Brand Positioning & Messaging
Reframed ALLMYNE’s entire market position. Instead of leading with “we’re a travel app,” we led with the mission: human-led experiences that create impact all around the world. This positioning drove over 130,000 downloads and a Y Combinator finalist selection. Authored the video script, submission materials, and investor presentation for the Y Combinator application. Built the in-app prompt and banner copy strategy surfacing benefits at key moments in the user journey, and led the App Store and Play Store screenshot refresh – strategic concepts, copy, and asset production.

Walk for Peace Partnership
Sourced the partnership through cold outreach to an organization that wasn’t looking for commercial partners – then ran the $27,500 activation. The resulting PR Newswire release was picked up by 573 media outlets within five days, including Yahoo Finance, AP News, Morningstar, and KTLA Los Angeles, driving 152.2 million in earned audience reach. Instagram profile visits rose 1,100% during the event window. Getting an organization that isn’t looking for commercial partners to say yes is business development – anyone can spend a sponsorship budget.

Nonprofit Partner Program
Built the entire partner and ambassador program from the ground up – the onboarding flow, the operational systems, and the contracting framework (agreements and NDAs). Onboarded 7 nonprofit and mission-driven partner organizations: Sustainable Contra Costa, Plastic Pollution Coalition, LES Ecology Center, ECOLIFE Conservation, The International Seakeepers Society, YVY Film Festival, and She Is Coffee. Built the partner presentation used to recruit and onboard large partner organizations.

The “Leaky Bucket” Diagnosis
Diagnosed a paid acquisition program that was reporting record-low install costs while producing almost no actual users. Reconciled platform-reported conversion data against registration records across four separate systems – Google Ads, Meta Ads Manager, Apple Search Ads, and Mixpanel – and found the platforms were counting the wrong event. The reported cost per install was roughly 40x cheaper than the true cost per acquired user, with install-to-registration running at just 8%. Cross-referenced audience analytics and found the top-watched channels among the “travel” audience were Ugandan political livestreams and music videos. Surfaced, quantified, and recommended a full pause of 29+ campaigns. Company strategy redirected from acquisition to activation; product redesign initiated; reporting standard changed from cost-per-install to cost-per-registered-user.

Data Integrity Cleanup
Inherited a compromised audience base across multiple channels. Removed ~3,000 purchased bot followers from Instagram. Identified YouTube view volume as likely bot-driven by cross-referencing geography against engagement. Traced a 12.2% email bounce rate to fake signups entering at the app level. Found 40,000+ purchased email contacts that had never opted in and recommended removal. Discovered a four-month silent failure in the registration-to-email pipeline where every new user who signed up entered the product with no onboarding sequence. Rebuilt the Mailchimp list, lifted open rates from ~5% to 20.96%, and added 1,560 net new subscribers (+35.4%) after repairing the pipeline.

Paid Media Management & Optimization
Managed ~$7,100/month in paid media across Meta, Google, and Apple Search Ads, testing creative and audiences against cost-per-outcome rather than clicks. Reallocated ~15% of monthly ad budget by auditing audience efficiency – found one age segment spending $719 to reach 93K users while another spent $702 to reach 268K (3x the reach for the same money). Ran a controlled Android-vs-iOS acquisition experiment that closed the channel question with data: 1,331 of 1,511 Android downloads at $0.64 each drove most of the account’s clicks, while total sign-ups did not move at all. Documented the result and removed the channel from consideration.