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The Thesis

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Completed Work

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In terms of completed projects, you can either click through the index below for specific roles or scroll for an overview. These are the things I’ve had to figure out how to do…

Manukora

Receipts

• Manukora · 11 months · Mar 2025 – Feb 2026
• CEO from full-time operator → 1–2 hrs/wk by handoff
• 83 people onboarded, 8.96/10 onboarding score
• KR delivery 7/13 → 13/16 quarter-over-quarter
• $12K/mo agency cost replaced in week one
• 210-step NPD lifecycle, still running 2.5 months post-handoff

Bring New Products To Market

Customer Research Lead

Mar 2025 - Jun 2025

Mission: Design a research strategy for taking a new product line to market. Get the data clean enough to inform labelling, positioning, and channel strategy.

This was the entry point to the engagement. The qual/qual methodology became the seed of everything downstream — once you've designed a real testing protocol, every department starts asking what evidence do we have?

• Designed qualitative testing protocol — pool segmentation by drop-off behaviour, non-leading interview structure, laddering technique
• Designed quantitative testing protocol — sample sizing, hypothesis structure, confidence thresholds
• Ran the testing waves before handing methodology off to the marketing team
• Data fed labelling decisions, positioning hierarchy, and channel prioritisation

Tools: Notion (research hub), FigJam (funnel maps), Loom (workshop deliveries)

Go-To-Market Systems Architect

Apr 2025 - Jun 2025

The qual/quant work surfaced a deeper question: how does the company actually take a product from validated insight to shelf? The answer was — inconsistently. So I built the system.

• Mapped the full GTM cycle per channel (DTC, Amazon, Retail)
• Built content posting systems with single-source-of-truth master files
• Codified handoffs between marketing, product, and ops so the next launch didn't reinvent the workflow

This became the foundation for the lifecycle work that followed.

Tools: Notion (relational databases), Figma, Loom

Migrate The Company Onto A Single Operating System

Notion Migration Lead

Jun 2025 - Jul 2025

The bet: bring the entire company onto Notion in two weeks. Train every team. Get every department's filing system into one data lake.

Why it mattered: the robot can't work on what it can't see. The single biggest leverage move I made at Manukora was getting every department's information into one place — because the day the company hires a Head of AI, they walk into a defined data architecture instead of a scavenger hunt.

• 2-week sprint: full migration, full training
• Every department onto Notion as primary filing system
• Hygiene standards installed from day one — naming conventions, database structures, master-file logic
• This made everything downstream possible

Tools: Notion, Loom (training videos), FigJam (information architecture maps)

Notion Adoption Lead

Dec 2025 - Feb 2026

Adoption is the real work. A migration doesn't stick unless habits change.

Six months after the initial migration — when Mike began signalling he was ready to step away — I ran a second wave of deeper Notion workshops to lock in the operating system before handoff.

• 83 people onboarded through a 15-video curriculum
• 8.96 / 10 — onboarding experience score
• 9.15 / 10 — "I feel excited to use Notion" (post-onboarding survey)
• Departmental workshops on advanced Notion — relational databases, automations, master files
• Factory floor adoption — cleanly inputting data at point-of-event rather than retroactively
• Replaced an external Notion agency in week one of the original engagement — rebuilt their entire scope in 2.5 weeks

Cost saved on agency: $12K/month, redirected into the system itself.

Tools: Notion, Loom (15-video onboarding course)

Map The Full Company Lifecycle

NPD Lifecycle Architect

Jul 2025 - Sep 2025

Built on the GTM systems work. Mapped the entire company process from idea inception → validation → approval → through every stage to shelf.

210 steps. Relational database structure. Master files for each stage. Role-based punch lists. The thing that previously lived in Mike's head and a slide deck nobody opened became a living system the team could run.

