I help SaaS teams fix the gaps between product and growth.
Below are short stories of where I’ve tightened positioning, funnels, and analytics so signups, activation, and pipeline started to move.
Let's talk outcomes
Solutions to common challenges in product adoption, visibility, and conversion
User Adoption
Solutions for products struggling with early traction and user engagement
Discoverability
Strategies for products lost in crowded markets needing visibility
Developer Experience
Improvements for technical products with friction in the developer journey
Conversion
Tactics for products with traffic but struggling to convert users
Repositioning & demo funnel for a contractor SaaS platform
Challenge
Coperniq's product had outgrown its story; the website looked solar-only, the demo form leaked after step one, and paid channels couldn't see which leads became opportunities.
Approach
Joined as Product Growth Lead to own positioning, website, and the main demo funnel, treating the homepage, industry pages, and forms as the front door to the Series A pipeline.
Action
Repositioned Coperniq beyond solar, rewrote homepage/industry sections, rebuilt a multi-step demo experience with clearer CTAs and structured attribution, and documented the Close → HubSpot → Meta offline conversion loop.
Results
+70% increase in qualified demo requests from non-solar trades, 73% drop-off reduction between email capture and full form completion, and cleaner attribution by channel.
Key Learning
For vertical SaaS, moving upmarket needs narrative, funnel, and ad feedback loops that fit every segment you want in pipeline.
Impact Metrics
Verified by companyInternal feedback: sales reported fewer 'wrong-fit' demos and clearer expectations going into calls once the new story and funnel were live.
How I did it
- Reframed Coperniq from a solar tool to a multi-trade operating platform across homepage and industry sections.
- Redesigned the demo flow with step-based forms, clearer hero CTA, and confirmation states to cut abandonment.
- Instrumented Close → HubSpot → Meta offline conversions so campaigns could optimise for SQLs/opportunities.
0 to PMF with a Dev-first GTM strategy
Challenge
Low early adoption and an unclear onboarding journey for a complex developer workflow tool.
Approach
Led GTM, onboarding strategy, and analytics infrastructure with a focus on developer experience.
Action
Created persona-based funnels, tracked behavior with PostHog and Retool, and built a crisp investor narrative.
Results
Improved user activation by 27%, increased engagement metrics, and secured additional funding based on clear product-market fit indicators.
Key Learning
Developer tools require hyper-specific onboarding paths based on existing workflows, not generic product tours.
Impact Metrics
Verified by companyThe persona-based approach completely changed how we think about our product. We're now seeing much better engagement from day one.
How I did it
- Conducted 27 user interviews to identify personas and pain points.
- Implemented custom event tracking to identify friction points in the onboarding flow.
- Created targeted content for each user segment based on their technical background.
- Built and tested multiple onboarding pathways using feature flags.
SEO-led growth for a Web3 R&D studio
Challenge
Crowded crypto SERPs and rising paid CAC were making customer acquisition unsustainable.
Approach
Served as SEO and Growth Lead for a five-person squad focused on organic acquisition.
Action
Engineered schema, pillar-cluster strategy, and community-driven link-building via Discord.
Results
Doubled organic traffic within six months, increased qualified leads by 35%, and reduced overall customer acquisition costs by 23%.
Key Learning
In Web3, technical credibility is a prerequisite—community-driven content performs best when backed by demonstrable expertise.
Impact Metrics
Verified by companyOur content is finally reaching the right people. The structured approach to SEO is transforming our marketing ROI.
How I did it
- Conducted SERP analysis across 150+ crypto and blockchain-related topics.
- Developed an internal wiki of technical terminology and educational resources.
- Created a Discord reward system for community contributions to content.
- Implemented schema markup across all technical documentation.
Dev-docs SEO & content-ops overhaul
Challenge
Developer docs were buried in sub-folders with weak indexing and a bottlenecked publishing flow.
Approach
Acted as Fractional PMM and Webflow builder focused on technical documentation improvements.
Action
Audited doc structure, mapped keyword clusters, set canonical and schema markup, and migrated 200+ pages into Webflow CMS.
Results
Increased documentation traffic by 62%, improved search visibility for 20 high-intent keywords, and doubled publishing velocity.
Key Learning
Technical documentation is an overlooked but high-leverage marketing asset that directly impacts product adoption.
Impact Metrics
Verified by companyThe documentation is now actually helping us close deals. Prospects are finding answers themselves and moving through the funnel faster.
How I did it
- Performed comprehensive SEO audit focusing on technical documentation architecture.
- Created templates and style guides for consistent documentation format.
- Trained the engineering team on documentation best practices.
- Implemented a new publishing workflow to reduce bottlenecks.
Landing-page CRO for a Web3 game launcher
Challenge
High bounce rate on pre-sale pages and weak story alignment caused poor conversion despite good traffic.
Approach
Led SEO and Web strategy, owning copy, UX, and funnel testing to improve conversion metrics.
Action
Wrote 25 intent-driven pages, ran iterative A/B tests, and introduced trust badges and demo GIFs.
Results
Improved signup conversion by 37%, reduced bounce rate by 28%, and increased overall traffic quality and quantity.
Key Learning
For Web3 products, addressing both technical credibility and user-friendly explanations simultaneously is critical for conversion.
Impact Metrics
Verified by companyThe way our story is now presented speaks directly to our users. The improved metrics are great, but the clarity of our message is the real win.
How I did it
- Analyzed heatmaps and user recordings to identify drop-off points.
- Created and tested multiple value proposition statements.
- Implemented progressive disclosure of technical details based on user engagement signals.
- Developed and A/B tested trust-building elements specific to the Web3 audience.
