Chief Marketing Officer · Full-time
Keith FerrazziThe Ecosystem
Highlights
3.6×social audience · 6 months
22Kbook copies, week one
4×organic leads
Project
Keith Ferrazzi had already built a global reputation — a New York Times-bestselling author and the teaming advisor that elite executives call when they want a room to actually change. The name carried enormous weight.
The brand around the name had not kept up. The identity, the owned audience, and the digital presence all trailed the reputation. I was hired as his full-time Chief Marketing Officer to close that gap: make the brand as big as the name, and turn a famous person into an audience he actually owned.
Make the brand as big as the name.
A full identity rebuild for Ferrazzi Greenlight — wordmark, the FG monogram, color, and the application system across every touchpoint.
Rebranded Keith himself — the public-facing identity and the message architecture that sits behind the name.
Led the HarperCollins launch of Leading Without Authority end to end — positioning, campaign, and press.
Built the content and social engine that grew his following from 22K to 80K+ in six months.
Rebuilt KeithFerrazzi.com and FerrazziGreenlight.com into demand engines — ranking and converting, not just existing.
The always-on content, email, and funnel machine feeding the whole ecosystem.
I rebuilt two identities in parallel — the firm and the founder — so they read as one world. A quiet, confident wordmark; the FG monogram; a restrained palette that signals advisory-grade credibility instead of shouting for attention.
Identity system · in applicationWe took Leading Without Authority to 22,000 copies in its first week — against a 15,000 goal — with endorsements from Tony Robbins and Gary Vaynerchuk and features in Harvard Business Review, Forbes, and Inc.
It missed the New York Times list by a hair, in the same week the George Floyd news cycle swallowed the media. Keith filed the whole campaign under his “biggest failure.” I file it under proof. A launch that beats its own goal by 47% is a win in any honest ledger — and the crack is exactly where the value gets in.
Beat the goal by 47%. Called it a failure.
A famous name is borrowed attention. An owned audience is an asset that compounds. I built the content engine that grew Keith’s social following 3.6× — from 22K to 80K+ — in six months, and turned both sites into search-and-conversion machines.
KeithFerrazzi.com went to a #1 organic ranking and 4× organic leads. FerrazziGreenlight.com climbed to +223% month-over-month contacts at a 12% session-to-contact rate.
I embed as the marketing brain for founder-led names — positioning, brand, audience, and funnel as one system. We start with a paid consult.