Growth, Lifecycle & Customer Journey Systems

I build and optimise systems that turn attention into customers and customers into long-term value across acquisition, landing pages, email, lifecycle automation, onboarding, retention and AI-enabled workflows.15+ years digital growth | 20+ years WordPress | 40,000+ email audience | 150,000+ monthly users | 3M+ app downloads

What I Help Improve

→ Email & lifecycle marketing
→ Conversion rate optimisation
→ Landing pages & funnels
→ Customer onboarding & retention
→ CRM & marketing automation
→ Customer journey optimisation
→ AI-augmented growth workflows
→ WordPress & digital infrastructure

Selected Results

25% → 46%
Landing-page opt-in conversion after CRO and messaging optimisation40,000+
Email audience built and managed150,000+ monthly users
Consumer platform grown organically before successful exit3M+ downloads
Consumer digital product distributed globally and featured by Apple$0 → $1.5M+
Growth supported by an integrated acquisition, CRM, onboarding and customer-lifecycle ecosystem over approximately 18 months

Selected Projects:

Growth, Lifecycle & Revenue Operations Ecosystem

The ChallengeRapid growth created friction across lead acquisition, conversion, sales, onboarding, customer communication, education delivery and lifecycle management. Multiple disconnected platforms made it difficult to optimise the customer journey as a single system.What I BuiltI designed and built an end-to-end growth and customer lifecycle architecture connecting lead generation, landing pages, CRM, ActiveCampaign automation, sales communication, checkout, onboarding, education, community, lifecycle messaging and analytics.OptimisationBuilding the architecture was only the first stage. I continually analysed and optimised individual conversion points across the journey, including landing pages, lead capture, email messaging, segmentation, onboarding and lifecycle communications.One core landing page increased from approximately 25% to 46% opt-in conversion following changes to positioning, copy, page structure and CTA, an approximately 84% relative improvement.Supported business growth from approximately $0 to over $1.5M within 18 months by building and optimising an integrated customer acquisition, conversion, onboarding and lifecycle ecosystem.Designed and built the end-to-end system connecting lead generation, landing pages, CRM, marketing automation, sales workflows, checkout, customer onboarding, education delivery, lifecycle communication and analytics.Continuously optimised conversion points throughout the journey. One core landing page increased from approximately 25% to 46% opt-in conversion following changes to positioning, copy, page structure and CTA, representing an approximately 84% relative improvement.The architecture connected Wordpress, Leadpages, ScoreApp, LACRM, ActiveCampaign, JustCall, SamCart, Google Analytics and custom reporting, creating a more unified customer journey and clearer visibility across acquisition, conversion and retention.Key areas of ownership included:• Customer acquisition and conversion
• Landing page and funnel optimisation
• Email and lifecycle automation
• CRM architecture and segmentation
• Customer onboarding and retention
• A/B testing and messaging optimisation
• Analytics and performance visibility
• Marketing and workflow automationThe result was a scalable growth and lifecycle system that connected previously fragmented customer touchpoints and reduced the manual coordination required as the business grew.Technologies: ActiveCampaign, LACRM, Leadpages, ScoreApp, JustCall, SamCart, Google Analytics, CRM systems, marketing automation and revenue operations.

Outcomes• Created a unified customer journey connecting acquisition, CRM, sales, onboarding, education, lifecycle communication and reporting.• Reduced friction and fragmentation between previously disconnected marketing, sales and customer-facing systems.• Improved visibility across the full customer lifecycle, making it easier to identify conversion gaps, customer behaviour and opportunities for optimisation.• Built scalable automation and lifecycle infrastructure that supported rapid revenue growth without requiring proportional increases in manual work.• Enabled more consistent segmentation, onboarding, follow-up and retention through connected customer data and automated workflows.• Established an integrated growth system that could be continuously measured, tested and improved rather than operating as a collection of isolated tools.

