Growth & product marketing expert
I help digital products find, activate and keep the right customers by fixing the stage of the funnel that limits growth. At Formplus, new-customer activation rose 63%.
Specialisms
Go deeper into the parts of growth & product marketing I am hired for most.
What I do
Growth strategy
I build a growth model that shows which levers move revenue and in what order to pull them. Strategy becomes a quarterly roadmap with owners and targets.
Product-led growth (PLG)
I design product experiences that drive acquisition, conversion and expansion on their own, through free value, sharing and in-product prompts.
Product marketing
I write positioning, messaging and launch assets that make a product easy to understand and easy to choose. Messaging is tested with real users before launch.
Go-to-market (GTM)
I plan market entry: audience, channels, pricing message, partnerships and launch sequence. Each GTM plan has clear success metrics for the first 30, 60 and 90 days.
Customer acquisition
I build a channel mix across organic, paid, partnerships and referral, sized against CAC and payback targets. Channels are added in order of proven return.
Activation & onboarding
I shorten time to first value by mapping the "aha" moment and removing friction before it. Onboarding flows, empty states and nudges are tested one change at a time.
Retention & lifecycle growth
I find what separates retained users from churned ones and design product and lifecycle changes around it. Cohort retention is the scorecard.
Referral & growth loops
I design loops where each new user brings in the next, with rewards and fraud controls that protect margins.
CRO & growth experimentation
I run A/B tests with written hypotheses, sample-size calculations and one clear decision per test. Results feed a shared experiment log.
Product adoption & feature launches
I plan launches that get existing users to try, and keep using, new features. In-app messaging, email and content work together around one launch moment.
How I work
- 1
Map the funnel
Acquisition, activation, retention, revenue and referral, with the metric and current conversion rate at each stage.
- 2
Find the constraint
The one stage where improvement moves revenue most, backed by cohort and funnel analysis.
- 3
Run experiments
A prioritised backlog scored on impact, confidence and effort, with clear hypotheses and one decision per test.
- 4
Launch and position
Messaging, GTM plans and in-product moments for new features, products and markets.
- 5
Compound
Turn winning tests into default flows and loops, then move to the next constraint.
Who I help
Early-stage startups looking for a repeatable acquisition channel after product-market fit.
Scale-ups where signups grow but activation or retention lags.
Product teams launching new features or entering new markets who need GTM and adoption plans.
Fintech and consumer apps where trust, onboarding and first transaction decide growth.
Tools and stack
Mixpanel
Amplitude
GA4
Customer.io
Intercom
CleverTap- Optimizely
- VWO
Figma
Notion- SQL
- Looker Studio
Related skills
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Related case studies
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Programmatic SEO & Growth
Organic traffic up four times in under three months, with 436 route pages
CRM & Lifecycle Marketing
Free PDF downloads to verified contacts: 200,000+ downloads, 80,490 active contacts
Questions
What does a growth marketer do that a performance marketer doesn't?
A performance marketer optimises paid channels to acquire users at a target cost. A growth marketer owns the whole funnel (acquisition, activation, retention, revenue and referral) and works across product, marketing and data to improve whichever stage limits growth most. Often the biggest win isn't more traffic but better activation or retention.
What is product-led growth?
Product-led growth uses the product itself as the main driver of acquisition, conversion and expansion. Users experience value before paying or talking to sales, and features like sharing, invites, templates and referrals bring in new users. It works best when the product delivers value quickly and on its own.
How do you decide which growth experiments to run first?
I score ideas on expected impact, confidence and effort, then start with the funnel stage that constrains revenue most. One well-run test on the right stage beats ten tests on the wrong one. Every test gets a written hypothesis and a success metric agreed before launch.
How do you measure a feature launch?
By adoption (the share of target users who try it), retention of the feature after 30 days, and its effect on a core business metric such as transactions, revenue or churn. A launch that gets trial but no repeat use points to a value or discoverability problem.
What should a go-to-market plan include?
The target customer and their problem, positioning and key messages, pricing message, channels, partnerships, launch sequence, owners and success metrics for the first 90 days. It should also define what would make the team change course.
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