• Stage 0 became non-negotiable — the decision whether to do the project at all got its own dedicated, ungated phase
• Marketing-Led Council installed — membership clear, authority explicit, decisions trusted. Replaced the pattern of marketing surfacing ideas that ops absorbed reactively at scale
• KR delivery improved: 7 of 13 to 13 of 16 quarter-over-quarter
• V2 frequency dropped — fewer products requiring a follow-up build to fix what Stage 0 should have caught

Origin story: the hexagonal lifecycle wheel — the structural backbone of the 210-step database — came as a vivid semi-lucid dream during a silent retreat at Esalen. "Fun fact, a guy called Kekulé who discovered the benzene ring — he had a dream of a snake eating its own tail."

Tools: Notion (relational databases), FigJam, Loom

Build A Project Management Department

Project Management Control Tower Architect

Aug 2025 - Oct 2025

Built the master file that surfaced every project in flight. Cross-functional visibility, owners explicit, deadlines logged, blockers surfaced before they escalated.

Modeled on actual air traffic control — every plane in the air visible, every controller knowing their patch, no plane lost to a handoff.

• Air Traffic Control ritual — weekly cadence, replaced the previous pattern of Slack-pings-as-project-management
• SNOP cadence installed to align sales forecasting with operational capacity
• Still running today, 2.5 months post-handoff

Project Management Hiring Lead

Sep 2025 - Nov 2025

The systems needed people. I built the role spec, ran the hiring, onboarded the project managers into the new operating model.

• Wrote the role specs for the PM hires
• Ran the interview process end-to-end
• Onboarded incoming PMs directly into the Air Traffic Control rhythm
• Department now operates as a discipline, not a Henry-only activity

S&OP + Quality Systems Architect

Oct 2025 - Dec 2025

With projects in flight and PMs in place, the next bottleneck was how things actually get done. SOPs lived in too many heads. Quality processes were inconsistent across product lines.

• Mapped existing SOPs across departments
• Codified the highest-leverage ones into Notion master files with version control
• Built quality system documentation that survived audit-level scrutiny

Tools: Notion, FigJam

Stand In As Acting Head Of R&D

Acting Head Of R&D

Oct 2025 - Feb 2026

When the innovation department needed to mature into a real R&D function, I stepped in.

• Transitioned innovation → R&D — formalised the function, defined the discipline, set the operating standards
• Built the 3-year product pipeline with Mike — long-horizon planning grounded in real customer research and validated reference-class data
• Roadmap survives the handoff — pipeline now lives as documented strategy, not founder intuition

Tools: Notion (roadmap database), FigJam (pipeline visualisation)

Supplier Relations + Crisis Operations

Multiple incidents, 2025

R&D doesn't operate in a vacuum. When supply chain fires hit, I went into the foxhole.

Lid sealing incident — 35,000 units in port

The fire: 35,000 jars of finished product in port in New Zealand. Lids not sealing properly. Chinese supplier's CEO flying in. Mike in Africa.

What I did:

• Got to New Zealand. Worked the floor with the team to map where the supply chain broke down.
• Built the cost-to-business model under different resolution scenarios.
• Mapped who was affected: customers, retailers, internal teams, the supplier relationship itself.
• Interviewed the supplier-side process end-to-end to find the exact failure point.
• Brought Mike and the Chinese supplier CEO into a problem-solve focused on the solution timeline, not just the problem.

Outcome: Root cause diagnosed, incident contained, supplier relationship restored.

Why this matters: Mike could be in Africa because someone else was in the foxhole. That's the install in miniature.

Train The Successor Marketing Team

Customer Research Method Designer

Dec 2025 - Feb 2026

The customer research work that started as my entry point became a department capability. The last two months of the engagement were spent training the marketing team to run the research engine without me.

• Designed the research philosophy — hypothesis → test → evidence → refine. Built around scientific method, with the explicit anti-pattern of drinking our own bathwater (only listening to loyalists).
• Installed bet-sizing logic — qual before quant before ad-testing. Step-by-step down the staircase rather than tumbling down it.
• Trained two researchers from zero — funnel mapping, pool segmentation, qualitative interviewing (laddering, non-leading questions, traps to avoid), and the bridge from groomed insight to live testing.
• Customer journey as the north star — the exercise that always produces a new insight. Per-channel funnels mapped (DTC / Amazon / Retail), drop-off pools sized, value-weighted, and selected for interview targeting.

