Work & thinking

The work, and the thinking behind it.

Three case studies from my work, two approaches to budgets and measurement, and an experiment in building with AI.

01 · Case study

Shopify

A personality quiz guided prospective merchants to a relevant landing page and informed audience targeting.

RecordHighest session-to-lead conversion rate among sources tracked for store-acquisition work at Shopify

02 · Case study

Yamibuy

I changed cart-item retargeting and used products near the free-shipping threshold to acquire new customers.

−15%CAC vs. baseline, with orders up 25% year over year across the broader acquisition program

03 · Case study

U.S. launch

I led domestic media and worked with sales on pitches as we built the U.S. account base.

0→12Twelve accounts · campaign budgets from $20K to $6M

04 · Approach

Allocation

A starting point for funding proven work, promising ideas and new experiments.

70 · 20 · 10Explore a budget split over four quarters

05 · Approach

Measurement

How a comparison between markets can help estimate what changed because of advertising.

Geo holdouts and budget decisions

06 · Experiment

Building

Why I put AI effort into interactive allocation and measurement tools, and what remained my responsibility.

A portfolio built with AI

Work with me

Building a growth team?

I’m looking for a full-time growth or performance marketing role with a tech or e-commerce team.