FORWARD-DEPLOYED EXECUTIVE

Been in the boardroom.
Built the function.
Shipped the change.

Someone who has sat in board meetings and beside the C-suite, and built departments and functions from scratch. A professional's forward-deployed engineer, working through three lenses: Strategist, Orchestrator, Builder. I turn complex transformation and AI adoption into measurable operating change, without losing the people who have to make it stick.

Book a call See how I work
Justin Marchi presenting in two settings: leading an enterprise transformation session on Transformation, ROI, and Adoption, and coaching a startup team on Go To Market, Unit Economics, Product Market Fit, and Net Recurring Revenue.
JM JUSTIN MARCHI FORWARD-DEPLOYED EXECUTIVE

Same operator, two worlds — leading enterprise transformation, and in the room with founders working through growth.

People ask what I actually do. Here it is.

I help business owners and executives focus on the right areas, through the right lens, for the right people, to reach the right objectives. I spent my whole corporate career doing this inside large institutions, and now I bring that experience to companies of every size, industry, and stage of transformation.

I've yet to hear a business story I can't connect to something I've lived. And if you have one, that's exactly the conversation I want to have.

Trusted across the rooms that matter
Wells Fargo/ Deutsche Bank/ RBC/ UBS/ City National Bank/ BlackRock/ Blackstone/ Carlyle/ Sun Capital Partners/ Victory Park Capital/ TPG/ NTT Data/ Kohlberg/ Marriott/ Hilton/
THE OPERATING MODEL

One operator, three lenses

The same person who frames the strategy can own its delivery and put hands on the build. You decide how far down the stack I go, and pay only for the lens you need.

I.
Strategist
THE THINKING & THE MAP

Roadmaps, value-in-seat maps, org design, decision frameworks, and the business case. Pure structure and clarity.

You get a defensible plan.
II.
Orchestrator
OWNERSHIP OF THE OUTCOME

I run the plan, pull in the right builders and vendors, and hold the timeline, so the thing happens without me doing every keystroke.

You get accountability.
III.
Builder
HANDS ON THE TOOLS

Configured fast in modern AI and no-code stacks where the path is well-trodden, a working artifact, not a slide about one.

You get something that works.
COMMERCIAL AI ADOPTION

Start with the friction, not the technology.

For commercial and revenue leaders who need AI to change how work gets done—not another deployment plan. Start with the level of ownership the moment requires, from shared capability to one priority workflow implemented and handed over.

01. ALIGN & ENABLE
Commercial AI Foundation

Align leaders and teams on the business problem, the guardrails, and the workflows worth changing. Leave with shared language, practical working sessions, and a defined next move.

02. DIAGNOSE & PRIORITIZE
Foundation + Friction Map

Build capability while mapping workflow drag, handoff delays, and adoption blockers. Leave with a prioritized operating path—not a backlog of disconnected use cases.

03. IMPLEMENT & HAND OFF
Full Operating Path

Take one priority workflow from current state to working change: design it, build it with the team, measure adoption and business impact, then hand over a system they can run.

THE ENGAGEMENT PATH

From friction to operating change.

A clear decision path for each priority workflow—designed to create evidence, not momentum theater.

01. Map

See how work actually moves, where it breaks, who owns it, and what success would mean.

02. Implement

Build the smallest useful change with the people who will use it and ultimately own it.

03. Measure

Track adoption, cycle time, quality, and business impact against the starting point.

04. Decide

Scale what works, revise what does not, or stop with evidence—then leave the team with the operating standard.

MISSION & VALUES

Make it make sense. Then make it real, and bring people with you.

I grew up watching my mother run her own business, which meant I wore every hat early. That taught me the thing I still believe: clarity and hard work compound. My work is to turn complexity into things that actually function, lift the people around me while I do it, and keep manifesting more, for my family, my friends, and anyone willing to earn it.

01 · Earn it

Hard work and perseverance over shortcuts. The result you keep is the one you built.

02 · Make it make sense

Clarity before action. If people don't understand the why, the what never sticks.

03 · Build what didn't exist

A bias to create. The most satisfying work is the thing that wasn't there yesterday.

04 · Bring people with you

Lift others as you climb. Success that isn't shared isn't the kind I'm chasing.

