I get in fast, find what's actually holding your growth back, and return it to you as something completely clear — with the conviction and prioritization to act on it immediately.
While your teams are heads down on their P0s, I fill and prioritize the hard questions in your backlog — so you're always operating at max velocity.
I come in, find what's actually holding you back — not the easy-to-spot symptoms — and hand you a prioritized list of the highest-leverage moves with the context behind each one. You walk away knowing exactly what to do next and why.
Entering a new market, unlocking a pricing lever, localizing checkout, or scaling organic? I've done all of it at scale across 100+ markets. You get a clear strategy with sequenced bets — not a menu of options to sort through yourself.
I rebuilt Shopify's organic growth engine from scratch and owned Tripadvisor's largest organic channel during their peak years. I can diagnose why yours isn't compounding and design the system that will.
The most common thing I hear: "everyone's in their own lane and no one's stepping back to actually answer this." That's exactly where I come in. One focused engagement. Real answer. High conviction. No vague frameworks handed back to you.
I know what wins because I've done it — at companies mid-transformation, in markets most treat as an afterthought, and with less runway than most teams would ask for.
Led growth across $100B+ annual GMV. Pricing architecture, payments, checkout localization, new market entry. Built systems now adopted company-wide at Shopify.
Rebuilt Shopify's global organic engine (30→100%+ YoY). Owned Tripadvisor's $80M organic channel across 30+ markets when organic drove ~70% of all revenue.
Finding the few things that actually bend the curve and cutting everything else. $100M+ in projected gross profit unlocked in one year — with no direct team.
You will find no one better at taking a genuinely complex problem and returning it to you as something completely clear. This is what my peers say about me — consistently.
Top 5% of AI users at Shopify. I use it to compress time between question and answer. The output is faster and sharper — not fuzzier.
Organic isn't a channel I dabble in — it's the discipline I've built two generational engines around. I rebuilt Shopify's global organic growth system from scratch and owned Tripadvisor's largest organic revenue stream during the years organic drove roughly 70% of the business. Technical SEO, content systems, international architecture, programmatic at scale, and the compounding mechanics underneath all of it — I've shipped it, broken it, fixed it, and taught it.
If your organic engine isn't compounding, I can almost always tell you why within the first conversation — and exactly what to rebuild.
While your teams are heads down on their P0s, I help fill and prioritize the backlog with high-conviction answers — so you're operating at max velocity, not just staying afloat.
Scaling fast, entering new markets, navigating an acquisition, or rebuilding after a correction. I've been through all of it — the Flipkey → Tripadvisor acquisition, Viator's integration, and Shopify through one of the most volatile stretches in tech.
My native environments. Deep pattern recognition across all three. If you're building in one of these, I walk in on day one with instincts already calibrated to your world.
"The thing no one else on your team has bandwidth to answer? That's exactly where I start."
No long onboarding. I ask the right questions early, move quickly, and form a clear picture of what's broken within the first conversation. You won't feel like you're ramping me up — you'll feel like you finally have someone who gets it.
Not a list of options. Not a framework with blanks to fill in. A clear answer, the context behind it, and prioritized next steps. Concrete. Specific. Actionable. If I put something on the board, it tends to win.
Always-on advisory for some — embedded strategic thinking without a full-time hire. A few focused, deep engagements for others. We find the shape that actually serves you.
Good partnership means you stop worrying about the thing you handed me. I'm in it. I care about the outcome as much as you do, I'll tell you the truth when you need to hear it, and I bring real energy to the hard problems most people quietly walk away from.
Joined during a massive talent surge and a stock boom — then navigated the correction. Head of Organic Growth → Head of International Expansion → Chief of Staff, Growth R&D.
Part of the Flipkey → Tripadvisor acquisition. Assisted with Viator's post-acquisition integration. Owned an $80M revenue stream across 30+ markets during peak years when organic drove ~70% of all traffic and revenue.
Led 7 PMs scaling product-led growth. Bridged product and growth before bringing both disciplines to Shopify — where they became the foundation of a new international growth architecture.
My peers describe me as a natural-born leader — not because I'm the loudest in the room, but because people trust that I actually give a shit, that I'll see what they missed, and that I'll bring unmatched energy to hard problems that most people quietly walk away from.
The Challenger with a Helper wing. Intensely direct, protective, and driven — with genuine warmth underneath. Leads from strength and from care. Doesn't soften hard truths, but delivers them in a way that makes people feel held, not crushed.
Learn more about 8w2 →Myers-BriggsPattern-recognizing, fast-moving, energized by complexity. Challenges assumptions — including their own. Bored by the obvious. Thrives on the problems others have quietly given up on, and finds the angle everyone else missed.
Learn more about ENTPs →"A natural born leader — the kind people actually want to follow."
"She genuinely cares. About the work, about the people, about getting it right."
"Unmatched energy. She brings it every single time — and it's contagious."
If you're a growth, marketing, or product exec with hard questions your team can't get to — reach out. We'll figure out what you're trying to solve and whether I'm the right fit.
Embedded strategic thinking without a full-time hire. For leaders who want a trusted voice in the room on an ongoing basis.
A few at a time, deep and fast. One hard question, a market entry plan, a growth audit, or a prioritization sprint. In and out with something concrete you can act on.
DTC, Travel, SaaS. Companies scaling, entering new markets, or navigating an inflection. Leaders who want the answer — not another set of frameworks.