+0%
MoM user growth
About
My background sits between product, growth and content.
I enjoy improving acquisition funnels, reducing friction and building stronger onboarding — then using experimentation to help people keep returning to the products and communities they care about.
I move comfortably between roadmap and reality: writing user stories and shipping sprints one week, analysing support conversations, reviews and behavioural trends the next. I’ve worked in lean startup environments where speed and iteration mattered more than process, and in established sporting organisations where audience scale was the game.
Lately that’s meant taking GolfTrak from a six-year build to public launch, layering on subscriptions, and growing the install base through Apple Search Ads, creator partnerships and lifecycle work.
images/dan-about.jpg
Landscape · ~1000×800px
Experience
Where I’ve made things move.
User Growth Lead — Acquisition, Content & Lifecycle
- Increased user growth by an average of 22% month-on-month
- Reduced CPI by 25% through acquisition optimisation and creator partnerships
- Improved subscription conversion through onboarding and lifecycle content
- Ran Apple Search Ads focused on install quality, conversion and keyword performance
- Built creator and golf-community partnerships tied directly to installs and engagement
- Helped shape GolfTrak’s public brand voice and product storytelling
Product Owner — iOS Mobile App
- Took a product in development for 6+ years through public launch
- Grew the app to 20,000+ downloads within six months
- Introduced subscription and in-app purchase systems
- Achieved a 30% free-trial adoption rate and 15% post-trial retention
- Owned roadmap planning, sprint delivery and feature scope
- Improved onboarding and activation flows through experimentation
Founder — Growth, Automation & Conversational Marketing
- Increased lead generation for 24/7 Golf by 78% and sales conversion by 23%
- Generated $70K+ in campaign revenue for The Masque Co.
- Built audience-engagement systems across ecommerce, sport and startup brands
Digital Media Manager
- Increased average monthly audience by 29% and video views by 61%
- Helped launch the club mobile app to 71,000 downloads in year one
- Grew social engagement through a major growth period for digital sport content
What I do
Four things I’m relied on for.
01
Product delivery
Roadmaps, user stories and sprint delivery — turning a backlog into shipped features, with onboarding and activation improved through experimentation.
02
Growth & acquisition
Acquisition funnels, Apple Search Ads, ASO and creator partnerships that lower CPI and lift install quality, subscription conversion and retention.
03
Community & content
Short-form content across TikTok, Instagram and YouTube, plus the community partnerships and platform-native formats that drive engagement.
04
Data & experimentation
Behavioural, engagement and performance analysis — and lifecycle systems — to connect product decisions to how people actually behave.
Selected work
From a flagship launch to campaigns with receipts.
GolfTrak is where product, growth and community come together today. Before it, a decade of campaigns sharpened how I turn engagement into measurable outcomes.
Flagship · iOS Product
GolfTrak
An iOS golf platform built on computer vision and subscriptions. I took a product that had been in development for six years through its public launch — then owned the acquisition, onboarding and lifecycle work that turned installs into a growing, paying user base.
20k+downloads in first 6 months
+22%avg. month-on-month growth
−25%cost per install
30%free-trial adoption
15%post-trial retention
6 yrsbuild → public launch
Earlier campaigns
6FT6
Wine · AOV $100
A daily giveaway between 6ft6 and local businesses, combining social engagement and email to generate qualified leads.
1,295emails generated
1200%lift in engagement
$0ad spend
Masque Co.
Face masks · AOV $50
Tested two lead-capture tactics head-to-head to find the most effective conversion and customer-value method.
$70K+campaign revenue
2,801emails generated
$3.60ROAS via chatbot
24/7 Golf
Equipment · AOV $3K+
Rebuilt the customer journey into a genuinely omni-channel approach to high-value equipment conversion.
+78%lead generation
+23%sales conversion
40%qualifier completion
images/dan-lifestyle.jpg
Portrait · ~800×1000px(golf, family or coast)
Beyond the work
The short version of me.
I grew up on the South Coast of NSW, which is probably why I still measure a good day by how close it is to the water — or these days, a fairway. I’m a dad to two, and that’s quietly rewired how I think about the work I take on.
I want to spend my time building things that matter, and to leave the world a little better than I found it for my kids. When I’m not shipping product, you’ll usually find me out on the golf course.
Dad of twoSouth Coast NSWOut on the courseLeaving it better
References
What people I’ve worked with say.
“
One of the hardest-working digital guys in the NRL — always looking for new, innovative ways to deliver results to fans. A passionate, quick learner who gives the Storm an engaging personality online.
Sean CallananFounder, SportsGeek · Melbourne Storm
“
I thought I knew online advertising. I was wrong. Dan has his finger on the pulse of all things ads and is now my go-to. I’m always confident referring work to him.
Bonnie BorlandCo-Founder, Oliver Grace · Organik Digital
“
My go-to for chatbot marketing and advertising. His ability to problem-solve while generating business outcomes is second to none — results we couldn’t have envisaged without him.
Loren BartleyFounder, Impactiv8 · Chat Response
Platforms & tools
JiraFigmaKlaviyoFirebaseSegment
App Store ConnectApple Search AdsMeta AdsTikTok Ads
Google AnalyticsClaudeOpenAI
Get in touch
Let’s build something people care about.
I’m always happy to talk product, growth and community — whether it’s a role, a project or a quick chat about what you’re working on.