About Us

When you run paid ads for enough brands, you start to see a pattern. The conversations are always the same. ROAS is down — what's the ad strategy? CPM is rising — what's the content? Spend more, test more creatives, find better audiences. The entire focus is upstream, on traffic.

But I kept looking downstream. At the stores we were sending that traffic to. The brands we worked with at Z21 weren't small. Many had over 100,000 sessions a month — real traffic, real intent. Yet the same ceiling kept appearing. We could optimise the ads all we wanted, but if 98 out of every 100 visitors left without buying, we were essentially filling a bucket with a hole in it.

The honest truth is that web experience correlates directly with ROAS. Not indirectly, not eventually — directly. But almost no one was talking about it that way.
We started offering UIUX design at Z21 early on — and a well-built store does move the needle. But a one-time build has a ceiling of its own. What we found was that there is no permanently "good" website. There is only the version that performs better than the last one. Every assumption about what a customer wants deserves to be tested. The idea that wins is not the clever one — it's the one that produces more outcome. That realisation is what Convx is built on.

In 2021, we formalised what we had already started learning — a dedicated practice for continuous conversion rate optimisation, designed specifically for brands with the traffic volume to make systematic testing worthwhile. Most brands today have a paid ads budget. Very few have a CRO budget. But the brands that grow most efficiently are the ones who figured out that optimising what happens after the click delivers returns that paid ads alone never will.

The question isn't whether your site can convert better. It can. The question is whether you're investing in finding out.

In 2021, I left university to build Convx's CRO practice from zero. There was no playbook to follow, so I wrote one: the testing frameworks, the reporting infrastructure, and the decision loops that still run the practice today. I was the sole operator first. The team came after the system worked.

That's still how I operate. Everything we do gets turned into a system, from how we test to how we report to how we decide. It's the reason we scaled from onboarding small businesses to running CRO for some of the region's largest e-commerce brands without the quality bar moving.

Today I'm a partner leading operations and business growth, sitting at the intersection of marketing, data, and technology. I run cross-functional teams across CRO, UI/UX, and Analytics, and my job is to make sure strategy survives contact with execution: the right people on the work, uncompromising quality, and a business profitable enough to keep investing ahead of our clients' needs.

I optimise for three things: clarity, systems, and speed. Sustainable growth isn't luck. It's structure that compounds, built by people who take the lead instead of waiting for instructions. That's the standard here, and it's why top brands treat us as partners, not vendors.