Performance marketing · B2C · Mobile
I build growth systems for B2C products that have to pay back.
My work sits where acquisition stops being a media-buying problem and becomes a business problem: audience, channel mix, creative process, funnel, lifecycle, search intent, and the weekly decisions that decide whether growth is actually worth scaling.
The idea
Good growth work is diagnosis before scale.
Sometimes the fix is channel mix. Sometimes it is a creative operating loop, a screen that should not exist, a CRM touchpoint that sounds generic, or a feature idea that needs a smoke test before engineering touches it. Commitment Flow is my shorthand for the after-click part: what are we asking from the user, what do they get back, and where does the exchange stop making sense.
Work with me
If growth feels noisy, start with the constraint.
I run compact diagnostics for B2C and subscription apps when the team needs to understand what is actually blocking growth: acquisition quality, signal quality, store promise, review signals, onboarding, paywall timing, lifecycle, or the economics underneath it all. Useful before scaling spend, and useful when spend is already running but the system is not producing the result you expected.
What is here
Framework
The method I use when a funnel leak is really a commitment problem: the ask is too heavy, too early, too generic, or not worth enough yet.
Tools
Small growth utilities for review intelligence, prompt systems, and practical research workflows.
Writing
Notes on creative systems, lifecycle work, search-intent plays, AI-assisted validation, and what dashboards miss.
Speaking
Public sessions and panels on app-store creative, product-led growth work, founder lessons, and marketing as a commercial function.
Search-intent work
Where app growth questions turn into useful evidence.
A few public notes and tools for teams trying to read the market through competitor complaints, App Store reviews, Google Play reviews, and ASO creative tests instead of another tidy dashboard.
Competitor app review analysis
How to find competitor customer reviews and feedback, then turn repeated complaints into positioning, product, and ASO openings.
App review analysis tool
Free review intelligence for App Store, Google Play, and competitor reviews when the useful signal is buried in complaint text.
ASO creative testing
What to measure after the store page so screenshot tests do not win clicks while damaging user quality.
ASO creative optimization
Why App Store and Google Play creative has to connect ad intent, product reality, reviews, and revenue quality.
How to analyze competitor app reviews
A practical workflow for turning competitor App Store and Google Play complaints into product, ASO, and positioning decisions.
App Store review analysis for ASO
How review themes expose store-page promises, trust gaps, screenshot risks, and creative angles worth testing.
Google Play review analysis
How Play Store reviews expose device issues, country patterns, subscription trust gaps, and ASO risks.
Review mining for subscription apps
How subscription reviews expose trial confusion, cancellation distrust, value gaps, and what to fix first.
Competitor reviews vs customer interviews
What each research method reveals, where each is biased, and how to combine them before an expensive app growth decision.