Selected engagements, anonymised where needed. Each one is written to show the starting bottleneck, the approach, and the decision changes that produced the outcome, rather than only the headline number.
Engagements
Selected case studies.
Embedded GTM leadership, fractional CMO, and focused sprint work across AI, B2B SaaS, and founder-led startups.
Seed-stage B2B SaaS: embedded fractional CMO work that replaced ad-hoc campaigns with ICP clarity, experiment backlog, and a Monday pipeline rhythm the team could run.
AI HealthTech case study: 2k → 12k+ monthly downloads in six months by rebuilding acquisition, lifecycle messaging, and the ICP loop instead of buying more traffic.
Fintech case study: CAC reduced 35% in eight weeks through ICP segmentation, paid account restructure, and landing-page routing — without changing creative or ad spend.
eCommerce case study: retention up 21% in three months through targeted lifecycle messaging and a win-back programme keyed to the cohorts that mattered.
Start with a 20-minute growth diagnosis. You'll know whether the right next step is a sprint, advisory rhythm, fractional support, or no engagement at all.
Most startups have a clarity problem, not a channel problem.
When the offer is specific enough, the right channel becomes obvious.
Fix the message before you fix the media.