I build the performance infrastructure that makes growth legible.
10+ years across consumer apps, eCommerce, and SaaS. Ivey MBA. Building growth systems with AI. Bilingual (EN/ES).
Selected Work
A few examples of what this approach looks like in practice.
Rappi & Linio
Rappi was scaling aggressively but paying $32 to acquire users that churned before their second order. I rebuilt the creative testing framework around mood-based segmentation and implemented holdout-based incrementality measurement. Within 90 days, CAC dropped to $8 while retention improved. The right users were finally finding the app.
Tonal
Tonal had an underperforming affiliate program stuck in a local maximum. I re-architected the partner stack on Impact.com, recruited high-intent creators, and built commission structures that aligned incentives with customer LTV. Affiliate-led revenue grew 700% in 60 days while CPA dropped 40%.
Enterprise Marketplace
Owned the strategic relationship with enterprise sellers at a global grocery tech platform. Redesigned the full-funnel acquisition journey and implemented lifecycle marketing automation. Enterprise CAC dropped 40% and early-life retention improved 25%, proving the same incrementality principles work in B2B.
How I Build
Growth as a system, not a series of campaigns.
Most growth work is reactive. A channel breaks, a metric slips, someone runs a launch. I work the other direction. I treat growth as an operating system: measurement infrastructure, experimentation cadence, channel diversification, and the loops that compound what works.
The calculator and benchmark matrix on this site are part of that system. They started as internal tools and stayed useful enough to publish.
How I Think
Four principles that guide how I approach growth.
Incrementality over vanity metrics
Platform-reported ROAS is a story the platform tells about itself. I build attribution models that force spend toward true incrementality. Contribution margin is the only metric that matters at the budget level.
Infrastructure before spend
Most growth teams scale media before they can measure it properly. I wire up server-side tracking, CRM data pipelines, and closed-loop attribution before touching the ad account. Clean data is a prerequisite, not a nice-to-have.
Compounding what works
Efficient channels stop being efficient. I build for the next channel before the current one taps out, and structure portfolios so wins in one place fund tests in the next.
AI as infrastructure, not decoration
I use AI to compress timelines and amplify output, from automated creative iteration to predictive budget allocation. The goal is operator leverage, not buzzwords on a pitch deck.
Senior growth operator. 10+ years scaling acquisition across consumer apps, eCommerce, and SaaS.
Let's Talk
Want to talk growth? Drop me a note.
You can also find me on LinkedIn.