Notes on growth, product,, product, and AI.
Essays, playbooks, and field notes from running growth for brands across Southeast Asia — performance marketing, AI workflows, and product-led growth.
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How to Evaluate a Media Buying Agency — The Scorecard I Use
A 12-point scorecard for vetting a media buying agency before you sign a contract — with the red flags I walk away from.
media buyingagency selectionperformance marketing8 min read2026-04-21 - 02
Freelance vs Agency for Performance Marketing — A Decision Matrix
When to hire a senior freelancer, when to hire an agency, and the hybrid model that tends to outperform both for growth-stage brands.
freelanceagencydecision making7 min read2026-04-21 - 03
The Real Cost of a Fractional CMO — Benchmarks From the Field
What a fractional CMO actually runs, what you're paying for, and how to tell if the investment is working inside 90 days.
fractional cmopricingleadership9 min read2026-04-21 - 04
Shopee CPAS Ads — A Hands-On Playbook for SEA DTC Brands
What CPAS is, how the bidding actually works, which campaign structure wins, and the audit I run before every launch.
shopeecpasecommerce11 min read2026-04-21 - 05
LinkedIn Ads for B2B SaaS — The 9-Layer Funnel I Run
The exact LinkedIn Ads funnel architecture I deploy for B2B SaaS pre-launch and expansion plays, with targeting, creative, and budget splits.
linkedin adsb2b saasfunnel design10 min read2026-04-21 - 06
Creator Outreach for Heritage Brands — What Actually Converts
How to build a creator program for a legacy brand that hasn't spoken to a younger audience in a decade — sourcing, briefs, and pitfalls.
creator marketinginfluencerbrand strategy8 min read2026-04-21 - 07
Pilot to Paid — How I Turn Enterprise Pilots Into Recurring Revenue
A concrete playbook for engineering the pilot-to-paid conversion in B2B SaaS, drawn from a live 0→1 engagement.
b2b saasconversionenterprise9 min read2026-04-21 - 08
Qualifying High-Ticket Vertical Farming Leads — An AgTech Playbook
A lead-qualification rubric tuned for enterprise AgTech buyers — FMCG, retail, REITs — and how to score intent without wasting weeks.
agtechlead genenterprise8 min read2026-04-21 - 09
AI Workflows That Cut Marketing Headcount 40% Without Losing Quality
The specific AI workflows I've deployed across marketing and sales to remove manual toil — and the guardrails that keep quality up.
ai automationmarketing opsproductivity10 min read2026-04-21 - 10
Regional Brand Expansion — A Framework That Stops Identity Drift
A repeatable framework for taking a brand into multiple SEA + APAC markets without letting local agencies dilute your identity.
brand strategyregional expansionbrand governance9 min read2026-04-21 - 11
CRO for SaaS Onboarding — 5 Audits I Always Run
The onboarding audits that unlock the biggest conversion gains in B2B SaaS — time-to-value, first-task, and the dormant-activation loop.
crob2b saasonboarding8 min read2026-04-21 - 12
Omnichannel Strategy for Aesthetic Clinics — A 300% Revenue Lens
How I rebuild paid, organic, and lifecycle into one omnichannel engine for aesthetic-clinic groups, pulled from a real 300% revenue lift.
aesthetic clinicsomnichannelhealthcare marketing9 min read2026-04-21 - 13
10 to 350 Daily Orders — What an F&B Marketplace Actually Needs
The organic growth stack that took a food-delivery marketplace from 10 to 350 daily orders in a year, broken down by channel and playbook.
food techmarketplaceorganic growth11 min read2026-04-21 - 14
A Notion-Based CRM That Actually Scales to 500 Orders a Day
The Notion + Slack + Airtable CRM I built for an early-stage marketplace, and the hand-off points where you outgrow it.
notioncrmoperations9 min read2026-04-21 - 15
0 → 1 GTM for Pre-Launch SaaS — A Step-by-Step Operator's Guide
Positioning, pricing, telemetry, and the first four sprints of demand generation for a SaaS that hasn't shipped yet.
0 to 1b2b saasgtm11 min read2026-04-21 - 16
TikTok Ads for DTC Brands in Southeast Asia — 2026 Playbook
What's working on TikTok Ads in SEA right now — creative formats, bidding, Spark Ads, and the tests I run in every first month.
tiktok adsdtcsea9 min read2026-04-21 - 17
From 10 to 3,500 B2B Email Subscribers in Under a Year
The acquisition, nurture, and deliverability choices that built a high-intent B2B email list — and the mistakes that slowed it down.
email marketinglead genb2b8 min read2026-04-21 - 18
Meta Ads for High-Ticket B2B — How to Avoid Wasting Budget
Why Meta Ads still works for high-ticket B2B if you treat it like a distribution layer for content — and the structure that prevents waste.
meta adsb2bhigh-ticket9 min read2026-04-21 - 19
Hyper-Local Campaigns for National Brands — The Telco Playbook
How national brands win metros with hyper-local campaign architecture — audience, creative, bidding, and measurement by city cluster.
hyper-localtelcopaid media8 min read2026-04-21 - 20
12 Questions to Ask Before Hiring a Growth Consultant
A buyer-side checklist — the 12 questions I'd ask if I were hiring me, so you can make sure any growth consultant is actually senior.
consultinghiringchecklist7 min read2026-04-21 - 21
The Ecommerce Audit I Run Before Any Engagement
A lightweight but opinionated ecommerce audit — funnel, merchandising, CRO, retention, and the 5 signals that predict revenue lift.
ecommerceauditcro9 min read2026-04-21