I build marketing functions that work, and design where AI fits in the system.
15+ years building marketing teams and functions. Three startups I joined were later acquired. At GMS, I built the digital, content and product marketing function from scratch and led marketing communications to support international expansion across multiple markets, during a period where revenue grew from $100M to $500M.
Your Advantage isn’t the Tool. It’s the System.
The marketing leaders who win in the AI age aren’t collecting tools or mastering prompts. They’re not building a “Pile of Parts”. They think in systems, and orchestrate AI toward strategic outcomes.
Marketing in the Agentic Age
AI Marketing Framework: Eight Engines in a Governed Marketing Loop
A governed AI marketing architecture with eight engines, shared Context, explicit contracts, validators, and human gates.
Could AI Replace An Entire Marketing Team?
88% of organisations use AI, yet martech utilisation sits at 49%. This isn’t a technology problem. It’s an architecture problem.
The AI Marketing Measurement Problem: What Broke, What’s Emerging, and What to Test in 2026
Traditional marketing measurement is breaking as zero-click searches hit 58% and AI reshapes discovery. Here are the metrics to test in 2026.
Skills Benchmark Report 006: The Rubric Could Not See a Made-Up Name
A cold email invented a podcast name and 37 published rules could not tell. A rule that reads the brief finds invented names in 14 of 90 counted emails.
Skills Benchmark Report 005: The Rules Are a Floor, Not a Ranking
Eleven arms, 99 LinkedIn posts, 14 published rules: the whole field lands inside a two-rule spread. A bare model with no skill scores 10 of 14; the best is 11.
AI Marketing Operator Logs
Every iteration, failure, and architecture decision from building AI marketing capabilities in production. Timestamped, versioned, unedited.
Proof, Not Promises
Hendry is what I would call an absolute marketing legend, with knowledge and experience covering many different areas.Raj D., Chief Revenue Officer at GMS
Hendry is a strategic thinker with excellent communication skills. He grew our user base from 0 to 150k in a very short amount of time.Maria J., CEO and Co-Founder at meetinvest
Hendry consistently demonstrated exceptional leadership and strategic marketing skills with a results-driven approach.Olha V., Chief Growth Officer at GMS
Hendry shows great commitment, a high level of flexibility and very good analytical skills. His performance was truly outstanding.Andrea G., CEO and Chairman at 42matters