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.
Im open-sourcing Bloomberry
A few days ago I joked that everyone talks about open-source GTM, so I might as well actually open-source the GTM.
So I did.
Bloomberry is going open source.
Not shutting down or abandoning the hosted product. The opposite. I put it back on a waitlist and I want to push both versions harder.
The split is simple:
bloomberry.ai
is the stable product.
Free. Pro. Teams. Enterprise.
We host it, maintain it, keep the integrations working and make sure you don’t have to spend your night debugging OAuth.
The repo is the playground.
Run it yourself. Fork it. Tear pieces out. Build on top of it.
Voice Memory. Company Brain. Signal-to-Post. Approvals. Publishing. MCP. The actual guts of what I’ve been building.
I’m opening the roadmap too.
What’s next. What needs work. What I’m thinking about. What contributors want to take on.
Think something should work differently? Open an issue.
Can make it better? Send the PR.
Build something I never would’ve thought of? Even better.
I’m finalizing the license now so the rules are clear before the repo goes live. Customer data, credentials, private profiles and internal production stuff obviously stay private.
The product itself doesn’t need to.
Because if somebody can clone the repo tomorrow and erase Bloomberry’s advantage, then the advantage wasn’t very good.
I’d rather compete on product, taste, distribution and how fast we learn.
So that’s the plan.
Stable hosted product on one side.
Open repo, public roadmap and contributors on the other.
Open-source GTM, literally.
And yes, maybe a little bit out of spite.
Actually, for sure out of spite.
Read essay →
Mr. Deer Lost an Antler
Mr. Deer hung his head in shame.
He just lost an antler in a mating battle.
Every other buck still has two.
Losing an antler won't define me, he thinks.
I still have more to give.
Just then the entire herd ducks low behind the bushes.
Now's my chance.
The one-antlered deer sticks his head up extra high.
Bang.
Read essay →
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.
Read essay →