Engineering Revenue at the Intersection of Strategy and AI
Ivey MBA and Growth Leader building full-funnel acquisition systems that bridge commercial strategy with technical marketing execution.
The Growth Thesis
Three foundational principles that guide every engagement
ROAS is a Vanity Metric; Contribution Margin is Reality.
I build attribution models that force capital toward true incrementality. Platform-reported metrics lie. The models I build expose the real contribution margin of every dollar spent.
Fix the Plumbing Before Scaling the Spend.
I engineer server-side tracking and CRM data architecture first. Clean data pipelines and proper attribution infrastructure are prerequisites to scaling, not afterthoughts.
AI is for Leverage, Not Just Copywriting.
I implement AI-native workflows to compress campaign deployment times. From automated creative iteration to predictive budget allocation, AI amplifies operator leverage.
Architectural Wins
Selected case studies demonstrating strategic impact across industries
Rappi & Linio
Decreased CPI by 800% (from $8 to $1) using dynamic, mood-based creative testing. Built scalable creative frameworks that drove sustained user acquisition at unprecedented efficiency.
Tonal
Re-engineered affiliate program on Impact.com, growing affiliate-led sales by 700% in 60 days. Decreased CPA by 40% through strategic partner recruitment and optimization.
Enterprise B2B
Owned the strategic relationship with enterprise sellers. Reduced enterprise CAC by 40%, increased early-life retention by 25% through full-funnel optimization and lifecycle marketing.
Trusted by Industry Leaders
Flexible Engagement Models
Accelerate and scale your marketing org with plug-and-play fractional leadership
The Growth Audit
- Uncover 20-40% hidden spend waste
- Get a prioritized 90-day scaling roadmap
- Identify true incrementality across channels
- Receive board-ready recommendations
Fractional Growth Leadership
- Strategic Velocity: Translate business objectives into actionable, data-driven growth roadmaps
- Team Architecture: Optimize structure, set high-impact OKRs, and build high-performance teams
- Performance Discipline: Implement processes and systems to ensure clarity, accountability, and ROI
Project-Based Execution
- Meta CAPI implementation
- CRM closed-loop syncing
- Server-side tracking setup
- Custom attribution modeling
The Operator Behind the Engine
I hold an MBA from Ivey Business School and bring over a decade of experience scaling digital ecosystems from LATAM startups to North American enterprise.
My approach combines rigorous financial analysis with hands-on technical execution. I don't just advise—I build, implement, and optimize the systems that drive sustainable growth.