05 · Adoption over deployment

A tool nobody uses delivered nothing. Real change is measured on the floor, not the slide.

06 · Stay close to the work

Boardroom altitude, hands on the build. I refuse to lose touch with how things actually get done.

FRACTIONAL SERVICES

The same gravitas, wherever you need it

Boardroom-grade planning, execution, and adoption, dropped into your team at the seat that's missing. Engage one title, or the whole arc of change.

CSO
Chief Strategy Officer

Set the three-year target, the operating thesis, and the roadmap that turns growth into a decision, not a guess.

COO
Chief Operating Officer

Turn the plan into stages, SLAs, and a cadence the team can run without you in every room.

CTrO
Chief Transformation Officer

Lead the move from a flat org to a system: structure, playbooks, governance, and real adoption on the floor.

CAIO
Chief AI Officer

Take AI from idea to measurable pilot: instrumentation, pricing tiers, and a credible path to recurring value.

FDE · THE FULL ARC
Forward Deployed Executive

Drop in beside your team and own the outcome end to end, strategist, orchestrator, and builder in one seat, across the whole change.

Start a conversation
THE BODY OF WORK

Frameworks & playbooks

Seven repeatable plays, productized over years and pointed at your business, so you're not buying a custom experiment, you're buying a method. All built on my Make It Make Sense and Make AI Make Sense frameworks.

01
Current-State Map & Roadmap

Document how the business runs today, surface the gaps and risks, and lay out a sequenced plan.

02
Value-in-Seat / Org Design

Define what each role must produce to justify its cost at the next stage of scale.

03
Operating System Build

Stand up the workflow, stages, SLAs, checklists, and the CRM spine that lets you delegate without losing quality.

04
Command Center / Dashboard

KPI and sentiment dashboards plus AI-generated weekly briefings, so you see where you win and leak.

05
Incentive & Governance Design

Comp, scorecards, and review cadences that reward impact over hours.

06
AI Productization Sprint

Take a raw AI idea to a measurable pilot: metrics, instrumentation, pricing, and an ROI one-pager.

07
Deal / Decision OS

A pipeline and scoring model for opportunities, with AI-assisted summarization of long documents.

Something more specific?

Most engagements combine two or three of these, tuned to your stakes.

Tell me what you're solving →
A team collaborating around a table during a working session
THE CONVICTION
"A transformation is only as good as the people who adopt it, which is exactly why most of them fail."

Adoption over deployment. Closing the gap between deliverable theater and change that actually sticks is the throughline of everything I do.

PORTFOLIO

A working portfolio, not a slide about one

This is why I call myself a forward-deployed executive. I don't stop at the strategy deck, I embed, build the thing, and stay until people actually use it.

See the full portfolio →
BUILDING NOW
Stakeholder Relationship Intelligence Platform

Recognize patterns, signals, skills, archetype. Then, determine your real next moves, turn this information into a roadmap of how to convert your blockers and strengthen your advocates.

FROM THE CAREER
Programs measured in the millions

Transformation and BAU programs with budgets up to $15M, and workstreams inside programs north of $100M.

ALL THREE SIDES
Consultant, internal arm, and buyer

Sold the work, ran the internal consulting arm, and sat as the buyer signing the checks. Very few have lived all three.

Modern executive workspace and meeting environment
ABOUT

A professional's professional

I've spent my career in the rooms where the hard calls get made, in board meetings, beside the C-suite, building departments and functions from nothing. I think it as a Strategist, own it as an Orchestrator, and put hands on it as a Builder.

Here's what makes that read differently: I've sat on all three sides of the table. I've been the external consultant pitching the work. I've run the internal consulting arm inside the bank. And I've been the buyer, negotiating the contract and signing the check. So I know exactly how a transformation gets sold, and exactly how it stalls once the decks are delivered and everyone goes home. Closing that gap, between deliverable theater and change that actually sticks, is the throughline of everything I do.

The roots are simple. My mother ran her own business, so I learned early to wear every hat and make things work with what was in front of me. That instinct carried me through twenty-plus years in corporate America, and it's the same instinct now pulling me toward building my own ventures.

Transformation Program & project delivery Operating model redesign Workflow & process Change & adoption Governance & risk Business case
CONTACT

You want someone who can think it, own it, and build it. That's me. Let's talk.

