Featured work
How I turn customer behavior into action.
Examples of how I use lifecycle strategy to answer real product and growth questions. Each one shows the challenge, the approach, and what changed as a result.
01
Proving the Value of Lifecycle Email
Partnered with Data and Marketing on a holdout experiment comparing customers who received lifecycle email with a holdout group. The experiment demonstrated approximately $9.8M in annualized incremental ARR, giving the team a clearer view of email's contribution to revenue and where continued investment could have the most impact.
$9.8M annualized incremental ARR · Experimentation · Revenue measurement
02
Turning MCP Setup Into Product Activation
The challenge was clear: setting up MCP did not always lead to the next meaningful product action. I built a post-setup lifecycle program that used timely guidance and clear use cases to encourage a first tool call. That event became the activation signal, leading to a 9.17% first-tool-call conversion and an Innovator Badge for engaged users.
9.17% first-tool-call conversion · AI adoption · Product activation
03
Improving New User Activation Through Experimentation
I tested new onboarding moments built around early value and product guidance. The winning approach lifted 14-day activation by 20% versus holdout and led to 4.6× more Zap enables within the first four hours. It gave the team a clearer view of which early behaviors were worth designing for.
20% lift in 14-day activation · 4.6× more Zap enables · Growth experimentation
04
Building a Scalable Lifecycle System
I noticed the same email requests coming back again and again, so I built a self-service webinar email system that gave teams a clearer way to launch recurring campaigns. The system had the potential to reduce recurring email requests by approximately 50%, freeing up time for more strategic lifecycle work.
~50% potential reduction in recurring requests · Systems thinking · Operational scale