I install the operating system that turns strategy into execution.
Four frameworks. Proven at eBay, Vrbo, Expedia, SodaStream, and Dell. Scaling companies from 50 to 500.
Operating Model DesignRevenue Enablement & GTMAI Integration & AdoptionStrategy to Execution
20+Years operating
5Major brands
50→500Company stage
The Problem
Most scaling companies don't have an execution problem.
"When everything is a priority, nothing is."
They have an alignment problem disguised as one. When individuals optimize for their own goals instead of company goals, effort gets duplicated, work gets dropped, and leaders protect their lanes instead of moving the business forward.
The gap between owning a business and running one is where most companies break between 50 and 500 people. That is exactly where I work.
Symptom
Decisions slow down
Everyone has input. Nobody has authority. The same issues resurface every meeting.
Symptom
Revenue depends on heroics
Top performers carry the number. You can't explain the gap or replicate what works.
Symptom
Strategy loses clarity on the way down
Leadership knows the priorities. Three levels down, people are executing on instinct.
Four Proprietary Frameworks. One Operating System.
Most scaling problems fall into one of four categories. Usually more than one at once.
Framework 01
Operating Model Design
The business has outgrown the systems running it.
Decisions bottleneck at the top
Goals exist but don't cascade
Accountability is assumed, not defined
Operating rhythm is ad hoc
Framework 02
Revenue Enablement & GTM Architecture
Revenue depends on people, not a system.
Top performers carry the number
Pipeline is a guess, not a forecast
GTM motion can't be replicated
Sales and marketing pull in different directions
Framework 03
AI Integration & Human-Centered Adoption
The team is capable but not fully enabled.
AI tools exist but aren't embedded in workflow
Onboarding is inconsistent
Managers lead from instinct, not a framework
The org is structured for yesterday, not tomorrow
Framework 04
Strategy to Execution Partnership
Strategy is clear at the top. The clarity blurs before it reaches the front line.
Priorities shift without explanation
Cross-functional work stalls at handoffs
Finance, people, and vendor systems are disconnected
Leadership alignment is assumed, not built
How I Work
Built with the team. Holds after I leave.
01
Learn how the business actually works.
Not how leadership thinks it does. That gap is usually where the problem lives.
02
Figure out what is actually broken.
And in what order it needs to be fixed. Most problems present as one thing and are actually another.
03
Get leadership aligned before building.
No system gets built without buy-in from the people who have to run it.
04
Build with the team, not at them.
People own what they helped create. That is how the work holds after I leave.
05
Put it into production — not a deck.
Operating rhythm, accountability structures, and decision frameworks installed and running.
06
Stay until the system runs without me.
That is always the goal.
Working Together
The scope emerges from what we find. Not from a package you choose upfront.
Every engagement starts the same way — I learn how the business actually works, figure out what's broken and in what order to fix it, and then we agree on what gets built. The depth and duration of the work follows from that, not the other way around.
Fractional / Full-Time
For operating models that need an embedded operator. I take ownership of outcomes, not just analysis. Leadership stays in the driver's seat — I make the engine work.
Project Engagement
For targeted installation in one or two priority areas. Scoped tightly. Built with the team so it holds after I leave.
Sprint
For systems that need to evolve before the next growth phase forces the issue. Concentrated and fast.
Who I work with
Founders, COOs, and VPs at companies scaling from 50 to 500 people. Marketplace, PropTech, SaaS, and Student Housing verticals. Remote-first. Austin-based available.
How it starts
One conversation. I look at where you are, where the friction is, and what the operating model needs. That conversation usually tells us both what to do next.
Laura Howell
Senior operator. Proven at scale. Built to transfer how to think, not just what to do.
eBay
Senior operator, marketplace scale
Vrbo / Expedia
Executive leadership, PropTech
SodaStream
Revenue operations, global scale
Dell
Enterprise sales and operations
Natura Water
GM — full P&L ownership, PE-backed
AI Fluency
Built three businesses solo using AI during a 12-month intentional sabbatical. Deep operational AI fluency — not theoretical.
PE Portfolio Experience
Worked alongside CEOs across a PE portfolio including Croscill, MD Helicopters, Stila Cosmetics, Rand McNally, and Fetco Frames.
Verticals
Marketplace · PropTech · SaaS · Student Housing. Remote-first. Austin-based. Available fractional or full-time for the right opportunity.
Where every engagement starts
Before anything gets built, we need to know what's actually broken.
Every engagement — regardless of scope or duration — begins with a paid diagnostic. This is not a free discovery call. It is a focused, time-bound piece of work that produces a real deliverable: a triage report that names what's broken, in what order to fix it, and what the engagement path looks like.
This protects both of us. I never scope a long engagement blind. You never commit to something without knowing exactly what you're getting.
What happens
I learn how the business actually works. I talk to the people doing the work, not just the people leading it. I audit what's in place and what's missing.
What you get
A triage report. The real problem named. A priority fix order across the four fix buckets. A clear recommended path forward — and what it will take to get there.
What comes next
We agree on what gets built and move. Or you take the report and act on it internally. Either way, you leave with more clarity than you came in with.
Next Step
Let's talk about what your operating system needs.
One conversation is usually enough to identify where the biggest leverage is. No pitch — just an honest look at where you are.
