Things I’ve built, changed or reimagined

The work behind the outcomes.

Each case begins with the human or business problem—not a list of deliverables.

What I noticed. How I thought about it. What I built or changed. What moved. What I learned.

Re-architecting marketing as a connected system.

Acquisition, landing pages, onboarding, lifecycle, content, research and conversion should feel like chapters of the same story—not separate functions competing for attention.

The starting question: if someone becomes a subscriber today, what needed to happen before that?

Subscription conversion1.5% → 3.5%Against a 2.4% target

First-day / week1.3% → 2.1%Conversion improvement

YouTube1.6K → 73KSubscribers

Research→Hypothesis→Experience→Behaviour→Data↺

Experiments spanned messaging, subject lines, email structure, landing pages, content, banners, countdowns and onboarding. Organic social reach grew 23%.

User Research Intelligence

Turning research into organisational intelligence.

Several years of learner surveys became a system for examining what changed, which questions still matter, where assumptions hide and how AI is changing what learners want.

Listen to what people say. Measure what they do.

What if AI were part of the marketing organisation itself?

As the team became smaller and the opportunity expanded, the question was not “How can AI produce more content?” It was “What intelligence and expertise would a redesigned organisation need?”

Intelligence

SEOUser researchProduct & UXMarketCompetitive

Managers

ContentEmailSocialGrowthRevenue

Specialists

CopyDesignMultimediaProduction

Human checkpoint

StrategyTasteJudgmentCreativityApproval

Specialised agents already perform real work. The orchestration between them is being progressively built and tested.

Redesign the workflow, not just the task.

Previously, four people delivered approximately two new articles and two updates per week. Now, one person can deliver comparable output through an AI-assisted workflow with human review.

From an inbox to an operating system.

Ad-hoc requests became a structured journey: application, qualification, CRM, communication, agreements, onboarding and reporting.

Inbox→Criteria→Stages→Information flow→Decisions

Reach8,000+Scholarships

PartnersMicrosoftAnd Omdena

ShiftAd hoc → systemDefined and measurable

Turning ideas into experiences—and experiences into scalable programmes.

Acquisition80,000+Leads, two intakes

Lifecycle4 journeys20–25 emails each

InfrastructureData podScoring + reporting

ALU Bootcamp

A two-day Mauritius programme around leadership, communication, networking and peer connection—later adopted in multiple African markets.

Music of the Future

For the inaugural Mauritius campus opening attended by the Prime Minister: a narrative imagining what students might become and the African problems they could help solve.

Other work included a Robotics Bootcamp, entrepreneurship programmes, Find Your Mission, three podcast seasons and taking Venture to market during COVID.

Before I called it systems thinking, I was already doing it.

A senior market research and business-development assignment taught me that strategy begins with understanding the environment—not with the answer.

Research into market growth, student mobility, affordability, income trends, competition and future demand supported the business case for expanding the Mauritius campus.