The marketing department that became a billion-dollar platform.

Alexander Shunnarah Trial Attorneys is a $500M+ personal injury firm with one of the most recognizable plaintiff brands in the country. I was recruited by the CEO to modernize operations and build a scalable growth engine. What I found underneath the brand: a firm renting its growth from external vendors, and an intake operation converting 11% of its highest-value cases on a wrong-fit, AI-heavy vendor stack.

I built and led a 20-person in-house acquisition team that replaced every external vendor and outperformed the agencies it replaced by more than 65%. I pivoted market strategy toward higher-value commercial and trucking cases, lifting average case value 175%, from $40K to $110K. I directed a six-state market expansion. And I architected a proprietary AI/ML revenue forecasting platform that tracks the full client journey, predicts case values, and automates operational workflows. It worked well enough that other firms licensed it: $10M in monthly recurring revenue across 150 enterprise clients, independently valued at more than $1B by a private equity firm. On the intake floor, I replaced the vendor stack, added structure and support around the team, and stayed close to the work. Conversion on catastrophic cases went from 11% to 32% in roughly three months.

Gross margins grew from $45M to $150M, a 233% increase. Customer acquisition cost fell 60%, from $1,750 to $550, worth $7.2M a year in efficiency. And the firm ended up owning a billion-dollar technology asset that started as a marketing department project.