Selected work
Every account arrived with a measurement problem. Fixing it came first.
Every case here was orchestrated by me: the strategy, the measurement, the analytics and the lifecycle systems. Channel execution was the agency team's where it was agency work, and the brand's own where it was Yewgo work; each case says which.
Large California retailer · Apparel & lifestyle retail
9 million profiles. Peak Q4. Zero margin for error.
Moving a national retailer's entire email program from Cordial to Klaviyo in the middle of their biggest season.
9M
profiles migrated during peak Q4
Golf & corporate apparel brand · Apparel
Growth without the discount crutch.
Rebuilding demand at full price after a brand walked away from constant promotions.
−33.5% → +7.3%
YoY revenue, June to August 2026, after a full-price pivot
Architectural products retailer · Home & building
Measurement first. Then growth.
Rebuilding tracking before moving a dollar of budget.
54¢
of every revenue dollar was all GA4 could see on arrival
Pharmacy & health ecommerce · Health
The recovery that wasn't what it looked like.
One split in the data changed the story the client would have been told.
−31.3% → +12.4%
YoY revenue, April to August 2026
Hand-dyed yarn brand · Craft, DTC
Getting the yarn into their hands.
New customers for a small-batch dye studio whose regulars reorder every month, without teaching anyone to wait for a sale.
38%
smaller baskets on free-gift orders when the gift had no minimum spend
Pharmacy & health ecommerce · Health
A growth plan built on the store's own orders
For a pharmacy and health ecommerce brand, I built the six-month plan, the product-page program and a new replenishment flow from the store's own order history.
111 days
median from a first to a second order; the old reminder fired near day 89 for almost everyone
Architectural products retailer · Home & building
The 25 days between a sample and an order
Buyers wanted to see the finish in their own room before a full order, so the funnel sold a sample first and I measured how long the second sale takes.
~25 days
median from a buyer's first sample to their first full order
Kidney-health supplement & education brand · Wellness, subscription
Flat revenue and a quiet drop in new customers.
A subscription brand where renewals were hiding a steady fall in new customers.
~70%
of orders on a subscription, read from order line items (June to July 2026)