Case studies

What changed after I was hired.

Five engagements from the last four years. Client names stay private under NDA. Every number comes from the client's own CRM or analytics.

Case 01 · 2025 HR-tech SaaS · Series A · Singapore
GTM strategy Campaigns
Screenshot: payroll add-on launch

Launching a payroll add-on to 1,900 existing customers

The problem

The team had built payroll into their HR platform but had no plan to sell it. Sales wanted to chase new logos. Usage data said the fastest revenue was in the existing base.

What I did

Segmented customers by headcount and current payroll provider, wrote a three-email switching offer, ran in-app prompts and gave account managers a talk track and a savings calculator.

212 SQLs in 90 days
34% lower CAC than new-logo sales
Case 02 · 2024 Developer tools · Seed · Berlin
SEO Content
Screenshot: developer SEO pages

Rebuilding SEO around what developers actually search

The problem

The blog ranked for broad terms like "API monitoring" and converted almost nobody. Organic signups had sat at about 380 a month for a year.

What I did

Pulled 140 error messages and integration questions from support tickets, built a how-to page for each one, and removed 60 old posts that were splitting rankings.

3.8x organic signups in 11 months
1,450 organic signups a month
Case 03 · 2025 E-commerce analytics · Series B · Toronto
Campaigns Paid social
Screenshot: webinar campaign

A webinar series that sales asked to run again

The problem

LinkedIn ads were producing cheap leads that sales ignored. Cost per opportunity was over $2,400.

What I did

Replaced lead-gen forms with a monthly webinar on holiday season forecasting, promoted it to 400 named accounts, and had SDRs call attendees within a day with a benchmark report.

$1.3M pipeline in two quarters
9:1 pipeline to spend
Case 04 · 2023 Consumer fintech · Seed · Dhaka
Copywriting
Screenshot: fintech onboarding page

Rewriting an onboarding page without touching the design

The problem

Paid traffic landed on a page that listed features. Visitors kept asking support the same three questions about fees and account safety.

What I did

Interviewed eight new users, rewrote the page around those three questions, added fee examples in taka and tested two headlines against the original.

4.8% signup conversion, up from 2.1%
41% fewer pre-signup support chats
Case 05 · 2022 to 2023 Logistics SaaS · Series A · Dubai
Embedded
Screenshot: logistics pipeline dashboard

Nine months as acting head of marketing

The problem

Marketing was two juniors and an agency with no shared target. Sales rejected most leads, and nobody could say which channel produced revenue.

What I did

Set one pipeline target, rebuilt lead scoring with the sales director, moved budget from display ads to search and partner referrals, and hired the permanent marketing lead.

27% MQL to SQL, up from 11%
3 hires, including my replacement

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