Brett Willms

Laetro

CEO, Co-Founder

Indeed.com

Developed Indeed.com/Lead and Indeed Work Happiness Score.

VP Marketing, Experience

Google

Director of Marketing, Google Fiber

Bitty, Inc.

Bitty automatically builds mobile websites for small businesses using information and assets  available across the web.

Co Founder

Gusto (formerly ZenPayroll)

Named Gusto.com. Built the Brand. Developed core marketing engine incl. Gusto for Accountants.

CMO, Growth

Leads strategy, brand, customer acquisition and retention programs for Google Ads & suite of small business products.

Director of Small Business Marketing, Americas

Leads strategy, program development and operations of digital performance marketing / new customer acquisition for Google Ads & suite of small business products.

Director of Digital Customer Acquisition, Small Business (O-Force)

Country Marketing Manager, Canada

Let's get creative with AI.

I've been creating things, every minute of every day, ever since my mom turned around in the front seat of the car and said, "Let's play a game". She explained, "Every time you notice something neat in the world, notice what's missing. Notice how things could be even better. Imagine what you would create if you could create anything, and we'll daydream about it together. This is inventing." I fell in love with inventing at that moment, and have never stopped.

Malcolm Gladwell said it takes 10,000 hours to become an expert at something. I've been inventing deliberately, non-stop, for over 40 years. I have thousands of inventions and have brought hundreds to the world: a collaborative online market research platform that's still around today, Canada's first performance advertising network, a machine that makes websites in 10 minutes, Google's (and Gusto's) approach to customer acquisition, and Google Partners – Google's largest money-making marketing program ever, now generating billions annually.

Above all, I love inventing ways to help others flourish. Like the Indeed Happiness Score – a program we created at Indeed to help people be happier at work, and let everyone know where all of us are actually happiest working.

What would make you happiest at work?

For me, it's having the freedom to create. And in today's AI revolution, I see an unprecedented opportunity to give everyone that same freedom.

So, I'm building Laetro AI. The all-creative AI platform transforming how brands produce marketing assets. By orchestrating the latest state-of-the-art creative AI models, we enable marketers to generate their entire suite of marketing materials faster and more efficiently than ever before, while maintaining their unique brand style and tone.

What makes us different is our commitment to both creativity and fairness. We've built an ecosystem where professional creatives are compensated for contributing their unique styles to our AI system, creating a library of authentic, ethically-sourced creative approaches. Brands can either tap into these curated styles or develop their own unique AI style, ensuring their marketing materials remain distinctively theirs.

All with no quality compromises, just pure creative potential realized.

Whether you're a brand looking to revolutionize your creative process or an innovator excited about the future of AI-powered creativity, I'd love to connect. Let's explore how we can make the creative process more efficient, more inspiring, and more human together.

Let's ride!

The new way for brands to get Creative.

Arc and Amplify

I turn deep expertise into clear, actionable storytelling, so you can focus on building, scaling, and leading.

WHO I WORK WITH
• Fractional CMOs & interim execs seeking a seasoned thought partner to architect and drive transformative GTM growth
• Growth-stage marketing leaders aiming to accelerate lead gen (content, social, ABM) & shorten sales cycles
• Stealth-mode & Series A–B founders needing investor-ready narratives for deep-tech, AI, ML, and developer tools
• Consultants & coaches ready to differentiate through a compelling personal brand and evergreen thought leadership

WHAT WE DO AT ARC & AMPLIFY
• Strategic messaging workshops that distill your vision into a tight narrative arc
• Co-created GTM strategies; from fundraising decks to full-funnel demand-gen roadmaps
• Ghostwritten thought leadership that doubles engagement and lands media features
• Targeted content sprints (LinkedIn series, email campaigns, blog posts) that drive inbound interest

WHY IT WORKS
We marry left-brain rigor (data, metrics, analysis) with right-brain creativity (storytelling, emotional hooks, visual design). You get clarity plus the high-leverage, white-glove assets you actually use — no 40-slide playbook decks that gather dust.

READY TO
• Move from “here’s what I do” to “here’s why it matters”
• Turn complex offerings into magnetic stories
• Build a content engine that fuels a predictable pipeline

Curious how precision + persuasion could transform your next raise or product launch? Let’s connect.

Founder

Leading product marketing strategy and global team for Google's payments ecosystem, driving growth across consumer and B2B audiences while navigating complex market dynamics.
_ Established new product marketing frameworks that better serve user needs across consumer and B2B audiences
_ Drive strategic initiatives through cross-functional collaboration with Product, UX, and Engineering teams
_ Developed high-performing global marketing team across US and APAC

Head of Global Product Marketing, Google Pay and Google Wallet

Led marketing strategy for 5+ product launches across transportation and logistics, creating deep relationships and PMM integration with Product, BD, Sales, and GTM teams.

