Built by industry veterans. Run by operators.
Two managing partners who came up inside this industry, doing the work themselves. Here's who you'd actually be hiring.
Why we started
Proof Mark Digital is a growth practice for the firearms industry and the businesses around it — tactical, law enforcement, defense, and security.
Ask around this industry and you'll hear the same two stories.
The first: an agency took the account, and it turned out nobody there had ever worked in the space. They didn't know what gets an ad account pulled. They didn't know the Four Rules, or why a product shot with a finger on the trigger costs more credibility than a bad quarter costs revenue. They learned on your budget, and you paid for that education twice.
The second: the agency just said no. Sometimes politely. More often by not calling back. And some of them do work in this space and won't admit it — they'll take the retainer and leave your logo off the client page.
We started Proof Mark Digital because we watched both of those happen for years, from the inside. There's no substitute for having actually worked in this industry. What you learn natively isn't the kind of thing you pick up from a policy document.
We specialize in the 2A space. We're not quiet about it, and we're not apologetic about it.
What we believe
Three things, plainly.
- Everybody — everybody — has the inalienable right to defend themselves and the people they love.
- Exercising our Second Amendment rights is a duty to America's social contract.
- Every lawful business in this space deserves a marketing partner who's good at the job and isn't embarrassed to be there.
The third one is why we exist. The first two are why we mean it.
What we do
Search, paid media, content and creative, conversion optimization, and email marketing. Analytics and reporting aren't a line item — they're how we run the work.
Take the whole program, or plug us into what you've already got running. Luke runs organic, Rob runs paid.
Where this is going
This industry is under constant attack. Negative press as the default posture. Marketing rules that tighten every year, written broadly and applied by people who never have to explain themselves.
None of that is slowing down. Proof Mark Digital exists to help 2A businesses reach their markets anyway — and to keep reaching them as the ground shifts underneath. That's the whole job.
Where we are
Remote-first. Luke works out of Washington, Rob out of Nevada. The industry we serve is national, so we are too.
The two people doing the work
Two managing partners, split by discipline. Luke owns organic, Rob owns paid.
Luke Davis
Luke built his SEO career inside the firearms industry, then led organic growth across national membership, training, ecommerce and multi-brand portfolios. His work spans search strategy, technical implementation, content, migrations, local visibility, web systems and conversion.
- Tedder Industries SEO and conversion work across Alien Gear Holsters, Bigfoot Gun Belts and Tactica
- USCCA Organic growth for Membership, Training and a national instructor network
- Main Street Capital SEO across a 180-company portfolio
Rob Russo
Rob has led paid acquisition, ecommerce and growth across firearms, retail and DTC brands. He has generated millions in paid-media revenue inside restrictive platforms and brings Director-level experience building and implementing strategy at national scale.
- Tedder Industries Paid social, ecommerce and growth for national firearms brands
- Defend & Carry Managing editor for a concealed-carry publication
- francesca's Performance marketing at national retail scale
Let's get to work.
Tell us what you're trying to do. You'll get a straight answer on whether we're the right partner for it — including when we're not.