Customer-growth systems builder
I find out what's actually happening, build what the problem requires, prove it in operation, and hand it to the team that will run it.
The problem
Customer-growth problems rarely belong to one team. They show up in the handoffs: between marketing and product, between billing and support, between the dashboard and the people reading it. Each team owns a piece, and the outcome belongs to nobody. The cause is different at every company, so understanding what's actually happening comes first.
Work
Each one links to the full write-up.
Equifax
A self-service pricing model was charging customers for hiring volume they had to forecast months in advance. I diagnosed why it was breaking, redesigned the pricing architecture around what customers actually needed, and got it approved by senior leadership.
Equifax
Over ~20 months, built segmentation and automated re-engagement programs for Verifier Services, coordinating through product, billing, and analytics without direct authority.
$6M+ in retention revenue influencedover 20 months
U.S. Electrical Services
Existing B2B customers had a digital ordering channel and weren't using it. I built and rebuilt a loyalty program over three years, testing what actually drove repeat purchasing, and generated roughly $775K in qualifying digital purchases along the way.
$250K
recovered from failed payments at Equifax. No recovery system existed. Built a dunning workflow from zero that caught accounts before they lapsed. Total monthly churn cut from roughly 5% to 4%, voluntary and involuntary.
$30K → $5.6M
in self-service revenue at U.S. Electrical Services. Built a lifecycle program across sales, eCommerce, and operations that moved inactive trade customers into digital ordering, from scratch, over four years.
How I work
The problems change. A few habits don't. I start by finding out what's actually happening, and I'd rather build the fix than stop at the recommendation. Whatever gets built, I want the people who own the problem to be able to keep running it after I'm gone.
“Brian has a rare aptitude for understanding what the customer is going through every step of the way, and he uses that knowledge to make things better for digital customers. Brian also has a unique ability to work beyond his job description across company silos to achieve the best outcomes for the customer.”
What I build
I design and build systems around problems I run into myself, put them to use, and improve them based on what happens.
Independent build
I built a system to score whether a job was actually worth pursuing, used it on myself for six months, found the point where my own judgment and the software disagreed, and rebuilt the model around what I learned. It's live now, with a public repository showing the real architecture.
Independent build
A scheduled decision system that combines deterministic code, Claude and n8n, then checks the model's recommendations before they ship.
The Lifecycle Brief
I write about the customer-growth problems I keep thinking about. Three issues so far.
Get the next brief
One email when a new issue publishes.
Work With Me
If something in your customer journey isn't working and it falls between teams, that's the kind of problem I take on independently. The Work With Me page walks through three ways an engagement can start, how I work, and a short form that only asks what's going on.