Proof of work
Show the work.
Then show the thinking.
A marketing portfolio should do more than list responsibilities. These cases unpack the business problem, diagnosis, decisions, measurement and outcome. First-hand work is clearly separated from strategy exercises.
First-hand experience
Work I actually did.
These cases are based on my professional experience across Amazon Pay, Amazon MX Player, marketplace brand management and B2B technology marketing. Where an exact commercial result is not public or not defensible from the available record, I say so.
Building Amazon Pay's push notification engine to 5MM MAU
A first-hand look at turning push notifications from campaign execution into a lifecycle marketing system across a large Amazon Pay customer base.
Built Amazon Pay's push notification engine and scaled it to 5MM MAU in 6 months.Designing a next-best-use-case programme for Amazon Pay cross-sell
How a cross-sell problem became a customer-decision problem, leading to a next-best-use-case approach built with the ML team.
Identified cross-selling issues and created the next-best-use-case programme in push notifications, working with the ML team to make cross-sell recommendations more relevant to customer behaviour.Launching new consumer services inside Amazon Pay
A product marketing view of launching flight tickets, movie tickets, credit-card bill payments, insurance premiums and bus tickets inside an existing ecosystem.
Worked on launches including flight ticket booking, movie ticket booking, credit-card bill payment, insurance premium payment and bus tickets.Turning Amazon MX Player’s homepage into a growth surface
How homepage merchandising, audience targeting, creative cadence and cross-viewership were treated as a connected growth system rather than isolated content placements.
Streamer DAU increased 173% between August 2023 and March 2024. Hours from existing streamers increased 89%, and cross-viewership increased 180%.Driving 1.2MM Amazon MX Player installs through integrated media
A campaign case study on using multiple Amazon-owned and paid surfaces to move audiences from awareness into app installation.
Drove 1.2MM installs in three months through an integrated acquisition programme.Managing consumer brands inside Amazon Marketplace
What changes when brand management happens inside a marketplace where search, retail execution, price, content and advertising all shape the customer decision.
Managed marketplace marketing work across brands including Reckitt Benckiser, Bombay Shaving Company and Liberty.Building B2B technology lead-generation systems before marketing automation was fashionable
Lessons from early B2B technology roles spanning prospecting, email marketing, lead generation and CRM-led follow-up.
Worked across business development and lead-generation roles serving technology companies and international prospects.Strategy exercises
How I would solve it.
These cases show how I would diagnose and solve marketing problems outside my first-hand experience. They use defined scenarios to make the strategic choices, operating model and measurement approach concrete.
Illustrative: fixing a B2B SaaS pipeline that depends on founder referrals
A hypothetical strategy case showing how I would diagnose a B2B SaaS company with strong founder-led sales but weak repeatable pipeline.
Strategy exercise: designing a repeatable B2B pipeline system for a company dependent on founder referrals.Illustrative: turning a consumer app into a next-best-action engine
A hypothetical case showing how behavioural signals, experimentation and lifecycle marketing could increase adoption of adjacent product use cases.
Strategy exercise: designing a next-best-action lifecycle system for a consumer app with low multi-use adoption.Illustrative: positioning an AI startup when every competitor sounds identical
A hypothetical positioning exercise for an AI company whose category language has collapsed into the same claims about speed, automation and intelligence.
Strategy exercise: repositioning an AI startup whose category language has become indistinguishable from its competitors.Illustrative: diagnosing a D2C brand that is spending more but growing less
A hypothetical commercial diagnosis showing why increasing paid media budget can hide a deteriorating growth system.
Illustrative scenario. Company, data and outcomes are hypothetical.Illustrative: turning a content library into a B2B demand system
A hypothetical case showing how an existing content library can be redesigned around buyer questions, evidence and commercial intent.
Illustrative scenario. Company, traffic and outcomes are hypothetical.Bring your problem
The next case study could be yours.
If the business problem looks familiar, I would rather diagnose it with you than sell you a package before understanding it.
Talk about your business