// about
Joseph Carroll
Growth marketing and AI leadership, grounded in data, operations and execution.
On this pageMeet the operator
The person, the career and the work. Based in Metro Detroit.
Joseph Carroll / Metro Detroit
Curious about the whole business.
I lead growth marketing and AI across New Directions Aromatics and AFI-USA, with the same leadership responsibility for both businesses. My work connects growth strategy to the business intelligence, operations and people needed to deliver it. I like understanding how a business works, finding the friction and making something useful out of what I learn.
I enjoy the whole process: asking the first questions, connecting the data, building the tools and staying close enough to see whether they work. Some days that means a growth strategy. Other days it means a clearer decision, a simpler process or software that takes a repetitive task off someone’s plate.
I’m based in Metro Detroit and studied Computer Information Systems at Eastern Michigan University. The story below connects the roles, the results and the work I’m doing now.
// The throughline
The work changes.
The curiosity stays.
A career built by connecting the next question to the last thing learned. Open a chapter to see the roles and the evidence.
Read the complete resume2010–2014Connect search to revenue.
Business analysis, enterprise search and the commercial impact behind the traffic.
The early work connected technical decisions and content strategy to business outcomes. That connection still shapes how I approach a problem.
From the record / Quicken Loans, now Rocket Mortgage$80M → $200Mmonthly revenue scaledRead the case study2014–2021Make the system scale.
From hundreds of client programs to global enterprise portfolios and complex owned web properties.
Larger portfolios brought more moving parts: teams, platforms, web properties and budgets. The work was making those pieces contribute to the same outcome.
From the record / General Motors$750Mestimated incremental revenueRead the case study2021–2026Lead the practice.
Strategy, people and the operating systems that help a team deliver consistently.
Practice leadership connected the quality of the strategy to the way the team worked. Building capability mattered as much as choosing the next tactic.
2026–PresentBring the business together.
Growth marketing and AI leadership across New Directions Aromatics and AFI-USA.
My current role carries the same leadership remit across both businesses. I connect growth strategy, business intelligence, AI adoption and everyday operations. My independent products are another way I put that thinking into practice.
Explore my independent product work
// The person and the business
You work with me.
Carroll Consulting is the business entity behind my independent work. The experience, judgment and hands-on work on this site are mine. That is what you engage when we work together.
// brands whose numbers I've moved
// contact
Open a channel
Not taking on new clients right now, focused on the work in front of me. The best way to connect is LinkedIn, or a warm introduction from someone I already work with.
Carroll Consulting is the business entity behind my independent work.
