537%+ front-book gross profit growth
Scaled Airwallex US paid media performance during a high-growth fintech phase.
$100K+ monthly gross profit contribution
Built paid media into a meaningful US revenue growth channel.
$2M+ annual media ownership
Owned budget, forecasting, channel strategy, testing, and executive reporting.
100+ indexed Bloomberry pages
Built an AI-native content and SEO engine for founder-led distribution.
30% blended CPA reduction
Improved efficiency through channel mix, funnel segmentation, and budget discipline.
Enterprise growth experience
Worked across Google Cloud, Procore, Pure Storage, Airwallex, and Fanatics.
Bloomberry — Founder / Head of Growth
Building an AI-native content platform for founders and executives, focused on voice calibration, multi-channel distribution, SEO infrastructure, and scalable content operations.
Built AI-native content and SEO systems for founder-led distribution.
Developed multi-channel content workflows across LinkedIn, X, TikTok, Instagram, and search.
Led early GTM, positioning, outbound, and product growth operations.
Airwallex — Performance Marketing Manager, Americas
Built and scaled Airwallex’s US performance marketing and demand generation engine during its run past $1B ARR.
Increased front-book gross profit by 537%+ YoY.
Drove $100K+ monthly gross profit contribution from paid media.
Scaled annual media investment to $2M+ while improving efficiency.
Owned forecasting, budget strategy, executive reporting, and agency execution across Google, Meta, LinkedIn, and Bing.
Pure Storage — Senior Digital Marketing Manager
Owned SEM and ABM strategy across enterprise accounts, balancing paid acquisition, sales velocity, and revenue impact.
Managed multi-million-dollar paid media budgets.
Improved ROI, sales velocity, CPA, and qualified lead generation.
Built real-time performance dashboards for CTR, CVR, CPA, ROAS, and pipeline metrics.
Procore — Senior Marketing Manager, Paid Media & Digital
Brought paid search fully in-house and scaled performance marketing into a core ARR growth lever.
Scaled monthly paid search spend to $3M.
Drove 58% YoY growth in customer acquisition.
Improved conversion rates through audience segmentation, bid strategy testing, RLSA, and creative optimization.
Google Cloud — Digital Marketing Manager
Managed digital acquisition for Google Cloud products, partnering with PMMs and product teams across enterprise cloud campaigns.
Led SEM strategy for Google Voice, Apigee, Chrome Devices, and Meet Hardware.
Improved conversion volume and CPA through responsive ads, automated bidding, scripts, and rules.
Fanatics — Digital Marketing Manager
Built and scaled performance marketing programs across fast-moving commerce and sports moments.
Supported paid media programs contributing $15M+ annually in revenue.
Built comparison shopping and paid social programs across major league partnerships.
Improved go-to-market speed for campaigns around live sporting events.
Distribution compounds
The best growth systems are built around durable distribution, not one-off campaigns.
Constraints create strategy
Regulated markets force better messaging, clearer positioning, and stronger operating discipline.
AI changes the operating model
AI makes it possible to turn expertise, voice, and context into repeatable distribution infrastructure.
This Isn’t LaCroix
You open the fridge.
You reach for a Lime La Croix.
Ksh.
Taste it.
It's sweeter than you remember.
Almost too sweet like there's sugar in there.
Wait this isn't a La Croix.
It's a 7UP.
That's how your customer should feel after buying your product.
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Building a Personal Brand Starts With X
If you want to start building a personal brand, start with X.
Why X?
Because it’s a low-risk place to test your thinking in public.
1. A few years ago, a lot of people in tech stepped back from X or moved their attention elsewhere. If you’re worried about being cringe early on, that actually creates room to experiment without feeling like everyone you know is watching.
2. The content cycle is short. People read, react, and move on quickly. Other platforms can feel like posts linger for days. X gives you room to iterate faster.
3. X creates familiarity that carries into other platforms. If you post consistently, people start recognizing your face, name, and ideas. Then when they see you on LinkedIn, you’re no longer a stranger.
4. You can post more often without every post feeling like a major announcement. That repetition matters. It forces you to clarify what you actually think.
5. X gives you more room to test tone, voice, and point of view. It’s less polished by design, which makes it a useful training ground for communicating clearly.
6. The feedback loop is fast. You can put a thought out, see what lands, and then expand the strongest ideas into LinkedIn posts, videos, essays, or blog posts.
Personally, I’ve connected with sharp investors, operators, founders, and writers I probably wouldn’t have met otherwise.
And admittedly, it has sharpened how I think and communicate more than I expected.
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How Not to Coach Someone
Growing up, I didn’t know anyone who golfed.
I’m not even sure my friends knew where the nearest golf course was.
But I had a charity event coming up and needed to learn how to swing fast, so I asked the only guy I knew who played.
He helped me, but his style was brutal.
He’d film my bad swings and send them to his golf buddies. I ignored it. I was just grateful someone was teaching me.
But every now and then, there’d be a flash of actual coaching.
“Focus on one dimple of the ball and don’t take your eyes off it.”
Fwhip.
“See? Much better.”
The one clear cue and the tiny bit of positive reinforcement.
That taught me something bigger than golf:
People learn faster when they feel safe enough to keep trying.
I’m grateful he taught me how not to coach someone.
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