{
  "$type": "site.standard.document",
  "content": {
    "$type": "site.subgraph.content.markdown",
    "body": "\nI was the Growth Engineer at [Tornado](https://tornado.com/). The job sat between marketing, product, and data: build the systems the growth team needed, then read the results.\n\n## Data and analytics infrastructure\n\nBuilt the pipelines and analytics layer the growth team ran on. Customer count grew 390%, revenue 800%, engagement rates 400%. CAC payback dropped to under 9 months. Paid ROAS up 1,732%. Deposits up 1,025%.\n\n## A/B/N testing framework\n\nBuilt in-house from scratch. Page conversion rates went up 200% once we could test features and design changes properly.\n\n## Campaign personalization\n\nWrote propensity-score models for marketing personalization. Month-over-month in-app engagement and DAU climbed 60-110%. DAU/MAU ratio doubled. 3-month retention up 745%.\n\n## Learn & Earn\n\nLed the technical build. App DAU/MAU pushed past 30%, and the feature delivered over a million educational lessons.\n\n## Scaling and efficiency\n\nTrading volume grew 1,400% while behavior shifted toward ETFs, ESGs, and diversified portfolios. Deposit CAC dropped 80%+. User base up 150%, engagement up 1,000%. Monthly spend scaled to $1M with 1-year payback efficiency intact. Overall CAC fell 90%.\n\nThe analytics infrastructure won Amplitude's 2022 Pioneer Award for Product Innovation.\n"
  },
  "description": "At Tornado, I engineered growth systems that boosted customer count 390%, revenue 800%, and engagement 1,000% while reducing acquisition.",
  "publishedAt": "2023-02-01T17:19:03.000Z",
  "site": "at://did:plc:p5xem22ammiafn5kxonaksfa/site.standard.publication/3mlozj4rwek2k",
  "tags": [
    "growth-engineering",
    "data-analytics",
    "marketing",
    "customer-engagement",
    "a-b-testing",
    "fintech",
    "scalability"
  ],
  "textContent": "I was the Growth Engineer at Tornado. The job sat between marketing, product, and data: build the systems the growth team needed, then read the results.\n\nData and analytics infrastructure\n\nBuilt the pipelines and analytics layer the growth team ran on. Customer count grew 390%, revenue 800%, engagement rates 400%. CAC payback dropped to under 9 months. Paid ROAS up 1,732%. Deposits up 1,025%.\n\nA/B/N testing framework\n\nBuilt in-house from scratch. Page conversion rates went up 200% once we could test features and design changes properly.\n\nCampaign personalization\n\nWrote propensity-score models for marketing personalization. Month-over-month in-app engagement and DAU climbed 60-110%. DAU/MAU ratio doubled. 3-month retention up 745%.\n\nLearn & Earn\n\nLed the technical build. App DAU/MAU pushed past 30%, and the feature delivered over a million educational lessons.\n\nScaling and efficiency\n\nTrading volume grew 1,400% while behavior shifted toward ETFs, ESGs, and diversified portfolios. Deposit CAC dropped 80%+. User base up 150%, engagement up 1,000%. Monthly spend scaled to $1M with 1-year payback efficiency intact. Overall CAC fell 90%.\n\nThe analytics infrastructure won Amplitude's 2022 Pioneer Award for Product Innovation.",
  "title": "Case Study: Building Tornado's Growth Engine"
}