and produced the audit trail Citibank required before releasing a dollar. Then we built the other half — the awareness campaign, the training, the collateral that told every contractor exactly what was in it for them.

It generated about a million dollars a year in recurring revenue. Then we turned it into a product and sold it. Polycom ran it across their VAR and distributor network. Becton Dickinson ran it at pallet and truckload scale, where every line still had to be verified.

That was 2005. A team of humans did that reconciliation.
AI does it now. I'm rebuilding it.

The enemy

The problem isn't AI.
It's advice theater.

The market is drowning in people who will talk to you about AI. Frameworks. Webinars. "AI readiness assessments." Meanwhile your competitors are quietly running systems that cut cost and generate pipeline while everyone else is still in discovery.

I'm the opposite of advice theater. My deliverable is a system that's running when I leave.

Solutions, not hours

I sell outcomes with a fixed price and a running system at the end.

Channel Incentive & Rebate Intelligence

The AI-native audit engine that runs distributor, SPIFF, rebate, and co-op programs without drowning your team in invoice reconciliation. Match claim → product → price → participant, flag exceptions, build the audit trail.

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Marketing Doctrine Install

A doctrine-driven AI marketing operating system installed as a fixed-scope build — not a retainer you rent forever. GSC feeds what to write; GA4 verifies whether it worked; performance attaches to content.

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Fractional AI Marketing Leadership

An operator who ships, embedded in your team for a fixed monthly fee — strategy AND the working systems, not just the deck. 90-day value cycles, AI workflows running, reporting the CFO believes.

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The track record

Twenty years of turning messy problems into systems that pay for themselves.

+45%

MQLs with concurrent 25% revenue growth

6:1

ad-spend-to-revenue for e-commerce

+75%

organic traffic, +35% MQLs via SEO

60%

SQL conversion from B2B trade-show programs

~$1M

recurring: Citibank-backed channel program, sold to Polycom & Becton Dickinson

$500K

digital transformation at Philips Lighting (Hadco)

$5M+

budgets managed with <5% quote variance

100%

on-time HR SaaS for GM and T-Mobile (Workscape/ADP)

Brands that ran my systems

Citibank Philips Lighting Polycom Becton Dickinson General Motors T-Mobile

In their words

The people who managed me, hired me, and worked beside me.

Recommendations from LinkedIn — a former manager, collaborators, and a client.

“

An exceptional Director of Paid Media. Alan possesses a wealth of knowledge and expertise across the media landscape — SEM, Google, and LinkedIn to the emerging realms of OTT and CTV. His deep understanding of these channels has greatly contributed to the success of our campaigns, and he consistently delivers results.

“

Alan has tremendous skill at breaking complex concepts down to make them accessible to people new to the information. He built a paid media team that ran smoothly, advising clients based on their campaign data and results. I highly recommend Alan for any role in the paid media world — he's an investment any company will reap rewards from.

“

Alan is my digital marketing ace-in-the-hole. He brings the knowledge, experience and insights that lead to successful campaigns that are measurable and provide a return on investment. It can be difficult finding people who possess a true mastery of digital marketing; where their actions speak even louder than their words. I trust Al's words.

“

Alan is an exceptional strategic partner when it comes to the ever-changing online/digital space. His vision and insight are critical within the industry and he is a well respected leader. I would recommend Alan to any business looking to have an edge in the marketplace.

Read all recommendations on LinkedIn →

The operator

“I've always been the guy who turns a messy business problem into a system that pays for itself. The tools changed. The job didn't.”

I built e-commerce and HR SaaS before it was cool — HR portals for General Motors and T-Mobile at Workscape/ADP, digital work at Armstrong World Industries and AMP. Then I architected the Citibank-backed channel incentive program for Hadco that did ~$1M recurring and got productized and sold to Polycom and Becton Dickinson.

I went in-house at Philips Lighting to run a $500K digital transformation, ran a 35-person agency for a decade, and managed $5M budgets across paid, ABM, and SEO. Now I build AI systems that do all of it faster.

Full chronology on LinkedIn →

I don't advise on AI.
I ship it.

Six things I built this year. Click any of them.

The Second Click

AACI

2ndClick.io

Marketing Doctrine

Retainer Ledger

Beaufurn PIM

I built the audited version of this twenty years ago. By hand.

The problem isn't AI.
It's advice theater.

I sell outcomes with a fixed price and a running system at the end.

Channel Incentive & Rebate Intelligence

Marketing Doctrine Install

Fractional AI Marketing Leadership

Twenty years of turning messy problems into systems that pay for themselves.

The people who managed me, hired me, and worked beside me.

“I've always been the guy who turns a messy business problem into a system that pays for itself. The tools changed. The job didn't.”

Let's build something that runs.

I don't advise on AI.I ship it.

Six things I built this year. Click any of them.

The Second Click

AACI

2ndClick.io

Marketing Doctrine

Retainer Ledger

Beaufurn PIM

I built the audited version of this twenty years ago. By hand.

The problem isn't AI.It's advice theater.

I sell outcomes with a fixed price and a running system at the end.

Channel Incentive & Rebate Intelligence

Marketing Doctrine Install

Fractional AI Marketing Leadership

Twenty years of turning messy problems into systems that pay for themselves.

The people who managed me, hired me, and worked beside me.

“I've always been the guy who turns a messy business problem into a system that pays for itself. The tools changed. The job didn't.”

Let's build something that runs.

I don't advise on AI.
I ship it.

The problem isn't AI.
It's advice theater.