Result: customer research now operates as a discipline inside marketing, not a Henry-only activity. The team can run iHUTs, qual, and quant independently.

Tools: Notion (research hub), FigJam (funnel maps), Loom (workshop deliveries)

Templates:

Architect The Sabbatical-Ready Operating System

Operating System Architect + Final Report Author

Nov 2025 - Feb 2026

Mission: build the system that replaces founder-driven execution with repeatable coordination. Clear decision rights, adopted workflows, stable ownership at critical nodes. Success measured by quieter execution — and by whether the CEO can take a real sabbatical.

Today (May 2026): Mike is in Hawaii for the second week running, working 1–2 hours a week. The system holds. That is the result, not the prediction.

Scope: 11 months end-to-end. ~50 hours of pure synthesis work on the Final Report alone, across 29 sessions, 99% focus time. Almost zero meetings. Almost all deep work.

Where the company was: fundamentally reactive. Force-of-will execution. Trade-offs implicit, unintentional, paid as the cost of moving fast.

Where it is now: behaviours practiced, systems utilised, decisions logged. A fragile but promising stage — and one that survived the handoff.

Still Life

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Launch A Podcast

Producer / Editor

July 2024 - Present

Goal: Get the podcast up and running—fast and lean. I designed the workflows, optimised scheduling, and built a production system that scaled effortlessly.

Podcast hosting: YouTube, Spotify, Apple Podcasts, Buzzsprout

Podcast Scope: 21 Episodes (90 - 120 min), 120x Short-Form posts

Tools: CapCut, Adobe Premiere, Figma, FigJam, Canva, Velio, Thumbnail Tester, ChatGPT, Claude, LogicProX, Hubspot

Templates:

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Build 9x Digital Courses

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Sales Funnel Designer & Specialist

Dec 2024 - Jan 2025

8 days from script to live funnel—course content, ad content, full build, launched before Christmas ‘24. First time on this funnel architecture, so I tested 3 platforms for conversion.

I track my time in 15-minute intervals, have done for years. The following images show the process, end-to-end in terms of exactly how long it took me to: script, prep, shoot, offload, edit, package and deliver the course and the first wave of ads.

I ran into a lot of issues with optimising these funnels e.g. getting the pixel firing to the highest value stage to begin with. I learned some lessons the hard way such as wasting money attracting junk traffic.

Tools: Circle.so, Clickfunnels, Kajabi, webspeedy, Vimeo, Air.so, Figma

Templates: You can check out my prep templates here

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E-Learning Curriculum Designer

Oct 2023 - Mar 2024

I codified the curriculum, automated communications, and developed all supporting materials for our 6-month and 3-month workshop series. We published 8 courses on Circle.so to complement the experience.

• Built an automated SMS and email system to keep participants engaged and informed throughout the journey.
• Designed a structured syllabus, summary sheets, and print materials for six 4-hour workshops.
• Co-created a custom journal for the second iteration of our 3-month program — Jim illustrated, and I refined and structured the content for clarity and flow.

Below are images of the complete customer journey map for the 3-month course (including every event and corresponding SMS/email copy), as well as a preview of the illustrated journal we printed to accompany the experience.

Tools: Figma, Adobe Illustrator, Vimeo, Air.so, Momence

Templates: You can check out my prep templates here

Capture a 350+ Person Event On Film

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Keynote Speaker

Jan 2023 - Mar 2023

I introduced this event. More generally, I’ve spoken to many audiences of 20 to 300+ about Stillness, communication, and personal development. Panels, workshops, event intros—I’ve done them all.

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Graphic Designer

Jan 2023 - Mar 2023

Print marketing was a necessity. I designed the pitch decks, 1-pagers, booklets, signage, and digital assets to ensure the event was well-promoted.

