A decade across paid media, conversion, CRM and partnerships: I zoom out to solve the business problem, then build the thing that solves it.
Built a growth function from nothing across AU, US, EU, India, China and the Philippines.
A 2.76x return over sixteen months in one of the most expensive categories in search.
From a quiz funnel and recommendation engine I designed, built and wired into their CRM.
Australian music effects brand. I built the Black Friday program for Virtual Jeff PRO: the offer, the landing page, creator collaboration, retargeting and look-alike audiences. The lifecycle flows went in first rather than after, which is why the return held.
A Sydney criminal law firm competing in one of the most expensive categories in search. Every wrong enquiry cost the intake team most of a day, so the account was engineered around lead quality rather than volume.
The client believed their ads were the problem. They weren't. The site was organised around the developer's projects rather than how a buyer actually decides. I designed a quiz-based qualification funnel with a custom recommendation engine wired into their CRM, and prototyped it in twenty-four hours to win over a sceptical client.
Designed and built the full site for a Rickson Gracie United academy: booking flow, live timetable integration, membership pricing, seminars and content. Built from inside the community rather than at arm's length, because I train there.
I learn a project properly rather than just delivering it. Deliberate and fast aren't opposites: knowing exactly what you're building is what lets you build it quickly.
I give the honest diagnosis, even when it isn't what the client is paying to hear, and I start from what a buyer actually needs rather than what we'd like to sell them.
None of it counts until it shows up in the numbers. Revenue, qualified pipeline, return on spend, measured honestly and reported the same way.
Zoom out to solve the business problem, zoom in to build the thing that solves it. In practice, that looks like this.
Tell me what your numbers should be doing.
Brazilian Jiu-Jitsu under Chris Burns, Rickson Gracie lineage. Trained for mastery and calm under pressure, not medals.
Twenty years chasing tone through a chain of effects pedals. Sound design, gear, and the occasional pilgrimage. This wall is Gruhn Guitars in Nashville.
Watches, typewriters, selvedge denim, Japanese stationery. Chosen for history and craftsmanship, used slowly and on purpose.
Sixteen countries and counting. Specialty coffee wherever I land, an ongoing search for the best pizza, and a habit of sitting still somewhere unfamiliar.
Fundraising for the foundation, supporting care and research across the children's hospitals network.
Member communications, the website and event marketing for the Australian alumni and scholarship community.
Volunteered at public events, providing first aid support to the crowds who turned up.