The Work
A selection of the strategies I've built, the teams I've led, and the outcomes we delivered.
Growth Story 1 — Scaling PLG Motion (High-growth SaaS · Cross-functional leadership)
The mandate: Create a product-led growth motion at a company that had never had one — and do it fast, with buy-in from Finance, Engineering, and the C-suite.
What I did: Established and led a cross-functional PLG taskforce with the COO, VP of Product, Engineering, and Finance. Designed a Lifetime campaign strategy anchored in projected retention rates and cash flow modeling — a commercial argument, not just a marketing one.
The outcome: $420K+ in Q2 revenue. 20% improvement in retention. A repeatable PLG framework that became part of the company's core GTM strategy.
Growth Story 2 — ABM Revenue Engine (Enterprise SaaS · Sales & Rev-Ops)
The mandate: Create an account-based marketing motion that Sales would actually trust and use — not a slide deck, a working system.
What I did: Built the ABM strategy from scratch in partnership with the CRO and Sales team. Established ICP frameworks, buyer intent signals, account prioritization, and campaign sequencing aligned to the sales cycle.
The outcome: 70% account penetration. 35% booking rate. $2.2M in attributed closed-won revenue.
Growth Story 3 — The Full-Funnel Growth (High-growth SaaS · Full-funnel strategy)
The mandate: Own the entire marketing funnel — not just lead gen, but conversion, retention, and expansion — and make it predictable.
What I did: Redesigned the full-funnel acquisition and lifecycle strategy across all core channels. Ran a CRO and UX optimization program that improved site CVR to 3% and MQL-to-Opportunity rate by 56%. Aligned lifecycle and SDR programs to create a connected revenue motion.
The outcome: Double-digit annual revenue, +25% YoY. 30% YoY growth in qualified pipeline. $7M in budget managed, with $400K saved through vendor and agency negotiation.
Growth Story 4 — Scaled 200+ Brands (Agency-side · DTC & E-commerce)
The mandate: Lead the account strategy function for one of North America's fastest-growing performance marketing agencies — managing growth strategy for over 200 DTC and E-commerce brands simultaneously.
What I did: Led a 26-person team, launched new service offerings, owned the P&L, and built the upsell motion that drove ARR growth. Worked across every category — fashion, food, beauty, home — giving me pattern recognition across DTC that most marketers never get.
The outcome: 33% increase in ARR. 20% YoY customer growth. A team and operating model built to scale.
Brands I've worked with
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Ancestry
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Dyson
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Charlotte Tilbury
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Acid League
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Jungle Scout
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Shoelace Agency
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Brands I've worked with ✳︎ Ancestry ✳︎ Dyson ✳︎ Charlotte Tilbury ✳︎ Acid League ✳︎ Jungle Scout ✳︎ Shoelace Agency ✳︎
Let’s build your growth engine.
Whether you're looking for a full-time VP of Marketing to lead your org or a fractional leader to jumpstart your GTM strategy, let’s find the right way to work together.
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Best for Series A+ founders and CEOs looking for GTM audits, PLG strategy, or fractional leadership. Get a 15-minute intro call to discuss your bottlenecks.
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For executive recruiters or companies looking for a full-time growth leader.
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Just want to say hi? If you’re a fellow marketer, a former colleague, or just want to chat AI and growth, feel free to reach out on LinkedIn. I try to respond to everyone within 48 hours.