Michael Guerity

About Michael Guerity

I\'ve spent 20+ years doing something most marketers don\'t. Treating the execution as seriously as the strategy.At Sinclair Broadcast Group, I served as COO of the Drive Auto division and led a full business turnaround, scaling from near zero to $35M ARR in 18 months. Alongside that, I conceptualized and launched two cable networks with zero upfront capital, each generating $12M in annual net cash flow. Both required building the GTM strategy, the sales infrastructure, the content engine, and the technology stack from scratch.At Cox Media Group, I retained two of the company\'s largest at-risk clients representing $6M+ in annual spend, using an attribution-focused, automated approach that ultimately drove a 30% increase in their investment with us.At Lightcast, I built the company\'s first outbound sales program from zero, restructured inbound strategy around ICP and pricing alignment, and delivered 3.75x ROAS on paid campaigns alongside a 3.2x increase in average deal size.The common thread across every role: I walk into situations where marketing is either broken or nonexistent, and I build the strategy, the systems, and the team to turn it into a predictable revenue function.What that looks like in practice:Full-funnel ownership from brand through closed revenue, with clear attribution at every stage. No vanity metrics. No activity reports dressed up as results.Operational rigor from a COO background. I\'ve managed P&L, led cross-functional teams of 40+, and integrated emerging technology across sales, marketing, and content operations.A modern marketing stack fluency that most CMOs delegate entirely. HubSpot, Apollo, GA4, Meta, Google Ads, Make.com, AI-driven targeting, and LLM discoverability strategy. I don\'t just approve the strategy. I architect it.Building a marketing organization that needs to perform like a revenue team, that\'s the work I do.

Experience

1. Head of Gtm Strategy & Marketing

   Lightcast.Com

   Apr 2025 — Present · Charlotte, NC, US

   Built the company\'s first outbound sales program from zero, including vertical-specific ICP definitions, buyer personas, automated sequences, and high-intent signal targeting across 5+ verticals, generating over $1M in pipeline within the first year.• Architected a company-wide GTM transformation integrating HubSpot, Apollo.io, AI-driven ad targeting, machine learning paid search optimization, and in-market intent data into a unified revenue system.• Restructured inbound marketing strategy around ICP alignment and pricing model, delivering a 3.2x increase in average deal size and significantly higher intent at the top of funnel.• Delivered 3.75x ROAS on paid campaigns through full-funnel attribution, creative optimization, and audience segmentation across Meta and Google.• Grew LLM discoverability citations 115% YoY, establishing Lightcast as a referenced source in AI-generated search results and creating a net-new inbound referral channel.• Achieved 48% growth in organic site performance through a structured, data-backed SEO and referral traffic strategy.• Redefined sales and marketing alignment through stage-specific enablement content in HubSpot, ICP-driven vertical strategies, and centralized resource hubs that shortened the sales cycle.

Education

• Michigan State University

  Bachelor of Arts (B.A.), Communications with Emphasis in Business

  1997 — 2001

Skills

• Marketing
• Sponsorship
• Marketing Communications
• Sports
• Business Development
• Digital Marketing
• Event Management
• Marketing Strategy
• Event Planning
• Radio
• Social Media
• Sports Marketing
• Online Marketing
• Management
• Leadership
• Strategic Planning
• Brand Development
• Social Networking
• Team Leadership
• Email Marketing
• Business Planning
• Advertising
• Sales
• Strategic Thinking
• Social Media Marketing
• Integrated Marketing
• New Business Development
• Public Relations