The kinds of problems I tend to work on.
Growth Strategy
I work backward from the number a business needs to move, through the full funnel, before deciding where to invest. That usually means questioning the plan itself, not only executing it faster. Finding the constraint that matters to the business, and working backward from there, beats following a template that worked somewhere else.
Growth diagnosis · Market expansion · Full-funnel strategy · Commercial judgment
Retention & Lifecycle
Retention work only counts if it changes what happens by default, not only what happens during a campaign. I look for the structural fix, a model, a merged experience, a redesigned first session, over a one-off push that lifts a number for a week and fades.
Lifecycle strategy · Segmentation · Customer journeys · Retention systems
Acquisition
I don't treat a cheap channel as a good channel until I've checked what it does to retention downstream. Blended numbers hide more than they reveal, so I evaluate acquisition by the quality of the users it produces, not only the cost of getting them.
Performance marketing · Acquisition strategy · Creative strategy · Store conversion
Experimentation & Measurement
I check a test's setup myself early rather than trusting the dashboard, because a broken test that runs for weeks wastes more than a fast one that gets caught early. I'm skeptical of any result reported on a platform's own attribution.
Experiment design · Cohort analysis · Attribution judgment · Predictive analysis
Monetization
The cheapest new revenue is usually already inside the existing customer relationship, not in the next acquisition channel. I look for where two products or two customer relationships can be merged into one before I look for more spend.
Cross-product growth · Customer value · Unit economics · Monetization
Cross-Functional Leadership
Most of the growth work I've owned required convincing a team I didn't manage, Product, Engineering, or Data, to prioritize something that mattered to growth more than it mattered to them. That's a case made with a business argument, not a request made on authority.
Product · Engineering · Data · Commercial · Marketing
AI-Enabled Growth
I use AI tools directly to build and test, not only to direct someone else's output. I'm interested in where AI can compress research, analysis, and execution without removing human judgment from the decisions that matter.
AI-assisted analysis · Workflow design · Research automation · Decision support