Data-driven growth · Product & GTM strategy · Hands-on execution
I connect the marketing numbers to the product decisions — and I can build the thing.
I'm a growth strategist who works across the full funnel: paid media and analytics on one side, product and go-to-market strategy on the other. What sets my work apart is that I don't stop at the recommendation — I design the measurement frameworks, build the executive dashboards, and ship the products that prove the thesis.
Under my studio, 9 Fingers Digital, I've scaled a dual-market e-commerce brand across Australia and New Zealand, built reporting suites for retail brands, pressure-tested app ideas before a dollar is spent, and shipped live web and mobile products end-to-end. I'm equally comfortable in a strategy deck, a spreadsheet, and a codebase.
Six ways I move growth — from insight to shipped product.
Executive dashboards, GA4, ROAS/CAC and retention reporting that leaders actually use.
Channel mix, budget allocation and performance frameworks across search, social and Performance Max.
Positioning, feasibility and phased roadmaps that de-risk the build before it starts.
From first touch to repeat purchase — finding and fixing where intent leaks away.
KPI trees and attribution logic so every initiative has a number it's judged on.
Responsive web apps, PWAs and backend integrations — I build the live product.
A flagship e-commerce scale-up · analytics suites · a retail growth product · GTM advisory · a live app.
Scaling a Shopify homeware brand across Australia & New Zealand — with the reporting to run it. Revenue +28% on improving efficiency.
Executive read: revenue +28% driven by Paid Search & Shopping; ROAS improved 18.7% while CPA improved 7.1%.
Nine purpose-built dashboards — one design language, consistent KPIs — anchored by the Teddy Bed account.
CMO overview — revenue, ROAS, country split
AU/NZ funnel, AOV, repeat-purchase (Shopify)
Campaign, Performance Max & device breakdown
Sessions, engagement, traffic sources
Member engagement & goals (insurer)
Reach, engagement & content performance
Basket uplift & retail revenue generated
Pick n Pay conversion & category uplift
Blended exec summary across channels
A recipe-to-basket concept that turns cooking content into one-tap shoppable baskets — plus the growth model and KPI framework to prove it out.
Reframed the product away from a fragile retailer plugin toward a save-first recipe box — lower friction, no retailer dependency, and an asset that compounds. Shopping becomes phase two: a one-tap basket routed to any retailer.
Also scoped the build: one responsive PWA covering web, mobile-web and installable app — with a phased roadmap from hand-built recipes to automated ingestion to the shoppable layer.
Metrics shown are from the growth model & dashboard design.
De-risking product bets before the build — clear recommendations, not vague options.
Assessed a WooCommerce grocery site for an app move and framed the decision as three costed tiers:
Built & reviewed working mobile-app prototypes — porting a full fitness SPA into a branded build with live smartwatch integration.
Running a studio end-to-end — and shipping a real app with a real backend.
My digital studio — brand, site & content, owned end-to-end.
A live event photo-sharing app — guests upload, hosts moderate, everyone sees the gallery in real time.
A loop, not a line — every recommendation ends up with a number that judges it.
Read the data and the market. Find where growth actually leaks.
Position, prioritise and de-risk. Pick the bet worth making.
Ship the dashboard, the model or the product itself.
Wire up the KPIs so impact is provable, not asserted.
Feed results back in. Kill what fails fast, scale what works.
I'd bring the same thing to your agency: strategy that's measured, and the ability to build what I recommend.