Growth, Product & Performance Marketing Leader
18 years building products and growth systems that generate revenue. I work at the intersection of data, creativity, and execution — turning user behavior insights into experiments, experiments into outcomes, and outcomes into compounding growth.
I started as a designer and spent the first decade of my career learning how creative decisions affect conversion. Then I spent the next decade learning how data decisions affect everything else. That combination of creative instinct backed by analytical rigor is what I bring to every product and growth challenge.
Over 18 years I have led cross-functional teams across design, engineering, and marketing, owned experimentation programs running 50+ A/B tests a year, managed a $6.4M paid media budget, and generated over $2.6M in measurable revenue impact through product optimization and new channel development. I have worked in companies ranging from growth-stage to acquired-and-consolidated, in industries where the margin for error is thin and the data tells you the truth whether you like it or not.
I am currently open to senior roles in growth leadership, product marketing, and marketing direction at companies where revenue outcomes and creative thinking are equally valued.
What can I do for your team?
Growth & Revenue — Drove $1.13M in incremental revenue within 6 months through conversion funnel optimization and a disciplined A/B testing framework. Launched a net-new monetization channel now generating $1.5M annually.
Performance Marketing — Managed a $6.4M annual Google Ads budget across campaign strategy, keyword optimization, and bid management, consistently improving return on ad spend.
Leadership & Operations — Led cross-functional teams of up to 15 across on-site and internationally distributed locations spanning design, engineering, marketing, and business analytics.
Data & Analytics — Built reporting dashboards and experimentation workflows using SQL (ClickHouse), Looker Studio, and Google Analytics, improving experiment velocity by 30% and reducing decision latency across teams.
Past Product Growth Initiatives
Below, you’ll find a selection of past product case studies where unique opportunities and challenges were identified through meticulous user and data analysis. These examples illustrate how we successfully enhanced performance by addressing these insights.
Growth Project: Increase User Enrollments
Objective: Expand market share in performance marketing space to cover the senior vertical
Strategy: Create a simple
Testing: We conducted several rounds of iterative testing to refine these enhancements.
Outcome: The culmination of these focused efforts led to a notable overall increase of 6% in enrollment efficiency, demonstrating the effectiveness of a tailored mobile-first design approach.
UI / UX Design, Iterative Testing
Figma, Google Analytics, & Looker Studio
Internal Product Improvement: Increase Paid Media Volume (Google Ads)
Case Study: Google Ads Account Overhaul & Strategic Refocus
Objective: To optimize our Google Ads account structure in line with current best practices.
Challenge: The need to enhance campaign efficiency by integrating more dynamic and responsive advertising models.
Strategy: We implemented a significant overhaul, including the integration of an API pass-back via Google’s Cloud Dashboard with our internal CRM. This allowed sales and conversion data from our CRM reporting platform to feed directly into Google Ads. This integration transformed our traditional Target CPA style campaigns into a more dynamic and responsive ROAS (Return on Ad Spend) model.
Outcome: Post-implementation, we achieved a remarkable increase in average spending volume by 194%, coupled with a 25% improvement in ROI. This demonstrated the effectiveness of our strategic overhaul in not only scaling up our advertising efforts but also in enhancing their overall return on investment.
Performance Marketing
Google Ads & Cloud Platform
Growth Initiative: Improve Communication Pipeline For Users
Objective: To streamline the user enrollment funnel, specifically focusing on email and SMS opt-ins.
Challenge: The existing funnel had friction points that led to user drop-offs.
Strategy: By reconfiguring the funnel, we grouped email and SMS opt-in inputs and strategically positioned them at the final step.
Outcome: This adjustment significantly reduced user drop-offs, resulting in an increase of opt-ins by approximately 5-7% for both email and SMS.
UI / UX Design, Data Analysis & A/B Testing
Figma, Google Analytics & Looker Studio
Growth Initiative: Create additional touchpoints for engaging with users
Objective: Our goal was to maximize on-site revenue and introduce new revenue streams.
Challenge: We needed to implement solutions that would enhance revenue without adversely affecting user experience.
Strategy: We introduced a series of innovative modules and opt-ins. Notable initiatives included a push monetization opt-in and strategy, an automated chat module to mitigate bounce rates, and integrating advertiser opt-ins within the sign-up funnel.
Testing: Rigorous testing was conducted to determine the most effective formats, with a keen focus on ensuring that these additions did not lead to subscriber churn.
Outcome: The strategic implementation and thorough testing of these new features resulted in enhanced on-site revenue streams while maintaining a positive user experience.
Data Analysis & A/B Testing
Custom CRM, Google Analytics & Looker Studio
Growth Initiative: Increase User Registrations & Retention
Objective: To revitalize landing pages and enrollment funnels that typically see performance plateau or regress after a 6-month lifecycle.
Challenge: Our aim was to not only redesign these elements to challenge the existing control but also to integrate product and UX improvements for enhanced performance.
Strategy: We embarked on creating new designs, infusing fresh product and UX enhancements to elevate the user experience.
Additional Focus: A significant part of the strategy also involved improving vital web loading times, recognizing its impact on user engagement and conversion rates.
Outcome: The refresh of the enrollment funnel designs, combined with the emphasis on faster loading times, resulted in renewed performance uplift, effectively extending the lifecycle and efficiency of these digital assets.
UI / UX Design, A/B Testing
Photoshop, Figma, Google Analytics, Custom CRM & Looker Studio
