Approach

The operator's playbook

A systematic approach to building self-serve revenue, refined across Postman, meez, and dozens of consulting engagements.

Six core principles

The foundation of every engagement, adapted to your unique context

Diagnose with data

Start with behavioral and cohort analysis to understand where value breaks down.

Design for time-to-value

Optimize for hours, not weeks. Every step should move users closer to their first win.

Personalize by intent

Route users through different onboarding flows based on their role, company, and goals.

Route high-intent to sales

Automatically identify and fast-track qualified leads to your sales team.

Instrument everything

Build robust tracking and dashboards so you can measure what matters and iterate quickly.

Build once, scale everywhere

Create systems that work across channels and tools, not one-off hacks.

Built from real experience

At meez

Built the entire self-serve motion from $0 to $1M+ ARR. Designed onboarding flows that activated 50% of users in 7 days, cut time-to-value from 30 days to under 1 day, and reduced churn to under 5% in key cohorts. Created behavioral segmentation that routed 30% of signups to sales as product-qualified leads.

At Postman

Scaled PLG revenue operations to cross $100M self-serve ARR. Built forecasting models with <5% variance, instrumented free-to-paid funnels across millions of users, and created experimentation frameworks that drove +50% PLG revenue growth.

At Braintree/PayPal

Led analytics for ACH product launch into a $43 trillion market. Designed instrumentation strategy, tracked adoption metrics, and supported go-to-market with data-driven insights.

How we'll work together

Start with diagnosis

I'll dig into your data, talk to your team, and identify the highest-leverage opportunities. No cookie-cutter playbooks—every business is different.

Design with intent

Whether it's onboarding flows, lifecycle campaigns, or dashboards, everything is designed to shorten time-to-value and increase conversion.

Build hands-on

I don't just advise—I ship. Whether it's setting up Intercom campaigns, building Segment flows, or creating Sigma dashboards, I'm in the tools with you.

Measure and iterate

We'll set clear success metrics, track them rigorously, and run tight experiment loops to continuously improve results.

Let's put this playbook to work for you

Every engagement starts with understanding your unique challenges and opportunities.

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