About
Ted Fay works with organizations—B2B companies, nonprofits, educational institutions, healthcare organizations, professional services firms, and local and national organizations—to become discoverable digitally through both traditional search engine optimization (SEO) and the emerging world of AI-assisted search. He focuses on a combination of strategic planning with practical and tactical action items.
With over 25 years of executive marketing leadership across manufacturing, distribution, consumer products, healthcare, education, and nonprofit sectors, Ted specializes in translating complex technical requirements into practical business outcomes.
Expertise Areas
Ted's practice at 2 Find Marketing focuses these days on making organizations visible and credible in the new digital discovery era—helping companies answer the question: "When prospects ask ChatGPT, Claude, Google, Bing, Perplexity or others about solutions in your space, does your company get mentioned?"
Core Competencies:
- • Marketing Strategy
- • Digital Visibility
- • AI Discovery Optimization
- • Marketing Operations
- • Technology Integration
- • Analytics and Measurement
- • Platform Consolidation
- • Vendor Management
- • Team Building
- • B2B Marketing
- • Nonprofit Marketing
- • Content Architecture
Professional Background
2 Find Marketing, LLC
Principal Consultant | August 2020 - Present
Founded marketing transformation consultancy specializing in AI Engine Optimization (AEO), helping mid-market B2B companies ($5-250M revenue) become discoverable to AI assistants. Core methodology focuses on entity-based authority architecture, schema markup implementation, and content optimization for AI platforms including ChatGPT, Claude, Gemini, and Perplexity.
Feeding America National Office
Vice President, Marketing Operations | January 2023 - August 2025
Led marketing operations function for the nation's largest hunger relief organization, supporting department generating $90M+ in individual giving revenue. Implemented enterprise Google Analytics 4 platform, led Asana adoption across 75+ users organization-wide, and established multi-year technical improvement program for web and digital fundraising platforms.
Crescent Electric Supply Co.
Vice President, E-Commerce and Digital Strategy | July 2021 - January 2023
Drove digital transformation for one of the largest electrical distributors in the US, increasing E-commerce revenue by $15M with 32% margin growth in first year. Launched new E-commerce platform (Optimizely) and marketing automation system (HubSpot) in ten months while building high-performing team from two to eight FTEs.
ACCO Brands
Vice President, Digital Marketing and E-Commerce | May 2016 - July 2020
Led digital transformation for publicly traded global multi-brand office products company, driving $20M in category growth managing D2C and B2B E-commerce across 20+ brands. Consolidated 40+ websites on disparate platforms onto single Optimizely Commerce platform, scaling from one to thirteen sites in 30 months. Architected first dual-ERP implementation supporting unified user experience for B2C and B2B business requirements.
Additional Experience
DirectBuy
Senior Director, Digital Marketing and E-Commerce
Led digital marketing and E-commerce strategy for private equity-owned franchised membership organization.
Culligan International
Director, E-Marketing and Business Development
Directed digital marketing initiatives for private equity-owned franchised water treatment organization. Launched multi-lingual digital platform for US and Canadian markets, then led international teams to adapt design and strategic approach for regional implementations.
Oce/Canon
Product Marketing, Channel Marketing, Global Strategic Planning
Served three years in global headquarters role in Venlo, Netherlands, leading strategic planning for entire business unit. Defined business and product strategy through Stage Gate 2 process for worldwide markets, coordinating with regional teams across Europe, Americas, and Asia-Pacific.
Education
Bachelor of Arts (BA) | Economics and English
University of Notre Dame | 1989
Technology Expertise
Marketing Automation:
HubSpot, EveryAction, Sailthru, Mailchimp, ConstantContact
Advertising Platforms:
Google Ads, Microsoft Ads, Meta Ads, YouTube, Amazon, display platforms
E-Commerce & CMS:
Optimizely, EveryAction, Oracle, Shopify, Drupal, WordPress
Analytics & Visualization:
Google Analytics 4, BigQuery, Tableau, Looker Studio
Product Information Management:
Inriver and various custom platforms
Development & Schema:
Next.js, TypeScript, JSON-LD schema markup, Git/GitHub
Approach
Core Philosophy:
Organizations already possess much of what they need to be found online. Ted's focus is to start with understanding where the organization is today in search, identify opportunities to expose what is already available, and build a capability of consistent improvement in this ever-evolving space.
Ted's methodology follows a capability-transfer model rather than dependency creation. The focus is on building internal expertise while providing strategic guidance, serving as thought partner rather than prescriptive vendor.
Looking to optimize your organization for digital discovery?
Contact 2 Find Marketing to discuss how strategic content architecture and entity-based authority can make your organization discoverable through both traditional search and AI platforms.
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