I turn traffic into revenue,
with AI in the workflow.

User acquisition was growing, but activation was not keeping pace. More users entering the funnel did not automatically mean more engaged users.

I focused on reducing friction in onboarding, optimizing user flows, expanding acquisition channels, and introducing lifecycle programs that moved people from sign-up to activation faster.

The result: activation finally kept pace with acquisition, and lifecycle programs reached far more of the people we had worked to bring in.

Thousands of restaurant operators were showing interest, but too many leads stalled between form submission and a sales conversation. Every extra step slowed revenue.

I redesigned lead routing with RevenueHero, introduced revenue-based segmentation, streamlined booking flows, and launched a continuous experimentation program across landing pages, forms, and nurture journeys.

The result: leads stopped stalling between the form and the first sales conversation, and deals moved through the pipeline dramatically faster.

Millions of people visited eBay every day, but not every shopper had the same intent. Showing everyone the same promotions created friction and left revenue on the table.

I helped develop machine-learning-driven segmentation and targeting that used behavioral signals (search, category browsing, clicks, engagement) to deliver more relevant experiences across email, site merchandising, SEM, and retention campaigns.

The result: stronger performance across SEM, CRM, and promotional campaigns, and a major lift in Australian marketing revenue.