Case studies
Four engagements, and what actually moved.
Each one has a public version and a full version. The public version has the situation, the diagnosis, and what I changed. The full version has the exact numbers, the decisions that were hard, and the parts that did not work.
Betting the platform on AI three years early
A landing-page tool repositioned from A/B testing to machine-learning conversion optimisation — while improving profitability under an acquisition clock.
Read the case study →Resetting a five-acquisition portfolio while raising
A multi-product SaaS business had integrated its acquisitions commercially but never technically. Simplifying the portfolio and rebuilding the operating model made the growth story investable again.
Read the case study →Turning PLG churn into customer lifetime value
Customers were not leaving because the product lacked features. They were leaving because it never guided them to a win. Rebuilding onboarding around guided value more than halved voluntary churn.
Read the case study →Turning a consultancy into a product
A predictive-analytics consultancy rebuilding every client pipeline from scratch. Reusable infrastructure and a narrower market cut implementation from months to weeks and opened a path to recurring revenue.
Read the case study →A note on numbers
Some of this belongs in a room, not on a website.
Client names, board dynamics, the politics of which product got wound down and why, and the figures that were never made public — none of that goes in writing. It is the reason a first conversation is worth having, and I will happily walk through any of these engagements in detail in person.