GROWTH · CRO · EXPERIMENTATION
I lead the squad responsible for acquisition funnel conversion at a B2B corporate benefits platform: website, forms, landing pages and chatbot.
01 / ABOUT
I work on B2B acquisition funnel conversion, from the click to the lead in the CRM. I run the full cycle of each initiative and, in practice, combine three roles: data analyst, growth PM and the person who ships the solution.²
02 / WHAT I DO
A
I find where the funnel leaks and where the numbers lie: SQL, attribution, root cause investigation.
B
I turn hypotheses into well-designed A/B tests and read results rigorously, including saying when it's still too early to conclude.
C
I put the solution live: landing pages, forms, CRM integrations, scripts, dashboards and AI-powered monitoring. I coordinate agencies, vendors and launches.
03 / RESULTS
Relative numbers. Every caveat sits next to its number.
A variable missing from the control group was inverting the result of a homepage A/B test.
The site's main CTA, the entry point for more than half of form visits, was wiping campaign parameters.
The chatbot was down, not passing source data and running conflicting rules.
A full platform switch, the classic moment to lose conversion and tracking.
Specified, built and launched with routing, admin area and dashboard.
Lead conversion in its first week, from concept to launch.
04 / SYSTEMS I BUILT
Form hub.
Lead-type routing, admin area and dashboard. Receives all website acquisition traffic.
Next.js · Supabase · Vercel
Automated daily report³.
Conversion, sources, form and pages, with P5–P95 bands by weekday. Read by growth leadership every day.
Claude · Databricks
Anomaly alerts.
Flag sudden drops, downward trends and the “silent death” of tracking and integrations.
Claude · Databricks
Single source of metrics.
Fixed, documented SQL for every official site metric, used by media, CRM and leadership.
Claude skills · SQL
Squad dashboard.
Six tabs with automatic daily refresh and scripted validation before publishing.
Vercel · Python · GitHub Actions
UTM builder and monitor.
Standardizes campaign links and detects live URLs with wrong parameters.
JavaScript · Dashboard
05 / INVESTIGATIONS
Is the conversion drop about mix or rate?
→ Rate. Recalculated with the previous mix, the mix effect said to explain 84% of the drop disappeared.
Why did qualified leads drop?
→ One of the highest-converting channels was down and nobody had noticed.
Are we losing leads between two systems?
→ No. The “loss” was a comparison artifact; the integration covered about 90% of cases.
Why does a paid campaign vanish from analytics?
→ 86.7% of clicks arrived without a session, with tracking macros that never resolved.
Do desktop and mobile convert equally on the same ad?
→ No. In the same ad groups, desktop SQL rate was 2.3x mobile's.
Which high-traffic page converts worst?
→ I found it, adjusted it, and conversion doubled in two weeks. A partial reading, and I say so up front.
06 / RECENT TRACK RECORD
07 / HOW I WORK
The denominator is a political decision: the metric definition must be explicit and agreed upon.
Bad numbers aren't hidden. They're reframed with cause and evidence.
A conclusion from a small sample is not a conclusion. The caveat sits next to the finding, never in a footnote.
I run the counterfactual before defending a thesis.
I isolate what contaminates the reading: campaigns, holidays, media mix.
Fixed-date windows, never rolling ones, so a test stays comparable from start to finish.
08 / STACK
Data
Analytics & attribution
CRM & integrations
Building
Site
Applied AI
09 / CONTACT
If your funnel is leaking conversions or the numbers don't add up, reach out.