Tell me a little about you and what you're working on. Hit submit and I'll reply personally with the next steps.

Send a message
WHAT ARE YOU LOOKING FOR? · SELECT ANY
PORTFOLIO

A working portfolio

This is why I call myself a forward-deployed executive. I don't stop at the strategy deck, I embed, build the thing, and stay until people actually use it. Below is what I'm building right now and a sample of the work behind it. Current ventures are described in general terms while they finish baking, names come once they're ready to carry weight.

Glass office towers viewed from below
What I'm building now

Eight builds, one instinct

Different problems, same instinct: take something complex or painful, make it make sense, then ship a working tool people actually use. Described in general terms while they finish baking, names come once they're ready to carry weight.

01
Consulting Delivery Intelligence

From Proposals & SOWs through Stakeholder Relationship Intelligence, capture distinct IP-worthy playbooks to 5x your consultants’ output, with real-time Transformation & Adoption Scoring.

02
Career Intelligence Platform

Turns the scattered signals around a career, skills, market demand, and real next moves, into a clear read on where someone stands and what to do next. The guidance I give people one-on-one, productized so it reaches far more of them.

03
Operational Mapping Platform

The current-state mapping I do by hand, turned into a tool any operator can run. See how the business actually works today, where the gaps and risks are, and what to fix first, without paying a consultant to draw it for you.

04
After-Loss Planning & Execution

A calm, step-by-step guide for someone who has just lost a spouse. The critical financial, legal, and logistical steps, sequenced and explained, so grief never has to compete with paperwork at the worst possible moment.

05
Sports Rules, Gamified

Duolingo for the rules of the game. Short, gamified lessons that teach the rules of youth sports to everyone who needs them, the kids playing, the parents watching, and the refs and coaches calling it.

06
Receipts Manager for Gig Workers

A dead-simple receipts and expense tracker built for gig workers inside the Google ecosystem. The people with the least time get their deductions captured and their records in order, without the overhead of real accounting software.

07
Math, Made Visual

Visual, audio, and gamified math for elementary school kids, built for the children who don’t learn from a worksheet. Make the concept click first, and the drill finally makes sense.

08
Options Recovery Model & Workflow

A model and workflow for recovering and repairing options positions, the decision framework and the tooling together, so the strategy lives in a real system instead of a fragile spreadsheet.

From the career

Two decades of the hard stuff

Selected work across more than twenty years in financial services and consulting, described in general terms here.

REGULATORY TRANSFORMATION
Bringing banks back to good standing

Led and ran workstreams on regulatory remediation programs at major banks, the work you do after the regulator comes in. Got functions back above par, then pushed to use the moment to modernize rather than just patch.

RISK MANAGEMENT
Owning risk before it owns the program

Built and ran risk functions across large, regulated programs, identifying, quantifying, and mitigating operational, regulatory, and execution risk before it turned into a finding or a failure.

WAR-TIME LEADERSHIP
The general in the room with regulators and auditors

Led institutions through high-stakes regulatory exams and audits, the war-time general who steadies the response, owns the narrative, manages the examiners, and gets the function back to good standing under real pressure.

BUILDING FROM ZERO
Head of the Enterprise Change Management Office

Stood up and led the Enterprise Change Management Office inside a bank with a budget up to $15M, hiring the team, designing the operating model, and setting the governance and routines from scratch.

BUSINESS MANAGER / CHIEF OF STAFF
The operator behind the executive

Served as business manager and chief of staff to senior leaders, running the operating cadence, the priorities, the budget, and the rooms, so the principal could focus on the few decisions that actually mattered.

TRANSFORMATION AT SCALE
Programs measured in the millions

Responsible for transformation and BAU programs with budgets up to $15M, and owned workstreams inside programs north of $100M, across regulated banks, private equity, and high-growth platforms.

ALL THREE SIDES
Consultant, internal arm, and buyer

Sold the work as an external consultant, ran the internal consulting arm inside the bank, and sat on the other side as the buyer signing the checks. Very few people have lived all three vantage points.

OPERATING MODELS & GOVERNANCE
The plumbing that makes change stick

Built and led transformation, governance, operating model, vendor, risk, regulatory, and reporting functions, the unglamorous structure underneath every change that actually survives.

