Expertise · 01 / 06 · Growth Marketing

Full-funnel growth for B2B and fintech teams

I run acquisition, activation, retention and revenue programs across North America, Europe and Southeast Asia on GA4, Mixpanel, HubSpot and Salesforce, testing on a fixed cadence.

See it at work → All workstreams →

Senior Marketing ManagerThinkingAI · 10 yrs in growth, 5 in B2B fintech

3 regionsNA · EU · SEA

$2M → $250M+PingPong · 2021–2025, one payments line

One growth systemshape of the funnel, illustrative 01

Visitors, qualified traffic100%

Activated, first value reached62%

Converted, paying accounts34%

Expanded, revenue compounding18%

Pre-registered metric set before launch, on every test

{ "workstream": "growth",
"regions": ["NA","EU","SEA"],
"measured_on": "payback" }

Proof

One cross-border payments line, $2M to $250M+

At PingPong, from 2021 to 2025, I owned the demand side of one cross-border payments line across North America, Europe and Southeast Asia. Revenue grew from $2M to $76M in year one, past $250M+ in year two, on paid acquisition I tuned and marketing ops I automated.

Read the full case ›

From my own record PingPong · 2021–2025

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

Full-funnel across NA, EU and SEA, PingPong 2021–2025:

◎

Funnel architecture

✓ I model multi-region funnels

✓ I instrument every KPI

✓ I strip out structural friction

⚗

Experimentation

✓ I run A/B and multivariate

✓ I test landing pages

✓ I pre-register every metric

▲

Activation & retention

✓ I run PLG activation loops

✓ I design onboarding

✓ I improve long-cycle lifecycle

∞

Scale & partnership

✓ I run AI-assisted loops

✓ I partner with product, sales and data

✓ I turn winners into automation

The framework

From leak map
to running system

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. I rank the leaks by what each one costs, so the first fix is an economic call.

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

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. I write a one-page brief naming the constraint and what it is worth.

Saying no to the 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.

I run tests in VWO, Optimizely or AB Tasty, each with a pre-registered metric and a fixed decision date. Every result, including the kills, goes into an experiment log finance can audit.

Pre-register the metric or the result is a story

6 segments, 317 signups: demand tested before launch 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. In the last step I rebuild each winner as a lifecycle trigger or a routing rule.

Winners become HubSpot and Salesforce workflows, wired together with Zapier, Make and Dify, with OpenAI and Claude APIs handling enrichment. That discipline produced 200+ workflows and cut lead handoff from ~12 hours to 1–2 minutes. I hand over the running system and 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