Summary
Product marketing and growth lead with strong analytics — eight years across
SaaS, underpinned by a Master’s in Big Data & Business Analytics and real
ML work. I build the systems that produce and prove a number, then use it to grow:
activation, positioning, demand, retention.
The through-line is measurement rather than tooling. Five engagements where
the first deliverable was an audit, and in three of them the audit found the
reporting was wrong before anyone had made a decision on it.
Experience
Growth & Sales — theuserflow.co (Flow)
2024 – present
- Ran growth and sales alongside the founder — a lean 2–3 person team carrying all sales and delivery between us.
- Personally sold and closed $15K–$30K engagements — FormDR, Scale Insights and DialMyCalls among them.
- Typical engagement: 12–16 weeks, $25–40K, 200+ production files, with a results guarantee rather than a deck.
Product & Analytics Consulting — theuserflow.co (Flow)
2024 – present
- Across the Flow engagements: a first-month onboarding fix added $100K ARR; client activation gains of 35–40% (p<0.01), confirmed statistically; typical clients $1–25M in revenue, most staying six months or longer.
- FormDR (2024–2026), healthcare SaaS under HIPAA rules — the most comprehensive build of the set.
Delivered: a complete measurement system built around jobs-to-be-done — event tracking across app and marketing site, dashboards (including buyer-facing metrics for sales and CS), billing analysis, GTM market sizing, competitive messaging, an NLP support-ticket pipeline, and a churn-prevention flow.
What made it different: tracked the jobs users hire the product for, not button-clicks, and modelled different user topologies so the user/buyer disconnect stopped hiding; sized the market on raw NPPES records for GTM and lead lists; analysed 20+ competitors for unique advantages that went straight into the messaging — and into the churn flow, so “not enough features” gets answered with exactly which features are hard to find elsewhere; sales-call research (60 of 82) fed the roadmap; a custom NLP pipeline mined support tickets for what the product missed; and the pre-launch audit caught property coverage at 0% with no protected health information in any event.
What it bought: $1,041,637 in failed payments identified for recovery from one query nobody had run; activation +75% with time-to-value cut from 7 days to 2; a roadmap ranked by real jobs instead of guesses; and a churn flow shipped inside the existing tool’s limits (sixteen experiments cut to three that run).
- Scale Insights (2024–2025), Amazon-PPC SaaS.
Delivered: an analytics engineering package — a Python framework on the Amplitude API, an eleven-dashboard reporting programme, and onboarding research.
What made it different: reporting is generated from code, not hand-built — change a metric definition once and every dashboard updates. And the honesty: nine statistical tests on the product’s big questions, zero significant, written up as zero rather than dressed up.
What it bought: manual reporting replaced (2,100 lines, seven modules); funnels that had shown impossible 100%+ conversion now trustworthy; 39 charts that stay in sync; activation lifted from 38% to 55%; and a 250-task delivery plan built by an agent in under an hour, re-runnable when priorities change.
- DialMyCalls (2024), mass-notification SaaS.
Delivered: the first behavioural baseline the company ever had — what customers actually do, built from billing and usage data they already owned.
What made it different: used the data at hand instead of buying another tool.
What it bought: $1,300 a month leaking through unrecovered payments and silent downgrades, found in about two hours; five behavioural segments with a 15× conversion spread between them; and the discovery that 66.49% of active users were missing the segmentation every downstream analysis depended on — fixing that unblocked attribution, with a remediation plan exposing $5–10M in revenue attribution the gaps had been hiding.
- Timelines AI.
Delivered: an analytics framework for the product’s core integrations.
How impact was proven: the same way I prove all product impact — funnel and cohort analysis with statistical validation, before/after compared properly rather than anecdote.
What it bought: integration optimisation the testing tied to a six figure ARR boost.
Fractional Head of AI & Growth — DemandVolt
May 2024 – present
- Fractional product-marketing and growth partner for AI SaaS — product strategy, go-to-market plans, AI feature adoption, and campaigns optimised through analytics and A/B testing. Works inside the team rather than throwing decks over a wall.
Head of Product Marketing & AI — Queue
Oct 2022 – present
- Grew from Head of Content to Head of Content & AI to Head of Product Marketing & AI at Queue, the AI-powered LinkedIn-growth platform (backed by Sarona Ventures) — owning product marketing, demand generation, content strategy, and the LLM layer.
