The work
Systems I diagnosed, decided on, and built.
Each project follows the same arc: read what is actually wrong, decide what should exist, choose the metric, build it, prove it.
Leadership & Operations
Payment launches were fragmented across 8 departments with no single owner. I made the case for a dedicated division and built it from zero.
Payments Operations Division at Sportserve
Leadership / Operations / Team Building
0 to 5-person team
Local businesses lost their digital presence after the pandemic and couldn't afford an agency to fix it. I built a collective to close that gap, and used it to mentor early-career marketers on real client work.
Founder, CraftConcepts
Leadership / Founder / Mentorship
3 to 20+ contributors
26 businesses served
Lifecycle
Activation was stuck and everyone blamed email. The real problem was a web and lifecycle misalignment nobody had named.
The Mogo lifecycle rebuild
Lifecycle / Email / Activation
24% → 38%
900K dormant users across two products and one list. I treated it as a multi-iteration system, not a campaign.
Winback and cross-sell at scale
Lifecycle / Retention / Winback
~54K conversions
The activation sequence ran on time. The real question was whether it could respond to what users actually did instead.
Building the behavioral trigger layer
Lifecycle / Behavioral / Activation
0% → ~24%
funded-idle to first-trade
Sender score in the low 20s, inbox placement eroding, and the cause wasn't content. It was shared IP reputation and a platform that couldn't fix it.
ESP migration and deliverability rescue
Infrastructure / Deliverability / Lifecycle
Sender score 20s → 90+
200K+ subscribers migrated
Twelve countries, safer-gambling compliance in every market, and no system connecting user behavior to messaging.
Salesforce lifecycle automation - Dafabet
Lifecycle / SFMC / Compliance
Bet conversion +8–15%
7-day reactivation +10–20%
AI Automation
Leadership mandated automation with no platform and no owner. The real need was ops self-sufficiency.
Agentic ops infrastructure
AI / Automation / GTM
~30% close rate
The CFO wanted to enrich leads. The real problem was sales couldn't tell which signups were worth calling as soon as they arrived.
AI-powered lead enrichment and routing
AI / Automation / RevOps
~70% lead data
pre-populated
The email validation workflow worked technically. The real problem was that it didn't reflect how Compliance actually reviewed content.
Email validation and compliance workflow
AI / Automation / Compliance
Review cycles -50%
4 rounds → 1–2 rounds
Web Operations
Marketing needed to ship pages in hours. DevOps owned the website. That was the actual problem.
Mogo web ecosystem rebuild
Web / Webflow / Conversion
Lifecycle conversion +15%
Campaign conversion +30%
Organic 2x in 90 days
The newsletter had a 70% bounce rate. The problem wasn't the audience - it was what they landed on.
DTC Newsletter web and SEO rebuild
Web / Webflow / SEO
Bounce 70% → 38%
Organic traffic +28%
Signups +27%
Leadership didn't trust the data. The problem wasn't the campaigns. It was years of undocumented tag debt underneath them.
Analytics and tracking infrastructure rebuild
Analytics / Tracking / Martech
Data accuracy 40% → 80%
~$18K annual stack savings
Miguel N. Monzones
Vancouver, BC, Canada
