Growth. Technology. Product. The space where they collide.
I'm a growth and digital operator with 20+ years of experience helping organizations turn complicated problems into clearer decisions, better products, and measurable growth.
I've worked across enterprise marketing, digital transformation, analytics, CRO, product, technology and operations — usually in the uncomfortable space between strategy and execution.
I've never been particularly good at leaving a broken thing alone.
Who I am
Underneath the job titles, I'm someone who's always been more interested in why something is broken than in whose job it was to fix it.
I grew up curious about systems — not just how they're built, but why they quietly fail the people relying on them. That curiosity turned into a career: two decades moving between marketing, analytics, product and technology, usually landing wherever a problem didn't fit neatly into one department's job description.
What I care about hasn't changed much in twenty years. I want to understand how something actually works, find the part that's costing more than anyone realizes, and fix it in a way that holds up after I've moved on. I'm drawn to ambiguity for the same reason some people are drawn to a puzzle — not because I enjoy the mess, but because I enjoy what's on the other side of it.
My dream has always been less about a title and more about range — to be someone who can sit in a strategy conversation in the morning and a technical one in the afternoon, and be genuinely useful in both. I've spent most of my working life building toward exactly that, one uncomfortable, cross-functional problem at a time.
Right now, my goals are simple to say and harder to live out: keep leading teams and problems worth leading, keep building things — frameworks, resources, small products — that make someone else's job easier, and keep writing, because business was never the only place I found people interesting. If there's a thread running through all of it, it's that I'd rather leave something better than I found it than leave it alone.
Twenty years, five companies, one pattern
Different industries, different job titles — the same instinct for finding what's actually broken and fixing it.
Own a dual mandate across client account growth and eClerx's own growth, leading a combined 15-person delivery team across concurrent enterprise engagements — including PayPal, Astound Broadband, Criteo and Lenovo.
Owned paid media optimization and, later, web analytics and CRO for Citi's banking and credit card products — partnering directly with Citi's Directors of Analytics, SEO and CRO.
Joined as the sole eCommerce SME and grew into a manager role leading a team of three, with full budgeting, hiring and performance-review ownership — plus a platform migration, a caught security vulnerability, and a $150K problem solved with $0 of it.
Led a company rebrand and market repositioning over a 3-month engagement, partnering directly with the CEO and sales leadership.
Ten years across five roles — from global B2B demand generation to diagnosing a systemic lead-quality problem internal management had been unable to resolve.
Four stages, one habit
Not a services menu — a pattern that repeats however the engagement starts.
Before touching anything, find out what's actually happening — in the data, the funnel, the org — not what everyone assumes is happening.
Product, experience, conversion, execution — the fix gets engineered and shipped, not summarized in a slide.
Strategy, prioritization, team structure — a fix that depends on one person staying involved isn't a fix, it's a favor.
Automation, measurement, continuous experimentation — so the result keeps paying out long after the engagement ends.
I plug in at whatever altitude the problem needs — an outside read on a decision that's stuck, fractional leadership on an ongoing function, or embedded execution when someone just needs the thing shipped.
What I work on
Looking for someone to lead, advise or untangle a difficult problem?
Let's talkBrands and businesses I've worked with
Some of this work is public, some isn't. These are organizations I've worked with directly, across growth, product, technology and operations.
What the work actually moved
A few of the rooms I've worked in
Real engagements, anonymized — the problem and the fix are what matter, not the letterhead.
A platform migration that outran a $150K change order
A legacy, login-only commerce platform needed to move to a modern cloud stack to support a manufacturer-to-reseller model. Midway through the migration, I caught a URL-injection vulnerability the retained agency had introduced — a flaw that put customer data and site integrity at risk.
When that agency proposed a three-month extension and a $150K increase to build geo-fencing SMS tracking, I built it myself instead. From there: a product recommendation engine matching complex configurations to customer needs, a ground-up analytics buildout, and a continuous test-and-learn program across the funnel.
