RefractROI promotes Jake Petzke to vice president of operations

RefractROI on July 27 promoted Jake Petzke to vice president of operations as the Denver-based agency expands its AI-native delivery model. The move puts Petzke in charge of client delivery, quality standards and AI implementation as the firm scales its B2B marketing work.

Why it matters: - RefractROI is betting that tighter operations and AI-driven workflows will help a leaner team deliver at a larger scale. - The promotion centralizes responsibility for client delivery, quality control and AI adoption in one leadership role. - The move signals that operational discipline is becoming a core part of the agency's growth strategy.

What happened: - RefractROI promoted Jake Petzke to vice president of operations on July 27, 2026. - Petzke was previously digital marketing director at the Denver-based AI-native B2B marketing agency. - In the new role, Petzke leads delivery operations, quality standards and AI implementation.

The details: - Petzke had already taken on more responsibility for operations and internal systems while leading marketing strategy and execution across RefractROI's B2B client portfolio. - The new job gives Petzke ownership of how RefractROI delivers for clients. - Petzke is charged with building systems and standards that let a smaller team operate at the scale of a much larger one. - Petzke also oversees the use of AI across agency workflows when AI measurably improves client outcomes. - Dan Smink, CEO and president of RefractROI, said operational discipline protects the client experience as the agency scales. - Smink said Petzke built the systems and AI-driven operating model behind the agency's lean delivery approach. - Petzke said the agency is building an AI-native model that uses AI where it improves client results, not where it merely looks impressive. - Petzke said AI should remove busywork so the team can focus judgment where it matters most.

Between the lines: - The promotion suggests RefractROI wants to formalize the systems behind its growth instead of relying on informal scaling. - Placing AI implementation under operations, rather than treating it as a standalone experiment, indicates the agency wants AI tied directly to measurable client value. - The announcement also frames Petzke as both a marketing operator and a systems builder, which can matter in a services business where delivery quality is part of the brand.

What's next: - Petzke will continue integrating AI into RefractROI's workflows where it improves performance. - RefractROI appears focused on using operational structure to support the next phase of growth. - Petzke's remit now includes sustaining the client experience as the agency scales.

The bottom line: - RefractROI is elevating an internal operator to help turn AI and process discipline into a more scalable delivery model.