Will This Ever Work
FOUNDER · 2026–NOWTools for the part after you build it: users, money, and the math.
Head of Marketing & Growth
I'm the one who tells you what's actually broken — and how we can fix it.
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.
Marketing & growth
My work spans games, apps and consumer products.
I led the marketing turnaround of a consumer subscription business from $50K in monthly revenue, with paid acquisition loss-making overall, to a $7M+ annualized revenue run rate and positive net profit. Marketing was the main growth lever.
Today I run growth and marketing for startups and build Will This Ever Work: the pieces of that work I've automated with AI, turned into tools for founders who don't have a head of growth yet.
I'm also a speaker and SMARTIES 2026 juror.
Where I've done it
Social Discovery Group
HEAD OF MARKETING & GROWTH · 2024–2026Marketing leadership for a group-backed venture, spanning acquisition, the funnel, creative, search and CRM.
GoPal
CO-FOUNDER & CEO · 2023EdTech venture selected for the first cohort of DIFC’s Metaverse Accelerator. The story →
Playkot
UA & MARKETING LEADERSHIP · 2014–2022As Marketing Director for Age of Magic, returned a mid-core RPG to positive ROI on a six-figure monthly budget.
What I take on
Speaking, workshops, teaching
Growth and AI in marketing, for teams that want the unvarnished version.
A senior in-house role
Head of Growth / VP Marketing, taking responsibility for the growth function and the decisions that move it.
Growth audit with a defined scope
An independent read on your marketing, your team, or your agency — with the findings written down.
How I work
Diagnose first
Before anything gets rebuilt, I find out what is actually wrong — the economics, the funnel, the signal, or the story someone's been telling you. Usually it isn't the thing you were told it was.
Fix the system, then scale
Scaling a broken system just buys worse outcomes faster. I rebuild the machine — targeting, creative, measurement, ops — and only then put weight on it.
Build systems that keep running
I build the processes and team around the work so it can keep running while I focus on the next problem.