Your growth model needs evidence, not assumptions.

I work with fractional CGOs to instrument the full funnel, run structured experiments and build the reporting that shows what’s actually driving growth.

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The growth levers are clear. The evidence to pull them isn’t.

Most fractional CGO engagements hit the same wall. You know where the opportunities are but the data to validate them is incomplete, unreliable or simply doesn’t exist yet.

The client has no resources

You’re working with an early stage business where there’s no data infrastructure in place. No funnel visibility, no experiment history and no reporting beyond what the ad platforms tell you.

You don’t have a team

You’re operating solo. You can see exactly where the growth model is leaking but you need someone who can instrument it, test it and report on it without you doing the technical work yourself.

The client’s team has no time

There’s a product or marketing team but they’re shipping features and running campaigns. Nobody has the capacity or the methodology to run a structured experiment programme alongside everything else.

What you need is someone who understands your growth model well enough to instrument and test the right things.

Here’s what I can build for your client

Analytics implementation

Growth strategy only works if the funnel is properly instrumented. I implement and audit analytics setups built around your growth model, not a generic configuration.

Acquisition, activation, retention and revenue event mapping
GA4, GTM, Segment, Adobe Analytics, Amplitude
Tracking built to answer business problems from day one

Experimentation led Product

I bring structure and rigour to how the client’s product decisions get made — whether they’ve never run an experiment or have been running them badly.

Experimentation programme design and implementation
Optimizely, VWO, SiteSpect, AB Tasty, AB Smartly
Tests designed against strategic hypotheses, not gut feel

Reporting and data analysis

Full funnel visibility across acquisition, activation, retention and revenue. Not a collection of disconnected channel reports.

Dashboards in Looker Studio, GA4 or custom builds
SQL backed analysis where the data needs proper interrogation
Clear view of where the funnel is leaking and why

Website development

For earlier stage clients where the site is limiting growth, I can rebuild it in WordPress as a platform designed to convert, track and test from day one.

Built around your conversion and tracking requirements
SEO and accessibility reviewed before build starts
Experimentation ready from launch

How we work together

EEvery engagement looks a little different. Some CGOs brief me directly and take the output to their client themselves. Others bring me into the room for presentations or workshops. Some prefer I stay in the background entirely. I’m comfortable with all of it. We agree the arrangement upfront and it can flex as the engagement develops.

What an engagement looks like

Week 1	Discovery — You brief me on the growth model and the questions the client needs to answer. I review what data exists across the funnel, where it lives and whether it’s reliable. You get a plain-language summary of what’s possible and what isn’t.
Week 2	Plan — Based on what’s there, I map out the approach. That might mean fixing tracking gaps first, pulling disparate channel data into a single view or building straight to a funnel dashboard if the data is clean enough.
Weeks 3–4	Build — Depending on what’s available, this might mean building the reporting solution directly or producing a clear brief for the client’s developers to make the right data accessible first. Either way, everything is documented and the next step is unambiguous.
Week 5	Handover — I walk you through what’s been built, what it answers and how to maintain it. Depending on the engagement, I can present directly to the client team as well. Optional retainer available for ongoing analysis and reporting support.

“There is no task, strategy or solution too complex for her.”
– Jack Smyth, Strategy Director, Slingshot Media

Who this is for

You’re a fractional CGO operating solo. You take on clients who need serious growth leadership but don’t have the internal capability to execute on it properly.

You know where the opportunities are. The problem is validating them. You’ve recommended changes that never got properly tested because nobody had the methodology to run the experiments. Or you’ve been making calls based on funnel data that turned out to be incomplete, misconfigured or spread across five different tools with no single view.

You need someone who understands your growth model well enough to instrument the right things, test the right hypotheses and report back in a way that moves the engagement forward. Someone you can brief once and trust to deliver without pulling you into the technical detail.

Common questions

How do I engage you?

The easiest way is to book a call using the link on this page. Tell me what you’re walking into and I’ll tell you straight whether I can help. If it’s a fit, I’ll turn around a plain-language scope within a few days.

How do we work together?

Flexibly. Some CMOs brief me directly and take my output to the client themselves. Others bring me into the room for presentations or workshops. Some prefer I stay in the background entirely. We agree the arrangement upfront and it can change as the engagement develops.

How do the finances work?

I work on a day rate or fixed project price depending on the scope. I can invoice you directly or the client, whichever works for the engagement structure. Payment terms are 14 days.

What is a fractional product generalist?

Most specialists go deep in one area. I work across the intersection of user experience, technology and business strategy. That means I can understand the full shape of a problem and connect the pieces rather than just solving my corner of it. In a world where AI can do a lot of jobs, the person who can bring multiple parts of the problem together is more useful than someone who only knows one piece of the puzzle.

How much experience do you have with analytics?

Ten years implementing and auditing analytics across GA4, GTM, Segment, Adobe Analytics, Amplitude and others. I’ve led tracking strategy for businesses including Wisr and RedBalloon, covering everything from initial implementation through to full measurement framework design.

How much experience do you have with experimentation?

Seven years designing and leading experimentation functions. I’ve run programmes at Bupa, Deep Blue Company and RedBalloon, across 250+ experiments delivering $70 million in incremental revenue. I design programmes built around learning, not just chasing wins.

How much experience do you have with reporting and data analysis?

Twelve years across agencies and in-house roles, covering customer lifetime value, retention, conversion and customer behaviour analysis. I’ve worked across multiple verticals and know how to get usable answers out of messy data.

How much experience do you have with website development?

Eighteen years across PHP, JavaScript, CSS, HTML and WordPress. I’ve built everything from small business sites to complex digital products. I don’t just build what I’m given — I review designs for SEO and accessibility gaps before I start and fold those improvements into the build.

What happens at the end of the engagement?

Everything is handed over cleanly. The client owns what was built, documentation is in place and I walk you and the client team through how to use and maintain it. If ongoing support makes sense, I offer a retainer for continued development, analysis or reporting.

How long before you can start?

Usually within one week of an agreed engagement. Get in touch early if you have something coming up and I’ll let you know availability.

How do you use AI in your workflow?

I use AI to review code, support customer research and generate analytics artefacts. Your data is never shared in a way that trains models. If your client works with sensitive data I can work without AI entirely or in line with their existing company policies.

Got an engagement coming up?

Tell me what you’re walking into. I’ll tell you whether I can help and how. No commitment required.

Book a call

Tell me what you’re walking into and I’ll tell you whether I can help.

Pick a time

or drop me a message

Weeks 1–2	Audit — I review the current state of how product decisions are being made. Whether there’s an existing experiment programme or none at all, I assess what’s working, what’s missing and where the biggest gaps in rigour are. You get a plain-language summary of where things stand.
Weeks 2–3	Roadmap — You bring me the growth model and the strategic hypotheses you want to validate. I design an experimentation roadmap: each strategic hypothesis gets three functional hypotheses, each functional hypothesis gets three tests. You also get a clear decisioning framework so product decisions are driven by evidence, not whoever argues loudest.
Weeks 4+	Build and run — I implement and run the tests myself or work alongside the client’s product and development team. Duration depends on traffic, release cadence and the scale of changes being tested.
End of engagement	Review — Did we validate or invalidate the growth hypotheses? What did we learn about the customer? What should the product team do differently going forward?