Find the friction
I use customer questions, interviews and behaviour to see where understanding or momentum breaks.
Product marketing · Lifecycle marketing
Clear products. Stronger journeys.
I turn complex products into stories people understand, onboarding they can use and lifecycle journeys that help them take the next step.
Looking for Growth & Brand? ↗Selected work
5 cases · Each one includes a short TL;DR
01Professional work
Mool.ai
Making an AI research product easier to understand and use
Product marketing · Onboarding · Customer education
25% fewer repeated product questions after the guide launchedView evidence ↗
02Professional work
Curelink
Extending conversion beyond the first call
Lifecycle marketing · WhatsApp nurture · Healthtech
Approx. 15% → 22–23% conversionView evidence ↗
03Professional work
DotPe · RISTA
Turning a feature launch into adoption and expansion
Product adoption · Email lifecycle · Sales enablement
Approx. 20% adoption lift and 500 assisted upgradesView evidence ↗
04Independent strategy exercise
Minimalist
Designing post-purchase decision support for skincare
Product marketing · Decision architecture · Lifecycle
27-slide product and launch strategyView evidence ↗
05Independent strategy exercise
NexOTO
Building a 30-day Dubai market-entry plan
Market entry · GTM strategy · Demand generation
21-page market-entry planView evidence ↗
How I work
Build the story
I turn product details into positioning, use cases, education and messages that make the value concrete.
Design the journey
I connect email, WhatsApp, sales and product touchpoints around a clear customer decision.
Read the signal
I report what changed, distinguish evidence from inference and keep claims honest.