Sitch
For the past year, I've been leading growth at Sitch — scaling the user base from 4,000 to 64,000. As the first non-engineering hire, I've had full ownership across growth, marketing, and product: GTM strategy and market launches, paywall and conversion optimization, a business model transition, CRM migration, all push notification copy and delivery, QA on every release, and all in-house creative for paid social. Below are a few highlights.
Go-to-Market & Market Launches
Led go-to-market strategy and execution for Sitch's expansion into new U.S. markets, growing the footprint from 1 to 5 cities, with 2 more on the way. Each launch required building local demand from zero — getting the right OOH placements, coordinating paid acquisition ramp-up, managing UGC creators and influencers, city-specific push and SMS flows, partnership activations, launch parties and events, and market-specific creative. Every launch shows up in the revenue data as a clean spike.
New York
Launched Spring 2025
NYC was the first full market launch — and the proving ground for everything that came after. My first project at Sitch was the Recession Campaign, a multi-channel push designed to address a real product problem: a 65/35 gender split that was limiting match quality. The campaign spanned MTA two-sheet posters across 120 stations, in-house flyering, influencer partnerships, a custom landing page, the NASDAQ board, and paid social — all coordinated to drive male signups. A referral mechanic guaranteed the success of this project: men who signed up with the campaign code got a free first setup, and so did the women who referred them. Within three days, the ratio had shifted from 65% women to 55% women. The a16z tech week closing party followed shortly after, generating 300+ users from a single event. June 2025 became Sitch's biggest acquisition month at 6,398 new users, and remained Sitch’s largest and most profitable market.
By the numbers…
San Francisco
Launched July 2025
SF was the first cold-start city launch — no existing user base, no brand recognition, built from zero in 6 weeks. The strategy was coordinated saturation: two billboards, a wild posting campaign, a flying campaign, and 10 influencers posting flyers simultaneously to create the feeling of organic momentum citywide. A launch party at Bar Darling drew a 200+ person waitlist before doors opened. The data confirmed the approach worked immediately — revenue jumped from $450 in June to $45,670 in July, making SF Sitch's highest conversion market launch on record.
By the numbers…
Los Angeles
Launched early September 2025
LA was the most activation-heavy launch in Sitch's history. Three rounds of OOH billboard placements ran alongside an Adgile truck advertising campaign, a flyering vendor operating across the city, and paid social across TikTok and Meta. Five partner events layered in community touchpoints: LVBL, Equinox, an Open breathwork class, an a16z founder dinner, and the launch party at Blind Barber. The result was the single biggest market debut in Sitch's history — $48,465 in the first month, launched back-to-back with Chicago to push combined September revenue to an all-time high of $156K.
By the numbers…
Chicago
Launched late September 2025
Chicago launched the same month as LA, with a playbook built for the city's culture rather than transplanted from the coasts. A billboard in Lincoln Park, a 2-sheet transit buy, an activation at a hot dog stand, an influencer pregame, and a launch party rounded out the launch. Chicago became one of Sitch's strongest CPI performers in paid acquisition almost immediately, generating 42k in revenue in its first month and a 664% ROI on TikTok ads within two weeks of launch.
By the numbers…
Austin
Launched November 2025
Austin was a leaner launch by design — a test of how much the playbook could accomplish on a tighter budget. A billboard on Austin Motor Works, a flyering campaign, and a launch party anchored the activation: a series of events across launch week and the weeks following drove hundreds of signups and gave Sitch a genuine foothold in Austin's social scene. Despite being Sitch’s “testing market,” Austin grew to 2,897 users and consistently ranked among the lowest CPI markets in the paid acquisition program.
By the numbers…
Performance Marketing
Independently built and managed Sitch's entire paid acquisition operation across Meta and TikTok, covering all 7 markets simultaneously. Performance marketing made up over 50% of Sitch’s inbound traffic.
