Case Studies
Detailed accounts of how I've driven growth across edtech, telecom, and fintech — from building measurement infrastructure in emerging markets to managing $16M in enterprise media spend. Each case study follows the PSERL framework: Problem → Strategy → Execution → Results → Learnings.
3x conversion improvement · 55K+ paid subscribers
Building a Growth Engine From Zero in the World's Most Price-Sensitive Market
How a 4-person team and $420K annual budget scaled a subscription edtech app from early-stage to 55K+ active paid subscribers — with measurement sophistication that most $5M operations never develop.
Read Case Study Performance Marketing at Scale$16M annual budget · 21-person team · 6 countries
Multi-Market Performance Marketing at Enterprise Scale
Managing large-scale paid acquisition for telecom and fintech giants across South & Southeast Asia — $16M annually, 2,000+ campaigns per month, and a team built from scratch.
Read Case Study Measurement & Intelligence3.2x iROAS · 22% organic cannibalization exposed
Proving True Marketing Impact With Incrementality Testing
How we stopped trusting platform-reported numbers and built causal measurement — geo-lift studies, a media mix model, and incrementality-calibrated attribution — in a market where no one else had done it.
Read Case Study Growth Framework2x conversion from parent-initiated flows
The Dual-Audience Growth Challenge
When your users and customers are different people, every marketing decision is twice as complex. How I built separate acquisition funnels for students (users) and parents (payers).
Read Case Study Lessons Learned22% of "conversions" weren't real
The Channel We Thought Was Working
A channel we believed drove 25% of installs was actually contributing less than 8% incrementally. The story of wasted spend, the test that revealed the truth, and how it changed everything.
Read Case Study