Twelve years building growth functions — agency, in-house, consulting. The work spans SEO, content systems, paid acquisition, lifecycle, analytics, and automation. I lead strategy and own execution end-to-end. The technical work runs deep. The aesthetic discipline runs alongside it. Show the work, calmly is the operating principle.
For years I thought I had to choose — be the operator or be the aesthete. I stopped choosing. The site you're reading is one example.
What makes me valuable is deep experience leading both strategy and execution. I have a technical aptitude most growth leaders lack — I'm a builder at heart. I lead initiatives end-to-end: research, strategy, creation, implementation, measurement, iteration.
Four principles that define my work.
I don't just strategize or stay at one altitude — I explore, plan, prototype to expedite conversations, and build. If a picture is worth a thousand words, prototypes are worth ten thousand in growth contexts.
Tactics fade, trends fade, playbooks become less effective — but systems endure. I design scalable processes and frameworks that remain effective regardless of algorithm changes or platform shifts.
The only strategy for dealing with uncertainty is through testing. I maintain a continuous test-and-learn approach across channels, ensuring strategies adapt based on data rather than assumptions.
I leverage AI across the full spectrum of growth tasks to enhance speed and efficiency without sacrificing quality. After years of daily practice, I've learned to achieve both productivity and the human touch.
Six roles. A decade of building growth systems.
Owns the full digital experience spanning SEO/GEO, paid media ($300–$400K/mo), lifecycle marketing, and CRO. Drove 95% organic traffic growth and contributed ~$3.5M in incremental ARR. Built context engineering systems and AI knowledge bases to scale content production across the marketing team.
Owned the end-to-end multi-channel growth engine across SEO, SEM, Lifecycle, CRO, and Performance Marketing. Scaled organic traffic by +2,400%, Built proprietary content lifecycle systems to streamline production, and managed +$400K/mo in paid media.
Directed the organization’s centralized CRO & experimentation program across web properties generating 200 million visits annually. Managed a $2M+/mo Google Ads budget and owned the analytics and measurement strategy for all major product launches.
Led B2B2C lifecycle strategy for enterprise clients including Target and Morgan Stanley. Architected gamification-driven onboarding flows that increased enrollment by 28% and integrated automation APIs with BI tools to demonstrate platform ROI.
Head of the end-to-end SEO, SEM, and Lifecycle Marketing program for MHVillage and its network of real estate websites accumulating over 28 million visits annually. Built and scaled a home listing recommendation engine for Email & In-App channels.
Directed acquisition and retention strategy for the agency’s largest accounts, achieving 100% client retention and a 65% increase in recurring revenue. Mentored a team of growth marketing specialists to optimize multi-channel performance.
Lessons learned over a decade of building.
Persistence and determination outweigh natural ability in the long run.
Mastery comes from deep, focused practice — not shortcuts or hacks.
You could have built a prototype in the time spent scheduling another sync.
Build infrastructure that scales rather than chasing one-off wins.
Focus on metrics that drive real business outcomes.
Progress beats perfection. Learn from what's live.
Consulting engagement, product feedback, a thoughtful question, or just hello. I reply to everything I read.