95% of purchase decisions are emotionally-driven.

I know how to build the emotional connections that make customers prefer one brand over another. And how to turn that preference into purchase.

I’ve done it successfully for Fortune 50 companies, startups and everything in between, using advertising, digital content and new products.

Technology has created a whole new set of growth tools for small and medium-sized businesses. I started Propagate to help them choose the right ones, and use them effectively.

E-commerce Websites, Built for Growth

Hi, I'm Craig.

I’m a marketer. I’ve spent my career helping small companies get big, and big companies get bigger. If you want to grow, I'd love to help.

Technology has created a whole new set of growth tools for small and medium-sized businesses.

I started Propagate to help companies choose the right ones, and use them effectively.

I build emotional connections between brands and their customers, then turn those connections into sales. I've done it for $1B+ companies, start-ups and everything in between. 95% of purchase decisions are emotionally driven. For brands looking for growth, it's the best place to start.

95% of purchase decisions are emotionally driven. Brands that can win customers with an emotional argument have higher loyalty, greater word of mouth, and lower growth costs.

I build emotional connections between brands and their customers, then turn those connections into sales. I've done it for $1B+ companies, start-ups and everything in between - using advertising, digital content, ecommerce and new products.

I started as an advertising creative, followed by product innovation and digital content. Then I founded a food company.

Each role has been a different application of the same skillset: building an emotional connection between brand and customer.

I've done that successfully for Fortune 50 companies, startups, and everything in between.

I started as an ad agency copywriter, eventually becoming creative director. I worked in product innovation, followed by digital content. Then I founded a food company.

Each role has been a different application of the same skillset; building the emotional connections that make customers prefer one brand over another, and turning that preference into purchase.

I've done that successfully for Fortune 50 companies, startups, and everything in between.

Web stores, made for marketing.

Building a website is one skillset. Building one that customers can find easily, and an experience that makes them want to shop, come back again and tell their friends (marketing) is a different skillset.

Most web developers will build a great website, but they’re not marketers. Which means time spent searching for another set of suppliers, and even more time juggling them.

I know how to build for both. Every website includes the following.

Basic customer experience, content and merchandising design.
Basic search engine optimization (SEO) - for discoverability by search engines.
Basic answer engine optimization (AEO) - for discoverability by AI platforms.
Marketing platform integration - linking the web store to social, email and other apps.
Enhanced data - a layer of data and analytics beyond what e-commerce platforms offer, to improve paid and organic marketing.

95% of purchase decisions are emotionally driven

They're made instantly and subconsciously, then people search for facts that support them.

For companies wanting to grow, there are two things to consider. One, how to emotionally connect with customers. Two, how to present supporting facts.

I've done it for $1B brands, startups and everything in between.

Marketing spend can be a tax or a compounding investment

They’re made instantly and subconsciously, then people search for facts to support them. For companies wanting grow, there are two things to consider. One, how to emotionally connect with customers. Two, how to present supporting facts once an emotional connection is made. I’ve done it successfully for $1B+ companies, startups, and everything in between.

Web stores, made for marketing.

Brand and performance marketing are both essential for longterm, durable growth. Each makes the other more effective. A web store is where the disciplines overlap.

Most web developers will build a great website, but they’re not marketers. Which means time spent searching for another set of suppliers, and even more time juggling them.

I know how to build for both. Every website includes the following.

Brand

Basic customer experience, content and merchandising design.

Performance

Basic search engine optimization (SEO) - for discoverability by search engines.
Basic answer engine optimization (AEO) - for discoverability by AI platforms.
Marketing platform integration - linking the web store to social, email and other apps.
Enhanced data - a layer of data and analytics beyond what e-commerce platforms offer, to improve paid and organic marketing.

Web stores, made for marketing.

Brand and performance marketing are essential for longterm, durable growth. When the balance is right, there’s a multiplier effect - each makes the other more effective.

But they're often an afterthought for developers, or an extra layer of services from different suppliers. Which means more complexity, and more time searching for the right vendors.

I know how to build for both. Every website includes the following.

Brand

Basic customer experience, content and merchandising design.

Performance

Basic search engine optimization (SEO) - for discoverability by search engines.
Basic answer engine optimization (AEO) - for discoverability by AI.
Marketing platform integration - link web store to social media, email and other apps.
Enhanced data - a layer of data and analytics beyond what e-commerce platforms offer, which improves paid and organic marketing.

Web stores, made for marketing.

I build websites for marketing, first. If that sounds like an obvious thing to do, you’re right.

But it’s often an afterthought for developers, or an extra layer of services from a different supplier. Which means more complexity, more time searching for multiple vendors - and more time juggling them when you find them.

Every website I build strikes the right balance between brand and performance marketing.

A good brand is essential to longterm, durable growth. It takes years of experience to learn how to build one intentionally

Basic search engine optimization

Highlights.

Co-founded Team Kitchen, a natural sports food company, with a new type of energy snack. Our Lifetime Customer Value (LTV) and repeat customer rate beat category benchmarks by 180% and 50% respectively.

Led the digital content team that took Tylenol to first in its category (from last) - a 13% YOY increase in sales to $380M, with significantly less marketing spend than their competitors.

Co-created Ward 5B - a feature film commissioned by Johnson & Johnson for their nursing recruitment program. It achieved a 12:1 return on ad-spend, a place in MoMA’s permanent collection, and a Cannes Lions Grand Prix.

Background.

I started as an advertising copywriter, and rose to creative director. I’ve worked in product innovation, digital content and ecommerce, and founded a food company,

My work has won effectiveness awards, and Cannes Lions creative awards. It's been included in the official selection of the Cannes Film Festival, and is in the Museum of Modern Art’s permanent collection.

I live and work in New York City.

Awards & Recognition

Companies I've worked with.

Johnson & Johnson, Pixar, NASCAR, McDonald’s, Verizon, Nestle, Newman’s Own, Creative Artists Agency (CAA), The Economist, Happy Family, Luxottica, Debevoise & Plimpton. DDB, TAXI, McCann Erickson, Fahrenheit 212.