I learn how the work really runs, then I make it run better.

How I work

1. Understand the process first

   Improvements come from how the work is really done, not how it is described.

   Turned a manual payout spreadsheet into specs and acceptance criteria for an internal platform. Reconciling the two surfaced a data-ingestion gap before it cost anyone money.

   Turned a leadership draft for a reactivation program into an executable plan, closing gaps in reporting, statuses and follow-up load before launch.

2. Fix the foundation

   Clean data comes before growth spend. Otherwise the spend multiplies the problem.

   • 600 → 2,300catalog products, test to live
   • 2×organic clicks afterwards

   A retailer wanted more online sales. The catalog was the real blocker, so it was rebuilt first.

3. Measure before optimizing

   One week of proper tracking taught more than months of campaign changes.

   • 4funnel tests, one variable each
   • 2,438qualified leads tracked

   The bottleneck was never the ads. It was missing measurement and demand in one place with stock in another.

4. Reduce risk before committing

   Test the risky part small, before the team spends weeks on it.

   Gated a high-risk platform feature behind a short technical spike before committing engineering time.

   Dropped a vendor API that could not deliver real-time events, kept it as a fallback, and replaced fragile scraping with a direct integration.

5. Ship small, then harden

   A working version in days, then real feedback, then the hardening pass.

   • < 1 weekto a live recruitment pipeline
   • 7,000+applications processed
   • 237hires, still in use