— 4 case studies
Selected work in B2B SaaS
Four case studies that go beyond vanity metrics. Highlighting the compounding power of unified strategy and execution.
- 01
Building Paperturn's SaaS unit economics from zero
Defined and shipped the economics measurement layer every SaaS company needs: customer lifetime value, retention tracking, and CAC payback models. Payback recovered 19 → 11 months across 2025–26.
19 → 11 mo Empirical payback recovery · 2025 Q3 → 2026 Q1 - 02
Aligning four functions on one buyer, one story
Built a cross-functional ICP that named the marketer (not an industry) as Paperturn's real buyer, then used Andy Raskin's 5-step framework to write a strategic narrative the whole company could rally behind.
App UX Redesign - 03
2 pie charts that built a Customer Success function in 30 days
Revenue analysis surfaced that 9.4% of accounts carried 39% of Paperturn's revenue. That presentation triggered the company's first-ever Customer Success function within ~30 days.
+15% Enterprise revenue growth · year following CS launch - 04
One framework, two channels
Built Paperturn's first integrated positioning system: research operating system, three automation tools, 235-page rollout in one quarter.
20 → 12 Same-page organic ranking · 375 pages · paid trial-to-paid more than doubled in the same window