Operating Model
Marketing and AI plans built around how your business actually works.
AI & Marketing Strategy
Your marketing should drive growth. Your AI should earn its keep.
I help business leaders get their marketing right and make smarter decisions about AI. That perspective comes from 15+ years leading digital strategy at Humana, Blue Cross Blue Shield, and Allstate, where every move carried operational, financial, and regulatory weight.
Execution Focus
Plans you can actually run. Not decks that collect dust.
Direct Access
You work with me, not a junior team. Senior judgment on every deliverable.
15+ years leading digital strategy in complex, regulated industries
Humana · Blue Cross Blue Shield · Allstate · ADP · GE
The Challenge
You're not short on effort. You're short on direction.
You're doing the work, but growth feels scattered, marketing isn't converting, and every new tool promises to be the answer. That pattern usually points to a strategy gap, not a tools gap.
You're paying for tools you barely use.
You signed up for three AI tools, watched half a tutorial, and went back to doing things the old way. Without a clear plan for what to use and when, new tools stay shelfware.
Your marketing feels like guesswork.
You're posting, emailing, running ads. Nothing connects. Without a strategy behind the tactics, marketing stays busy without driving growth.
Generic advice doesn't fit your business.
Cookie-cutter playbooks break down when they meet real budgets, real teams wearing multiple hats, and the gap between AI hype and what works in practice.
What I Do
Real outcomes, not a service list.
6-Week Engagement
Growth Buildout
A structured sprint that builds your marketing strategy and AI workflow from scratch, or fixes the one that isn't working. You walk away with a clear plan and the systems to run it.
Outcome: Clear marketing and AI plan with prioritized quick wins and long-term plays.
Monthly
Ongoing Advisory
A senior strategist in your corner every month. Think of it as having a marketing and AI advisor on call, without the cost of a full-time hire or agency retainer.
Outcome: A clear roadmap your business can act on.
Half or Full Day
AI Workshop
A hands-on working session where your team learns to use AI tools that fit your business and leaves with workflows they can use the next day.
Outcome: Shared direction with explicit priorities.
The Difference
Fortune 100 thinking. Built for your business.
I spent over 15 years leading digital strategy at organizations like Humana, Blue Cross Blue Shield Association, and Allstate. At Humana, I ran digital strategy and product for the Pharmacy business, co-managing a $20M+ portfolio. At BCBSA, I built the data-driven digital practice from the ground up, designing solutions across 36 Blue companies serving over 106 million Americans.
That experience shaped how I think about strategy, and now it's available to you. Not theory. Not a template. A plan that fits your business and holds up when it's time to execute.
CIO 100 Award · Brand Innovators 40 Under 40 · MedTech Breakthrough · J.D. Power · PR Daily · SABRE Awards · Featured in Gartner, Forrester, AdAge, and Inc. · Contributing author, How Companies Succeed in Social Business (Pearson/FT Press, 2014)
Years in Digital & Marketing Strategy
15+
Fortune 100 Organizations
3
InsightStream Open Rate
32%+
Ready to talk about your business? Get in touch →
How It Works
Three steps to clarity.
Discovery Call
Clarify your business context, decision pressure, and the outcomes that matter most to your leadership.
Scoped Proposal
Explicit deliverables, timeline, and investment. Built for stakeholder confidence, not consultant ambiguity.
Direct Execution
Direct work with your team to ship outcomes and adjust quickly. No junior handoffs, no scope creep.
The Track Record
What the people who've worked with me say.
"Lewis leads by execution. He has a rare vision of seeing where the needs of his team can help the business and effortlessly guides strategy with quantifiable success criteria."
Utkarsh Patel Global Head, Digital and Board Member
"Lewis rolls up his sleeves, learns quickly, and makes wise decisions. He is deeply customer-centric and keeps sight of the big picture."
Kent Rausch Head of Product and Innovation
"Lewis is a strategic leader with deep digital technology knowledge. He collaborates well and thinks in systems, not isolated tactics."
Wendy Dowd Chief Human Resources Officer
"He is a servant leader who instills confidence, trust, and loyalty. I give him the highest recommendation I know how to give."
Jeff Ross Community Strategist
Recognition
Awards & Press
CIO 100 Award
2018
Brand Innovators
Top 40 Under 40
MedTech Breakthrough
Award Winner
J.D. Power
Recognition
PR Daily
Digital & Social Media
SABRE Awards
Winner 2016
Brandon Hall
Excellence in Learning
Javelin Strategy
Best in Class B2B
President's Award
BCBSA (×2)
Featured in Gartner · Forrester · J.D. Power · AdAge · Inc.
Contributing author, How Companies Succeed in Social Business (Pearson/FT Press, 2014)
From InsightStream
Weekly analysis for AI decision‑makers.
Every Thursday, I publish practical insight on marketing, AI, and growth for business leaders who want signal, not noise. No vendor pitches. Just the thinking I'd share if I were advising your business directly.
Subscribe to InsightStream 1,300+
Subscribers
Business leaders and entrepreneurs
32%
Open Rate
2× the industry average
Thu
Every Thursday
Free on LinkedIn
March 2026
Why Your AI Vendor Selection Process Is Backwards
Most RFPs evaluate what vendors can do. The better question is what your organization can absorb.
February 2026
The Real ROI Question Boards Should Be Asking About AI
It's not "what's the return?" It's "what's the cost of organizational readiness?"
February 2026
Three Signals Your AI Pilot Will Never Scale
If you recognize two of these, it's time to rethink the pilot, not double down on it.
Let's Start a Conversation
No pitch deck, no pressure. Tell me where you are and what you're trying to build. I'll tell you honestly whether I can help.
"He is a servant leader who instills confidence, trust, and loyalty. I give him the highest recommendation I know how to give."
Jeff Ross Community Strategist
Read by leaders at
Humana · Accenture · IBM · Deloitte · PwC