Work & thinking

The work, and the thinking behind it.

Three case studies from the work. Three approaches that explain how I think about budgets, measurement and building.

01 · Case study

Shopify

Added an interactive step before the landing page to qualify incoming traffic.

RecordHighest session-to-lead conversion rate on record at Shopify

02 · Case study

Yamibuy

Reconsidered acquisition spend by questioning which sales the ads actually contributed to.

−15%CAC vs. baseline · volume up 25% year over year

03 · Case study

U.S. launch

Joined as the first U.S. employee and built a book of business over eighteen months.

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

04 · Approach

Allocation

Make room for proven work, promising ideas and new experiments.

70·20·10A budget rule that protects learning

05 · Approach

Measurement

Ask what changed because of the spend, and how confidently we can tell.

Geo holdouts and budget decisions

06 · Experiment

Building

This site is one example. The work also includes deciding what to trust and what to check.

An interactive portfolio built with AI

Work with me

Building a growth team?

Here’s the work I’m looking for, the experience I’d bring, and how to reach me.