KEYNOTE SPEAKER
2025 Banking Transformation Summit

Delivered the keynote "Leading Through Transformational Change & Shifting Regulatory Expectations in 2026," and increasingly sought out by former colleagues and firms for a clear, practical read on where AI fits.

Want the detail behind any of this, or to see if one of these fits your situation?

Let's talk
GIVING & CAUSES

Bring people with you

Success that isn't shared isn't the kind I'm chasing. I grew up watching my mother run her own business and make a way with what was in front of her. The causes I care about point back at that: people working hard to build something, and the access that lets them.

A mentor speaking with a group in a workspace
Where I focus

Four areas, one throughline

Give a person the clarity, the skills, and a fair shot, and hard work does the rest.

Small business & entrepreneurship

The people who bet on themselves and wear every hat. I support organizations that help small-business owners and first-time founders get the structure, capital access, and mentorship to make it, because I watched my mother do exactly that.

Founders · Owners · Main Street
Economic mobility & financial literacy

Twenty years in financial services taught me how much of opportunity is just knowing how the system works. I back work that teaches financial literacy and opens doors for people who weren't handed the playbook.

Literacy · Access · Opportunity
Family stability & single parents

Single parents carry a load most people never see. I give to organizations that support single-parent households and the kids in them, the same kind of family I came up in.

Families · Kids · Stability
Skills, mentorship & AI access

The next wave of opportunity runs through new skills, including knowing how to use AI well. I mentor and support programs that get practical capability to people who'd otherwise be left on the wrong side of that gap.

Mentorship · Reskilling · AI literacy
Why these causes

It traces back to one kitchen table

I grew up watching my mom run her own business. Watching her wear every hat taught me early what it costs to build something, and what a little help at the right moment is worth. The causes I care about all point back to that.

Small business
For the ones building it themselves

My mom's business was the whole world growing up. I care about the founders and small operators doing the same thing now, often without a safety net, because I know how thin the margin between making it and not can be.

Economic mobility
Closing the head-start gap

Twenty years in financial services showed me how much of an advantage is just knowing how money and systems actually work. That knowledge should not be reserved for people who were born near it.

Family stability
Backing the parent carrying it all

A single parent holding a family and a business together at once is doing one of the hardest jobs there is. That was my house. Supporting families in that spot is personal.

MORE THAN A CHECK

How I give beyond money

Writing a check is the easy part. The thing I can give that's harder to replace is what I've spent twenty years building: how to think through a problem, structure an operation, and get people to adopt a new way of working. So I give time too.

Mentoring founders & operators

Time with people building something, especially first-generation founders figuring out the playbook in real time.

Pro-bono advisory

Selective help for mission-driven organizations that need the same structure and clarity my paying clients get.

Sharing what I know

Frameworks, resources, and plain-language guidance, given away freely, because the gap is usually access, not ability.

Working on something that helps people?

If you run a mission-driven organization, or you're a founder who needs a hand, reach out. I keep room for this kind of work.

Get in touch
SELF-DEVELOPMENT

What I read, use, and share

The gap between where you are and where you want to be is mostly clarity, skill, and reps. These are the resources I come back to, the ones that shaped how I think, build, and keep moving. Take what's useful.

A working desk with notes, charts, and a laptop
Books · Operating & strategy
STRATEGY
Good Strategy / Bad Strategy
Richard Rumelt

The clearest take on what strategy actually is, and why most "strategy" is just goals with no plan. Pairs perfectly with how I frame a roadmap.

OPERATIONS
The Goal
Eliyahu Goldratt

A novel that teaches the theory of constraints better than any textbook. Find the bottleneck, everything else is noise.

EXECUTION
The Effective Executive
Peter Drucker

Decades old and still the standard on doing the few things that matter. Effectiveness over busyness.

CHANGE
Switch
Chip & Dan Heath

Why change is hard and how to make it stick. The whole book is really about adoption, the part everyone underrates.

GOALS
Measure What Matters
John Doerr

The OKR playbook. A clean system for turning a strategy into outcomes a team can actually run against.

BUILDING
The Lean Startup
Eric Ries

Speed to a usable thing, then learn. The mindset behind shipping a working artifact instead of a slide about one.

