Work

What a team of two did.

CMO and Chief Brand Officer · Chief of Product · STM Goods · Sydney and San Diego

I lead brand, marketing, and product at STM Goods. Global tech accessories, sold in Apple stores around the world. Five results from a small team.

Tracy Smith with a robot in a content control room

01Main result

Five million views. Zero paid ads.

What
Organic views. Not one of them bought.
How
Two people. Me and one content manager. No ad budget, no agency, no influencer deals. We picked our TikTok channels (STM Goods, STM Funhouse, MrKendrickCivics, and CringeClassroom), gave each one a personality, and let AI do the heavy lifting on production while we guided it to glory.
Result
5M+ organic views and 2,400+ videos and photos in 10 months. Roughly $20,000, all of it on tools and production, not ads. All while running marketing and product. And I still made my lunchtime workouts.

02

Image output up 10x. Cost down.

What
Images for the brand.
How
Midjourney, Nano Banana, and ChatGPT, fed either a text prompt or a rough sketch plus a prompt. The secret weapon: having ChatGPT write the prompts. Turns out AI is better at talking to AI than I am. Humbling, but profitable.
Result
10x the output at a lower cost.

03

More design. No new hires.

What
Graphic design for the brand.
How
ChatGPT designs like a boss. The catch: it hands you a flattened image, so you can’t nudge a single layer the old-fashioned way. The upside: it’s so fast you can run 20 revisions in the time it takes to find the right layer in Adobe. We use it on select assets today. It gets more capable every week.
Result
Design output up sharply. Headcount unchanged.

04

Reports people actually read.

What
Company data.
How
We built AI analysts. Feed them raw data, and they pull out the insights that matter and serve them up on a silver platter. A time saver, a headache preventer, and a look-good-in-front-of-your-team-er.
Result
Trends, weak spots, and opportunities, explained clearly. No Ph.D. No calculus. No ibuprofen.

05

Copy, around the clock.

What
Brand copy, company copy, and my own.
How
ChatGPT, Claude, and Grok write with the best of them and switch styles on a dime. If your copy sounds like AI, the problem isn’t the AI. It’s the prompt. Get specific, feed it your voice, push back when it plays it safe, and it’s all honey butter.
Result
A copywriting team that works around the clock, doesn't get offended, and never needs coffee.

You have the results. Now the point. Agentic AI separates the companies that survive from the ones left behind. Traditional business is the horse-drawn buggy of business.

How I lead.

Serious about results. Less serious about everything else.

  1. 01

    Headcount is not a strategy. Small teams win when they stop acting small. Clarity, speed, and taste are.

  2. 02

    People don't resist change. They resist extra work. I lead AI adoption by removing friction, not by sending memos.

  3. 03

    Psychology first, tactics second. Every brand, team, and customer decision is a decision about people.

  4. 04

    I make the new way the easy way.

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