Tools and systems I use to understand markets, build growth, and operate teams.
A practical look at the channels, measurement approaches, operating habits, and favorite tools that shape how I work.
Marketing Channels
TVCM
National reach and trust building.
Influencer marketing
Creator-led credibility and relevance.
Paid media
Scalable acquisition and testing.
Search
High-intent demand capture.
Partnerships
Distribution, trust, and co-marketing.
Media/PR
Narrative building and earned reach.
Owned social
Always-on brand voice and community signals.
Growth & Measurement
MMM
Long-term channel contribution.
Incrementality testing
What actually moves outcomes.
Before/after analysis
Fast read on campaign impact.
Brand surveys
Awareness, consideration, and perception tracking.
Funnel dashboards
Where growth is gained or lost.
Cohort analysis
Retention, activation, and customer quality.
Operating System
Weekly business reviews
Keeping goals, metrics, and decisions visible.
Launch docs
Shared source of truth before campaigns go live.
Agency briefs
Clearer expectations and better creative output.
Localization reviews
Making global ideas work in Japan.
Hiring scorecards
Consistent people decisions.
Retrospectives
Turning launches into repeatable playbooks.