Assets: Pitch decks, 1-page summaries, booklet overviews, emails, signage, flyers, landing pages

Tools: Figma, HubSpot, Canva, Moo

Finished Assets:

GTM Outreach [P.1].pdf29694.4KB

Online Courses.pdf37555.1KB

Sponsorship Deck.pdf96343.2KB

Fill 160 Seats For 6 Month Program

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Go-To-Market Lead

Jan 2023 - Feb 2024

80 seats. $3,200 per seat. Sold out. Twice.

This was a sprint—daily recruitment stand-ups, 8-12 pitches per week, 2-3 events per week. Built out flawless notification systems using customer journey mapping.

Results: 97% attendance rate, 24.1% stress reduction, 15.7% increase in life satisfaction*

\Gauged by the PSS and LSS surveys regularly used in published, peer-reviewed clinical studies. *

\*I ran the pre and post surveys to collect this data*

Below is an image from our graduation and a screenshot of a typical week in the recruitment cycle. Moving quickly between content creation, product and recruitment.

Workshops: Stillness, Values, Communication, Relationships, Breath, Advanced Stillness

Tools: Hubspot, Notion, Momence

Templates: You can check out my meeting templates here

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Events Director

Dec 2024 - Jan 2025

When we reopened our facility, we took a fresh look at our audience and ran a series of GTM experiments to refine our offerings. This meant a lot of events and a lot of rehearsals. We hosted 600+ events at our time on Abbot Kinney. Truly honoured to be a part of them and a witness to the internal growth of everyone who participated.

Build A Digital Marketing Department

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Marketing Officer

Mar 2022 - May 2024

Instagram hit 200k+ followers during COVID. I built the system to track and optimise marketing spend, ensuring every dollar was not only accounted for but ranked on it’s efficiency with regards to customer acquisition. Below is a redacted screenshot of the database used to do so.

I oversaw a CMO, two copywriters, a graphic designer, a social media coordinator, an events director and three interns.

Tools: Firebase, Appstore Connect, Google Play Store, Adjust, Google Tag Manager, Google Search Console, Google Analytics, Google Sheets

Templates: You can check out more of my meeting templates here

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SEO / ASO Analyst

March 2021 - July 2021

I misdiagnosed a product-market fit issue as a search and discoverability problem. So I went deep—took courses, ran experiments, and learned the hard way. The real issue? People weren’t searching for us.

Key takeaway: Search optimization only works when demand exists.

• Optimised free trials to export keyword databases.
• Refined a Traffic / Difficulty coefficient to prioritize high-impact keywords.
• Validated keyword strategies against actual conversion data.

Scale matters. The difference between 100 and 110 page views? Negligible. The difference between 100k and 110k? That’s the game.

Create A B2B SaaS Sales System

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Sales Operations Manager

I built the sales engine—from inbound lead qualification to closed deals. Every system, script, and touchpoint was designed for efficiency and scale.

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Developed end-to-end sales processes—stages, comm channels, assets. Wrote sales narratives, call scripts, and elevator pitches for consistency.

