The lever was not more spend. It was infrastructure.

Shared Practices Group is a 50-location, cash-pay dental implant DSO. What I walked into: broken paid media, no attribution past the form fill, and a consultation show rate so low that most of the marketing budget was buying appointments nobody attended. The dashboards said things were fine. The dashboards were fiction.

I took full ownership in January 2026 after two months of discovery, and the lever was not more spend. It was infrastructure. I architected the company's entire Salesforce ecosystem hands-on, Sales Cloud, Scheduler, Marketing Cloud, Data Cloud, and Experience Cloud, integrating every customer touchpoint and replacing a legacy CRM with zero implementation vendors. I rebuilt closed-loop attribution end to end, from UTM and GCLID capture through Google Ads offline conversion uploads, tying spend directly to booked consultations and revenue. I rebuilt the paid account architecture from the ground up, coded the national and local branded websites myself, launched a five-phase, 18-touch nurture program with timezone-aware confirmations, migrated legacy leads via custom Apex, and deployed self-scheduling across all 50 locations. I also shipped an AI-powered patient companion app with AI smile-preview technology, and prototyped BITE, an AI-native practice management platform. Along the way I led a 15-person organization, three directors, five managers, seven specialists, into a data-first operating model with direct revenue accountability.

Consecutive record-setting months, built on infrastructure the company now owns instead of rents. The system did the compounding.