About

30 years in marketing technology, from 5 sides of it.

Among them: buyer at companies I built and at companies I didn’t, vendor at Sitecore, consultancy at Wipro Digital, brand at BBC Worldwide Americas, and agency at Mullen, the shop that put Joe Namath in panty hose in 1974.

Start a conversation
Why I don't guess

I bought the platform sure it would fix everything. I sold the platform knowing the team wasn’t set up to run it. I inherited other people’s architecture, and I added a few problems of my own that somebody else inherited later.

Few advisors have worked all 5 sides. I know what each side is paid to recommend, and what it leaves out when it pitches you.

That’s why I don’t guess, and it’s why you won’t have to.

The part of the job that costs me money

Years ago I was in a sales meeting with the CTO at the Boy Scouts of America, selling a product I’d been sent to sell, and I talked him most of the way out of buying it. They bought it anyway, with their eyes open. He’s been a client and a friend ever since.

Telling a client the truth when it works against the sale is the whole job.

What I do now

Digital Mindshare is a one-person practice, started in June 2014 and run from the New York City area. You get me, not a team you met in the pitch and never saw again.

I take a small number of clients on purpose, and I’m choosy about which. You’re checking me out. I’m doing the same.

On the record

I evaluate technology decisions for a living, and I still hired Gene. He delivers, and he'll tell you the truth even when it means less work or revenue for him. The highest integrity I've worked with. I'd hire him again in a second.

Eric D. Brown, DSc, Fractional CTO/CIO and independent technology advisor

Gene is an impressive, conscientious self-starter, full of initiative and determination. He has a rare blend of charisma and technical depth that earns him real respect from his peers. I'd work with him again anytime.

Jean-Louis Açafrão, CIO/CTO and Head of Enterprise Technology at the Australian Broadcasting Corporation, who hired Gene at BBC Worldwide

Gene took a very complex project and helped the team to break it down into manageable pieces, which could not have been achieved without the knowledge of the space.

Kristie Mitchell, Chief Marketing Officer, Biscuitville Fresh Southern®, a regional restaurant chain
The detail, if you want it
What is the framework?
The work runs on the Marketing Technology Transformation® framework , which I wrote and published. Understand the problem first, then get more out of what you already own, then build only what’s still missing. In that order. Skipping straight to the fix is how companies end up buying the same problem twice. The whole thing is in my book Marketing Technology Transformation , step by step, so you can read exactly how I work before you decide whether to talk to me.
Where else can I find your work?
21 years teaching digital strategy at New York University. Certified Customer Experience Professional (CCXP) . Contributing author at MarTech.org and published at CIO.com. How Marketing Technology Works® is where I write about this work in public, and I’m on LinkedIn .
What happens when an engagement needs more people?
I can bring in specialists I’ve worked with for years, chosen for your specific problem. You’re never paying for a bench of junior consultants you don’t need.

An honest, confidential conversation about what's happening in your stack. If I don't think I can help, I'll tell you.

Start a conversation