Digital products for operators

Systems that make AI work for your business

Practical frameworks, templates, and tools built from five years leading digital transformation at global scale — distilled for teams of one.

Get the GEO Starter Kit About Justin Edwards →
5 yrs VP Global Digital Creative, M·A·C Cosmetics
$58M Digital revenue lift, Tory Burch
40+ Global markets led

Products

Available now

GEO Starter Kit — V4

A 5-asset operating system for making your pages citable by AI engines in 14–30 days. Templates, trackers, and a 60-minute quick-start included.

Master guide Swipe file Platform cheat sheet Question bank Audit tracker
$29 one-time
Get it now

Coming soon

GEO Content Playbook — V1

A deeper system for building a full GEO content ecosystem across your entire site — TOFU through BOFU — not just a single page.

Ecosystem templates Comparison page builder FAQ hub system
Notify me when available
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Who built this

Justin Edwards spent five years as VP of Global Digital Creative at M·A·C Cosmetics, leading digital transformation across brand, commerce, and marketing in 40+ markets worldwide.

Before M·A·C, he drove a +$58M digital revenue lift at Tory Burch and held leadership roles at boutique agencies in New York City, including Wednesday Agency — acquired by BBDO Omnicom.

Defective Theatre exists to make enterprise-level thinking accessible to independent operators — the frameworks, systems, and approaches that typically require a full team, built for teams of one.

  • VP Global Digital Creative, M·A·C Cosmetics — 5 years, 40+ markets
  • +$58M digital revenue lift at Tory Burch
  • Introduced Figma across Estée Lauder Companies as the enterprise standard
  • Pioneered governed generative AI at M·A·C ahead of corporate standards
  • Agency leadership at Wednesday Agency (acquired by BBDO Omnicom)
40+
Global markets led at M·A·C Cosmetics
$58M
Digital revenue lift at Tory Burch
5
Assets in the GEO Starter Kit

The GEO Operator Brief

Weekly GEO tactics, platform updates, and answer block prompts for operators who need to stay ahead of AI search. Free. One email per week.

First issue includes the free GEO Quick-Start Checklist — 8 actions to get your first AI-citable page live this week.