I build the performance infrastructure that makes growth legible — and I've been doing it for 10+ years across consumer apps, eCommerce, and SaaS.
Ivey MBA. B2C and B2B SaaS experience. AI-native workflows.
Selected Work
A few examples of what this approach looks like in practice.
Rappi & Linio
Rappi was scaling aggressively but paying $32 to acquire users that churned before their second order. I rebuilt the creative testing framework around mood-based segmentation and implemented holdout-based incrementality measurement. Within 90 days, CAC dropped to $8 while retention improved — the right users were finally finding the app.
Tonal
Tonal had an underperforming affiliate program stuck in a local maximum. I re-architected the partner stack on Impact.com, recruited high-intent creators, and built commission structures that aligned incentives with customer LTV. Affiliate-led revenue grew 700% in 60 days while CPA dropped 40%.
Enterprise B2B
Owned the strategic relationship with enterprise sellers at a global grocery tech platform. Redesigned the full-funnel acquisition journey and implemented lifecycle marketing automation. Enterprise CAC dropped 40% and early-life retention improved 25% — proving the same incrementality principles work in B2B.
How I Think
Three principles that guide how I approach growth.
Incrementality over vanity metrics
Platform-reported ROAS is a story the platform tells about itself. I build attribution models that force spend toward true incrementality — contribution margin is the only metric that matters at the budget level.
Infrastructure before spend
Most growth teams scale media before they can measure it properly. I wire up server-side tracking, CRM data pipelines, and closed-loop attribution before touching the ad account. Clean data is a prerequisite, not a nice-to-have.
AI for leverage, not decoration
I use AI to compress timelines and amplify output — from automated creative iteration to predictive budget allocation. The goal is operator leverage, not buzzwords on a pitch deck.
Senior growth operator with 10+ years building and scaling acquisition at Rappi, Tonal, and Ocado. Ivey MBA. I take on both full-time leadership roles and select consulting engagements.
Let's Talk
You can also find me on LinkedIn.