Selected Digital GTM & Adoption Work

Education-led growth, creator adoption, and MAU-focused digital programs for complex creative software.

How I Work

I design and execute digital programs that reduce learning friction, help users achieve early success, and create clear reasons to return.

My work blends paid and organic GTM, instructional content, community, and analytics to move users from discovery to sustained usage—particularly in education-driven and creator-led markets where complexity can block adoption.

Case Study 1 — WaveDNA

Scaling Adoption for Creative Software (0 → 10,000+ Users)

Context

WaveDNA develops advanced music-creation software used by producers, students, and educators. While trial interest was strong, sustained usage lagged due to product complexity and learning friction.

Situation

High curiosity at trial, limited repeat usage.

Task

Increase adoption and repeat engagement by helping users reach early confidence and first success.

Action

  • Designed education-led GTM programs combining onboarding, tutorials, and creator storytelling
  • Built a self-serve instructional ecosystem including video tutorials, documentation, blogs, and release-aligned education
  • Ran paid and organic acquisition programs across Meta and Google, aligned directly to onboarding flows
  • Developed creator and educator communities through artist-led content, events, and academic programs
  • Oversaw Zendesk-based support communities to reinforce self-serve learning and capture adoption insights

Results

  • Scaled product adoption from launch to 10,000+ users
  • Improved repeat usage and engagement through lifecycle education programs
  • Reduced support friction and accelerated time-to-value for new users

Tools & Platforms

Google Analytics, Meta Ads, Google Ads, WordPress, YouTube, Zendesk

Supporting Work

Blog · Instructional Video Library · Creator Interviews · Education Content · Technical Support (Zendesk) · Events · Software Reviews · Third-Party Integrations & Partnerships · Website · User Manuals

Case Study 2 — ThaliaBMG

Digital GTM & Adoption Programs for Creative-Tech Clients

Context

Through ThaliaBMG, I support creative-technology, media, and e-commerce organizations during growth and transition phases—where clarity, speed, and adoption outcomes matter more than volume.

Situation

Clients experienced fragmented funnels, inconsistent onboarding, and limited visibility into activation and retention. Acquisition was occurring, but usage signals were weak or unclear.

Task

Improve acquisition quality, activation, and repeat engagement without increasing operational overhead.

Action

  • Planned and executed full-funnel paid programs across Meta (Facebook/Instagram) and Google Ads
  • Owned analytics, reporting, and funnel optimization using Google Analytics (GA4)
  • Built lifecycle content systems (newsletters, blogs, onboarding flows) to support activation and retention
  • Managed Google Merchant Center feeds and performance data for commerce-driven clients
  • Partnered directly with founders and agencies to ship, test, iterate, and scale programs quickly

Results

  • Improved conversion quality and engagement across multiple client funnels
  • Increased visibility into acquisition → activation → retention performance
  • Enabled faster, data-informed decisions using real usage and behavior signals
  • Established repeatable GTM and adoption systems that scaled without added headcount

Tools & Platforms

Google Analytics (GA4), Meta Ads Manager, Google Ads, Google Merchant Center, WordPress

Supporting Work

  • DAILIES — Creative-tech platform blending cinematic craft with blockchain and AI-driven production workflows
  • AquaMerge — Digital adoption and program support for a strategy and transformation consultancy
  • DualSF — E-commerce GTM, paid media, SEO/AEO, and social performance for DJ workstation furniture

AI & Modern Execution

Using AI to Scale Education & Adoption

I use AI-assisted tools to accelerate content creation, streamline workflows, and improve discovery—without losing control of quality or intent.

My focus is on using AI to support learning, onboarding, and experimentation, not to replace human judgment.

  • AI-assisted content drafting and repurposing
  • Search and discovery optimization informed by emerging AI-driven behaviors
  • Workflow acceleration for high-velocity content and campaigns

Community & Leadership

Toronto Pickleball Club — Director of Marketing (Volunteer)

Owned newsletters, social media, and website updates to support community growth, engagement, and program visibility.

Supporting Work