The playbook doesn't work every time. Here's what I actually do.
Walk the journey before trusting anyone's explanation.
Become the user, break the funnel into steps, check against benchmarks, then check user inputs for whether the pattern is new.
Settle disagreements with a KPI and an experiment, not seniority.
What KPI was this supposed to move? If it hasn't, that's noise. If unresolved, run the test.
Marketing should own the business outcome, not just the top of the funnel.
It's close enough to the customer and the numbers to influence on product, pricing, or operations to fuel growth.
What I Build
What I build when the obvious playbook doesn't work.
Growth Strategy
Find the constraint that actually matters to the business, then build the growth plan around it.
Growth strategy · Growth diagnosis · Market expansion · Commercial judgment
Retention & Lifecycle
Build experiences and systems that make customers more likely to stay, return, and deepen their relationship with the business.
Lifecycle strategy · Segmentation · Customer journeys · Retention systems
Acquisition
Build growth channels that bring in customers who create sustainable business value, not just efficient first transactions.
Performance marketing · Acquisition strategy · Creative strategy · Channel strategy
Experimentation & Measurement
Turn business questions into experiments and measurement frameworks that make it easier to know what actually moved the outcome.
Experiment design · Cohort analysis · Measurement · Incrementality
Monetization
Find opportunities to grow customer value through pricing, cross-sell, engagement, and the products customers already use.
Monetization · Customer value · Unit economics · Cross-product growth
Cross-Functional Leadership
Bring Product, Engineering, Data, Commercial, and Marketing together around the business problem, even when the solution sits outside my function.
Cross-functional leadership · Product · Engineering · Data · Commercial
AI-Enabled Growth
Use AI to make research, analysis, and execution faster while keeping judgment and decision-making human-led.
AI-assisted analysis · Workflow design · Research automation · Decision support