Case Studies

My Work

A selection of growth problems I've tackled — what I found, what I tried, and what moved the needle.

~2 monthstime to reverse a paid conversion decline

Paid Conversion Turnaround

GitLab

PLG

Conversion Optimization

Root-Cause Analysis

B2B SaaS

The Problem

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.

My Approach

I led a rapid root-cause analysis across the full conversion funnel, combining Amplitude data, Tableau funnel views, and qualitative signals to isolate where and why users were dropping. Once the friction points were identified, I drove cross-functional alignment across product, engineering, and GTM to prioritize a focused set of fixes — resisting the pull to boil the ocean in favor of high-confidence, high-impact changes that could move the needle quickly.

Outcome

Reversed the conversion decline within approximately two months, delivering measurable improvement above planned forecast. The initiative produced 100+ additional first-order conversions above target and established a faster diagnostic playbook for future funnel anomalies.

3.2xincrease in signup conversion

Registration & Onboarding Redesign

GitLab

Onboarding

Activation

Conversion

PLG

0→1

The Problem

GitLab's registration and onboarding flows were underperforming — creating drop-off early in the funnel and leaving downstream activation and purchase metrics below potential. The experience had accumulated technical debt and lacked a cohesive user journey designed around the self-serve buyer.

My Approach

Led a ground-up redesign of the registration and onboarding experience, grounding decisions in user research, funnel data, and jobs-to-be-done thinking about what new users needed to reach their first moment of value. Coordinated across product, engineering, design, and marketing to ship iteratively, validating assumptions with A/B tests at each major decision point.

Outcome

Increased signup conversion 3.2x and improved downstream activation and web direct purchase volumes 2x — representing one of the highest-impact initiatives in GitLab's PLG funnel during this period.

$6Min ARR generated

Free User Limits Initiative

GitLab

Monetization

PLG

ARR Growth

Self-Serve

0→1

The Problem

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 the needle on revenue.

My Approach

Led the initiative end-to-end: from strategy definition and opportunity sizing through cross-functional execution and post-launch expansion measurement. Designed the limits framework to balance monetization pressure with user experience, using data to identify thresholds that would drive conversion without creating churn. Coordinated closely with legal, marketing, sales, and engineering to manage a complex, high-visibility rollout.

Outcome

Generated $6M in ARR and 2,000 net-new customers — one of the most directly attributable revenue outcomes in GitLab's self-serve history during this period.