Proving a narrow mandate deserved a wider one
Brought in to own a single channel — paid media — for a major bank's US banking and credit card products, with no mandate beyond media efficiency.
Built custom conversion-API models to sharpen targeting and tightened marketing-mix and ROI strategy. Six months of results earned a broader mandate: web analytics and CRO, run through structured experimentation instead of assumption, partnering directly with the bank's own analytics, SEO and CRO leads.
Growing conversion without breaking the experience
Two concurrent enterprise engagements, same underlying tension: growth targets that assumed conversion could be pushed without cost to the customer experience.
For a broadband and connectivity provider, that meant leading A/B testing and CRO to strip friction from web and mobile journeys. For a global technology hardware company, it meant building a hybrid live-chat and A/B testing demand-generation model, balanced against experience across the APAC region.
Things I've learned from building, breaking and fixing things.
New essays are on the way.
Books
I spend some of my time writing things that don't fit inside a business presentation.
From Grave to Guardian
A story about grief, faith, memory and the people we carry with us.
Explore the book →
Silence in Room 307
Some rooms keep their secrets. A psychological mystery set around a room that refuses to give up what happened inside it.
Explore the book →The World As It Seems
An exploration of perception, relationships, power and the stories people construct about themselves.
Coming soon →I write fiction because business isn't the only place where people are complicated.
Resources I wish I had earlier
Guides, checklists and frameworks built from real engagements — for anyone leading growth, product or technology. No strings, just useful.
CRO Audit Worksheet
A comprehensive checklist for auditing conversion rates across every funnel stage. Used across six enterprise brands to find and fix leakage points before they compound.
Get it free — coming soonAnalytics Setup Guide
Step-by-step guide to implementing product analytics from scratch — covering event taxonomy, attribution modelling, and dashboard architecture that won't need rebuilding in six months.
Get it free — coming soonGrowth Strategy Framework
The exact framework used to scale B2B SaaS products from zero to meaningful ARR. Covers acquisition loops, retention levers, and the metrics that actually predict revenue.
Get it free — coming soonProduct Analytics Template
Ready-to-use Notion + Google Sheets dashboard templates for tracking core product KPIs. Plug in your numbers and get a live view of product health in under an hour.
Get it free — coming soonMVP Build Blueprint
How to design, build, and launch a scalable MVP in under 30 days. Covers tech stack selection, feature prioritization, and the minimum viable distribution strategy most builders skip entirely.
Get it free — coming soonTech Debt Audit Framework
A systematic approach to identifying, categorizing and managing technical debt before it becomes an existential risk. Includes a scoring model and triage playbook.
Get it free — coming soonMore are on the way — check back.
What I'm doing now
Working across growth, digital, technology and enterprise delivery.
Developing free resources and running small experiments.
Working on books and essays about people, business and the way we make sense of the world.
Exploring AI, product systems, experimentation and the next generation of digital work.
A few things people ask
Who am I?
A growth and digital operator with 20+ years across enterprise marketing, digital transformation, analytics, CRO, product, technology and operations — I also build free resources and write fiction.
What do I actually work on?
Growth, digital and product strategy, data and experimentation, operating models for teams, and applied AI and emerging technology. See "What I work on" above.
Which companies have I worked with?
Organizations including Citi, Lenovo, HP, Lennox International, Astound Broadband, Criteo, iQuanti, Cenza (now KLDiscovery), eClerx, and PayPal, across enterprise, retail, telecom and B2B technology.
Am I available for advisory, consulting or leadership roles?
Yes — select engagements. The fastest way to reach me is on LinkedIn; see the Contact section below.
Have I written any books?
Yes: From Grave to Guardian, Silence in Room 307, and the forthcoming The World As It Seems. See the Books section above.
How does the business work connect to the books?
Different subjects, same instinct: noticing something true and not being able to leave it alone until it's built, said, or written down properly. Business and books are different parts of the same brain.
Let's talk.
LinkedIn is the fastest way to reach me. A short version of what you're working on is more useful than a formal introduction.