App Growth & User Acquisition

Growing an app user base isn’t just about spending on channels. It’s about knowing which channels are working, which customer actions actually predict long term value, and where your budget will have the most impact.

Whether you’re preparing to launch and need a clear acquisition strategy, or you’re already investing and want confidence that it’s working, I can help. Starting with what you already have — or from scratch where needed — I’ll work with you to build a focused, evidenced approach to acquiring the right customers, not just more of them.

Lifecycle & Retention (CRM)

Acquisition naturally gets a lot of attention — it produces the numbers that matter to investors and signal early momentum. But acquiring customers and keeping them are two very different challenges, and the balance between the two is easy to lose sight of when growth is the priority.

The most efficient growth doesn’t always come from finding new customers. It comes from doing more with the ones you already have — extending their relationship with your product, increasing their value over time, and reducing the churn that quietly undermines your acquisition investment.

I help scaling businesses build the strategy to do that — from onboarding and early engagement through to long term retention and winback. Starting with an honest assessment of where value is being lost and building a clear plan to recover it.

Product Marketing Strategy & Go-to-Market

A great product doesn’t sell itself. The businesses that grow are the ones that are clear about who their customers are, what those customers actually need, and how to reach them with something relevant and compelling.

That clarity doesn’t always require starting from scratch. Most scaling businesses already have customer insight, data and instinct — it’s often a case of asking the right questions, connecting the right dots, and translating what you know into a strategy that works.

Once that strategic foundation is in place, the go-to-market plan becomes the practical expression of it — defining the right channels, the right messages, the right sequencing and the right measures of success before a pound of budget is committed.

I help businesses work through both — whether they’re taking a new product to market for the first time or looking to get more value from what they’ve already built. Starting with the customer and working backwards from there.

Goals, Metrics & Prioritisation

Most businesses have a sense of what they want to achieve. Fewer have a clear, structured view of how their marketing activity connects to those ambitions — and fewer still can draw a direct line between what they are spending and what it is commercially delivering.

This service starts with one question: what is the single overarching goal that everything else should be in service of? From there, the work is about building the nested goals beneath it, identifying the customer behaviours that genuinely predict progress toward it, and assigning those behaviours real commercial value.

Not all metrics are equal. Downloads, clicks and impressions tell you something — but they are indicators, not goals. The most valuable thing a business can do is understand which customer actions actually matter, what they are worth commercially, and what they tell you about where you are headed. These become your high value actions — the things worth measuring, optimising and investing behind.

The result is clarity — a clear view of what you should be doing, what you should stop doing, and where your time and budget will have the most impact. Prioritisation not based on opinion or instinct, but on a direct and demonstrable connection between your marketing activity and your commercial outcomes.