JUDGEMENT IS LEARNED
NOT PROMPTED

AI is only as good as the instincts behind it. I bring deep experience across brand and performance to know what to test, the data discipline to know what's working, and the AI fluency to execute on both — faster than any team I've ever built.

CAREER HIGHLIGHTS

  • HoneyBook (SaaS / FinTech Unicorn)

    “Hiring Toby as a consultant at HoneyBook was one of the best decisions I made. From day one, he demonstrated exceptional leadership skills and a commitment to driving results. After coming onboard full time, his contributions were instrumental in driving continued growth, which helped achieve significant milestones including Series D and Series E fundraising rounds, at a valuation of $2.4 billion.”

    - Dan Visnick, CMO

  • A3 Ventures (AAA's Innovation Lab)

    “Toby’s strategic insights completely revolutionized GIG Car Share’s growth trajectory. His exceptional results led us to seek his counsel for all of our portfolio startups within A3 Ventures. Notably, Toby championed the adoption of a data-centric methodology, empowering us to rigorously test and optimize creative designs for maximum performance.”

    — Travis Culwell, Head of Creative Services

  • ShopChat (acquired by Rakuten Viber)

    “Toby’s impact as a growth consultant for us was remarkable. Within just 5 months he orchestrated a growth strategy that helped position ShopChat for viral growth using a disciplined test and refine set of acquisition tools. His strategic guidance on our martech stack also ensured we had the necessary measurement tools in place to optimize and confidently scale our paid media campaigns. Toby’s expertise and results-driven approach were a perfect fit for our needs and helped contribute to our success.”

    —Zephrin Lasker, CEO and Founder

ABOUT ME

I've always worked at the intersection of strategy and execution in high-growth environments — setting the direction and owning the outcome. Across SaaS, FinTech, D2C, Mobile, Luxury and Climate Tech, that used to mean building and leading teams to close the gap between idea and impact. Now it means leveraging AI to move faster, execute more rigorously, and apply judgment where it counts most — because that part, no prompt can replace.

HOW I WORK

01 Strategy
Research, Positioning, Messaging, GTM, Channel Mix, Budget Planning, Forecasting — always shaped by a balance of data and instinct.

02 Creative & Storytelling
Brand Narrative, Value Propositions, Performance Creative, Content — the work that makes people feel something.

03 AI Execution
Automated pipelines, AI-driven creative testing, real-time reporting — the operations layer that turns strategy into fast results without headcount.

04 Measure & Optimise
Attribution, Predicted Value Models, CAC/LTV ratio, Funnel Analysis — the loop that turns spend into compounding returns.

CORE SKILLS

Performance & Growth
Full-funnel paid acquisition across every major channel (SEM, Meta, TikTok, Pinterest, LinkedIn, YouTube, CTV, Audio, Programmatic, Affiliates), with measurement built in from day one.

Brand & Storytelling
Positioning, visual identity, campaign concepts — the craft that builds brands people remember and trust.

Lifecycle & retention
Segmentation, onboarding, and retention programmes that improve CAC/LTV and reduce churn over time.

CAC / LTV Modelling
Predictive LTV modelling, CAC payback optimisation, and onboarding flows built around the signals that identify your highest-value customers as early as possible.

AI-powered systems
Automated reporting, AI-driven creative testing, and data infrastructure that replaces manual analysis.

Content and SEO / AEO
Organic growth through content strategy and SEO — editorial frameworks, search architecture, and AI-powered production that builds lasting visibility without paid dependency.