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

[01

![VRIFY logo](/_next/image?url=%2Fimages%2Fwriting%2Fvrify%2F01-6c08e8a6.png&w=3840&q=75)

Open case →

## 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

](/work/vrify)

Deep Dives

[01

Category Creation & Rebrand

Aug 2024 to Sept 2025 · 4 min

→](/work/vrify/vrify-category-creation-and-rebrand)[02

Marketing Engine

Aug 2024 to Sept 2025 · 4 min

→](/work/vrify/vrify-marketing-engine)[03

ABM System

Aug 2024 to Sept 2025 · 4 min

→](/work/vrify/vrify-abm-system)[04

Unified GTM & Business Metrics

Aug 2024 to Sept 2025 · 2 min

→](/work/vrify/vrify-unified-gtm-and-business-metrics)[05

Sales Motion & Team Structure

Aug 2024 to Sept 2025 · 5 min

→](/work/vrify/vrify-sales-motion-and-team-structure)[06

Talent System

Aug 2024 to Sept 2025 · 5 min

→](/work/vrify/vrify-talent-system)[07

Strategy & Company Alignment

Aug 2024 to Sept 2025 · 4 min

→](/work/vrify/vrify-strategy-and-company-alignment)

[02

![GitLab logo](/images/writing/gitlab/gitlab-logo-100-rgb.svg)

Open case →

## 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

](/work/gitlab)

Deep Dives

[01

Introduction of X Led Growth

Jun 2020 to Aug 2024 · 10 min

→](/work/gitlab/introduction-of-x-led-growth)[02

Increase Quality Site Traffic

Jun 2020 to Aug 2024 · 20 min

→](/work/gitlab/increase-quality-site-traffic)[03

Unified Funnel Conversion Lift

Jun 2020 to Aug 2024 · 2 min

→](/work/gitlab/unified-funnel-conversion-lift)[04

Shaping GitLab’s Integrated Growth and Inbound Marketing Team

Jun 2020 to Aug 2024 · 2 min

→](/work/gitlab/shaping-gitlabs-digital-experience)[05

Growth Marketing OKRs & Quarterly Plans

Jun 2020 to Aug 2024 · 2 min

→](/work/gitlab/gitlab-quarterly-plan-and-okrs)

[03

![lululemon logo](/lululemon.svg)

Open case →

## 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

](/work/lululemon)

Deep Dives

[01

Product Details Page Redesign

Jul 2018 to Jun 2020 · 3 min

→](/work/lululemon/lululemon-product-description-page-redesign)[02

Navigation & Taxonomy Redesign

Jul 2018 to Jun 2020 · 4 min

→](/work/lululemon/lululemon-navigation-taxonomy-redesign)[03

Sweatlife Community

Jul 2018 to Jun 2020 · 2 min

→](/work/lululemon/sweatlife-community)[04

Design System

Jul 2018 to Jun 2020 · 2 min

→](/work/lululemon/lululemon-design-system)

[04

![Studio Palms / Assembly Digital logo](/_next/image?url=%2Fimages%2Fwriting%2Fstudio-palms-assembly-digital%2F01-58b825c5.jpg&w=3840&q=75)

Open case →

## 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

](/work/studio-palms-assembly-digital)

Deep Dives

[01

LOJEL

2018-02-24 · 1 min

→](/work/studio-palms-assembly-digital/lojel)[02

Loden Hotel

2017-11-25 · 2 min

→](/work/studio-palms-assembly-digital/loden-hotel)[03

TurF

2017-08-15 · 1 min

→](/work/studio-palms-assembly-digital/turf)[04

Earnest Ice Cream

2016-10-24 · 2 min

→](/work/studio-palms-assembly-digital/earnest-ice-cream)