Senior-led. Strategy-first. Results-driven.

Big-agency thinking.
Zero agency ego.

AI Systems, Fractional Marketing Leadership & Campaign Execution built for challenger brands. We simplify, scale, and deliver — no PowerPoint theater required.

Book a Discovery Call See Our Work
N S E W
24+
Years in the Trenches
PSC
24+
Years Agency Experience
$80M
Ad Spend Managed
B2B/B2C/B2G
Across Every Channel
0%
PowerPoint Theater

What We Do

The work that moves the needle.

01

Fractional Marketing Leadership

Senior CMO-level guidance embedded in your business — without the full-time price tag. Strategy, accountability, team mentorship, and results.

Fractional CMO Brand Strategy Team Leadership P&L Management
02

AI Systems for Agencies

We don't sell prompts. We install AI infrastructure — content automation, reporting intelligence, prospect research, and operational systems that run.

AI Automation Reporting Systems Content Ops Prospect Intel
03

Campaign Execution

Paid search, paid social, SEO, content, and email — from strategy to execution. Every dollar tracked. Every campaign built to perform, not just to run.

Paid Search Paid Social SEO Content Strategy
Francis Skipper, Points South

About

Two decades of real work.
Zero interest in theory.

I'm Francis, founder of Points South. I've spent 24+ years in the trenches — leading departments, managing seven-figure budgets, scaling agencies, and building brands that actually grow.

PSC was built on a simple premise: your marketing partner should be smarter, faster, and more direct than a big agency — without the bloat, the billings theater, or the account manager maze.

We work with challenger brands, founders who want partners (not babysitters), and agency teams who need senior horsepower without adding headcount.

Let's Have a Real Conversation
24+
Years Experience
B2B/B2C/B2G
No Audience Off-Limits
MA
Based, Global Work
Our AI Brand

Introducing
SFW:Unlocked.

Built for agencies and consultants who are done experimenting with AI and ready to actually deploy it. SFW:Unlocked is our parallel AI systems brand — tools, frameworks, and bespoke implementations built around the So F***ing What methodology.

Explore SFW:Unlocked → Try SFWRecon →

What's Inside

SFWRecon
Prospect intelligence dossiers — automated.
AI Evaluator
Diagnose your agency's AI readiness.
GSC Pulse
AI-powered SEO reporting for agencies.
Content Machines
Voice-to-content automation systems.
GA4 Reactor
Week-over-week AI analytics engine.
Bespoke Builds
Custom AI systems for your workflow.

Selected Work

Results over resumes.

Pharma — Fortune 50

Enterprise .com SEO & Paid Search

Brand and condition-level SEO across a sprawling pharma .com property — paired with paid search across treatment, indication, and HCP-facing terms. Deep technical hygiene, content governance, and search ownership at scale.

Six-figure organic visibility recovered
Financial Services — Regional Bank

Deposit Acquisition — Research to Results

Quantitative consumer research, competitive landscape analysis, and full media strategy build for a regional bank's deposit growth campaign. LinkedIn, Meta, and Google native lead gen audited and rebuilt; channel mix optimized against acquisition cost; creative testing framework deployed end-to-end.

27% lift in new deposit accounts
CPG — Baby & Juvenile

Challenger Stroller Brand Launch

Full-funnel launch for a value-tier stroller entering a category dominated by legacy players. Paid social and digital media, organic content engine, earned PR, and trade show activation — coordinated across every touchpoint from ABC Kids Expo to the shelf.

National retail distribution achieved
Agency Partner

H1 2026 Multi-Vertical Media Strategy

Consolidated media strategy across Healthcare, Mid-Market DM, and Commercial Print verticals for a national direct marketing agency.

3 verticals unified under one framework
Nonprofit — National Disease Research

Year-End Campaign & Donor Acquisition Engine

Tier-1 disease research nonprofit. Always-on SEO, paid search, paid social, and lifecycle email feeding a single donor funnel — culminating in a Giving Tuesday and year-end push spanning match-gift windows, sustainer conversion, and peer-to-peer activation.

38% YoY donor file growth
Home Services

Forensic Security Investigation

A competitor cloned the site. We ran the forensic trace, mapped the SEO and brand-equity damage, and drove the takedown — protecting organic search performance and brand integrity in the process.

Threat identified & remediated

Get in Touch

Ready to cut through the noise?

No intake forms. No 14-step onboarding. Just a real conversation about what's actually going to move the needle for your business.

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