Growth Marketing: System-Driven Growth

The framework

Diagnose first,
automate last

01 · Diagnose the system

Before I change anything I read the whole funnel as one system: where intent enters, how it routes, where it dies. The output is a ranked map of leaks with a cost attached to each, so the first fix is an economic decision.

I pull GA4 funnel reads and Mixpanel cohorts to find the drop-offs, then watch Hotjar recordings at each one to see why. I also audit how leads route through HubSpot and Salesforce, and check the tracking itself, server-side included, because a broken pixel looks exactly like a broken funnel. Everything lands in one leak map, ranked by cost.

Cost every leak before proposing any fix

Global web & tracking, multi-region lead flow and attribution Cross-domain tracking fix: what a tracking bug hides

02 · Find the bottleneck

Every funnel I have worked on had one constraint capping everything downstream, and most roadmaps ignore it in favor of whatever is easiest to test. I isolate that constraint and size the prize before anyone touches a variant.

I compare stage-by-stage conversion in Looker Studio across regions, because a leak that shows up in NA and SEA alike is structural. Then I put a number on the constraint: what fixing slow handoff or misrouted traffic is worth in pipeline. The artifact is a one-page brief naming the constraint, the sized prize, and the experiments I am not running.

Saying no to twelve plausible experiments is the job

$2M → $250M+: one payments line, two years Marketing ops, where slow handoff was the constraint

03 · Run experiments with a process

I run CRO, activation and pricing tests on a fixed cadence, with the success metric registered before launch so nobody re-narrates a loss into a win. I want a pipeline of small certainties that compound.

Tests run through VWO, Optimizely or AB Tasty depending on the stack, each with a pre-registered metric and a fixed decision date. Every result, including the kills, goes into an experiment log finance can audit. That log is how LinkedIn CPL went from $300+ to ~$160 and Google registrations from $90+ to ~$35. That came from cadence.

Pre-register the metric or the result is a story

CPL $300 → $160: the cadence behind the numbers Landing-page testing, how I test without overthinking it

04 · Automate & scale

A winning test that still needs me to run it is only a draft. The last step turns winners into infrastructure: lifecycle triggers, routing rules, AI-assisted enrichment.

Winners become HubSpot and Salesforce workflows, wired together with Zapier, Make and Dify, with OpenAI and Claude APIs handling enrichment inside the loop. That discipline became 200+ workflows and cut lead handoff from ~12 hours to 1–2 minutes. The artifact is the running system itself, plus a runbook so the team can change it without me.

If it can't run without me, it isn't done

200+ workflows: handoff from 12 hours to minutes MarketingOps, reporting automation running in production

Full-funnel programs I have owned end to end:

◎

Funnel architecture

✓ Multi-region models

✓ KPI instrumentation

✓ Structural friction removal

⚗

Experimentation

✓ A/B & multivariate

✓ Landing-page programs

✓ Pre-registered metrics

▲

Activation & retention

✓ PLG activation loops

✓ Onboarding design

✓ Long-cycle lifecycle

∞

Scale & partnership

✓ AI-assisted loops

✓ Product · sales · data partnership

✓ Winners → automation

What I diagnose and test on:
the analytics and experiment stack

Analytics &
diagnosis

GA4

Looker Studio

Mixpanel

Hotjar ⌁Server-side tracking

Testing

VWO

Optimizely

AB Tasty

Automation
& CRM

HubSpot

Salesforce

Zapier

Make

Dify

AI in
the loop

OpenAI API

Claude API

Deepseek · Qwen

Proof

One cross-border payments line, two years, all four steps

Steps 01–03 cut LinkedIn CPL from $300+ to ~$160 and Google registrations from $90+ to ~$35. Step 04 collapsed lead handoff from ~12 hours to 1–2 minutes. The line grew from $2M to $76M in year one, past $250M+ in year two.

Read the full case ›

Verified on LinkedIn PingPong · 2021–2025

$250M+ annual volume by year two, up from $2M at launch