Selected Case Studies
I help organizations solve growth, operational, and messaging challenges through systems thinking, strategic clarity, and AI-enabled workflows.
My work spans growth systems, operational transformation, AI-assisted workflows, onboarding optimization, lifecycle strategy, and positioning across startups, mission-driven organizations, and growth-stage companies.
Industry / Company Type
Established education technology company (20+ years)
Challenge
Split B2B and B2C funnels with nearly equal marketing investment, despite most revenue coming from B2B.
Limited understanding of how consumer usage influenced institutional buying behavior.
Approach
Analyzed cross-funnel behavior and identified an inflection point: when one additional consumer user adopted the product at a school site, the likelihood of that school becoming a paying customer the following year increased by 60%. Partnered with product, finance, and sales to design a product-led growth system that encouraged consumer users to share access with colleagues rather than pushing them toward direct sales CTAs. Once usage at a site reached a defined threshold, the system automatically generated qualified opportunities for the sales team.
Outcome
31% increase in sales opportunities, 22% increase in B2B revenue, and 90% increase in B2C revenue from users at previously non-converting school sites.
Industry / Company Type
Targeted media company serving parents
Challenge
Two primary revenue streams—physical products and a subscription-based mobile app—with very low awareness of the app among existing product customers.
Approach
Identified a large repository of historical customer email addresses within a legacy commerce platform. Integrated those customers into the app onboarding journey and informed them they already had free access tied to their past purchases.
Outcome
400% increase in app user growth driven by lifecycle marketing, onboarding optimization, and better leverage of underutilized customer assets.
Industry / Company Type
Large education technology organization
Challenge
Brand marketing team overwhelmed by customer marketing requests and seeking additional headcount to keep up with demand.
Approach
Analyzed the 200 most recent content requests and identified six recurring categories of deliverables. Designed standardized intake systems for each category, where each form generated structured JSON inputs that routed into an AI workflow trained on brand guidelines and high-performing examples. The system produced strong first drafts of customer marketing materials automatically.
Outcome
Increased content production velocity, standardized quality across deliverables, eliminated the immediate need for additional hiring, and reduced operational bottlenecks through AI-assisted workflow systems and scalable marketing operations.
Industry / Company Type
Solo legal practice
Challenge
No established visual identity or brand system, limiting perceived professionalism and consistency in external communications.
Approach
Developed the practice’s first logo, brand identity, and foundational collateral system for conferences and trade events, calibrated to the firm’s size, budget, and growth goals.
Outcome
Improved brand consistency and credibility in the market. Within a year, the practice generated enough new business to hire its first additional employees, demonstrating adaptability, branding fundamentals, and practical business impact.
Industry / Company Type
Targeted media company with subscription app
Challenge
Need to improve acquisition efficiency and retention while keeping CAC under control.
Approach
Designed and implemented a referral strategy offering parents 50% off their first renewal month when they invited another parent to join the app, integrating the offer into lifecycle messaging and in-app prompts.
Outcome
10% referral effect and a 9% reduction in CAC, illustrating effective referral systems, growth loops, and retention strategy.
Industry / Company Type
Luxury electric vehicle startup in crowdfunding phase
Challenge
Need to efficiently convert a broad audience of interested followers into investors to fund initial vehicle production.
Approach
Built segmented marketing automations and audience-specific nurture systems. Owned audience insight development, lifecycle automation, and investor conversion strategy across channels.
Outcome
Achieved $0.09 CPC, a 5:1 investment ROI, and email nurture flows converting 20% of contacts into investors, contributing to the company raising enough capital to begin vehicle production.
Industry / Company Type
Education technology company
Challenge
Onboarding data showed that 10% of users discovered the platform through peers, but this behavior was not intentionally supported or scaled.
Approach
Created reusable sharing templates that allowed teachers to easily distribute their favorite educational resources and classroom activities to colleagues. Distributed these templates to the company’s 1,000 most engaged teachers.
Outcome
Within two months, the program drove 600,000 new site visitors and 200,000 new registrations, demonstrating behavioral insight, viral growth systems, community amplification, and product-led distribution.
Building systems that scale
I help organizations create clarity, improve operational leverage, and build scalable growth systems across marketing, onboarding, messaging, and AI-enabled workflows.