Hi, I’m Lisa. I help marketing plans get funded.

I lead media for ecommerce and CPG brands by day, teach marketing at night, and write as the AI Revenue Professor for the CMOs, VPs, and ecommerce leaders who have to defend the budget.

→ Get the Fundable Plan Checklist

→ Watch my podcast and panel appearances

What I do

15+ years of scaling DTC, ecommerce, and CPG brands, and most of what I write about comes from the decisions in between channels: what to fund, how to read a halo honestly, and when to stop a test.

Selected results

• 143–332% conversion lifts from lifecycle programs I’ve led.
• 33% less time on content creation after an agency-wide AI prompting training I led.
• TikTok Shop launches for food, home, and toy brands.
• +183% website conversion rate via lifecycle program optimizations.

Why “the Professor”

I teach marketing at Cleary University. Teaching keeps me honest: if I can’t explain why a plan should get funded to a classroom, I can’t defend it in a budget meeting either.

I write as the AI Revenue Professor because marketing shouldn’t be guesswork. It should be precise, repeatable, and fundable. Every plan I build answers three questions before it spends a dollar: what’s the budget, what’s the floor that says it’s working, and what’s the stop rule?

What I talk about

• Marketing plans that get funded: The budget, the floor, and the stop rule.
• TikTok Shop vs. TikTok Ads: Two P&Ls sharing an app, and how to read the halo without fooling yourself.
• Retail media and the cross-channel scorecard: Reading impact beyond one channel.
• Lifecycle and owned media: Turning first orders into second orders.
• AI search and GEO: How AI decides which brands to cite, and what to do about it.

Speaking and podcasts

• eCommerce Explored panel: “Holiday Ready or Holiday Reactive?” Hosted by Chloe Thomas (Oct 2026). Watch
• SEO On-Air (Stan Ventures): “How AI Decides Which Brands To Cite” (Jul 2026). Watch
• Keep Optimising, ep. 288: “Customer Acquisition: Mastering the 4 Steps to GEO Success”. Listen
• Net Influencer expert roundup: “Should brands spend real effort in creator comment sections?” Read

→ Watch the playlist

Background

• Now: Head of Media, Blue Wheel. Founded the Lifecycle and Owned Media divisions.
• Before Blue Wheel: Tinuiti; Director of Digital Strategy, Central Michigan University; Quicken Loans. I’ve also developed marketing strategies for brands seen on Shark Tank.
• Teaching: Marketing at Cleary University.
• Education: MBA, Central Michigan University; BA, Michigan State University.
• Certifications: 12+ marketing certifications.
• Author: Social Media Mastery: A Primer, a practical guide to brand awareness, audience engagement, cost-effective advertising, and measuring campaign performance, written for students, business owners, and marketers updating their skills.

Get the newsletter

Each week, the AI Revenue Professor breaks down one plan, channel, or framework you can take into your next budget meeting. Subscribe and get the one-page Fundable Plan Checklist free.

→ Get the Fundable Plan Checklist

Get in touch

For podcasts, panels, guest lectures, bylines, and media: madprof@madprofmarketing.com

→ Email the Mad Prof

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