Jay Jaffin
Encinitas, California
Overview
I'm a Fractional CMO and strategic advisor who partners with mid-market and PE-backed companies to close the gap between marketing capabilities and revenue. Most marketing organizations are built for a world that no longer exists, either stuck in "scrappy" mode that can't scale, or drowning in technical debt while trying to connect demand generation strategies to revenue. I've spent 20 years solving that problem at scale. I've served as a company's first CMO twice, managed budgets exceeding $1B, and owned a $1B+ digital P&L. My foundation spans CRM, media, and data science. I think in attribu
About
I'm a Fractional CMO and strategic advisor who partners with mid-market and PE-backed companies to close the gap between marketing capabilities and revenue. Most marketing organizations are built for a world that no longer exists, either stuck in "scrappy" mode that can't scale, or drowning in technical debt while trying to connect demand generation strategies to revenue. I've spent 20 years solving that problem at scale. I've served as a company's first CMO twice, managed budgets exceeding $1B, and owned a $1B+ digital P&L. My foundation spans CRM, media, and data science. I think in attribution, incrementality, and lifetime value. That analytical core, combined with deep experience in digital transformation, media accountability and AI integration, is what I bring to every engagement. At Verizon, I led a $1.5B media operation, introduced multi-touch attribution and econometric modeling that generated ~$100M in efficiency gains, and helped scale a connected-vehicle business from $100M to over $1B in revenue. At Western Union, I owned global marketing and digital go-to-market strategy across 200+ countries, growing that business 50% YoY while reorienting the brand from transactional to emotionally driven. At Blackhawk Network, I built the analytics infrastructure that delivered 12% media cost savings while sustaining sales volumes and established a unified global marketing team and operating model across 28 countries. I'm commercially minded in the truest sense: I don't value marketing activity that doesn't drive revenue. I align closely with CEOs, CFOs, and sales leadership, while holding myself to the same metrics they do. Today, I run Visor Strategic, where I focus on three things: connecting marketing infrastructure to business outcomes, guiding practical AI and marketing technology transformation, and building the operating models that let teams scale without chaos. If you're a CEO, CFO, or PE partner trying to close the gap between your technical stack and your revenue goals, I'd welcome a conversation. DM me or reach out at jay@visorstrategic.com.