Before joining the team, I had spent several years running affiliate programs in B2C verticals, primarily in the home improvement and clean energy space. That work involved packaging offers, working with affiliate networks, managing traffic quality, and d...
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When we started expanding this referral-driven initiative, the biggest risk wasn’t performance.It was data.The project touched multiple teams and systems at the same time. New users were coming in through existing customers, not through standard inbound o...
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I joined a project focused on acquiring new customers through an existing payment flow. Our import and export customers were already using the platform to pay their suppliers. From the supplier’s perspective, the experience was simple. A payment was sent,...
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There was new B2B payment feature designed to grow through existing customers by helping them adopt the product themselves and, over time, refer their upstream or downstream partners into the same ecosystem. (We called it FUSION project) From a marketing ...
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When I first joined the team, marketing work didn’t feel broken in an obvious way. Campaigns were launching, emails were being sent, the website was being updated, and data requests were getting answered. On the surface, things were moving. But underneath...
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When I joined the team, email wasn’t broken, but it was quietly draining a lot of energy.Requests came from everywhere. Product updates, compliance notifications, internal announcements, one-off customer communications. None of them were wrong, and all of...
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I’ve always felt that content writing is not one of my natural strengths. (English isn’t my first language) Writing long-form SEO articles from scratch has never been my idea of fun. But something changed when I realized I didn’t need to “write like a wr...
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Email is one of those channels that everyone assumes is simple until they actually try to scale it. On paper it looks straightforward: write a good message, send it at the right time, measure the opens and clicks. But once you start dealing with onboardin...
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Keyword research in fintech is one of those things that looks straightforward on the surface, but never behaves the way the textbooks say it should. Every time I sit down to map a new product line or landing page, I’m reminded that fintech keywords live i...
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When I think back on the support-efficiency project, what actually stands out isn’t the “AI” part at all; it’s the realization that many operational problems look technical on the surface but are, at their core, questions about workflow, attention, and em...
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Every once in a while, a problem shows up that reminds me why marketing ops isn’t really about tools — it’s about knowing what to look at, asking the right questions, and understanding just enough about the technical plumbing to keep the whole system from...
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One of the first things I realized after joining the team was that we were drowning in repetitive reporting work. Every month (and later every week), we’d receive a raw Excel export from HQ. It arrived as a giant attachment, full of inconsistent column na...
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When I joined the team, the overseas groups were all sharing one MailChimp account, North America, Southeast Asia, and a few legacy teams in between. On paper, it sounded “efficient.” In reality, it was chaos wearing a friendly UI.No one owned the account...
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Landing page testing gets way too much theory thrown onto it. People love frameworks, heatmap philosophy, color psychology, and those diagrams that look like someone spilled Figma components on the floor. But in real teams, especially when budgets aren’t ...
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Whenever people ask how I approach social campaigns, they usually expect some kind of neat framework or “secret growth formula.” But the truth is, most of what works comes from a mix of boring operational discipline and a few habits I repeat every single ...
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After watching too much youtube and reddit on GEO. I’ve been thinking a lot about how AI search is reshaping the way people discover brands. Not in a dramatic “SEO is dead” way but more like watching the rules quietly shift under everyone’s feet while mos...
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I’ve been trying to make sense of how AI search engines decide what content to show. Google’s AI Overview, ChatGPT Answers, Perplexity, all of it. Not from a “formal SEO research” perspective, but more like: okay… what do I actually need to do differently...
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Lately I’ve been reading a lot about how AI search engines (Google AI Overview, ChatGPT Answers, Perplexity) actually decide whose content to show. Ahrefs published a big study on this topic, I wanted to write down what stood out to me in a way that feels...
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Most conversations about “AI in SEO” start with the same idea: use AI to write more content.
But anyone who has actually managed a multi-region site knows the real bottleneck isn’t writing volume—it’s clarity, structure, and consistency. That’s where AI b...
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Lead scoring is one of those ideas everyone claims to have, but very few companies ever turn into something real. In fintech, the gap is even wider. When I joined the organization, qualification was almost entirely manual. BD and sales were reviewing webs...
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