Michael Terwindt: Digital Strategist & Growth Advisor
I help brands grow through testing. Using positioning, funnels, and data-driven experimentation, I build marketing systems that compound. Imagine knowing what works, why it works, and how to scale it.
Digital Strategist with a background in Systems Engineering and Business Administration. Originally from Perth, Western Australia, now based in New York City.I help brands grow through testing. This means using a structured, iterative approach to improve positioning, funnels, and the performance of their highest-leverage marketing channels. My work focuses on simplifying complex digital ecosystems and building growth systems that compound over time.I’ve built growth functions inside large organizations (first digital hire Skillsoft) and coached enterprise growth teams (MetLife) on experimentation, funnel optimization, and measurement. I work best with clients who value clarity, rigor, and the discipline of continuous improvement.Specializations: email & lifecycle strategy, conversion optimization, Google Ads, SEO (incl. AI discoverability), content strategy, A/B testing, Facebook & Instagram ads, landing pages, positioning, funnels, market validation, and personalization.Offerings: coaching calls, workshops, growth audits, project-based engagements, turnkey market testing, fractional leadership, and monthly retainers.
How I Work
I partner with teams on a project basis or monthly retainer, tailoring scope around your goals and growth stage.I also deliver workshops and training sessions across content, SEO, funnels, testing, and growth strategy.Beyond my direct consulting, I collaborate with a trusted network of boutique agencies, creatives, and technical specialists. Including teammates at Gather and informal.
Problems I Solve
Leaky Funnel
You’re unclear on the customer journey or where conversions drop.
I map your funnel, identify your highest-leverage channel, and optimize supporting channels.Low ROI on Ads
You’re unsure which half of your ad spend is wasted.
I build tracking, attribution, and testing systems to dial in paid performance.Unclear Positioning
Messaging feels off or the brand doesn’t connect.
I clarify your audience (who), offering (what), value prop (why), and then validate.Messy Data
You spend more time troubleshooting than learning.
I define the analytics foundation needed for data-driven decisions.Marketing Overwhelm
There’s too much noise and no clear priority.
I set a singular growth goal, implement prioritization and testing frameworks to get there.
Core Areas & Capabilities
Analytics & Measurement: GA4, Fathom, tracking architecture, dashboards
Positioning & Messaging: audience insights, offer refinement, validation
Funnel Optimization: awareness → activation → revenue → retention → referral
Testing Frameworks: test design, hypothesis prioritization, market validation
Paid Media: Google Search, Meta, LinkedIn
Content & SEO: strategy, briefs, content optimization, AI visibility
Marketing Automation: email strategy, drip sequences, lifecycle journeys
Let's Connect
When & Where I Work
I work remotely. Often across several locations and time zones.Current location:
New York, NY, USA
EDT (UTC -4)I typically focus on client projects from 1:00-5:00pm, local time, Monday to Friday.Here's a handy Time Zone Converter.
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