Systems Builder · Revenue & Operational Scale
I build systems that fix
fragmented data and workflows
to unlock revenue and scale.
I optimize platforms so my customers can stop managing workflows and start managing growth. Every engagement moves from audit to automation to moat.
$250K+
YoY Revenue Driven
2+ FTE
Engineering Capacity Recaptured
3-4 Wks
Vendor Onboarding (was 3-6 Months)
+27%
Activation Rate Increase
What I Help Companies Fix
The problems I solve are structural,
not cosmetic.
Fragmented data across systems
Creates decision-making lag and stalls revenue — teams spend cycles reconciling conflicting sources instead of acting on them.
Manual workflows slowing order-to-cash
Bleeds margin on every transaction — each manual touchpoint is a hidden tax on your ARR that compounds as you scale.
No real-time visibility into orders, payments, and customer activity
Forces reactive firefighting instead of proactive growth — your team is always behind the problem, never ahead of it.
One-off integrations that limit scalability
Turns every new vendor or partner into a 3-6 month engineering project — growth becomes expensive before it becomes possible.
Disconnected identity, billing, and access systems
Drives 25-35% of support volume from access errors alone — a hidden headcount cost masquerading as a technical problem.
The Operating System
A System of Systems
Three proprietary frameworks. One repeatable doctrine. Applied across banking, fintech, government, and B2B SaaS to turn broken workflows into scalable revenue engines.
The Psychology
Onboarding & Retention
The math is precise: a flawless first session produces a 40% return probability. A flawless second session raises it to 42%. By the third, you're at 70%+. The goal is never the second visit — it's the fourth. I design every onboarding system around this threshold model, not a checklist.
Session 1 — Zero-Friction Entry
40% return probabilityThe entire org routes around a flawless first experience. Internal signal: flag this user as first-time and suppress every non-essential prompt. The experience sells the return.
Session 2 — The Precision Win
42% return probabilityA low-cost, high-empathy next-best-action delivered at peak receptivity. Not a generic upsell — a personalized recommendation based on what they just did. Timing is the product.
Session 3 — Habit Lock
70%+ return probabilityLock in the habit before the user has consciously decided to be loyal. A feature unlock, a milestone reward, or a first-month benefit — the moat is built before they know they're inside it.
"You have to market to three visits, not one."
The Mechanics
Tiered Persona Model
Managing the Inverted Pyramid of B2B logistics. Automating Tier 1 (middle-men) to accelerate value delivery to Tier 2 (end-users) and Tier 3 (vendors). The goal: remove the middle-man friction that fragments every B2B platform.
Tier 1 — The Middle-Men
Distributors & AffiliatesThe friction layer between vendor and end-user. Automating Tier 1 workflows -- onboarding, order routing, catalog sync -- is the highest-leverage move in any B2B platform.
Tier 2 — The End-Users
Decorators & BuyersThe value recipient. Every hour saved in Tier 1 is an hour of velocity returned to Tier 2. Reducing Tier 1 touchpoints from 5 to 1 is not an ops win -- it's a product moat.
Tier 3 — The Vendors
Suppliers & ManufacturersIntegration that once took 3-6 months now takes 3-4 weeks. When vendor onboarding becomes a trigger, not a project, the platform becomes the industry's default operating system.
"I remove Tier 1 from the loop to accelerate Tier 2's velocity."
The Innovation Engine
Cultural Ecosystem Design
Deconstructing tribal silos to foster innovation cultures. Innovation isn't a function -- it's an ecosystem. Success requires moving from "Pass/Fail" to "Graduate/Remediate" to protect the contributor's psychological safety.
Graduate / Remediate
"Fail" ends the conversation. "Remediate" invites collaboration and tells the contributor: your idea has merit -- here is exactly what it needs to advance.
The Echo System
Cross-pollinated knowledge sharing across disparate bases. The same insight that solved a logistics problem at one base surfaces to the Airman facing it at another -- in days, not years.
Ecosystem Positioning
Every design exercise failed until we defined Productable's lane. You can't build a feature set for a platform whose role in the ecosystem you haven't answered.
