Work
Case studies and operating systems
These cases show the systems behind the outcomes: positioning, category narrative, and execution cadence tied to measurable business movement.
Operating view
Primary cases
04
Deep dives
20
VRIFY
Aug 2024 to Sept 2025VP Marketing
Category creation and proof-led GTM
Highlights
- 01Defined the AI-assisted mineral discovery category, aligned GTM around proof
- 02Built the proof loop (scorecard, stages, ABM spine)
- 03Drove $12M net-new ARR in 120 days after PDAC
Deep Dives
Category Creation & Rebrand
Aug 2024 to Sept 2025 · 4 min
Marketing Engine
Aug 2024 to Sept 2025 · 4 min
ABM System
Aug 2024 to Sept 2025 · 4 min
Unified GTM & Business Metrics
Aug 2024 to Sept 2025 · 2 min
Sales Motion & Team Structure
Aug 2024 to Sept 2025 · 5 min
Talent System
Aug 2024 to Sept 2025 · 5 min
Strategy & Company Alignment
Aug 2024 to Sept 2025 · 4 min
GitLab
Jun 2020 to Aug 2024Director, Integrated Growth and Inbound Marketing
Rebuilding integrated growth and inbound
Highlights
- 01Rebuilt inbound and integrated growth as an operating unit with quarterly planning and a scorecard
- 02Reversed a marketing site traffic decline with cross-functional execution
- 03Shipped a unified To/Through/In PLG motion across core teams
Deep Dives
Introduction of X Led Growth
Jun 2020 to Aug 2024 · 10 min
Increase Quality Site Traffic
Jun 2020 to Aug 2024 · 20 min
Unified Funnel Conversion Lift
Jun 2020 to Aug 2024 · 2 min
Shaping GitLab’s Integrated Growth and Inbound Marketing Team
Jun 2020 to Aug 2024 · 2 min
Growth Marketing OKRs & Quarterly Plans
Jun 2020 to Aug 2024 · 2 min
lululemon
Jul 2018 to Jun 2020Manager, Product Design, North American E-commerce (UX)
Product Design leadership, design system, and sprint cadence for ecommerce
Highlights
- 01Built and led an 8-person Product Design team for North American ecommerce
- 02Shipped a digital design system, reduced component variation by 60%
- 03Delivered UX changes tied to +30% ecommerce revenue
Studio Palms / Assembly Digital
2018-06-20
The transition from a design consultancy to a retainer-led agency model
Highlights
- 01Founded Assembly as a user-centred design consultancy
- 02Scaled the team from 4 to 12 in three years, shifting toward retainers
- 03Delivered 12% year-over-year revenue growth during the transition to Palms