Clearer decisions should lead to measurable results
My work has spanned consumer brands, B2B companies, financial services, agencies, and owner-led businesses.
The industries and assignments have varied, but the underlying work has remained consistent: understand what is getting in the way, clarify the direction, decide what matters most, and connect strategy to measurable business outcomes.
These results were achieved with leadership teams, colleagues, agencies, analytics teams, and other partners. My role varied by assignment, but each required strategic judgment, clearer choices, and disciplined follow-through.
Selected results
HoMedics
22% growth from Q1 to Q3, alongside an 18% increase in shelf footprint
I helped shape the growth strategy and market-facing work that strengthened the brand’s position and increased retail support in a competitive category.
Whirlpool
11% market share within 18 months
I helped strengthen Whirlpool's jetted-bath line position, differentiation, and market direction.
Consumers Credit Union
18% annual asset growth
I helped shape the strategy, priorities, and marketing direction supporting the organization’s growth objectives.
Osborn & Barr
$6.5 million in new billings
I contributed to the new-business strategy, positioning, and market-facing work that helped the agency compete more effectively in the industries it served.
One example of how the work happens
Digital Downforce
An automotive dealership was experiencing declines in both the quantity and quality of its leads. The advertising was still generating activity, but fewer respondents were qualified buyers.
I managed the account and worked with our data analytics team to determine what had changed. The data showed that the campaigns were reaching more influencers and fewer decision-makers.
Once the real problem became clear, we changed the targeting that day. We expanded geo-fencing around the dealership’s lots and added competitor locations to reach active shoppers as they evaluated vehicles.
Within one month, compared with the previous month, the dealership achieved:
A 28% increase in cars sold
A 22% increase in total leads
An 18% increase in qualified appointments
The improvement came from correcting who the advertising was reaching rather than simply increasing spending or producing more ads.
Companies, markets, and assignments vary, but the underlying work stays consistent: clarify the direction, strengthen the position, focus the priorities, and connect strategy to measurable business outcomes.
A short conversation can help determine where clearer thinking could have the greatest impact on your business.
Better results begin with clearer decisions
Steve Kunkel
Strategic Business Advisor
kunkel.sk@gmail.com
512-663-1121