Books · Mindset & growth
HABITS
Atomic Habits
James Clear

Small, repeatable systems beat motivation every time. The operating manual for "earn it" applied to yourself.

FOCUS
Deep Work
Cal Newport

The case for protecting the kind of focus that actually produces value, in a world built to fragment it.

RESILIENCE
The Obstacle Is the Way
Ryan Holiday

Stoicism for operators. Perseverance isn’t grinding harder, it’s turning the obstacle into the path.

GROWTH
Mindset
Carol Dweck

The research behind why "I can’t do this" should always end in "…yet." Foundational for anyone betting on growth.

MANIFESTING
Think and Grow Rich
Napoleon Hill

Dated in places, but the core holds: clarity of desire plus relentless action. The original manifest-it-then-build-it text.

AI & THE FUTURE
Co-Intelligence
Ethan Mollick

The most practical book on actually working with AI, not the hype, the daily reality. Required reading right now.

Tools · What I build and think with
AI ASSISTANT
Claude

My primary thinking and building partner, especially for structure, analysis, and long documents.

claude.ai →
AI ASSISTANT
ChatGPT

The other workhorse. Different strengths, worth having both in the rotation.

chatgpt.com →
BUILD
Replit

Where ideas become working apps fast. The build stack behind most of my prototypes.

replit.com →
RESEARCH AGENT
Manus

I point it at a question and let it run, gathering and organizing the landscape before I form a view.

manus.im →
VALIDATION
Grok

Where I pressure-test a take against a different model before I commit to it.

grok.com →
TASK AGENT
Perplexity

My go-to for quick, sourced answers and fast lookups while I work.

perplexity.ai →
CONNECTIONS
Zapier

The connective tissue between the tools, automating the handoffs so the stack works as one.

zapier.com →
Frameworks & mental models
MY FRAMEWORK
Make It Make Sense

Map, Interpret, Mobilize, Sustain. My method for turning complexity into change that actually holds.

MY FRAMEWORK
Make AI Make Sense

Map, Assess, Implement, Measure, Scale. The same discipline applied to AI adoption, with adoption over deployment as the rule.

OPERATING TOOLKIT
SIPOC, RACI & root cause

The plain-language operating tools I reach for constantly: map the process, fix ownership, and find the real cause before you fix anything.

THINKING
First-principles thinking

Strip a problem back to what’s actually true, then rebuild. The fastest way out of "we’ve always done it this way."

CONSTRAINTS
Theory of constraints

Every system has one bottleneck that sets the pace. Find it, fix it, then find the next one. Everything else is motion without progress.

DECISION-MAKING
Mental models (Farnam Street)

A library of thinking tools worth knowing, inversion, second-order effects, opportunity cost, and more.

Voices & listening
PODCAST
Lenny's Podcast

Product, growth, and operating wisdom from people who’ve actually built. Practical, not theoretical.

PODCAST
Acquired

Deep, well-told breakdowns of how great companies were actually built. Strategy you can feel.

PODCAST
Masters of Scale

How operators take an idea from zero to scale, the decisions, the inflection points, and the people behind them.

PRACTICES

Habits that compound

Resources are inputs. These are the repeatable practices that turn them into progress, the operating rhythm I run on myself.

Weekly review

One honest hour: what moved, what stalled, what’s next. The single highest-leverage habit I keep.

Write to think

If I can’t write it clearly, I don’t understand it yet. Writing is how the fog clears.

Ship something small, often

Momentum beats perfection. A small finished thing teaches more than a big unfinished one.

Want the version pointed at your situation?

General resources are a start. If you want the right ones for your specific problem, that's a conversation.

Let's talk
FREQUENTLY ASKED

The questions I get before we start

Straight answers on how I work, what I take on, and how to tell if we're a fit. If yours isn't here, ask it directly.

How I work

It means I don’t just hand you a strategy and leave. I deploy into the work alongside your team and stay until the change is real. The same person who frames the plan can own its delivery and put hands on the build. You’re not coordinating between a strategist, a project manager, and a builder, that’s one seat.

Strategist is the thinking and the map: roadmaps, org design, the business case. Orchestrator is ownership of the outcome: running the plan, pulling in the right people, holding the timeline. Builder is hands on the tools: configuring working artifacts in modern AI and no-code stacks.

