https://www.youtube.com/watch?v=OrreeFqM9jk

Featured Case Studies

• Engineering a 240% Growth Engine For Local Media
  • How I solved unit economics to scale a portfolio of local media brands from 50k to 170k+ subscribers.
• Why Your A/B Test "Winner" Is Lying to You (Case Study)
  • “By redistributing intake fields from a single long page into a sequential process, we expected to reduce cognitive load and increase the conversion rate. The aggregate results confirmed a winner. But the segmented data revealed a paradox that would have silently eroded our unit economics.”

Work Experience

Director of Marketing - Rocket Doctor

• 🚀 As Employee #1, I built the entire growth function from a blank slate, scaling patient acquisition from 0 to 175+ daily visits (annualized GMV from $0 to $2.3M in 8 months) and establishing the company's initial product-market fit.
• 📈 Pre-Launch Strategy & Modeling: I used Google Keyword Planner to forecast acquisition costs and worked with the founder to model the channel's viability against our LTV assumptions for a patient.
• This pre-launch analysis provided the data-driven conviction that Google SEM was a viable primary acquisition channel worth testing.
• 🧱 Full-Stack Infrastructure Build: With no engineering or product teams yet hired, I personally built the initial marketing infrastructure. This included designing and building the company website, all SEM landing pages, and the complete analytics and conversion tracking stack using Google Tag Manager / Google Analytics / Google Ads Conversions.
• 🗺️ Scaled the Playbook & Built the Team: After validating the model in our 1st market, I launched and managed SEM campaigns across 2 additional Canadian provinces. After proving the growth model, I built the team to own it long-term, personally hiring a full-time web developer, a technical SEO specialist, a content writer, and the performance marketing specialist who would take over the day-to-day management of the channels I had built.

VP Growth Marketing - Overstory Media Group

Architected the company's growth function, taking full ownership of audience acquisition and web product strategy across a portfolio of 10+ media brands.

Performance Marketing:

• Drove 240% subscriber growth (from 50k to 170k) in under a year after engineering a complete turnaround of the Performance Marketing function.
• I personally took over the Meta Ads channel from an underperforming and largely inactive agency, unlocking the ability to scale our paid media budget from $5K to over $60K per month.
• Cut cost-per-subscriber in half (-50%) by implementing a new article teaser content funnel strategy using Facebook's Lead Forms and Conversion Tracking API (server side tracking).