Case Studies
A few representative examples of my work across go-to-market strategy, e-commerce growth and international expansion. Client names and identifying details are withheld to protect confidentiality.
B2B SaaS - Fixing Outbound That Wasn't Converting
Situation
A B2B SaaS company had a strong product but stalled growth after months of effort. Their outbound was high-volume and generic - the same message to a broad list - producing low reply rates and a growing belief that outbound simply didn't work for them.
What I did
I rebuilt the motion from the targeting up: a sharper ICP, identification of the accounts genuinely worth pursuing, signal-based lead generation to focus on companies showing buying intent, and intent-driven sequences that replaced the one-size-fits-all script.
Result
Outreach shifted from volume to precision. Reply quality and qualified pipeline improved meaningfully, and the team regained confidence in outbound as a channel - now pointed at the right accounts at the right time.
E-Commerce - Scaling Past a Revenue Plateau
Situation
An established e-commerce brand had been stuck at the same revenue level for two years despite increased ad spend, new product launches and a site redesign - none of which moved the needle.
What I did
Diagnosis revealed the bottleneck wasn't acquisition but retention and unit economics: rising acquisition costs and declining repeat purchase. I restructured post-purchase automation, built behavior-based customer segmentation, and reworked the catalog to improve cross-selling.
Result
Repeat purchase and customer lifetime value improved, which made acquisition spending profitable again and unlocked a new phase of sustainable growth.
International Expansion - Entering the DACH Market
Situation
A company wanted to enter the German-speaking market after a failed first attempt that relied only on translating the existing site and running localized ads.
What I did
I designed a market entry strategy that went well beyond translation: market-specific positioning, localized content, adapted customer service and payment/shipping, and a phased rollout starting with one market before expanding.
Result
The region grew into a significant revenue source, with customer satisfaction matching the company's home market.
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