Campaign Calendar Simulator
Marketing wanted to know what next quarter's promo calendar would do to subscriptions — before running it. So they got a calendar they can drag offers onto, with the forecast redrawing as they go.
Growth & data · marketing · products with AI · RCS MediaGroup
I kill the recurring question.
Three years of growth experiments on acquisition and retention, at the traffic volumes of two national titles. The lesson that stuck: an analysis is read once, a system keeps working. So I stopped delivering slides and started building the tools that answer the question without me in the room.
- 20+
- internal tools & dashboards shipped
- 4
- agent skills the whole team now works from
- 2
- national titles as the traffic I work at
Selected work
Things that answer
without me.
Built inside RCS MediaGroup. Described by class of problem, never by internal detail — every demo below runs on invented data.
Agent Skills the Team Runs On
I wrote four skills that teach a coding agent how we work — our dashboard conventions, our repo rules, our analytics setup. The whole team builds from them now, and the BI licences are on their way out.
Games KPI Cockpit
A ten-tab replacement for a beloved BI workbook that had become too slow to open. Same definitions, same numbers, none of the licence.
Analytics Tracking Watchdog
Analytics tracking breaks silently — you find out three weeks later when a chart looks odd. This drives a real browser every night, reads the beacons, and complains before anyone else notices.
Audience Segmentation Pipeline
Twenty-odd behavioural audiences, one config file, and a strict exclusion order so a reader lands in exactly one bucket. Adding a segment is a two-file change that either stays consistent or fails loudly.
Content Performance Explorer
Which articles actually sell subscriptions — by section, topic, format, author, and hours spent on the homepage. Editorial asked weekly. Now they don't have to ask.
Acquisition KPI Overview
A Streamlit dashboard people relied on, rebuilt as a proper web app. One rule for the rewrite: the numbers were not allowed to move by a single decimal.
Subscriber Product Usage Dashboard
Subscribers who never open the product churn. This shows who is engaged, who is drifting, and how usage intensity is distributed — before the renewal date arrives.
Editorial Event Validation Workbench
A daily quiz game needs thousands of verified historical events. An LLM drafts, an editor decides, and a state machine makes sure nothing reaches players before a human said yes.
Word Game Calendar Builder
Three words a day, forever, never repeating, and themed for special dates. A five-step wizard turns a dictionary into a publishable calendar — with the LLM bill shown live while it runs.
Nothing under that tag yet.
Approach
Four opinions I keep
getting away with.
- 01
I start in the marketing meeting
The brief is never a spec. I sit with the team that has the question, work out what they actually need to decide, turn that into an analysis and a build plan, then make the thing.
- 02
A system, not an analysis
A number in a chat message answers today. A tool that recomputes it answers every day after that, including the days I am on holiday. Same effort, very different half-life.
- 03
Stay in my lane, encode everyone else’s
Infrastructure and deployment belong to our data engineers. Their conventions live in the skills I write, so what I hand over is deploy-ready without me guessing at their job.
- 04
Migrate the stack, freeze the logic
When I rewrite something, the numbers must not move. Same definitions, reconciled against the old tool, then the UI gets to be better.