I help B2B SaaS companies build the growth motions that define their next phase.
Product Manager with 8+ years driving PLG and self-serve growth at developer-focused B2B SaaS companies. Deep background owning the full funnel from acquisition through activation, conversion, and expansion — with a consistent focus on experimentation, behavioral data, and AI-driven product strategy.
Selected Work
GitLab
GitLab had a large free user base with limited mechanisms to convert free users to paid. The opportunity was significant, but the initiative required careful design — limits set too aggressively risked user backlash and trust damage, while limits set too conservatively would fail to move revenue.
Read case studyGitLab
GitLab's registration and onboarding flows were underperforming — creating drop-off early in the funnel and leaving downstream activation and purchase metrics well below potential. The experience had accumulated technical debt and lacked a cohesive user journey designed around the self-serve buyer.
Read case studyGitLab
GitLab's paid conversion rate was declining — a high-stakes problem for a company with a large self-serve funnel and aggressive ARR targets. The drop cut across multiple touchpoints, making the root cause unclear and creating urgency to diagnose fast without sacrificing accuracy.
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