I'm the founder of emailoptimize.com and trustalytics.ai, where my focus has been on understanding how consumer trust, relevance, and behavior compound or decay over time inside email systems.
What I do
Over the last decade, I've worked across hundreds of ecommerce brands, including companies doing well over $100M per year, where email and SMS contribute 30–60% of total revenue. In almost every case, I wasn't brought in to "improve email marketing". I was brought in to stabilize a system that had started behaving unpredictably at scale.
Most email programs don't fail. They decay.
I originally studied engineering in China, later pursued a Master's in Engineering Management in Australia, and became early-interested in quantifying consumer trust long before the tooling existed to support it.
My approach
Email is not a landing page. It's a behavioral system with memory.
The lens I use for this work is simple, but unforgiving -
If these layers aren't respected in order, scale doesn't create leverage. It creates risk. Most strategies jump straight to action clicks, conversions, revenue while assuming everything upstream is stable. It isn't.
Most of this work happens quietly. There's no big relaunch. No flashy redesign. Just a re-anchoring of how the system behaves, so it compounds instead of decaying.
Writings
No writings yet.
I work with ecommerce brands where email and SMS already drive significant revenue, but performance has become unpredictable. Results are flattening, deliverability issues come and go, or revenue that used to compound now needs to be chased.
If your email program is starting to lose its edge, reach me on WhatsApp.