Portfolio

Work

Case studies spanning 0→1 product discovery, founding and running a marketplace, growth loop design, and agentic AI products.

AI Visibility: getting brands seen inside ChatGPT

0→1 discovery for advertising's ChatGPT era

Consumers moved product discovery to AI assistants; brands can't see or shape how they show up. I led the 0→1 discovery, from 8 advertiser interviews to a shipped visibility platform and a live beta running ads inside ChatGPT.

Product StrategyDiscoveryAI Products

Mini Marketa: founding a circular marketplace for kids' toys

Owning every decision from discovery to logistics

I founded a Sydney marketplace for secondhand kids' toys and run it end to end: positioning, storefront, pricing, logistics, growth experiments, and an AI operations layer. It's the closest thing to a PM job with nowhere to hide.

FounderE-commerceGrowth

Creative Studio: unifying ad-building at scale

One platform after three acquisitions, half the build time

After my company acquired three businesses, its global ad-building teams were stitched together with mismatched workflows and manual Photoshop exports. I unified them into one platform that cut ad-build time in half.

ProductDesign Systems0→1

Alice & Marketa: designing AI into a one-person business

Agentic flows to support a scaling business

Two AI agents support my work: Alice helps with life (budget, events, an 82-person relationships CRM) and Marketa with the business (listings, bookkeeping, marketing). Designing them taught me more about agentic product design than any prototype could.

Agentic AIAI ProductsAI-in-the-loop

The Lab

Experimental work

Side projects and earlier bets: full stories, told a little lighter than the main case studies above.

Play It Forward: designing a growth loop out of generosity

Incentive design for a circular supply chain

A secondhand marketplace's hardest problem is supply. Play It Forward turns customers into suppliers: donate outgrown toys, earn store credit, and pull your friends into the loop. Designing the incentives was the product work.

Growth LoopsIncentive DesignCommunity

Playalong: turning virtual meetings into conversations

QR-code audience participation for presentations, built during the pandemic

Born from pandemic-era video-call fatigue, Playalong let audiences join a presentation from their own phones: polling, games, and live demos over a QR scan. It closed real revenue and was tested across four regions.

Product Lead0→1Live Events

Parkey: an AI interpreter for confusing parking signs

Photograph the sign, get a clear yes or no

Sydney's parking signs are genuinely confusing, especially for drivers new to Australia. Parkey used GPT-4 to read a photo of any sign and return a simple yes or no, with a traffic-light UI, built from inception alongside one engineer.

AI Product0→1Startup

Selected case studies