Rob Phillips
Enterprise Marketing Systems Leader
I design narrative, brand, and revenue architectures that make complex portfolios easier to buy.
How I Show Up in the Work
Most organizations don’t need a different marketer.
They need a different mode of leadership.
I operate in three, depending on the problem in front of the business.
The Three “Me’s”
The Builder
For organizations that need momentum.
I lead hands-on go-to-market work including positioning, demand generation strategy, sales enablement, and early lifecycle messaging to establish traction and pipeline. This often includes clarifying ICPs, defining offers, and aligning Marketing and Sales around a shared GTM plan.
This mode shows up most often in Series A to C SaaS, founder-led teams, or organizations rebuilding momentum after change.
The Operator
For organizations that need reliability at scale.
I lead the execution and operational discipline required to make marketing work consistently across teams, products, and regions. This includes establishing operating cadence, lifecycle governance, demand and pipeline visibility, and tight alignment with Sales, Product, and Customer Success.
In this mode, the focus is turning strategy into repeatable execution through clear ownership, decision frameworks, and systems that support forecasting, prioritization, and performance accountability.
The Architect
For organizations that need coherence.
I design the narrative, brand, and go-to-market architecture that explains what the company sells, how offerings relate, and why customers should care. This work includes brand and product architecture, positioning frameworks, messaging systems, and portfolio-level GTM logic.
The goal is to reduce internal confusion, increase sales confidence, and ensure demand generation, product marketing, and sales enablement reinforce the same story instead of competing narratives.
The work changes.
The discipline does not.
$30M+
Sales Pipeline Generated in 5 Months
100+
Products Consolidated Across 10+ Acquisitions
40%+
Email Open Rates (2x Industry Average)
$1M+
Value Delivered via Internal Brand Architecture
My Operating Model
Most marketing challenges in complex B2B organizations are not execution problems. They are structural clarity problems.
When portfolios grow through acquisition, rapid product expansion, or AI-driven complexity, teams lose a shared understanding of what they sell, how offerings relate, and why customers should care. Demand slows, sales confidence drops, and marketing activity increases without improving outcomes.
My operating model is designed to solve that problem.
The Portfolio Clarity Operating Model is a systems-based approach that turns fragmented portfolios into clear, scalable, and commercially effective go-to-market systems.
It consists of four stages:
1. Diagnose Structural Confusion
I start by identifying where clarity breaks down across the portfolio. This includes product sprawl, overlapping value propositions, inconsistent naming, and misaligned internal narratives. The goal is not to audit marketing activity, but to surface the structural decisions that are limiting understanding, confidence, and growth.
2. Establish Portfolio and Narrative Logic
Next, I define how the portfolio should be understood by customers, sellers, and partners. This includes brand architecture, product hierarchy, naming conventions, and message architecture. The output is a clear narrative system that explains what the company offers, how solutions relate, and how value is created.
3. Translate Clarity into Revenue Systems
Clarity only matters if it moves the business. I translate portfolio logic into practical go-to-market systems including sales enablement, demand generation frameworks, lifecycle messaging, and operational dashboards. This ensures clarity shows up in pipeline creation, deal progression, and customer adoption.
4. Govern for Scale and Change
Finally, I implement governance models that allow the system to scale. This includes decision frameworks, standards, and enablement tools that help teams make faster, smarter decisions as the portfolio evolves through growth, acquisition, or AI-driven expansion.
The result is a marketing and go-to-market organization that operates with confidence, consistency, and commercial impact, even in highly complex environments.
As AI accelerates product proliferation and portfolio complexity, clarity at the architecture and narrative level will increasingly determine which organizations can scale confidently and which stall under their own complexity.
Featured Work
Built $30M Pipeline from Zero
CorVent Medical | February 2025 - November 2025
Joined medical device manufacturer with zero marketing infrastructure. Implemented complete revenue engine in 5 months:
Implemented Dynamics CRM from ground up
Created proprietary "Weekly 100" lead gen system using AI + ZoomInfo
Generated 19,000 targeted contacts resulting in 250 qualified opportunities
Achieved 40%+ email open rates (2x industry average)
Built automated dashboards reducing reporting time 70%
All with approximately $4K monthly budget
Enterprise Brand Architecture
WEX | March 2020 - May 2024
Led 4-year strategic initiative consolidating fragmented brand portfolio across global fintech organization:
Unified 100+ legacy product names across existing portfolio and 10+ acquisitions
Created proprietary decision tree frameworks for brand hierarchy and naming governance
Managed 2-person team delivering $1M+ value internally vs. external consultancy costs
Established systematic naming conventions where none existed previously
Accelerated product launches including 10-4 by WEX through clear brand guidelines
Built global messaging standards across Europe, UK, Australia, and APAC markets
Created scalable "branded house" strategy for future M&A integration
CorVision UI Modernization
CorVent Medical | February 2025 - November 2025
Led complete redesign of ventilator user interface to enhance competitive positioning:
Designed entire application interface in Figma from scratch
Modernized legacy perception of product technology
Improved product usability and market differentiation
Coordinated cross-functional implementation strategy
Core Expertise
Revenue Engine Building
I build complete marketing infrastructures from zero, implementing CRM systems, creating lead generation methodologies, and establishing automated workflows that deliver qualified pipeline to sales teams.
Brand Architecture & M&A Integration
I unify fragmented brands post-acquisition, creating cohesive naming conventions, decision frameworks, and governance models that reduce confusion and accelerate go-to-market execution.
AI-Powered Marketing Automation
I leverage AI, marketing automation, and data integration to create scalable campaigns, from ChatGPT-enhanced email personalization to predictive lead scoring and real-time dashboards.
Cross-Functional Leadership
I align marketing, sales, product, and executive teams around shared growth objectives, building consensus across complex stakeholder groups and driving strategic initiatives forward.
Go-to-Market Strategy
I develop product positioning, messaging frameworks, and launch strategies that improve adoption rates, competitive differentiation, and market penetration in B2B sectors.
Systems & Process Design
I create repeatable, scalable marketing systems, from proprietary lead generation methodologies to brand governance frameworks, that reduce chaos and improve operational efficiency.
Career Highlights
Director of Marketing
CorVent Medical | February 2025 - November 2025
Built complete marketing infrastructure for a critical care medical device manufacturer, generating $30M+ in qualified pipeline within five months.
Director of Creative Design
Stack Sports | May 2024 - February 2025
Led UI/UX team and product design strategy for sports technology platform serving 50M+ users. Company acquired by Playmetrics; transitioned out during leadership restructuring.
Global Brand Director
WEX | 2022-2024
Owned enterprise brand architecture strategy. Led 4-year initiative consolidating 100+ legacy product names across entire product portfolio and 10+ acquisitions into unified "branded house" strategy for global fintech leader.
Creative Director of Global Brand
WEX | 2019-2022
Led global creative direction and brand development across Fleet, Benefits, and Business Payments business units.
Creative Director
WEX | 2013-2019
Established creative direction and brand standards for global fintech organization. Developed visual identity systems and digital experiences supporting business growth.
Engagement Focus
I work with enterprise and growth-stage B2B organizations navigating portfolio complexity, post-acquisition integration, or AI-driven product expansion.
I am most effective in senior leadership or advisory roles where clarity of narrative, brand architecture, and go-to-market systems directly impacts revenue, adoption, and organizational confidence.
I partner most closely with CEOs, CMOs, and product leadership teams during moments of portfolio inflection.