Most growth leaders are paid-first. I'm not. I built my foundation in organic and content, where there's no budget and every lever has to earn its place. When you cannot buy growth, you study your way to it. My hypotheses are high conviction. What I put on the board wins. Part marketer, part product, part analyst.

At Shopify I led European expansion, repricing across 130 markets, localizing checkout, and unlocking payment methods that drove over $100M in growth in a single year. I rebuilt the organic program after it stalled and got it back to 100% YoY in under 12 months. At one point I found a $20M bug just by being persistent and actually looking at the thing.

I follow the volume and the money wherever it goes across paid, organic, pricing, localization, and international expansion. I don't stop until the highest-leverage move ships.

Travel in the 2010s and post-COVID Shopify are not gentle training grounds. I've navigated hypergrowth and hard corrections, led companies through acquisitions, and run org-wide projects that required earning trust from ICs to the C-suite.

Give me the hardest problem there is. I'll solve it and make it ruthlessly clear.