Career record

Experience

Each role below came with a problem to solve. Here are the responsibilities and results from my résumé, plus the fractional Brandon Roofing engagement I run today with AI-assisted marketing operations that keep strategy, voice and publish decisions with me.

2024–Present

AI Agent Team Lead

Mike Slatton Consulting · Clearwater, Florida

I design and manage AI agent systems that build websites, run online directories, write content and answer phone calls for small businesses. I set the goals and quality standards, review the work and decide what goes live. See how the agent systems work.

  • Build AI agent teams where each agent has its own role, tools and approval limits.
  • Give agents the business context and goals they need, and approve sensitive actions before they go live.
  • Direct agents that build and maintain websites for small businesses, veterinary clinics and online stores.
  • Direct agents that run online directories and local marketing programs.
  • Use a review agent that checks all work against a written voice and quality standard before it is published.
  • Build AI phone agents that answer sales calls and run onboarding calls.

Feb. 11, 2024–Present · Fractional

Fractional Marketing Manager

Brandon Roofing · Brandon / Tampa Bay, FL

I lead marketing for a third-generation Tampa Bay roofing company end to end: strategy, website, local search, paid acquisition, content, and AI-assisted operations that raise output without removing human review.

  • Own the marketing function for Brandon Roofing across positioning, demand generation and day-to-day execution on flbrandonroofing.com.
  • Direct the AI agents that build and maintain the website system: residential service pages, campaign landing pages for repair, replacement and metal roofing, and city hubs for Brandon, Riverview, Valrico and Plant City.
  • Direct local SEO and the Learn content program so homeowners find practical roofing guidance under a consistent site voice.
  • Run Google Ads strategy, search-term quality, budget pacing, conversion tracking and lead-generation performance against free-inspection and quote goals.
  • Operate AI-assisted marketing workflows with specialized agents for drafting, publishing support and reporting, while I keep voice standards and final publish authority.
  • Maintain the live site chatbot and AI voice receptionist for inbound lead qualification, bilingual conversations and inspection scheduling.
  • Connect the main website, Tampa Bay Roof Quote acquisition pages, paid traffic, calls and follow-up into one operating system rather than disconnected campaigns.

November 2022–Present

Director of Marketing & Business Development

1546 Main LLC · Dunedin, FL

After FreightCenter, I returned to lead marketing and business development across two veterinary hospitals and affiliated ventures, including Solar22.

  • Lead digital marketing and communications for Dunedin Animal Medical Center and Community Animal Hospitals, plus Solar22 and other affiliated ventures, reporting directly to the CEO.
  • Built Solar22’s go-to-market foundation from inception: brand, website, Google and Facebook campaigns, sales collateral, trade-show materials and digital lead capture.
  • Created the 2025 Solar22 Tampa Bay Home Show program, with signage, looping video, collateral, product displays and tablet lead capture, which generated 22 leads and two customers from $550 in hard costs.
  • Implemented CallRail for both veterinary hospitals, connecting paid-search calls to keyword activity and using caller intent, response quality and cost-per-click data to tighten keywords and landing pages.
  • Use call recordings as voice-of-customer and service-quality intelligence so front-desk gaps surface before they become lost clients or negative reviews.
  • Built and configured a Slack-accessible AI agent, then onboarded clinical and support users and trained an intern to administer the system.
  • Established AI-assisted workflows for newsletters, blogs, research and advertising reports that cut hands-on production time from about five hours to 15 minutes per piece while keeping human review and fact-checking in place.
  • Direct a live proof-of-concept marketing and revenue intelligence system connecting practice-management SQL, CallRail, Google Ads, GA4, Search Console, Google Business Profile, Meta, Smartsheet and email data.
  • Produce websites, recruitment campaigns, medical-talent collateral, CRM forms, drip campaigns, email, social, vehicle graphics, mailers and branded materials across the portfolio.

November 2016–Present · Founder

Founder: B2B / B2C Marketing & E-commerce

Pro Level Gear LLC · Clearwater, FL

I built a specialty soccer product company around KEEPER BALM, an internationally recognized goalkeeper glove conditioner, and Hexagon goalkeeper gloves. I still own and operate both lines.

