Growth Engineering Lead @ Cloudera

Growth, Optimization, and Experimentation

I lead Growth Engineering at Cloudera, focusing on optimizing digital experiences through analytics, personalization, and experimentation. My work bridges MarTech, Marketing, Product, and Support, helping teams better understand user behavior and drive meaningful engagement with our brand.

I enjoy tackling complex problems—whether it’s refining identity resolution, designing A/B tests, or improving customer journeys across digital touchpoints. My approach is rooted in data, iteration, and cross-functional collaboration, ensuring strategies are both technically sound and aligned with the goals of our business.

Awards & Recognitions

  • Recognized for privacy-compliant innovations to overcome Apple’s Intelligent Tracking Prevention (ITP) and the impact of remote work on reverse-IP identification, increasing the Known User Rate to 3x greater than pre-COVID levels.

    Achieved this by enriching previously unknown user profiles with first-party data sources via Customer Data Platforms (CDPs).

  • I was part of the Adobe Analytics Champions, an invite-only community of industry leaders in digital analytics. This group brought together experts across various industries to exchange insights, share best practices, and push the boundaries of what’s possible with Adobe Analytics.

    Beyond knowledge-sharing, the group played an influential role in shaping the future of Adobe Analytics. We collaborated directly with Adobe’s product teams, providing feedback, testing new features, and helping refine the platform’s capabilities to better serve real-world analytics needs. Being part of this network allowed me to stay ahead of industry trends while contributing to the evolution of one of the most powerful digital analytics platforms.

  • Awarded the Cloudera Extra Degree Award for driving impactful Growth Engineering initiatives that enabled new use cases across Marketing and the broader organization. This recognition reflects my efforts in advancing analytics, personalization, and experimentation to enhance user experiences and business outcomes.

  • My photography and media production have been featured in Forbes, Sunset Magazine, HGTV, and Best of Houzz, reflecting my passion for capturing design, architecture, and lifestyle storytelling. These publications have showcased my ability to blend aesthetic vision with technical precision, bringing creative concepts to life.

Outside of Work

When I’m not deep in optimization frameworks or working through a new integration, I’m usually:

  • Rehearsing for my next music performance (whether it’s a concert or karaoke bar lol)

  • Reaching for my camera

  • Digging into behavioral neuroscience and fitness

  • Surfing (or at least checking the forecast)

  • Experimenting in the kitchen with my wife, Angela —lately with Mediterranean and Thai dishes

  • Tending to my bonsai tree (a constant work in progress)

Reflections as a Growth Practitioner:

Notes from the Field
The Role of Growth Engineering in B2B Marketing

B2B marketing comes with long sales cycles, multiple decision-makers, and a mix of digital and offline interactions.

Growth Engineering helps make sense of all that complexity by using data to improve how we reach and engage the right people at the right time across any channel while maintaining continuity across their journey touchpoints.

What Growth Engineering Looks Like in Practice:

At Cloudera, my work in Growth Engineering includes…

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Experimentation at Scale – Lessons from Growth Engineering

Marketing teams often make decisions based on assumptions. The only way to know for sure what’s working is to test it. Whether it’s trying out different ways to present gated content, adjusting how we personalize experiences, or fine-tuning conversion flows, structured experiments help us move beyond guesswork.

What I’ve Learned from Running Experiments:

  1. How you design an experiment matters…

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The Future of The Brand Experience – Moving Beyond Static Segmentation

A lot of marketing still relies on static segmentation—grouping users based on firmographics or past behavior. That’s a start, but it doesn’t adapt when users’ needs change in real-time.

A Smarter Approach to Personalization:

To be more effective, personalization needs to be dynamic. At Cloudera, we’re focusing on…

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Growth Engineering

is a

team sport

My friends and colleagues that help me grow personally every day:

  • Frances Griffin

    Associate Director, CDPs & Lead Adobe Analyst

  • James Hicks

    Director, MarTech & Integrations

  • Sean Brown

    Senior Director, Web Marketing

  • Peter Lilley

    Marketing Campaign Operations Manager

  • Ke Zheng

    Senior Solutions Architect

  • Jessica Brislen

    CRO Manager

  • Sarah Lamping

    Director of Web User Experience

  • Kate Beale

    Web Content Strategist

  • Ajay Khanna

    Project Manager

  • Lou Bodde

    Adobe Target Developer

  • Kelly Sutter

    SVP Field Marketing & Operations

  • Catherine Formusa

    Director, Performance Analytics & Insights

  • Brenda Merino

    Director, Campaign Operations

  • Wyatt Berger

    Marketing Operations Specialist

  • Natalie Skiba

    Marketing Operations Manager

  • Andrii Burov

    Staff Software Engineer

  • Brandon Flynn

    Senior Analytics Engineer

  • Adam King

    Sr. Marketing Operations Manager

  • Jen Jackson

    Marketing Campaign Operations Manager

  • Mary Sahlin

    Marketing Campaign Operations Manager

  • Kylie Drake

    Marketing Analytics and Insights Manager

  • Nick Bushee

    Data Analytics and Insights Manager

  • Ashley Nelson

    Marketing Operations Coordinator

  • Cy Jervis

    Senior Manager, Knowledge Programs

  • Triona McCarthy

    Business Systems Analyst

Let’s Connect

If you’re working on something interesting in MarTech, Growth, or Experimentation, I’d love to chat. Feel free to reach out!

Want to learn more about me?