Product Marketing Lead, Google Maps Platform

Led marketing strategy for 5+ product launches across transportation and logistics, creating deep relationships and PMM integration with Product, BD, Sales, and GTM teams. Product lines covered: Google's first wireless headphones Google Pixel Buds & AI/ML enabled camera Google Clips. At the same time served as Marketing Lead for Google's Advanced Technology and Projects (ATAP), setting launch and GTM strategy for Jacquard, including pitching and developing their partnership with YSL.

Product Marketing Manager, Wearables | Marketing Lead for Advanced Technology and Projects  (ATAP)

Product Marketing Manager, Fiber

Pebble Tech

Led Marketing and PR strategy, building and managing a small but mighty team to:
_ launch Pebble Time on Kickstarter, raising $20M and breaking records
_ acquire and nurture new customers
_ launch Pebble Steel at CES
... and more amazing memories

Marketing Director

KiwiCo, Inc.

Growth marketer leading customer acquisitions and retention initiatives for kids crafting and STEM subscription service company. 
_ Launched affiliate marketing channel, recruiting mom-fluencers to become brand advocates
_ Optimized through A/B testing the customer signup flow on website
_ Built and optimized email marketing campaigns, increasing customer engagement and retention

Marketing Manager

Joss & Main

Defined and executed customer acquisition initiatives while maintaining a keen eye on ROI and aggressive CPA targets.

Facebook - daily ad creation, analysis, and optimization based on ROI and acquisition goals. Screened and selected third party Facebook advertising platform to efficiently scale acquisition, oversaw technical integration.

Affiliate Marketing – Launched affiliate marketing program on two platforms; screened and selected affiliate management agency, negotiated contract terms with vendor

Mobile Marketing – Launched mobile advertising campaign to promote Joss & Main iOS app

Display Retargeting – Managed display strategy; A/B tested ad copy, offerings, and audience targeting

Identified strategic marketing opportunities with advertising networks (Yahoo!, BlogHer, PureWow, AAA);
directed design team to create new and appealing advertisements for blogs and online publications

Sr. Analyst, Private Sales Customer Acquisition

Catapulter.com

Raised $35k from friends, family, and startup accelerator Betaspring. 

Defined and executed brand marketing strategy:  logo and site design; brand awareness through social media outreach, PR, and SEO optimized blogging

Co-founder, VP of Marketing

GE Capital

Portfolio manager for $1.8Bn of syndicated bank loans; specialized in mid-market companies within the retail, construction, plastic packaging and printing industries, all with Private Equity sponsors. Responsible for quickly analyzing and clearly communicating to Chief Risk Officer any material changes in portfolio, along with recommendations to mitigate risk.

Proactively managed GE's investment in companies that went through bankruptcy. Timely sell recommendation saved the company $3.5MM in losses.

Associate - Risk Management

GE Energy

Rigorous two-year rotational program comprising of four, 6-month roles across different GE Energy divisions (Energy Rentals, Aero Energy, IN&RS, and Energy Services Headquarters)

Experience: HQ FP&A, balance sheet analysis/forecasting, commercial sales analyst, ERP implementation project manager

Financial Management Program

I help high-performing teams and founder-led businesses turn complexity into clarity — and ideas into traction. As Founder & CEO of Arc & Amplify, I lead a boutique agency that brings data-driven rigor and creative storytelling together to amplify your message and accelerate results.

For the past 20+ years, I’ve worked at the intersection of product, brand, and go-to-market strategy. I’ve launched AI cameras, fleet platforms, and entire smartwatch categories (yes, including that $20 M Kickstarter), and helped organizations—from stealth startups to Google—find the story that makes their work resonate.

My background spans finance and marketing, which means I care about results, not just ideas. I started in banking, pivoted to product marketing, and built my career by finding the sharpest path through ambiguity. Today at Arc & Amplify, my sweet spot is partnering with teams who are in the trenches—building fast, navigating change, and needing clear messaging that actually moves the business forward.

What’s always driven me:
– Finding the story that makes people care
– Translating technical depth into emotional clarity
– Building narratives that win trust, deals, and loyalty
– Leading teams through messy, high-stakes moments with focus and empathy

I grew up between Taiwan and Maine, and those two worlds taught me the power of building bridges, sharp thinking, kind leadership, and the perfect metaphor to land a point. At Arc & Amplify, I’m still obsessed with explaining what you do—in a way that lands. Let’s turn your expertise into a story that sticks.

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Brett Willms

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