  • Built and operate a specialty soccer product business spanning product development, manufacturing, e-commerce, Amazon, domestic retail, direct-to-consumer sales, exporting and international partnerships.
  • Develop and grow Hexagon goalkeeper gloves alongside KEEPER BALM.
  • Develop Militant Pink, a line of goalkeeper gloves built for women’s hands, with orders expected around May 2027.
  • Grew Pro Level Gear to more than $100K in annual sales through B2B retail, DTC, Amazon and international distribution.
  • Sold the Huracan and Victoire glove brands to a brand ambassador after they outgrew a one-person operation; retained KEEPER BALM, which generates approximately $50K annually, and kept Hexagon as an active brand.
  • Manufacture KEEPER BALM and fulfill U.S. and Canadian orders; established a European model by training a Netherlands partner to manufacture locally while purchasing containers from the U.S. business.
  • Own brand strategy, product positioning, market analysis, digital marketing, websites, advertising, events, customer relationships, order operations and partner coordination.
  • Hold the registered U.S. trademark for KEEPER BALM (Serial No. 87940494).

August 2021–November 2022

Digital Media, Communications & Marketing Manager

FreightCenter · Palm Harbor, FL

  • Reported directly to the CEO of a $50 million third-party logistics company and managed and trained a seven-person marketing team.
  • Managed a Google Ads budget of about $600,000 and optimized more than 700 keywords for targeted traffic and client acquisition.
  • Led digital strategy across content, HubSpot CRM, graphic design, organic and paid social, SEO, campaign analysis and lead generation.
  • Used Google Analytics, SEMrush, Ahrefs and Screaming Frog for SEO, performance analysis and lead generation.
  • Built drip campaigns across social, email and paid channels and produced collateral for guerrilla marketing, events and trade shows.

October 2019–August 2021

Digital Marketing & Communications Director

1546 on Main · Dunedin, FL

  • Led multi-channel marketing for Dunedin Animal Medical Center, Community Animal Hospitals and Solar22, including launching Solar22 from concept through execution.
  • Managed and optimized Google Ads and Facebook PPC campaigns for lead generation and ROI.
  • Developed content marketing across blogs, email and social to grow engagement and brand visibility.
  • Automated lead nurturing by integrating drip campaigns with ActiveCampaign CRM.
  • Supported recruitment, interviewing and contract negotiation for team expansion.

January 2014–October 2019

Digital Marketing Manager

Bay to Gulf Holdings, LLC · Tampa, FL

  • Directed digital marketing for an international seller of Tampa Bay investment real estate that had little online presence when I joined.
  • Reached top local search rankings within six months through organic SEO and paid search.
  • Managed web servers, blog networks and company websites including BTGH.com, PalmIslandRealty.com and AchieveTitleServices.com.
  • Combined SEO with Facebook and Google Ads, produced digital and print collateral and ran AWeber email newsletters.
  • Produced Google Analytics reporting to guide decisions and keep messaging consistent across channels.

September 2016–October 2017

Digital Business Development

Avalanche Corporation / Monster Transmission · Brooksville, FL

  • Managed web servers and website development, maintenance and optimization for MonsterTransmission.com, an international performance auto-parts retailer.
  • Built SEO programs with SEMrush to improve visibility and organic traffic.
  • Configured WordPress and 3dCart, set up Pipedrive CRM and trained the team on the new systems.
  • Produced content, graphics, Google Analytics reporting, Mailchimp newsletters and Facebook Ad campaigns.

Continuity

Solving problems carried across every role.

Build the market presence

Positioning, websites, search visibility, content, paid acquisition, email, social, collateral and events.

Build the operating system

CRM, forms, automation, analytics, AI-assisted workflows, training, handoffs and documentation.

Stay accountable to the business

Budgets, leadership reporting, hiring, customer experience, contracts and measurable performance.

Next conversation

If you have a problem to solve, I’d like to hear about it.

Bring me a leadership role, a growth goal, a product to build or a system that needs fixing. I’m glad to walk through the problems I’ve solved and how I solved them.

Contact Mike