Michael McShane.
Nineteen years building brands for professionals too busy to build their own. Most recently CMO at SRC Hospitality, a global entertainment group with venues across the US, UK, and Australia — where he led post-pandemic growth, rebuilt the digital footprint, and turned organic search into the primary acquisition channel. Before that, Director of Marketing at Hakkasan Group through 2020, running national media plans and campaigns for some of the biggest artists in the world.
He co-founded the boring digital co. in 2025 to simplify marketing for the local professionals it's supposed to serve — lawyers, doctors, health care and other professionals who are excellent at their work and don't have time to be marketers too. The agencies that find them sell what they happen to be selling: a new website, more ads, another tool. Almost no one figures out what the business actually needs before prescribing what to buy. Boring starts there. Diagnosis before prescription. No dog and pony show.
"The best marketing I've ever paid for was the most boring."
— CRAFT
- · Brand development
- · Digital & data strategy
- · Multi-channel campaigns
- · Customer acquisition
- · Revenue optimization
- · Paid, organic, PR
- · Email lifecycle (Klaviyo)
- · Analytics & reporting