Three Disciplines. One Approach.

Where It Started

Started in 2013 running paid media. I was good at it. Scaled budgets, built attribution models, turned ad spend into revenue. But I kept bumping into the same wall: the storefronts I was driving traffic to weren't converting. So I learned ecommerce. Then I realized the best growth comes from the product itself. So I learned product management.

How It All Connects

I've scaled ad spend from $5K to $80K/month and kept it profitable the whole way. 4-8X ROAS across DTC and B2B. Growth marketing is the discipline, but the real skill is knowing when to pour fuel on something and when to fix the thing you're pouring fuel on.

Cut customer acquisition costs by 50%. Doubled activation rates by redesigning onboarding. Built lead scoring models that actually made sales teams want to use the CRM. Product management is where all the leverage is. One good decision at the product level is worth ten campaigns.

Took a Shopify store from $800K to $2M+ in annual revenue. Lifted conversion rates by 400%. Built post-purchase flows that turned one-time buyers into repeat customers. Ecommerce is where theory meets the cash register. Every decision shows up in the numbers the same week.

Why It Matters

Companies hire three people for this. Or three agencies. Then burn half their time in alignment meetings. I skip the translation layer. One person who understands product, growth, and ecommerce makes faster decisions, builds more coherent strategies, and compounds results instead of diluting them.

How I Build Now

I graduated from Flatiron School's software engineering program in 2022. Back then, the pitch was "PM who can read code." That's already outdated. Now I use Claude Code and n8n to go from customer problem to working prototype. Functional MVPs, automated data pipelines, tools that actually run in production.

The engineering foundation matters because I can debug what AI generates, understand the architecture, and have real conversations about what to build and how. But the unlock is that I can build it myself, test it with real users, and hand off something validated. Not a slide deck.

Off the Clock

When I'm not optimizing conversion funnels or arguing about sprint priorities, I'm probably walking my Shiba Inu, Barry. He has strong opinions about which routes we take and absolutely zero interest in my ROAS metrics.