It matters because most engagements break at the seams between those three roles. When one operator carries all three, the strategy doesn’t get lost in translation on the way to delivery.

No. You decide how far down the stack I go and pay only for the lens you need. Some clients want the defensible plan and will run it themselves. Some want me to own delivery. Some want a working tool built fast. The full arc, all three, is the Forward Deployed Executive engagement.

A focused 15-minute call to pressure-test the problem. If there’s a fit, I scope a short, defined first piece of work, usually a current-state map or a tightly bounded build, so you see real output before committing to anything large. From there we expand into whatever the situation actually needs.

Roles & scope

Same operator, different seat. CSO sets the multi-year target and roadmap. COO turns the plan into stages, SLAs, and a cadence the team can run. CTrO leads the move from a flat org to a system, with governance and adoption. CAIO takes AI from idea to measurable pilot. The right title depends on which gap is costing you the most right now.

Both. The career was built inside demanding institutions in finance, private equity, and hospitality, which is where the rigor comes from. But I’m just as motivated to help an SMB owner or a founder hit and exceed their objectives. The methods scale down cleanly; the difference is pace and how much I personally build versus orchestrate.

Transformation and change programs, operating model and org redesign, workflow and process improvement, governance and risk structure, vendor and program delivery, and getting people to actually adopt a new way of working. If the work involves turning complexity into a system that sticks, that’s home.

I’m not a production software engineer, and I won’t pretend to be. I build working prototypes and configured solutions in AI and no-code stacks, fast. When something needs to harden into production-grade engineering, I’ll tell you plainly and help you bring in the right specialist. Honesty about where the line is protects your outcome.

AI & frameworks

Make It Make Sense (MIMS) is my method for transformation and execution: Map the current state, Interpret what matters, Mobilize into action and ownership, Sustain with habits and governance.

Make AI Make Sense (MAIMS) applies the same discipline to AI: Map where AI creates real value, Assess and prioritize, Implement with change management, Measure adoption and impact, Scale what works. The guiding rule is adoption over deployment, a tool that’s live but unused has delivered nothing.

No. The first question is always whether AI is even needed, or whether a simpler workflow, template, rule, or automation solves it better and cheaper. When AI does fit, I’m specific about what data it needs, what it can touch, what stays human-reviewed, and how we’ll measure whether it actually worked. Advanced isn’t the goal; the right-sized solution is.

Modern AI and no-code stacks where the path is well-trodden, the kinds of tools that get a working artifact in front of you quickly rather than a slide describing one. The point is speed to something usable, then hardening what proves valuable.

Engagement & logistics

Scoped to the engagement and the lens you need, not a one-size-fits-all retainer. A defined first piece of work has a fixed scope and price so there are no surprises; ongoing fractional roles are structured around the time and ownership the seat requires. Tell me what you’re solving and the stakes, and I’ll give you a clear, specific proposal.

Both, depending on what the work needs. A lot of transformation and build work runs cleanly remote. Some change work benefits from time on the floor with the team. We’ll set the right mix when we scope.

It depends on current commitments, but a scoped first piece of work can usually begin within a short window of a clear go. The fastest path is a call: we’ll know in 15 minutes whether there’s a fit and what the first step looks like.

You keep a system you can run, not a dependency on me. Part of the work is documentation, playbooks, and the handoff, so the change is owned by your team after I step out. That’s the whole point of sustain: it has to hold without me in the room.

Still have a question?

Bring it to a 15-minute call, or send it over. I read every note personally.

Ask me directly
COMING SOON

Notes on adoption, change & AI

A blog and newsletter on the human side of transformation, what actually makes change stick, where AI helps and where it shouldn't, and the plays I keep coming back to. Plain language, no hype. Be first in line.

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A person writing notes by hand at a desk
What's coming
Entrepreneurship after two decades of corporate

What carries over when you leave the institution to build on your own, what you have to unlearn, and what nobody warns you about.

AI, curiosity, and the will to build

The edge isn't the tool. It's keeping a builder's eye and the curiosity to actually pick it up and make something.

Using your experience to elevate others

How to turn what you've lived into something other people can stand on, and why lifting them tends to pay you back.

Know the room before you walk in

Reading the people, the politics, and the stakes ahead of time. The quiet prep that decides a meeting before it starts.