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How I work

Instrument, automate, prove, repeat

A focused way to diagnose a growth system, make the work visible, and leave a cadence the team can keep running.

01

Instrument

Before anything gets optimized, it gets measured properly. KPI architecture, event taxonomy, attribution model, and a dashboard the exec team actually opens.

02

Automate

Every recurring human step is a candidate. Marketing automation, workflow tooling, and now agents — but only where the process is already understood.

03

Prove

Geo holdouts, incrementality tests, brand lift. If a channel can't be shown to be incremental, it doesn't get more budget on my say-so.

04

Set the cadence

Weekly review, monthly deep-dive, quarterly narrative. Systems decay without a rhythm, and the rhythm is what makes a team self-correcting.

Fractional · project · advisory

How I diagnose, what I leave behind, and how engagements run.

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