The channel is rarelythe problem. The funnelusually is.
Doubling traffic is expensive. Doubling the share of that traffic which converts, activates and stays is usually cheaper, faster and permanent.
Growth marketing is the discipline of finding where value leaks out of your funnel and fixing the biggest hole first. It is unglamorous, quantitative, and by far the best return on effort in most companies I meet.
I start by mapping the whole journey with real numbers attached — visit to signup, signup to activation, activation to paid, paid to retained — then finding the step where drop-off is worst relative to benchmark. That step gets the quarter’s attention. Everything else waits.
From there it is a disciplined experiment cadence: a documented hypothesis, a defined success metric, a sample size agreed before launch, and a written decision at the end. Winners roll out; losers get recorded so nobody re-runs them in eighteen months.
- ›CRO
- ›Funnel design
- ›Lifecycle
- ›Analytics
The work, specifically.
Full-funnel audit
Every step from first touch to repeat purchase, quantified and benchmarked, so the constraint is identified by arithmetic rather than by whoever argues hardest in the meeting.
Conversion rate optimisation
Landing page and checkout research, session review, user testing, then a prioritised test roadmap — and the copy and layout work to actually run it.
Lifecycle & retention
Onboarding sequences, activation milestones, winback and churn-save flows across email, WhatsApp and in-product messaging, built around behaviour rather than a calendar.
Experimentation programme
A testing operating system for your team: hypothesis templates, prioritisation scoring, a statistics floor everyone agrees on, and a searchable archive of past results.
Analytics & dashboards
GA4, product analytics and CRM wired into one dashboard with definitions everyone agrees on, so leadership stops arguing about whose number is right.
Growth team & hiring support
Scorecards, interview loops and onboarding plans for your first growth hires, plus coaching for the marketer already in the seat who has never had a senior person to learn from.
How I think about growth marketing.
Find the constraint, then be boring about it. Most teams run experiments everywhere at once and change nothing meaningfully. One well-chosen bottleneck, worked for a quarter, beats twenty scattered tests.
I am strict about statistics because the alternative is expensive superstition. A test needs its sample size agreed before launch and a pre-registered success metric, or it becomes a story we tell ourselves about a 4% lift that was noise.
And retention beats acquisition in almost every model. A ten percent improvement in month-two retention changes what you can afford to pay for a customer, which changes every channel decision downstream — which is why the fashion lifecycle work usually pays for itself faster than any ad optimisation would have.
What’s the difference between growth marketing and regular marketing?
Scope and method. Traditional marketing usually owns acquisition; growth marketing owns the whole funnel through to retention and revenue, and works through structured experiments with a stated hypothesis rather than an annual plan.
Do we need a lot of traffic for CRO to work?
For statistically valid A/B testing, yes — roughly a few thousand relevant sessions a month per variant. Below that, qualitative research, user testing and evidence-based rewrites deliver more than underpowered tests that never reach significance.
Can you work with our product and engineering teams?
Yes, and the best results come from it. I write specs engineers can implement, respect the roadmap, and prioritise by effort as well as impact so growth work doesn’t become a tax on the product team.
How do you prioritise which experiments to run?
Impact on the identified constraint, effort to implement, and time to a readable signal. Anything that doesn’t touch the current bottleneck goes in the backlog with a date, not into this quarter.
What tools do you work with?
GA4, Google Tag Manager, Mixpanel or Amplitude, Hotjar or Clarity, VWO or Optimizely, Klaviyo or Customer.io, HubSpot, Dune for on-chain work, and Metabase. I’ll work in whatever you already have rather than selling you a new stack.
Works even better with…
Growth work multiplies everything upstream. The same SEO traffic and the same ad spend produce materially more revenue once the funnel underneath them stops leaking.
Marketing Automation & AI Agents
n8n workflows and AI agents that run the repetitive parts of marketing — lead routing, reporting, lifecycle messaging — so the plan executes itself instead of waiting on a queue.
Read moreSEO & Organic Growth
Technical fixes, topical authority and content that earns rankings you keep. Especially effective in categories where competitors only buy traffic — which describes most of Web3 and half of real estate.
Read morePaid Ads & Performance
Google, Meta and LinkedIn campaigns built around margin and payback rather than platform-reported ROAS — including the restricted categories most buyers quietly avoid.
Read moreYour next 90 days, mapped in one call.
Free, thirty minutes, no deck. You leave with a written view of the three highest-leverage moves for your business — whether or not we end up working together.