Growth Strategy

Good creative only takes you so far. The rest comes from asking the right questions, running experiments, and learning from them.

As a growth marketer, I know intuitively that the first solution is rarely optimal. Every campaign is an opportunity for continuous learning. You have to scale what’s working and pull back on what’s not.

This is where my process takes shape.

Dive in

Hypothesize

→

Test

→

Analyze

→

Iterate

→

Hypothesize → Test → Analyze → Iterate →

01
Hypothesize

Defining the Target & The Goal

I start by getting crystal clear on the "Who" and the "Why." I identify target audiences—their job titles, motivations, and pain points—and set a singular, measurable goal. From there, I build hypotheses to determine the biggest growth lever.

Rapid Experimentation

I don’t believe in "betting the farm" on a single guess. I test 2–3 variations simultaneously—different audiences, CTAs, or messaging hooks. The focus is on high-velocity execution to gather feedback.

02
Test

Performance Attribution

The "Numbers" phase. I move past vanity metrics to track the indicators that actually matter: CTR, Conversion Rate, and CAC. By looking at both quantitative data (funnel metrics) and qualitative signals (is the messaging resonating?), I identify which segment delivers the highest ROI and where users are losing interest.

03
Analyze

Scaling the Winners

Every test is an investment in insight. If a channel or page performs, we double down and scale. If it flops, we walk away with the "why" to inform the next experiment. This loop is how I turn underperforming assets into growth engines.

04
Iterate

Build my growth roadmap

Selected Work

  • Crafting a brand voice that speaks "engineer."

    Impact: Achieved 30% stronger content engagement and a doubled website conversion rate.

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  • Buyer personas built to scale B2B content fast

    Impact: Personas were built directly into HubSpot AI, giving the team the ability to generate consistent, persona-driven content at scale.

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  • An automation that rescued deals from sales purgatory

    Impact: $460k+ in deals were revived and closed within first few months.

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  • A campaign that pinpoints a niche audience

    Impact: Generated more than $230k in value in new opportunities

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  • A campaign that nudged customers to buy direct

    Impact: Achieved a 23% average returning customer rate and recouped our investment within the first six months.

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