Summary
I run growth for consumer apps. Over 3 years at Lumeno I helped take the app from 100k to 1.4M MAU while keeping paid payback under 6 months. I manage a squad of 4 across lifecycle, paid, and experimentation, and I still write my own SQL because I don't trust dashboards I can't query.
Experience
Head of Growth
2022 – Present
Lumeno · consumer finance app · Sydney
- Grew the app from 100k to 1.4M MAU in 3 years by rebuilding onboarding (activation up from 31% to 54%) and pairing it with a referral loop that now drives 22% of new signups.
- Kept blended paid payback under 6 months across a $2.1M annual budget by cutting 3 underperforming channels and shifting 40% of spend to creator partnerships.
- Built and manage a 4-person squad; the team ships 8 to 12 experiments per month against one shared target metric: weekly transacting users.
Senior Growth Manager
2020 – 2022
Wattlebird · marketplace startup · Sydney
- Owned paid acquisition across search and social; cut CAC 34% in 12 months by moving to server-side conversion tracking and rebuilding the creative testing cadence.
- Launched the lifecycle program from zero: 14 automated flows that lifted 30-day retention from 18% to 27%.
Growth Marketing Manager
2018 – 2020
Fernbrook Digital · agency · Melbourne
- Ran acquisition for 6 app clients at once; the largest went from 4k to 60k installs per month on a stable ROAS of 1.8.
- Wrote the agency's experiment playbook, later used across all 20 client accounts.
Marketing Coordinator
2016 – 2018
Harbourline Media · Sydney
- Managed email and social calendars for 3 consumer brands; grew the combined email list from 40k to 110k subscribers.
Skills
Education
B.Com, Marketing
Reforge, Growth Series