I build the tools
I market with.

The Goal

Position a new AI-first B2B SaaS to craft breweries and convert brewery operators to demo bookings.

My Role

Founding brand architect & marketing site lead

The System I Built

• Brand split: Barley as the product (AI bartender), Brewlytics as the parent platform/company
• Hub-and-spoke marketing site on Next.js 16 with full SEO + GEO playbook (sitemap, llms.txt, JSON-LD schema, allowlisted AI crawlers)
• POS integration narrative for Square, Toast, Arryved, Lightspeed
• Phone-mockup carousel + brewery dashboard preview
• Self-hosted Cal.com booking surface for sales demos

Deliverables

• brewlytics.ai marketing site (Next.js / Vercel)
• Brand identity, mascot, and visual system
• Spoke pages: for-breweries, integrations, pricing, case studies, FAQ
• SEO + GEO playbook + quarterly audit infrastructure

Results

• Live brewery-targeted marketing site with full schema + llms.txt coverage
• Brand-query indexing established; demo pipeline live via embedded Cal.com

The Goal

Launch a SaaS productivity tool to knowledge workers who lose hours writing daily standups and weekly status updates.

My Role

Founder, brand architect, marketing site lead

The System I Built

• Positioning: "Track your day. Prove your impact."
• Hero → problem → comparison → how-it-works → outcomes → pricing → FAQ marketing site
• Sample-summary CTA so prospects can preview the output before signing up
• Audience-specific copy for managers, ICs, and consultants

Deliverables

• taskpanels.app marketing site (Next.js / Vercel)
• Brand identity + headline system
• Features, pricing, audience, and FAQ pages
• 60-second "chaos to clarity" promo film (Runway, Seedance, motion graphics from real product screens)

Results

• Live product site with end-to-end signup funnel
• Sample-summary preview as a top-of-funnel conversion lever

The Goal

Replace ad-hoc copy requests across every brand I run with a single CMO-brain tool that learns each brand's voice and what actually performs, then drafts every new piece on top of that.

My Role

Founder, builder, sole maintainer (Vite + React + Tailwind)

The System I Built

• Multi-tenant architecture — one app, per-brand voice profiles and intel libraries
• One rough idea → platform-perfect outputs: short-form posts, threads, and long-form pieces
• Self-learning loop: feed it ideas + outcomes; over time it learns what works for each brand
• Every new piece is grounded in the brand's voice and verified intel — not generic LLM output
• Vite + React + Tailwind front-end

Deliverables

• killthemessenger.app — public multi-tenant app

Results

• Single platform serving as the CMO brain across every Brian Winckel brand (Brewlytics, TaskPanels, Pace the Bass, and more)
• Per-brand voice + intel get sharper over time as outcomes feed back into the system

The Goal

Launch a non-traditional 5K event series that ditches chip times and podiums in favor of a collective flow-state experience driven by music — and ship the marketing + ticketing site in time for the Summer 2026 NorCal tour.

My Role

Founder, brand architect, marketing site lead, full-stack builder

The System I Built

• Astro 5 marketing site on Vercel — hero, what-is-this, vibe & stride, energy proof, tour drops, ticket waves, join form, FAQ
• Full SEO + GEO playbook applied: sitemap, robots, llms.txt, JSON-LD, allowlisted AI crawlers
• Cloudflare Turnstile-protected lead form with MailerLite + Brevo lead pipeline
• 174 BPM cadence math + half-time stride explainer pages for accessibility
• Role-specific inbound email addresses (tickets@, press@, privacy@, legal@, support@)

Deliverables

• pacethebass.run marketing site (Astro / Vercel)
• Brand identity, tagline ("The bass sets the pace."), and visual system
• Tickets, blog, how-it-works, pace, playlist, privacy, terms pages
• Lead capture + email pipeline ready for VIP / Tour Crew gamified pre-event series

Results

• Live, indexable marketing site with full schema + llms.txt coverage
• NorCal tour candidate cities confirmed; ticket waves architecture ready for RunSignUp

The Goal

Create consistent, professional video assets for AI experiences, demos, onboarding, and social.

My Role

AI Video Producer & Social Media Manager (Marketing team)

The System I Built

• Standardized camera/lighting/audio/framing for consistent output
• AI-ingestion-ready export specs + cleanup workflow
• Content templates for short-form + long-form repurposing
• Organized asset library with versioning and documentation

Deliverables

• AI-ready avatar and demo footage
• Short-form clips for LinkedIn/X/YouTube
• Long-form explainers and demo walkthroughs

Results

• Scalable content pipeline supporting product, AI, and marketing initiatives
• Faster production throughput with consistent quality

The Goal

Replace slow, fragmented WordPress sites with fast ones marketing can ship to directly, and make every page legible to search engines and AI answers.

