Experience

Jun 2025 — Jan 2026

Product & Growth Lead · Health & Wellness Startup

• Designed a personalised in-app activation initiative and proved its impact on user engagement through A/B testing
• Built a cascading notification system targeting users by engagement level to improve retention
• Led growth for a new product — designed an extensive beta program with user research across 100+ data points
• Created launch and lifecycle communications infrastructure, including a modular email design system with 20+ responsive components

Dec 2024 — Jun 2025

Co-founder · Pulss

• Co-founded a brand analytics startup targeting an underserved gap in local market brand measurement
• Secured enterprise clients through founder-led outreach and validation across 100+ companies
• Took initial designs through product iteration and user feedback to a live, working product with authentication and client access
• Built an AI integration that let us query brand data in natural language, reducing analysis time from days to minutes

Apr 2024 — Jan 2025

Product & Growth Consultant · Self-employed

Took on fractional product marketing and growth roles for SaaS companies, focusing on conversion, retention, and positioning.

• Uxcel

  Apr — Oct 2024

  • Improved pro conversion through a redesigned onboarding experience across email and in-app messaging
  • Led analytics migration from Amplitude to PostHog
  • Repositioned product and led website copy redesign based on 500+ survey responses

• Kitbash 3D

  Oct 2024 — Jan 2025

  • Used Mixpanel analytics and customer cancellation surveys to design a churn prevention and win-back strategy
  • Reduced monthly churn by 15% and increased reactivation rates by 20%

Jun 2022 — Jan 2024

Growth & Product Marketer · Whimsical

• Launched AI product to #3 on Product Hunt, doubling website traffic
• Led user research interviews to inform product development direction and positioning
• Redesigned and A/B tested workspace invite flows to drive product-led paid member conversion

Jan 2020 — Jun 2022

Head of Marketing · Catchbox

• Pitched and led the company's pivot towards hybrid learning in higher education — a repositioning that fundamentally shifted the growth strategy and drove 120% revenue growth in 18 months
• Built an organic growth engine around the new positioning — a content loop of SEO, case studies, and thought leadership that established Catchbox in the education vertical without paid advertising
• Ran the full marketing function across content, website, campaigns, and partner channels — by ISE 2022, competitors had adopted similar positioning