"I connect Airmen in similar roles across disparate entities to build an ecosystem of shared intelligence."
The State Machine
Compliance as Architecture
Compliance is a state problem, not a feature problem. KYC, MFA, address verification — every compliance requirement is a state transition. Resolve it at the architecture level and you eliminate an entire class of rework while making the product more trustworthy at scale.
The Static Flow Trap
When compliance is resolved at the feature level, every new requirement generates rework. Tend's cross-border KYC produced 30–40% rework per release. iPROMOTEu's address errors cost $250K/yr in downstream corrections. Same root cause: state treated as a feature.
The State Machine Fix
Centralize the identity signals — auth state, KYC status, role, account status, risk score — into a single real-time model. Surface only what's relevant to the user's current state. The system knows where the user is; it never asks them to re-prove what they've already proven.
The Compounding Return
+27% activation (Tend KYC), 100% MFA adoption without friction (iPROMOTEu), $250K/yr address verification savings (iPROMOTEu iSuite). All from the same architectural decision: compliance as state, not feature.
"Compliance is a state problem, not a feature problem."
The Approach
Signal.
Context. Action.
Every system I build follows the same architecture: normalize the data, extract the signal, add context, then design the decision layer. The output is always the same: faster, more reliable decisions at scale.
From consolidating identity signals at USAA to architecting a PromoStandards data lake at iPromoteu, the throughline is platform thinking: build once, scale everywhere.
Read My Story
How I Work
The Day 1-180
Optimization Playbook
Every engagement follows the same three-phase structure. The first interaction sets the tone, the second builds the habit, and the third creates the moat. Here's what that looks like in practice.
Signal that this engagement is different
I map the revenue leaks before writing a single line of requirements. Where is the order-to-cash cycle breaking? What workflows are generating the most support volume? Which integrations are bottlenecking growth? The audit produces a ranked list of interventions with business-outcome translations for each.
Deliverable
Revenue leak map + ranked intervention backlog
Evidence
PromoStandards audit identified $150K-$275K in recoverable annual cost savings before a single API was touched.
Deliver a quick win that proves the model
I build the decision layer that removes the highest-cost manual touchpoints first. This is not a roadmap exercise -- it's a targeted intervention designed to produce a measurable outcome within 60 days. The quick win is the proof of concept for the larger transformation.
Deliverable
First automated workflow live + baseline metrics established
Evidence
USAA's 90-day trigger system increased direct deposit enrollment 12-15% within the first measurement window.
Build the system that makes switching expensive
Moving from system stability to market defensibility. I scale the automation into a platform capability that compounds over time. By standardizing the Supply Chain Triad of vendors, decorators, and affiliates, the platform becomes the industry's default operating system. Vendor integrations that took 3-6 months now take 3-4 weeks. Onboarding that required 5 manual touchpoints now runs on triggers. The moat is Ecosystem Dominance: a structural advantage that gets wider every time a new workflow is added, because switching costs grow with every integration.
Deliverable
Ecosystem Dominance: platform becomes the default operating system for the industry
Evidence
iPROMOTEu's vendor integration framework scaled supported suppliers 2-3x with no additional engineering headcount.
The first interaction signals premium attention. The second delivers a quick win that justifies return. The third creates a habit that becomes a moat. I apply this three-phase model to every platform engagement, and I measure the results at each phase.
Read the White PaperBackground
I optimize platforms.
Not just build features.
I'm a Systems Builder who optimizes platforms for revenue and operational scale. At USAA, I built a 90-day trigger-based onboarding system that drove $250K in YoY revenue. At iPROMOTEu, I built a data ingestion layer that reduced vendor onboarding from 3-6 months to 3-4 weeks, recapturing 2+ FTE in engineering capacity.
Across banking, fintech, government, and B2B SaaS, the pattern is consistent: fragmented data, broken workflows, decisions made without context. I optimize the systems that fix that, and I measure the results in revenue recovered, headcount saved, and growth unlocked.
Full Story$250K
YoY Revenue USAA Onboarding
2+ FTE
Capacity Recaptured iPROMOTEu
$250K
YoY Saved Address Verification
27%
Activation Lift Tend KYC
Thought Leadership
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