The campaign architecture uses a two-funnel structure: a low-CPM web campaign builds warm audiences first, which feed into a higher-CPM app install campaign. Budget is allocated across markets using an inverse-CPI weighting model — markets with lower cost per install receive proportionally more spend. Drove CPIs down over 50% (from $20 ⟼ <$10) in Q2 2026. All creative was handled in-house, with swaps on a weekly to bi-weekly basis. Coded a Meta Ads API to swap creative in half the time.
Lifecycle & CRM
Owned all of Sitch's CRM and lifecycle marketing in Braze across SMS, push notifications, and in-app messaging. Push notifications maintained over a 50% influenced open rate. SMS maintained over a 30% influenced open rate.
Oversaw the migration of all user communications from Sitch’s backend to Braze. Within 7 days of Braze migration, our DAU increased 73%. Built Canvas flows for new introductions, onboarding sequences, and re-engagement. Managed frequency capping logic, event-property-based personalization, and A/B testing across message variants. Migrated SMS notification architecture to a new in-app event tracking system, coordinating with engineering to map event slugs and rebuild the notification logic from the ground up.
Wrote all message copy — including iterating push notification formats. Managed the full channel stack through a product pivot, rebuilding messaging to reflect Sitch's shift away from its AI matchmaker character toward a quiz-based onboarding model.
DAU
Paywalls, Pricing, and Promotions
Led Sitch's transition from a class-pack model to a subscription model — the single biggest lever in the company's conversion history. The shift drove the daily setup rate from 2% in December 2025 to 16% by June 2026, an 8× improvement in six months. Oversaw full paywall redesign and implementation, maintaining over 10% free to paid conversion, introduced post-onboarding quizzes to improve match quality signals, and added two new revenue streams: premium matchmaking and a photo review add-on.
Designed and executed two seasonal promotions to drive acquisition and platform activity at key moments in the calendar. A New Year's promotion (late December–early January) offering one free setup generated 10,472 new users across the two-month window. A Valentine's Day campaign in February offering five expiring credits to drive match activity brought in 6,504 new users at the same sub-$7 CPI threshold — using urgency mechanics to pull dormant users back into the funnel. This promotion led to historic highs in setups.
% DAU with a setup
Out of Home
Managed Sitch's out-of-home advertising across markets, including a billboard and transit placements in New York, San Francisco, Los Angeles, Chicago, and Austin. My first project at Sitch, getting a subway campaign with the NYC MTA, generated a 5x lift in downloads, and drove CPIs down across all channels. Handled all vendor relationships end-to-end with Seen Media, Outfront Media, Clear Channel, Billups, and Frontrunner. Oversaw the creative process from campaign ideation, through mockups, proofs, and POPs.
And that’s not all…
Brand & Creative
Supported, and eventually led, brand and creative strategy across all channels and markets.
Developed a city-specific campaign framework using local cultural references — positioning Sitch as the thing your well-connected friend would do for you. Coordinated content shoots in all new markets with a UGC creators, art directing toward the brand's aesthetic.
Wrote all ad copy, in-app messaging, onboarding copy, App Store listings, and push notifications. Managed a partnership with Daybreaker through its full lifecycle. Led an RFP process for a full visual and design system overhaul — defining scope across typography, color, logo, UI components, and brand language — following the product pivot.
Data & Reporting
Built Sitch's performance reporting infrastructure from scratch. Connected Meta, TikTok, and Mode Analytics into automated daily dashboards via Splitmetrics, Appsflyer, and Mode, giving the team a real-time view of CPI, spend pacing, and market performance without manual pulls.
Developed budget reallocation models and ran regular market-level performance analysis — identifying when campaigns were budget-starved versus genuinely underperforming, and adjusting accordingly.
Operations
Handled the operational surface area that comes with a lean growth function: managing Sitch’s website, OOH vendor relationships, partnerships and contract negotiations, and building an intern recruitment pipeline across multiple cities.