Now building
Golf One
Co-founder
Co-founding Golf One, a golf technology startup, and working across product definition, software, growth, and the on-course experience.
co-founded
About / the short version
I started in marketing.
The problems kept leading back to the product.
Acquisition data, customer questions, and conversion behavior showed where people hesitated. Fixing those problems often meant changing the offer, the page, onboarding, or the product itself.
The through-line
The job changed before the title did.
At first, the feedback arrived as conversion rates, customer questions, return behavior, and the exact language people used when something did not make sense. A campaign could be working while the experience underneath it was quietly leaking trust.
The useful work began when those stopped being someone else's problems. I built CHAIND in college; co-founded and led Moonbet; advised consumer founders through Saunter Brands; now lead website and conversion for an established consumer company; and co-founded Golf One, where the work spans product, software, growth, and the on-course experience.
Across all five chapters, customer behavior has been product evidence. Its job is to change the page, offer, onboarding, workflow, or product—and then tell you whether the change worked.
The metric gets interesting when it changes what the customer experiences.
The work / 05 chapters
What moving upstream looked like.
Each chapter added more of the system: the customer, the interface, the operation, and the economics underneath it.
2025–present
Head of Website & Conversion
Current operating role
Lead website and paid-acquisition strategy; co-lead modernization of the purchase-to-cloud experience; and built a customer-insight pipeline connecting support, NPS, and paid-media signals to landing-page decisions.
led · co-led · built
2022–2024
Saunter Brands
Founder, Growth + Analytics Consultancy
Advised founders and functional leaders at consumer brands on website, offer, measurement, and growth roadmaps; rebuilt data layers to support lift studies and clearer product and budget decisions.
advised
2021–2022
Moonbet
Co-founder
Co-founded Moonbet as a consumer prediction-market product, then led its pivot into an NFT marketplace; owned product priorities across the user-facing product and smart-contract infrastructure.
co-founded · led
2019–2021
CHAIND
Founder
Built CHAIND while in college and owned the product, ecommerce, and go-to-market experience end to end—from customer feedback and positioning through website UX, analytics, acquisition, and operations.
built