I build the performance infrastructure that makes growth legible.
10+ years across consumer apps, eCommerce, and SaaS. I help teams find the signal in acquisition, fix the measurement underneath it, and build the systems that make growth repeatable.
Ten years scaling acquisition across consumer apps, eCommerce, and grocery tech. Rappi in Latin America, Tonal in high-ticket DTC, now online grocery with Voilà by Sobeys and Ocado in Canada. Ivey MBA, bilingual in English and Spanish, based in Toronto.
Most growth problems look like channel problems and turn out to be attribution problems, so infrastructure comes before spend: server-side tracking, incrementality tests, attribution that actually reflects the business. Platform-reported ROAS is a story the platform tells about itself, so contribution margin is the number I actually manage to. Efficient channels stop being efficient, so I treat the channel portfolio as a system: build one out, let it fund the next, and structure the whole thing to compound instead of resetting every quarter. AI is part of that infrastructure now, workflows that let a small team operate like a much bigger one, not a shortcut for the parts of the job that were never the bottleneck.
Right now that means growth inside a grocery chain built for stores, not for an online channel: reconciling data before spend, figuring out what SEO and site merchandising should look like in a catalog that resets daily, and finding where AI actually changes a workflow instead of just speeding it up.
What I've built.
The incrementality tools and Marketers Lab came out of the work. deepstint and Right On Call are experiments. Click through and try them.
Write to me.
A question about one of the tools, a note about the work, or something you think I should see. I read what comes in.