My Role

Lead builder, web + technical SEO/GEO (Marketing team)

The System I Built

• Next.js sites on Vercel, migrated off WordPress, with automation that moves the legacy blog archive across
• Estate-wide technical SEO/GEO audit across seven web properties: canonicals, redirects, sitemaps, schema, llms.txt, 404 handling, crawler-visible content
• Search set up before launch on every new site: one switch for robots, sitemap and llms.txt, structured data, IndexNow
• Multi-language sites (up to 14 locales) and on-demand audio narration on hub, pillar and blog pages
• Every change through code review before merge; claims that cannot be verified wait instead of shipping

Deliverables

• Credential governance hub with six pillar pages, explainer-first hero actions and "Listen to this page" narration
• Identity Challenge Card site with a live mobile-wallets panel and narrated blog posts
• A five-pillar product site with an explainer video, transcript and captions on every pillar page

Results

• Seven web properties audited and fixed for search engines and AI crawlers
• New product sites launched on Vercel with search and AI-crawler setup in place on day one

The Goal

Ship consistent, high-signal content weekly without burning creative cycles on every post.

My Role

Systems designer, operator, content producer

The System I Built

• Post templates and hooks tuned to each platform
• Weekly cadence with staged approvals — nothing auto-publishes
• Golden-hour engagement playbook to lift out-of-network reach
• Analytics loop that scores posts against personal baseline

Deliverables

• LinkedIn + X post pipeline with drafts, edits, and metrics
• Explainer video for the underlying skill and workflow

Results

• Consistent weekly publishing across two platforms
• Measurable lift vs. baseline reach and engagement

The Goal

Post every day on every channel as a one-person company, without anything going out unreviewed.

My Role

Designer, builder and operator (TypeScript, Python, scheduled Claude routines)

The System I Built

• Scheduled Claude routines that turn captured ideas into finished posts: copy, cover art, carousels and short video
• A recurring AI host, Barley: HeyGen cinematic avatar renders voiced with ElevenLabs, with a speech-to-text check before anything ships
• One approval card per asset: approve once and it schedules to every network; edit, regenerate, skip a network or publish now
• Publishing and a shared comments inbox across seven accounts, with same-day replies to comments on our own posts
• Engagement rules in code: comment only on posts under 48 hours old, specific three-part comments, likes only on older posts
• A weekly growth audit that pulls follower and post analytics plus GA4 social sessions into at most three recommendations

Deliverables

• A daily feed post on Instagram and Facebook queued for review through November 30
• Facebook Reels with a recurring AI host, plus YouTube and TikTok channels for short videos and walkthroughs
• An operations dashboard where every scheduled post, video and routine run gets reviewed

Results

• Every day through November 30 has a post ready for review on both main networks
• The first weekly audit showed reach was the bottleneck: one Facebook Reel reached 182 people vs 2–6 for static posts
• Nothing publishes without a human approval

The Goal

Launch an independent beer brand with cohesive identity across physical packaging and digital presence.

My Role

Founder, brewer, brand designer, content creator

The System I Built

• Brand identity + label system for cans
• Website build (Square): buddybeer.square.site
• Short-form product storytelling videos for social

Deliverables

• Can designs + brand assets
• Product photography/video
• Website storefront + promo content

Results

• Cohesive brand experience across physical and digital touchpoints
• End-to-end brand execution: product → story → content

The Goal

Create a premium media brand with consistent bookings and strong reputation.

My Role

Founder & Creative Director

The System I Built

• Brand identity + website + client experience workflow
• Repeatable production and editing approach

Deliverables

• Cinematic highlight films, social promos, photography

Results

• Long-term brand success and consistent 5-star reviews
• 200+ client projects delivered

The Goal

Stop repeating the same marketing chores every week — and keep a human approving anything that goes out in public.

My Role

Builder — Python, TypeScript, and LLM orchestration

The System I Built

• An outreach pipeline where an LLM drafts pitches, I approve them from my phone, and deterministic code sends them on a schedule
• POS-detection crawlers that classify businesses by the software they run, for targeted prospecting
• A competitive intel crawler that fingerprints rival martech stacks and converts their content into gap briefs
• A reusable library of AI skills for SEO, GEO, content, and site audits
• Scheduled benchmarks pulling Search Console, GA4, and PageSpeed into a monthly scorecard

Deliverables

• Multi-tenant outreach system with 108 automated tests and a staged approval gate
• A prospect database of 6,058 breweries classified by point-of-sale system
• 451 competitor posts across 15 competitors turned into content-gap briefs
• 36 documented AI skills covering SEO, GEO, content, and publishing workflows

Results

• Outreach, research, and reporting now run unattended, on a schedule
• Nothing publishes without human approval — a rule built into every system
• The same approach applied to client work, including a bilingual brewery site rebuild