AI-Augmented Growth & Lifecycle System

The ChallengeGrowth and lifecycle work required significant manual effort across customer research, content planning, segmentation, campaign development, email, customer communication and performance analysis.As the number of channels, customer journeys and workflows increased, the challenge was to increase execution velocity without sacrificing quality, consistency or human judgment.What I BuiltI developed an AI-augmented growth workflow combining ChatGPT and Claude with CRM, email, content and automation systems.Rather than using AI simply to generate copy, I integrated it across the broader marketing cycle:Customer context → analysis → insight → hypothesis → journey design → content and copy → automation logic → QA → iterationThe system supports customer and market research, analysis of feedback and behavioural patterns, campaign development, segmentation, lifecycle design, content production, workflow documentation and ongoing optimisation.Using AI in this way has compressed work that could previously take 1–2 weeks into approximately 1–3 focused days, depending on complexity, while allowing more time to be spent on strategy, customer psychology, prioritisation and final QA.Human judgment remains central. AI accelerates analysis and execution, while strategic decisions, commercial reasoning and quality control remain human-led.Key Focus Areas→ AI-augmented growth workflows
→ Customer and market research
→ Hypothesis generation and experimentation
→ Email and lifecycle marketing
→ Segmentation and personalisation
→ Content and campaign production
→ Marketing automation
→ Performance analysis and iterationTechnologiesChatGPT, Claude, ActiveCampaign, Beehiiv, Circle, ScoreApp, n8n, Zapier and Google Workspace

Outcomes• Reduced the time required to move from research and customer context to implementation-ready growth and lifecycle work, with complex projects that could previously take 1–2 weeks often reaching the same stage within 1–3 focused days.• Increased experimentation and execution velocity by accelerating research, analysis, hypothesis development, copy creation, journey design and implementation planning.
• Created repeatable AI-augmented workflows connecting customer insight, segmentation, content, email, CRM and lifecycle automation.
• Improved consistency across messaging and customer journeys by using shared customer context and structured AI workflows rather than treating each campaign as an isolated task.
• Embedded AI into existing marketing and automation systems while retaining human judgment for strategy, prioritisation, customer psychology, commercial decisions and final QA.
• Increased the amount and complexity of growth work that could be executed without requiring a proportional increase in team size or manual coordination.

Exploratory Work: AI Customer Intelligence Architecture

A conceptual framework exploring how CRM, support, onboarding, product usage and lifecycle signals could be consolidated into an AI-assisted intelligence layer.The architecture explores how businesses could use unified customer context to identify onboarding friction, engagement changes, retention risk and next-best actions earlier, while keeping human teams responsible for customer decisions.Explores:→ Lifecycle intelligence
→ Retention and churn signals
→ Customer context unification
→ AI-assisted decision support
→ Next-best-action recommendations
→ Cross-functional visibilityStatus: Concept architecture / exploratory work

20 Years of Wordpress Experience

I have worked hands-on with WordPress since the early days of my digital career, using it to build and operate publishing businesses, high-traffic content sites, landing pages, lead-generation funnels and customer-facing digital infrastructure.My experience includes themes, plugins, analytics, SEO, forms, CRM and email integrations, conversion journeys, content operations and connecting WordPress with wider marketing and automation systems.WordPress has not simply been a CMS I occasionally use; it has been part of the infrastructure behind multiple businesses I have built and operated over approximately two decades.

Relevant Experience

→ WordPress site building and management
→ Landing pages and conversion optimisation
→ SEO and content-led growth
→ Lead generation and email capture
→ CRM and marketing automation integrations
→ Plugins, themes and third-party integrations
→ Analytics and conversion tracking
→ Membership and digital product ecosystems
→ Customer journeys and lifecycle marketing
→ AI-enabled marketing workflows

Philosophy

I believe the best growth comes from understanding the whole customer journey, not optimising channels in isolation.Acquisition, landing pages, email, onboarding, product experience, retention and customer operations all influence one another. I focus on identifying where value is being created or lost, finding the highest-leverage opportunity, building the intervention, measuring the result and iterating.AI has dramatically increased the speed at which I can do this, but it does not replace judgment. I use AI to accelerate research, analysis, experimentation and execution while keeping customer psychology, commercial reasoning and final decisions human-led.The goal is simple: build better customer experiences, ship faster, learn from the results and compound what works.