- Repositioned the product several times — working with 25 Madison on positioning, and owning the website build, the copy and the messaging on each cycle.
- Demand generation that paid back: 1.63% CTR, 8.7% conversion, ~300% ROI; turned Quora into the top-performing paid channel for multiple clients and doubled campaign profitability for an AI video platform.
- INC 5000 accounts: directed content strategy for two INC 5000 companies, managing a $100K/month organic content budget for a 4× INC 5000 member — and grew a project-management community into the top 2% of Reddit by size (+11.1% members month-over-month, +60% external posts).
- AI in the product: evaluated 10+ LLM providers (OpenAI, Anthropic, AI21, Cohere, Gemini) for cost, performance and reliability; shipped custom AI products for monday.com, 8fig and Guardio on a platform processing 30K+ words a month, with prompt management, quality checks and human-in-the-loop; and built the vector-search layer (Weaviate + OpenAI embeddings) that fixed in-platform search.
Earlier at Queue: client services and delivery for monday.com, Guardio (1.5M+ users) and CirclesUp — and sold as well as delivered: most deals $15K–$30K, personally sold and closed; broader-team deals reached $100K/month, the largest to a US veteran loan lender.
Head of Growth & Interim CTO — HackingHR
2024 – 2025
- What made it different: stood in for the founder as interim CTO — owned the technology choices and the infrastructure upgrade plan (Terraform, MongoDB, AWS Lambda, a 150+ event PostHog system on ClickHouse) while continuing to run growth, so the product and the stack stayed in one pair of hands: infrastructure cut AWS spend 30% at 99% uptime, three Voiceflow support bots shipped, a RAG assistant for 80K+ HR users in build.
- What it bought: traced two systems disagreeing about 2,868 customers to tracking lag rather than a billing error, so the company stopped chasing a revenue problem that wasn’t real; a churn model that ranked what actually drives cancellations — ensemble models that later cut churn 30%, assumptions stated in plain language instead of buried; and the correction of a reported 45% engagement rate that was really 18% once automated security clicks were separated from human ones — so marketing stopped optimising against a fake number.
- Growth outcomes: took the community from top-5 to #1 and fastest-growing in its segment — weekly emails to 130,000+, email engagement +130%, a new list at 300K subscribers, and $300K in sponsorship revenue (Gartner among the sponsors).
Product & Growth Lead — Net Atelier
2024 – 2026
- Delivered: go-to-market strategy, a three-scenario financial model, a priced competitive teardown, and an automated checkout test harness covering every plan, seat count and card type.
- What made it different: audited the board deck claim by claim instead of taking it as given.
- What it bought: 30 claims checked, 6 fabricated — including two personas that didn’t exist and a market size wrong by a factor of four — caught before the board saw the deck; the model held at 92% against published industry benchmarks; checkout failures split into environment vs product, so the team fixed the right things first.
Content Strategy & Analytics — Spikerz, Tasq, CYE & Willow (agency contract)
2025 – 2026
- Delivered: a 90-day AI-search visibility programme across four brands — 96 published pieces plus the machine behind them: an evidence registry, a 197-rule quality gate, and a claims registry governing what each brand may assert.
- What made it different: every claim traces to a source, and buyer questions were re-tested weekly across three AI engines instead of assumed.
- What it bought: an honest AEO baseline (0 of 57 buying questions cited the brand) that turned into measurable gains — three CYE articles now rank #1 for their target queries — and a content system the client can keep running without me.
Head of Digital Marketing & Technological Transformation — Routleys 
Jan 2019 – Apr 2021
- Led the digital transformation of a 100+ year-old omnichannel fashion retailer (Launceston, Tasmania): new ERP and technical systems, custom middleware, ETL across inventory and CRM, and automation for invoicing and reporting — legacy systems modernised while the business kept trading.
- Integrated the data estate on AWS Redshift and Lambda for real-time decisions, with change management across a 30-person team, retraining running in step with the migration, and demand forecasting that improved stock management 25%.
- Zero layoffs and 20% revenue growth through the rebuild; ran digital marketing and brand relationships across Hugo Boss, GANT, Meyer, Eterna, Eduard Dressler and Loake, with 3PL logistics behind it.
Earlier
Investor Relations & Marketing Lead — Magdalena Reith & LION Private Equity Partners
Dec 2021 – Nov 2022
- Pitch decks and investor narratives that helped startups raise from seed to Series A+; turned complex financial data into stories investors acted on.