Stage	Definition	Comm Channel	Assets Required	SaaS Partners
1. New	All uncontacted leads live here from all communication channels. This is where your pipeline starts.	Inbound: -Website Form -Ad Form Outbound: -Uplead (to outreach) -WOM (Referral, Team Members)	N/A	GSA, LinkedIn Ads
2. Contacted	Use Outreach.io and make contact w/ the new lead. -2 Types of Email Sequences: Inbound and Outbound *If they do not respond in either of these short flows, unqualify and get onto the next!	Outreach.io or Gmail
3. Replied	i. Outreach: Sequence STOPS since the lead has replied. This occurs automatically in Outreach based on our custom company Ruleset (do not change settings) ii. This Outreach stage is where people who have responded and YOU have to take action next to reply back (see next step).	SalesForce and Gmail
4. MQL: Marketing Qualified Lead	Discovery Call! Introduce Still Life // Get information from them. i. Key Questions to Answer: -Does this prospect have a problem we specialize in solving? -Is there a compelling reason for them to solve it now? -The prospect has a timeline and end date they must adhere to solve this. -The prospect has influence over the decision process and BUYER. ii. Think quantity (MQL) vs. quality here (SQL): You’re looking to disqualify as fast as possible. See the MQL page for more information	Zoom: Phone call or video call	i. Pre-qualification checklist (pre-call) ii. Calendar invite iii. Discovery Call Script / Data Capture
4.1 Appl
5. Working	Nurturing the lead and accomplishing the tasks to get them to the SQL stage to disqualify or convert -Potentially Set another call w/ User and/or Buyer (depending on the decision-making process)	Email	i. Email Template: Post Discovery Call ii. Data-Sheet: User iii. Data-Sheet: Buyer iv. Customer Proof	Docusign / Stripe
6. SQL: Sales Qualified Lead	Key Questions to Answer: -You’ve met everyone involved in the decision process (that’s applicable) -Identified Budget -Idenfitifed Deal Size -Identified Decision Process: step-by-step process and who is involved (org chart) in evaluating and doing new services	Zoom: Phone call or video call	i. Sales Deck ii. FAQ iii. Pricing overview
7. Next Steps	Taking the feedback, data, and any last minute data to see if it’s an opportunity or not	Email / Calls
8a. Unqualifed	What did we learn? Track it!	Customer Research	Document why you lost it
8b. Converted	Create Opportunity	SalesForce

• Implemented lead tracking and CRM workflows to optimize conversion.
• Mapped the customer journey to refine touchpoints and improve close rates.

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Data Scientist

Coordinated a research study with the University of Illinois quantifying our app’s impact.

Recruit A Software Development Team

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Product Marketing Manager

Owned launch comms, in-product messaging, retention loops, and product analytics across iOS and Play Store releases. Built the design system unifying UI/UX across surfaces. Ran customer service and feedback loops back into the product.

Tools: Firebase, Appstore Connect, Google Play Store, Adjust, Google Tag Manager, Google Search Console, Google Analytics, Figma

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UI / UX Designer & Research Analyst

Feb 2022 - Present

With our original outsourced development team in Prague, rapid iteration in Figma became essential. I took on design responsibilities, refining UI/UX in real time to bridge the gap between product vision and execution—an invaluable skill that significantly improved development efficiency.

Beyond design, I conducted 160+ customer interviews, generating a database of over 600 user insights that directly informed product decisions. This deep user research helped prevent costly missteps and ensured the app and program were aligned with actual customer needs.

Tools: Figma, Sketch, Adobe XD, Adobe After Effects

Oversee Facility Build-Out

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Project Manager

Oct 2019 - Jan 2020

When we signed the lease on Abbot Kinney, it became clear—our general contractor wasn’t delivering. I stepped in, managing the build-out directly. With construction running from 6 AM to midnight, commuting was pointless. I moved in, overseeing every phase until completion. During that time, I managed site logistics, timelines, and installations while ensuring AV, lighting, and projection was integrated flawlessly.

Tools: Power drill, indoor scaffolding, wire strippers, ramboard

Welcome to my office / bedroom…

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AV Technician

Dec 2019 - Jun 2024

I also had to swallow a golf ball when I realised that people would help but they wouldn’t take things to the place they needed to be or were too expensive to do the menial, unbelievably mind-numbingly boring tasks we needed done. For example,

I’m very proud of my Back Of House guide. A manual so robust… A monkey could use it. It was only needed twice in terms of I wasn’t there and something had gone wrong but it. Check it out, especially section 4 on SNAFUs.

Tools: HOG 4, Elgato Streamdeck, Yamaha TF1, Bitfocus Companion

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Construction Assistant

Dec 2019 - Jun 2024

Living on-site meant I handled the unseen but essential work—prepping materials, securing the workspace, and keeping the job site efficient and safe for the next day’s crews. It was absolutely worth it.

Learn more About Henry

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