Digital Strategy & Systems I’ve Built and Scaled

I design and scale digital systems that turn complexity into growth. From launching new revenue channels to building lifecycle marketing engines and creating products from scratch, I help businesses move from fragmented efforts to clear, scalable execution.

Key Capabilities

Digital Strategy & Growth

  • Go-to-market strategy for new channels

  • Funnel design across acquisition, conversion, and retention

E-commerce Execution

  • Shopify-based growth initiatives

  • Campaign and conversion optimization

Lifecycle Marketing Systems

  • Email automation (Klaviyo)

  • Segmentation, personalization, and revenue optimization

Data & Performance Optimization

  • Campaign analysis → actionable insights

  • Conversion and revenue optimization

Social Commerce & Creator Ecosystems

  • TikTok Shop strategy and affiliate program design

  • Influencer recruitment and incentive structures

Cross-Functional Execution

  • Aligning marketing, content, and operations

  • Turning strategy into execution

Selected Work

A selection of projects where I apply a systems-driven approach to growth, spanning product development, digital strategy, and market expansion, with a focus on clarity, execution, and measurable results.

Designing and Launching a Personal Finance System (Money Basics)

Context
Started with the goal of simplifying personal finance into clear, actionable steps for everyday people.

What I did

  • Wrote and structured the Money Basics book around a simple framework

  • Transformed the content into a complete system (guide, worksheets, and implementation tools)

  • Designed the digital product and funnel (positioning, pages, checkout)

  • Adapted the system into a high school course for homeschool students

Impact

  • Built a structured financial education system from scratch

  • Turned knowledge into a scalable product ecosystem

  • Demonstrated end-to-end ownership from idea to distribution

Launching a Social Commerce Channel from 0 to Revenue

Context
Built and launched a new social commerce channel leveraging TikTok Shop.

What I did

  • Defined product assortment and go-to-market strategy

  • Designed affiliate engine (creators + commissions)

  • Coordinated cross-functional launch execution

Impact

  • Created a new revenue stream from an emerging platform

  • Established a scalable creator-driven growth model

Building a Lifecycle Marketing Engine

Context
Email marketing was campaign-driven with limited automation and structure.

What I did

  • Designed full lifecycle system (welcome → conversion → retention)

  • Built high-impact flows (abandoned cart, browse, post-purchase)

  • Implemented segmentation and dynamic personalization

Impact

  • Turned email into a structured, revenue-driving channel

  • Improved conversion and customer retention

Scaling Digital Systems Across Markets (US → LATAM & APAC)

Context
Expansion required replicating digital infrastructure across new markets while adapting to local behaviors and evolving communication channels.

What I did

  • Built and deployed Klaviyo systems for Brazil and Mexico

  • Localized campaigns and workflows

  • Trained teams and standardized execution

  • Contributed to the consolidation of multiple regional websites into a more unified Shopify-based structure, simplifying management across markets

  • Supported testing of new communication channels (e.g., WhatsApp in Malaysia) to explore additional engagement opportunities

Impact

  • Enabled scalable international growth across LATAM

  • Improved consistency and operational efficiency across regions

  • Contributed to broader efforts to simplify and standardize digital infrastructure

Turning Marketing Data into Growth Decisions

Context
Campaign performance lacked clear insights and actionable direction.

What I did

  • Analyzed campaign performance (open rate, click rate, revenue)

  • Identified gaps and optimization opportunities

  • Built reporting to guide decision-making

Impact

  • Improved campaign effectiveness

  • Enabled data-driven marketing decisions

Tools & Platforms

Tools I use to design and scale systems.

Lifecycle Marketing & Automation

  • Klaviyo

E-commerce & Social Commerce

  • Shopify

  • TikTok Shop

Systems & Collaboration

  • Notion

  • Google Workspace

I focus on building systems that scale — tools are just the enablers.

Let’s Connect

If you’re building or scaling a digital business and need clarity on what actually drives growth, let’s talk.

Get in Touch