Case studies, written so the thinking is visible
Each study states the business question, what I built, the number that moved, and what it proves about how I work. Every figure traces back to a role or a metric record, and the parts that did not work are in there too.
A B2B lead engine for a Singapore agency, built from nothing
Twelve campaigns and 445 contacted leads became 55 campaigns and 4,034. The work was a pipeline, a staged enrichment pass, and a CRM the sales team trusted.
Result
300+ leads a week, up from about 100 a month
Fixing the reporting pipeline that broke before every meeting
Tableau Prep and dbt jobs failed about one run in ten, and the slowest dashboards took a minute to open. I took failures under 5% and load time to 15 seconds.
Result
Failures from 10% to under 5%, dashboards from a minute to 15 seconds
A payment button, a conversion drop, and the case that found it
Conversion fell from over 20% to under 15% on a government training programme. The funnel pointed at a payment button below the fold, and the fix restored the rate.
Result
Conversion back from under 15% to 20-25%
Halving cost per lead by changing what counted as a lead
The growth team spent against a definition of a qualified lead that did not match what converted. Rebuilding the measurement cut marketing spend per lead by half.
Result
Marketing spend per lead halved in a year