My Approach
It begins with your goals. And ends with your goals.
In between, we work to understand your customer, their journey with your brand, what they care about, what’s working, how we reach them and why they do or don’t convert to a sale. It’s really that simple. Because if you’re not converting, nothing else matters.
Sometimes that’s a growth marketing problem. Sometimes it’s a talent problem, Sometimes it’s friction in the journey problem. Others times, it’s a silo problem or a team production problem. I see the blind spots, market opportunities, channel mix solutions, people problems, messaging issues and budget efficiencies
The good news is that I have worked my way up through marketing doing every role as an operator. From PR and Comms, to brand strategy, to running lead gen acquisition focused hard hitting growth programs. That’s what makes me particularly valuable. I have done it all.
Some might call me a full stack, integrated marketer. Some might say I am a real deal CMO who has played in every part of the marketing world. I say I am a fractional CMO with 30 years of boots on the ground experience with world class brands and start ups alike.
And I love what I do.
My Official Bio
Cari Jacobs-Crovetto is a CMO, integrated marketing strategist and creative business leader with 30 years of experience building brands, businesses and high-performing teams across technology, SaaS, fintech, retail, e-commerce, consumer products, renewable energy, automotive and media.
Throughout her career, Cari has led virtually every marketing discipline, including customer insights, brand strategy, product marketing, growth and acquisition, digital, e-commerce, CRM, communications, content, social, sales enablement and customer retention. She is particularly skilled at connecting these capabilities into one coherent marketing system—translating business strategy and customer insight into differentiated positioning, integrated go-to-market plans and measurable growth.
As CMO of Torch.io, Cari built and led the company’s marketing organization across brand, demand generation, communications, content, CRM and digital acquisition, increasing lead volume by 700% within four months. As CMO of Unison, she created and nationally launched the emerging fintech category of home co-investing, built a 26-person organization and helped increase the company’s valuation tenfold to approximately $750 million. She also led integrated marketing for ModCloth through its acquisition by Walmart and previously held senior marketing roles at Slalom, Sunrun, Sungevity, Fox Sports and Publicis/Saatchi & Saatchi.
Through Brave Directions, Cari advises Fortune 1000 companies, growth-stage businesses and startups on positioning, customer strategy, go-to-market, acquisition, retention and integrated communications. Her clients have included Amazon, Twitch, Gap and GAF Energy, with additional experience across brands including Lexus, Toyota, Sephora, Salesforce, Atlassian, P&G, Coca-Cola and Levi’s.
Named one of Forbes’ Top 50 Game-Changing and Innovative CMOs, Cari brings an unusual combination of creative instinct, commercial rigor and organizational leadership. She is also a Stanford Graduate School of Business Interpersonal Dynamics facilitator and an ICF Professional Certified Coach, giving her deep expertise in developing leaders, aligning cross-functional teams and helping organizations turn ambitious strategy into focused execution.
In-person and remote options
I am conveniently located in the SF Bay Area, and can work in office and remote.