// CASE 01 · 2026
Measured Tones Institute.
Custom WordPress build with editorial typography, course catalog, podcast system, and recurring-donation flow.
SCOPE
Full project: theme + courses + payments
READ THE CASEGrowth Engineer · SINCE 2017
Topan Growth Engineer
Performance marketing run with an engineer's mindset. I came up through frontend and technical support, so I read the tracking stack as fluently as the media plan, and I put AI in as a new layer, not a new job title.
02 MARKETS
Four markets, one playbook.
04
AREAS
5
PROJECTS
01
Fintech & trading
Regulated Acquisition, Funded Accounts, KYC Funnels.
02
E-commerce & Q-commerce
ROAS discipline, basket economics, retention.
03
Mobile apps
UA at scale, MMP migrations, SDK-grade attribution.
04
AI growth tooling
Agents, Content pipelines, in-house Ad platforms.
03 POSTURE
The loop runs. Always.
04
STEPS
I Build.
I Ship the Product.
I Measure the Product.
I Learn the Product.
- 01 Build Everything that has to exist before money moves: account structure, tracking, creative, landing page. Built so each part can be read separately. When something works, I know which part did it.
- 02 Ship Live in market, deliberately small at first, against a CAC ceiling written down before launch. A launch is not a bet; it is a question posed cheaply enough to answer.
- 03 Measure Cohorts, payback and blended CAC, read honestly and on a schedule. A campaign that is running is not a campaign that works until the data has said so.
- 04 Learn What the numbers taught goes straight back into the next build, structure, audience, creative, or the tracking itself. The loop restarts better informed than it began.
04 SELECTED WORK
Out of the ad account.
05
CASES
05 SERVICES
One operator, five services.
05
MODULES
01 05
Growth Audit & Scoping
Find where the money actually leaks.
A teardown of channel mix, CAC by cohort, tracking gaps and creative fatigue. You get the diagnosis whether or not the work continues.
01CAC + ROAS teardown
02Tracking audit
03No strings upfront
02 05
Paid Acquisition
Channels that answer to unit economics.
Google Ads and UAC, Meta, TikTok, DSP, ad networks and Apple Search Ads. Run against a CAC guardrail rather than a spend target.
01Google + Meta + TikTok
02DSP + ad networks
03CAC guardrails
03 05
Tracking & Attribution
Numbers you can bet a budget on.
MMP migrations, SDK validation, UTM conventions and event QA. Attribution gets wired and proven before spend scales behind it.
01MMP migration
02SDK validation
03UTM frameworks
04 05
AI Growth Automation
Agents that take the busywork.
Agentic workflows built on Laravel and Python, wired into the stack you already run: reporting, content operations, campaign hygiene, anomaly alerts.
01Agentic workflows
02Laravel + Python
03Built in-house
05 05
SEO & Content Ops
Organic revenue that compounds.
Technical SEO plus a content pipeline that actually ships, with UTM tracking so organic gets attributed to revenue instead of applause.
01Technical SEO
02Content at speed
03Attributed to revenue
Everything starts with the user. Everything ends with the product.
06 SKILLS
Seven skills, one thread.
07
AREAS
01
+AIAI
- 01 Agentic AI development
- 02 LLM agents
- 03 Python automation
- 04 In-house ad tooling
skill not promise
02
Paid acquisition
- 01 Google Ads + UAC
- 02 Meta + CPAS
- 03 TikTok Ads
- 04 DSP + Apple Search Ads
multi-channel, multi-market
03
Attribution
- 01 Adjust + Branch
- 02 Firebase + SDK validation
- 03 GA4
- 04 UTM frameworks
MMP, SDK, data accuracy
04
SEO
- 01 Technical SEO
- 02 Content operations
- 03 Organic revenue attribution
technical, content, revenue
05
Engineering
- 01 Laravel
- 02 Python
- 03 SvelteKit + React Native
- 04 REST APIs
frontend roots, full stack
06
Growth strategy
- 01 CAC guardrails
- 02 Payback + cohort quality
- 03 Unit economics
- 04 A/B testing + CRO
unit economics first
07
Leadership
- 01 Team management
- 02 Cross-functional coordination
- 03 Stakeholder alignment
teams, partners, stakeholders
07 ABOUT
Growth engineer, since 2017 · 10+ years.
13
YEARS IN TECH
9
YEARS IN GROWTH
// 2013 ────────────── 2026
// THE PRACTICE
I started in frontend engineering and technical support, then moved into performance marketing without leaving the technical side behind. Today I run paid acquisition at Gotrade (YC S19) for the Indonesian market and build XerAds, an AI-native growth platform. I am as comfortable debugging a tracking pixel as optimising a campaign budget.
MY APPROACH// WHERE I HAVE WORKED · 13 YEARS IN MARKET
Gotrade (YC S19)
XerAds
Sayurbox
ALAMI
Hijra Bank
Batumbu
Investree
Master Web Network
Southbear
Gotrade (YC S19)
XerAds
Sayurbox
ALAMI
Hijra Bank
Batumbu
Investree
Master Web Network
Southbear
08 RESOURCES
Notes, teardowns, method.
01
RECENT
01
IN THE CATALOG
09 CONTACT
A growth problem? Let's talk.
A first 30-minute call, no strings attached.