Engineer by training.
Marketing leader by design.

20 years building marketing functions from the ground up. Strategy, brand, demand gen, ops, attribution, team, and P&L. Across 20+ industries. $3B+ in revenue influenced. Writing about where marketing, AI, and systems thinking collide.

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Brands I've worked with

Sotheby's Nestlé Unilever Diageo SuperRare Ford Avis Budget Group Bayer HSBC Johnson & Johnson Kellogg's Nike Microsoft Schick Energizer Sotheby's Nestlé Unilever Diageo SuperRare Ford Avis Budget Group Bayer HSBC Johnson & Johnson Kellogg's Nike Microsoft Schick Energizer
$3B+
Revenue influenced
30+
Marketing teams built
20+
Industries served
20yr
Shipping growth systems

Expertise

Where I've spent my career operating

STR

Strategy & Positioning

Market analysis, competitive positioning, GTM strategy, brand architecture. The thinking that decides where to play and how to win.

BRD

Brand & Creative

Brand identity, messaging frameworks, narrative design, creative direction. The story that makes people care before they convert.

DEM

Demand Generation

SEO, paid acquisition, content engine, email, social. The full pipeline from first touch to closed revenue, at scale.

OPS

Marketing Operations

Martech stack, automation architecture, attribution models, data infrastructure. The plumbing that makes everything measurable.

AI

AI Integration

LLM-powered content workflows, AI agents, predictive analytics and automation applied across the whole stack.

PPL

Team & Leadership

Hiring, structure design, process engineering, culture building. 30+ teams built from scratch, full P&L ownership.

AI-Native Marketing

Marketing built to run on AI

Most teams are still experimenting. I deploy AI as core infrastructure: automated pipelines that replace manual workflows and scale output without scaling headcount.

Content engines that scale production while an editorial layer protects quality and brand voice

Automation workflows for lead scoring, personalisation, attribution and reporting that adjust in real time

Custom AI agents for SEO analysis, competitive monitoring, campaign optimisation and market research

Predictive analytics that forecast pipeline, flag churn risk and surface opportunities early

$ pipeline run --nightly

02:14:07  crawl    sitemap diff, 38 new URLs queued
02:14:12  enrich   GA4 + Search Console joined
02:14:31  score    112 leads rescored, 9 routed to sales
02:15:02  draft    6 briefs generated, held for editor review
02:15:29  report   attribution refreshed, pushed to Looker

done in 82s. zero manual steps.

Track Record

Systems I've shipped

SaaS / B2B

Building a Marketing Function from Zero to Scale

Hired the team, designed the martech stack, built attribution, launched multi-channel acquisition. Full P&L ownership from day one in a high-growth SaaS platform.

7+
Team built
Full
P&L
Enterprise / FMCG

Digital Transformation Across Fortune 500 Brands

Architected and executed integrated digital marketing strategies for 8+ global brands across FMCG, automotive, finance, and healthcare verticals.

8+
Brands
4
Verticals
Web3 / NFT

Scaling a Digital Art Marketplace to Market Leadership

Built and led the marketing function for a premier NFT marketplace. Brand positioning, community growth, partnerships, and demand generation in a nascent category.

$250M+
GMV
Top 3
Market
AI / Tech

AI-Native Marketing Stack for High-Growth Startup

Designed and deployed an AI-first marketing operation. Automated content pipelines, lead scoring, predictive analytics. Turned a lean team into an enterprise-grade function.

10x
Output
AI
Native
Luxury / Auction

Launching Web3 for a Centuries-Old Auction House

Led marketing for the Web3 division of a global auction house. Bridged traditional luxury collectors with digital art, NFTs, and metaverse experiences.

First
In class
New
Revenue line
Financial Services

Growth Engine for a Global Financial Institution

Built the digital acquisition infrastructure for a major financial services brand. SEO, paid search, content strategy, and conversion optimisation at enterprise scale.

Multi
Market
Full
Funnel

Industries I've operated in

SaaS Web3 & Crypto AI & Machine Learning Financial Services Fintech FMCG Healthcare Pharmaceuticals Luxury Automotive Spirits & Beverage Gaming Sports Logistics Petroleum & Mining B2B Enterprise B2C / DTC Tech & Software EdTech
Yoav Tchelet, Marketing Leader and Published Author

About

Engineer by training.
Marketing leader by design.

20 years building marketing functions from the ground up: hiring the teams, designing the systems and owning the P&L as an operator.

I've built and led marketing across SaaS, Web3, luxury, enterprise, FMCG, fintech, and more. From pre-revenue startups to some of the most recognised brands on the planet. $3B+ in revenue influenced. 30+ teams. 20+ industries.

The engineering background is the operating system. I build marketing the way engineers build software: attribution frameworks, automation pipelines and AI-native workflows that keep compounding long after launch.

I write about the intersection of marketing strategy, AI, and systems thinking. Follow along on Medium and X.

MSc Computer Science Published Author Conference Speaker AI + Marketing

Published Author

Books I've written

The Speed Wall by Yoav Tchelet

The Speed Wall

A Marketing Leader's Guide to Building Organizations for the AI Era. What happens when decision velocity outruns human cognitive capacity, and a framework for deciding which decisions to automate, which to keep human and which sit in between.

5.0 on Amazon · 4.6 on Goodreads · 150+ ratings

View on Amazon →
Business Rewired

Business Rewired

The Secret to Managing Unexpected Change in an Age of Chaotic Change. A field guide to keeping a business adaptable when change arrives without warning, drawn from years of running businesses and rebuilding them.

5.0 on Amazon · 4.9 on Goodreads · 210+ ratings

View on Amazon →

Writing

Thinking out loud

All posts on Medium →

The Paper Most SEOs Won't Read That Explains the Next Phase of Enforcement

Jul 2026

The Decisions You Should Never Let AI Make (And the Ones You Should Have Automated Years Ago)

Dec 2025

Marketing Saw AI Coming Before Everyone Else. Nobody Listened.

Dec 2025

Your Agile Transformation Worked. Now You're Stuck.

Dec 2025

Performance Marketing Is Breaking and Nobody Wants to Admit It

Jul 2025

Follow the thinking

I write about marketing strategy, AI, and building systems that scale.

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