Experimentation · Growth · Monetization
Turning product and marketplace data into clearer decisions
I design experiments, monitoring systems, and monetization frameworks that help teams move with more clarity.
Core Strengths
Design tests that stay credible under noisy traffic and lead to decisions teams trust.
Build KPI monitoring that makes issues legible before they become escalations.
Translate traffic, pricing, and placement behavior into practical revenue levers.
Use forecasting and feature-rich modeling to support planning without overcomplicating the story.
Languages
Platforms
Analytics
Visualization
Workflow
Featured Case Studies
Case Study 01
A reusable measurement framework for ad layouts, creative formats, and frequency caps where publisher mix and seasonality could easily distort the readout.
+10%
CTR lift
+5%
Sustainable RPM lift
70% faster
Experiment setup time
Tested
Ad layouts, static vs. AI-generated creatives, and interstitial frequency caps measured under noisy traffic.
Setup
Ad-request-level randomization kept the split close to delivery.
CTR was the primary KPI, with RPM and margin as guardrails.
Shared BigQuery tables and dashboards made new tests faster to launch.
Measurement
Welch’s t-test for CTR and RPM under unequal variance.
Bootstrap intervals for skewed revenue metrics.
Difference-in-differences when traffic shifts risked distorting results.
Impact
Cut setup time, made results more consistent, and delivered +10% CTR lift with +5% sustainable RPM improvement.
Single-pane vs multi-pane
Layout test across live publisher traffic
Static vs AI GIF
Creative test with RPM guardrails
Frequency cap tuning
Exposure test with sustainability checks
Lift versus prior benchmark
Different tests, same measurement standard across layouts, creatives, and cap changes.
Case Study 02
A monitoring system for expected versus actual performance across publisher, campaign, and placement slices.
Monitoring scope
Hourly KPI monitoring across ROI, margin, CTR, RPM, win rate, and pacing.
Cuts by publisher, campaign, placement, platform, and cadence so the alert could point toward a root cause, not just a symptom.
Detection logic
Rolling baselines with seasonality so expected performance moved with the business instead of against it.
Z-score thresholds and EWMA smoothing to separate real anomalies from ordinary volatility.
Alerting workflow
Slack alerts with expected versus actual values, severity, and affected scope.
Minimum-volume and persistence rules so alerts stayed useful instead of noisy.
Operational impact
The system cut manual monitoring time, surfaced pacing and ROI issues before clients noticed, and gave revenue teams a faster path from detection to diagnosis.
Publisher slices
48+
Campaigns monitored
120+
Placement cuts
Real-time
Latency
12 min
Case Study 03
A monetization operating model for scaling traffic, improving pricing decisions, and growing partner revenue over time.
This work translated raw marketplace behavior into operating decisions on dayparting, frequency caps, traffic quality, and pricing. The goal was steady partner growth, not a one-time bump.
Impressions
7M
Revenue
5x
ROI
+6%
CPAU
$0.08
$ connect BigQuery --dataset=auction_metrics
✓ Connected. Partner traffic loaded.
$ segment traffic --by=placement,hour,source
$ optimize_levers --dayparting --freq_cap --floors
⚡ Budget shifted to higher-yield inventory
✓ Revenue efficiency improved over time
Monetization control center
Dayparting
Shift spend toward stronger conversion windows
Frequency caps
Reduce fatigue without crushing scale
Traffic segmentation
Separate higher-quality placements from weak supply
Pricing + floors
Tune pacing and monetization rules using auction signals
Life Outside Work
Travel · Summer
From Rocky Mountain National Park to Aspen and back through Independence Pass, this itinerary leans into elevation, open space, and a slower summer pace.
A mountain road trip built around alpine lakes, high passes, hot springs, and the kind of scenery that makes the driving part of the experience.
Travel · Winter
From Carlsbad and White Sands to Shiprock and Santa Fe, this itinerary leans into contrast: caves and open desert, geological drama and quieter town days.
A winter route shaped by caverns, dunes, desert light, badlands, and the slower rhythm that makes long drives feel restorative.
Yoga · Watchlist
When I want something steady and low-friction, I usually return to teachers who make it easy to press play and begin without overthinking the practice.
Two channels I keep returning to when I want a home practice that feels approachable, grounding, and easy to come back to.
Yoga · Studios
What I usually remember about a studio is not just the class itself, but whether the space makes it easy to come back and practice again.
A short list of studios I would comfortably recommend if you are practicing in Houston, St. Louis, or Fremont.
