$7M+
Annualized revenue run rate · from $50k monthly and −80% ROI
Marketing & growth leadership · Games, apps and consumer products
AI doesn't know how to do marketing.
It learned marketing from everyone who writes about it and almost no one who does it — and it can't tell the difference. Then someone sold you the average as a strategy. It is a very fast intern with no taste and no stake in your P&L.
I'm the person you call when marketing stopped working and you no longer trust the explanation you're getting. I find what is actually broken. Then I fix it. It is almost always fixable — that's not optimism, that's fifteen years of receipts.
15
years in growth
70+
mobile games, apps + subscriptions
$1M
largest monthly UA budget, per project
Speaking, judging and mentoring
Growth, marketing and practical AI.
Speaker and SMARTIES 2026 juror.
Mentor at Elevate Women Global Hackathon 2026.
Talks, jury and mentoring →Things I build
Small tools for marketing and growth.
Review Intel, subscription economics calculators and other experiments live on Will This Ever Work.
Explore the tools →Selected work
All case studies →All →Consumer subscription turnaround
I joined at about $50K in monthly revenue with loss-making paid acquisition. Within 10 weeks: 4× revenue on the same marketing budget and CAC down 40%. As I led marketing, the business reached a $7M+ annualized revenue run rate and positive net profit.
Playkot · mid-core RPG
Turned a year of underperformance into positive ROI on a six-figure monthly budget. Rebuilt the UA team, campaign decisions and accountability.
A year of underperformance turned into positive ROI on a six-figure monthly budget.
ASO
I treated App Store search listings as ads in a feed. One test raised App Store Search CTR 3× in a validation market; US search installs nearly doubled after rollout.
Jewelry brand · SEM rebuild
Used the marketplace’s search mechanics and long-tail keywords to capture demand competitors missed. Monthly revenue up 70%.
Marketplace search mechanics and long-tail keywords. Monthly revenue up 70%.
Who I am
Three-time regional boxing champion, obsessive systems thinker, gamer since age three. Fifteen years launching, reviving and scaling 70+ mobile games, consumer apps and subscription products on budgets from $1K to $1M a month. I go hands-on or assemble the team. I like hard problems and killing weak ideas before they get expensive.
More about how I work →