Joe built Audi's first-ever global social media strategy from scratch — not an iteration of someone else's work, but the original. When most brands were still figuring out whether social media mattered, he was already writing the operating principles for how a premium automotive brand should behave online. For four years, he helped Audi act like a giant with 1% market share. The strategy was credited with measurable improvements in brand awareness and consumer connection.
Joe architected Jaguar's 2014 Super Bowl campaign — British Villains. It won a Silver Effie. More importantly, it traveled. Gary Vaynerchuk saw it alongside the Audi track record and brought Joe to VaynerMedia to run the AB-InBev portfolio.
Joe walked in with one belief and said it out loud every day for two years: "We are going to be the best in the world at making video for mobile phones, and the best in the world at distributing those videos to their phones." The team internalized it. The AB-InBev portfolio — Bud Global, Bud Light, Stella Artois, Michelob Ultra, Natural Light — grew from $500K to $18.5M in billings in under three years. Half of that growth was incremental video production: clients reinvesting because the first videos moved product and they needed more.
Cubs World Series — two video shells, edited through the night, posted before sunrise. 487% lift in brand search. Jeter. Dale Jr. Adam Driver. #TunnelNotTonnel — 92 million impressions, $0 in paid media, covered by the New York Times. Wind Powered Radio — the first campaign controlled by real-time NOAA weather data, 5 states, 24 towns, 1,300 miles. TV work that topped Ipsos and Ace Metrics testing — beating traditional agencies at their own game. The channel never mattered. The thinking did.
After Joe left the account, the Dwyane Wade campaign — 1.9 billion impressions, #1 Budweiser campaign ever by social mentions, 3% national sales lift — was built on the same emotional storytelling architecture that began with Harry Caray calling the Cubs' win. Joe didn't make that campaign. But he built the system it ran on. He named that system the Attention Framework (PAC). It is now Tier 2 IP inside The AI Operator.
The AI Operator is the product of that translation — enterprise methodology built for a 50-person team, rebuilt to run for a team of one. Installed in your Claude on Day 1.
Technical co-founder credits coming soon.