What I’ve built
A collection of systems, journeys, and teams I’ve helped bring to life.
Most of these projects began with a business problem that crossed more than one team. I’ve written each case around the same questions: What were we seeing? What did we learn? What did we decide to build? And how did we know whether it worked? Browse by area, or open any project for the full story.
5 cases
Lifecycle
The Mogo lifecycle rebuild
Email engagement was healthy, but customers were meeting a different experience after the click. I worked with Product, Creative, and Analytics to bring lifecycle, web, and measurement into one connected journey.
24% → 38%
activation rate
78% → 62%
7-day drop-off
The Intelligent Investing winback and cross-sell
Around 900,000 people had either gone quiet on investing or never started. Separating dormant investors from lending customers—and Manage from Self-directed—turned one broad campaign into four more relevant conversations.
~54K
activated or returned across two rounds
Building the behavioural trigger layer
The existing lifecycle responded to how many days had passed rather than what customers had done. I rebuilt the journey around meaningful actions such as connecting a bank, making a deposit, and completing a first trade.
~24%
funded-idle to first trade, where there was no path before
ESP migration and deliverability recovery
Open rates were falling and inbox placement was becoming less reliable. Testing traced the issue to damaged shared-IP reputation, so I led the migration of more than 200,000 subscribers to healthier sending infrastructure.
20s → 90+
sender score
200K+
subscribers migrated
Salesforce lifecycle automation at Dafabet
Dafabet operated across twelve countries with different regulatory requirements, but no connected lifecycle system built around customer behaviour. I designed six cross-channel journeys around first bet, dormancy, trust, safer gambling, and deeper product use.
+8–15%
bet conversion
+10–20%
7-day reactivation
3 cases
AI & Automation
Building Mogo’s automation infrastructure
Leadership wanted to move towards agentic workflows, but the teams still needed a platform, practical use cases, and a way to own what was built. I worked with DevOps and the Ops leads to establish the infrastructure, ship the first workflows, and help teams maintain and extend them.
~30%
underwriter close rate
15+
workflows in production
AI-powered lead enrichment and routing
DTC Newsletter signups were reaching HubSpot without enough context for Sales to know which ones needed immediate attention. I built a workflow that researched each company and contact, classified and validated the information, populated the CRM, and alerted Sales when a high-value lead appeared.
~70%
lead data pre-populated
Email validation and compliance workflow
The early workflow functioned technically, but it didn’t yet reflect how Compliance evaluated content. I brought the reviewers into the design process, documented their criteria, and translated that judgement into a validation system Marketing could use while drafting.
−50%
review cycles: 4–5 rounds → 1–2
3 cases
Web & Analytics
The Mogo web ecosystem rebuild
Marketing depended on DevOps whenever it needed to launch or improve a page. I led the Webflow rebuild and moved web ownership into Marketing, giving the team a faster way to support campaigns, lifecycle journeys, and conversion work.
+15%
lifecycle conversion
~5% → ~14%
organic traffic share in 90 days
DTC Newsletter web and SEO rebuild
DTC had a growing audience and strong editorial content, but the website wasn’t turning enough organic visitors into readers and subscribers. Across three major rebuilds, I reworked the CMS, information architecture, SEO, and conversion journey.
70% → 38%
bounce rate
+27%
signups
Analytics and tracking infrastructure rebuild
Years of undocumented tags and disconnected tools had made performance reporting difficult to trust. I used the Webflow rebuild as an opportunity to rebuild GA4 and GTM cleanly, map the martech ecosystem, and establish clearer ownership and governance.
40% → 80%
data accuracy
~$18K
annual stack savings
2 cases
Leadership & Operations
Building Sportserve’s Payments Operations division
Payment launches crossed eight departments, twelve markets, and a growing set of regulatory and provider requirements. I built the shared operating model, clarified ownership between teams, and hired and trained a dedicated five-person division to keep the work moving.
0 → 5
person team, built from scratch
2x
campaign throughput
Founding CraftConcepts
Small businesses were trying to rebuild their digital presence after the pandemic, while many early-career marketers needed meaningful work to build their experience. I created a collective that brought those two groups together.
3 → 20+
contributors at peak
26
businesses served
Tell me what you’re working on.
If you’re working through a customer journey, system, or operational problem and think my experience might help, I’d like to hear about it.
Consulting on lifecycle, conversion, and automation—and open to the right senior role.