Every project here follows the same three questions: what state the business was in when I joined, what I actually changed, and what happened after. The numbers come from reporting at each company.
An early-stage startup building a portfolio of consumer apps — Rootcause, Youversity and Motiv.
The situation when I joined
Three apps shipping out of one small team, each launching into silence. No acquisition channel had been proven, email existed but wasn't doing anything, and nobody could say which users came back after install. Marketing was happening per app, so nothing compounded.
What I did about it
Treated the portfolio as one engine instead of three separate problems — one content strategy, one measurement habit, and paid channels tested app by app rather than guessed at.
01Mapped each app to one audience and one promise before spending anything.
02Ran paid and organic acquisition across Google Ads and Reddit, keeping only what brought returning users.
03Built and automated lifecycle email flows for each app, triggered on what the user actually did.
04Led go-to-market content strategy across the portfolio and owned positioning for each feature release.
05Started an influencer and affiliate partnership programme to reach audiences paid couldn't.
The result
Users grew 200% across the portfolio. Email engagement rose roughly 30% in six months, the partner programme converted at about 50%, and organic brand visibility improved across all three apps.
+200%
User growth
+30%
Email engagement · 6 mo
~50%
Partner conversion
02E-commerce
David Alan Collection
Brand Curator
CONTRACT · REMOTE
A luxury furniture and art retailer serving a high-end U.S. market, with a showroom presence and a growing e-commerce business.
The situation when I joined
A showroom business growing an online arm, sitting on an email list nobody was mailing. Ad spend was going out without clean attribution, the product feed wasn't fit for shopping campaigns, and the blog had no owner. The audience existed — nothing was being asked of it.
What I did about it
Focused on the two channels that could pay for themselves — email and paid search — and made the tracking and content underneath them solid enough to trust.
01Cleaned and segmented the list before writing a single campaign, so delivery came first.
02Relaunched the website behind a 15% discount campaign with its own landing page.
03Ran Google Ads across Search and Performance Max, troubleshooting conversion tracking across Ads and Shopify until the numbers agreed.
04Took the blog end to end — graphics, publishing and promotional distribution.
05Ran Google Business Profile review campaigns to lift local visibility for the showroom.
The result
Across five months the ads returned 606 conversions on $4,550 of spend — roughly $7.50 each — from 608,073 impressions. Email now delivers to 7,000+ subscribers at 99.8%, with 17% of openers clicking through. The relaunch campaign drove around 40 sales, and the Business Profile logged 1,929 interactions between July and December 2025.
606
Conversions from paid
$4,550
Ad spend · 5 months
40
Sales on relaunch
03Community
Acraya
Digital Marketing Specialist
CONTRACT, COMPLETED · REMOTE
A Costa Rica–based dark retreat platform offering immersive Bön and Dzogchen retreat experiences.
The situation when I joined
A pre-launch business with no online presence at all — no accounts, no audience, no budget to buy one. The offering is specific enough that broad advertising would have reached the wrong people even if there had been money for it.
What I did about it
Went where the audience already gathers rather than advertising at them. For a practice this specific, credibility inside a community beats reach bought from outside it.
01Established X, Instagram, YouTube, TikTok and Reddit ahead of launch and ran them day to day.
02Built the Reddit presence by reading each community's rules and participating first, before the brand was mentioned at all.
03Researched creators and ran outreach, trading waitlist access for promotional videos instead of paying for posts.
04Pitched podcasts whose existing audience already cared about the practice.
The result
From nothing to roughly 1,000 followers before launch. Reddit went from 0 to about 100 weekly engagements in four weeks (and 0 to 23 karma in the first two). Around 10 influencer partnerships converted in two months, plus six podcast appearances.
~1,000
Followers from zero
~100
Weekly Reddit engagements
10 + 6
Influencer deals · podcasts
04Product marketing
Wytepage
Product Marketing Assistant
REMOTE
A product team shipping features faster than anyone could explain them.
The situation when I joined
Updates were reaching users as release notes written for the team that built them. Product and marketing were working from different versions of the same decision, so launch copy got rewritten two or three times and still landed late.
What I did about it
Sat between product and marketing: took the decision as engineering made it, and restated it as the thing the user gets.
01Rewrote each feature line from the user's outcome backwards.
02Kept a running decision log both teams could point at.
03Coordinated communication around team meetings and product discussions.
04Planned update copy alongside the release, not after it.
The result
Customer engagement rose 25%, and the gap between what shipped and what users were told closed. Both teams worked from one source for product decisions.
+25%
Customer engagement
One source
For product decisions
Clearer launches
Feature to user
05Operations
NAFRC
Business Operations Specialist
ONSITE
The Nigerian Armed Forces Resettlement Centre — where I started, before marketing.
The situation when I joined
Large volumes of records moving between departments, with filing that made anything hard to retrieve. Reporting was slower than it needed to be, and the same information got rebuilt each cycle rather than maintained.
What I did about it
Fixed the system rather than the backlog.
01Audited what existed before changing how anything was filed.
02Set one structure and one update routine everyone followed.
03Maintained accurate records for 2,000+ patients, kept current rather than reconstructed.
04Made inter-department documentation a standing output, not a request.
The result
Operational efficiency rose 20%, records stayed organised and accessible, and internal reporting stopped depending on one person remembering where things were.
+20%
Operational efficiency
2,000+
Patient records maintained
06Launch growth
Sidney White Business Venture
Growth and Digital Marketing
ONSITE
A training venture teaching technical and trade skills to service leavers, corps members and students — cybersecurity and programming on one track, home-essentials manufacturing on the other.
The situation when I joined
I joined before the brand launched — no audience, no track record, and nobody searching for the courses yet. The people who needed them most aren't reachable through ordinary digital marketing: personnel approaching retirement inside military cantonments, reservists, corps members, and students finishing school. The first intake had to be filled from zero, in person.
What I did about it
Went to where the audience already gathers instead of waiting to be found, and gave people two different ways in.
01Mapped the audience to real places — military cantonments with staff nearing retirement, reservist centres, local government offices for corps members, and primary and secondary schools.
02Ran on-site outreach at each one, pitching the programme face to face rather than through an ad.
03Paired the technical track — cybersecurity and programming — with trade courses in soap, perfume, air freshener, izal, antiseptic soap and other home essentials, so a visitor could either start earning quickly or commit to a longer path.
04Carried the same message into the digital channels, so anyone who met us on-site could find the courses and enrol online.
The result
The first major project drew between 3,000 and 4,000 attendees within a month of launch. Around 150 students enrolled across the online and physical technical courses, and the first cybersecurity cohort graduated 40 students in four months.
3,000+
Attendees · first month
150
Students enrolled
40
Cybersecurity graduates · 4 mo
Evidence
From the work
Your turn
What's the situation on your side?
If any of these sound like where you are right now, tell me about it — I'll come back with what I'd look at first.