Welcome! I’m Michael McShane, a Marketing & Strategy Consultant based in San Diego
Introductions can be awkward. Puppies make them easier!
Originally from Ireland, I’ve spent 19 years leading marketing for hospitality, entertainment, and luxury brands — Hakkasan Group, Andaz San Diego, R23 Law. Seven-figure budgets, global campaigns, and one lesson that stuck: most businesses don’t need louder marketing. They need to be findable, credible, and clear.
Today that lesson runs The Boring Digital Co., where I do technical SEO and positioning for small professional businesses in San Diego and beyond.
This site is the track record. Explore the work. If you want it applied to your business, that conversation happens at The Boring Digital Co.
— WHAT BRINGS YOU HERE?
Marketing help for your firm or practice.
Fixed-scope SEO, local search, and positioning at The Boring Digital Co. Book a 20-minute call. No pitch. Just clarity. →
Checking my background before we work together.
Fair. Start with the portfolio — Andaz, Hakkasan, R23 Law. →
Press, speaking, or a second opinion.
Email michael@mc5hane.com. I read everything.
Who I work with.
Founder-led professional businesses — lawyers, chiropractors, physical therapists, accountants — that want foundations before ads.
Who I don’t.
Anyone looking for growth hacks, guaranteed rankings, or a retainer that never ends.
Contact Me
If you’re looking for marketing help for your business, that’s The Boring Digital Co. — book a 20-minute call and I’ll tell you what’s missing, what’s worth doing first, and whether we’re even the right team for you.
For press, speaking, collaboration, or the current malaise of Manchester United FC: michael@mc5hane.com.