- Authored 70–100-page briefs trusted by government and M&A firms on international projects; investor updates, newsletters and financial reports that kept stakeholders trusting the process.
- Also: investor letters for M&A transactions and energy-project mezzanine financing; freelance writing across the Steinbeis network in Germany.
Ghostwriting & Books — London publisher · German consultancy
Feb 2021 – Oct 2022
- Ghost-authored a 140,000-word book for a top eCommerce influencer, published by a major UK marketing and business publisher — C-suite audience, tight deadlines.
- Ghostwrote a 26,335-word book on investor pitching for a German investor-marketing consultancy: fourteen chapters and an appendix, one chapter designed rather than written.
B2B & B2C SaaS Content Writer — Freelance (Yerevan)
Apr 2021 – Nov 2022
- Wrote for 8fig, monday.com, Cardi.Health, thirdweb and others: 30,000+ publish-ready words a month, 400+ Quora answers of 700–1,200 words — 420,000–620,000 words across the period, all before AI tooling was usable.
Course Writer — Data Science curriculum, London
Mar 2022 – Jul 2022
- 40,000 words of data-science learning material for a startup founded by ex-Google, Deliveroo and Harvard PhDs: sampling, exploratory analysis, hypothesis testing, probability — statistics taught properly, which is half of why I test product claims the way I do.
Founder — Jollywanderer
Jan 2022 – Nov 2022
- Built a no-code travel platform in a week (Softr) that filtered countries by COVID entry rules, quarantine and vaccine requirements — used through the restrictions era.
Selected clients & ventures
Routleys · Queue · DemandVolt · theuserflow.co (Flow: FormDR, Scale Insights,
DialMyCalls, Timelines AI) · HackingHR · Net Atelier · QForm · GetLeo · PitchBird ·
Gainify (since shut down) · Magdalena Reith & LION · CYE · Spikerz · Tasq · Willow ·
Jollywanderer · freelance: 8fig, monday.com, Cardi.Health, thirdweb ·
own products under ProductQuant (trade-site generator, signal pipeline, content studio).
At Queue, client services for monday.com, Guardio and CirclesUp,
product repositioned with 25 Madison (backed by Sarona Ventures), and
sales up to $100K/month with the broader team (veteran loan lender);
under Flow, $15K–$30K engagements personally sold and closed.
Education
Master’s, Big Data & Business Analytics — Saint Petersburg State University, Graduate School of Management, 2020–2024
Bachelor’s, Behavioral Psychology — Swinburne University of Technology, 2013–2018
Thesis: a payment-propensity prediction system for a large mobile-payments
app — four algorithms benchmarked, Random Forest chosen, tuned with Bayesian
optimisation and class-imbalance handling, at 0.92 AUC on 1M+ records
(GSOM SPbU, defended 2024). Plus a professional Data Scientist course track
on top of the degree.
The combination is the method rather than a coincidence. Behavioural psychology is
how the questions get formed; analytics is how the answers get tested.
Capabilities
- Product marketing
- Positioning and repositioning, messaging built from competitive teardowns, launch and website copy, narrative and category design, demand generation.
- Analytics
- PostHog, Amplitude, Mixpanel, Chameleon, event taxonomy design, property audits, dashboard programmes, platform migration, group and account-level identity.
- Data & ML
- Python, SQL, Postgres, NLP pipelines (support-ticket analysis), SageMaker-class modelling, Stripe and billing analysis, warehouse modelling, statistical testing, cohort and retention analysis, privacy-constrained architecture.
- Growth
- Activation definition, onboarding across plan configurations, lifecycle email, win-back, pricing architecture, churn modelling, dunning and recovery.
- Content and search
- SERP research, AEO and GEO, citation measurement, content systems, claims governance, editorial gates.
- GTM
- Market sizing on public datasets (NPPES), beachhead selection, ICP, positioning, competitive intelligence, financial modelling.
- Engineering & delivery
- Test harnesses, compliance architecture, API automation, static site builds; Jira, Notion and ClickUp for delivery.
Languages & footprint
English native · Russian B2 business · based in Tbilisi 🇬🇪, available across time zones.
Worked remotely from 🇦🇺 Australia · 🇦🇲 Armenia · 🇬🇪 Georgia · 🇧🇬 Bulgaria · 🇮🇱 Israel · 🇹🇷 Turkey · 🇷🇴 Romania · 🇲🇩 Moldova