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Portfolio

Problems I like solving.

A few stories, told in plain language. I keep the specifics private, and I'm happy to go deeper in conversation.

01

Turning user data into a lifecycle strategy

Lifecycle strategyAudience segmentationCross-channel

The problem: A large group of users held value in the product but never took the next step.
What I did: I studied who they were and what they did, then built a connected plan across push, in-app messages, banners, and email. Every campaign got a clear trigger, a tight audience, and a written reason for existing.
What came of it: A prioritized, evergreen plan the team could run in order, and leadership asked me to expand it.

02

Making measurement honest

ExperimentationReportingQA

The problem: Reports showed lifts, but the full story, including churn and mislabeled variants, was easy to miss.
What I did: I audited reports against the raw data, put opt-outs and uninstalls next to every lift, and used holdouts so wins were proven, not assumed.
What came of it: Cleaner weekly reporting and decisions the team could trust, including knowing when to stop a campaign that looked good on the surface.

03

Scaling campaigns across languages and markets

LocalizationPersonalizationGlobal campaigns

The problem: One English message was not reaching a global audience the way it needed to.
What I did: I built localized, personalized versions in many languages, checked language codes and translations before launch, and tailored timing and targeting to each market.
What came of it: Messages that felt local to people everywhere, with fewer launch-day surprises.

Have a problem like one of these?