Case Studies

My Work

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

$6M

in ARR generated

Free User Limits Initiative

GitLab

Monetization

PLG

ARR Growth

Self-Serve

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 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 across 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.

3.2x

increase in signup conversion

Registration & Onboarding Redesign

GitLab

Onboarding

Activation

Conversion

PLG

The Problem

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.

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 — one of the highest-impact initiatives in GitLab's PLG funnel during this period.

2 months

to reverse a paid conversion decline — all-time highs within 6

Paid Conversion Turnaround

GitLab

PLG

Conversion Optimization

Experimentation

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

Led a rapid root-cause analysis across the full conversion funnel, combining Amplitude behavioral data, Tableau funnel views, and qualitative signals to isolate where and why users were dropping. Once the friction points were identified, 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.

Outcome

Reversed the conversion decline within 2 months and reached all-time conversion highs within 6 months. Improved activation-to-purchase conversion rate approximately 30–40% and delivered measurable results above planned forecast.

+132%

YoY growth in valuable trial starts

AI Platform Trial Strategy

GitLab

PLG

Trial Optimization

Monetization

The Problem

GitLab needed to open a new self-serve monetization stream for its AI platform — the Duo Agent Platform — while simultaneously proving that AI trial design could drive meaningful conversion. The initiative required coordinating across 5+ engineering teams and 10+ GTM partners with a hard launch deadline.

My Approach

Led PLG strategy for Duo Agent Platform trials and a new credits-only SKU end-to-end. Defined the trial experience, coordinated cross-functional delivery, and instrumented the funnel to measure trial quality and downstream conversion. Applied learnings from prior trial experiments to optimize the activation-to-purchase path from day one.

Outcome

The underlying trial optimization work drove +132% YoY growth in valuable trial starts and opened a new monetization stream for GitLab's AI platform.

Coming Soon

API Growth Strategy — Take-Home Project

Anthropic (pending publication approval)

Pending publication approval.