Hello, I'm Edwin 👋

Edwin arrived on board as a consultant to help develop our strategy, and we were immediately impressed by his attention to detail and resourcefulness - he has an exceptional can do solution driven approach to complexity.

More importantly, he could distill the information into actionable insights and drive execution effectively.

With his strong performance, we wanted him on our team, and he joined us full-time. Although he was technically hired to work on strategy, his relentless focus on effective execution led to him frequently going above and beyond. resulting in meaningful contributions across other business functions, including data, design, and product management.

Beyond his work ethic and capabilities, his integrity is a key quality. He has been a trusted partner to me and our colleagues, and has played an integral role in supporting YoungPlanet's journey to more than 150k downloads/users.

It's rare to find someone like Edwin who bridges technical expertise with business acumen, always with the user's journey at the forefront.

Edwin combines deep empathy for users with sharp analytical skills, focusing on core features that drive successful launches. Under his guidance, we methodically experimented with various improvements, highlighted by achieving a 2X increase in both acquisition and activation rates that dramatically increased user growth.

His consulting background supports first-principles thinking that leads to novel ideas, and his approach is data-driven and systematic. This alone results in surprisingly simple yet elegant solutions that achieve remarkable outcomes.

Yet it is his approach to coaching and communicating that makes him most effective. Rather than commanding through intellect or authority, he rallies the team by communicating the reasons behind our decisions, and helps us understand the bigger picture of how our software engineering function interplays with other functions.

Working with Edwin is a breath of fresh air versus many other consultants who have tried to pitch me business solutions. He has a very thoughtful approach and analytical mind which meant he asked all the right questions to try and understand our business before parsing through everything we shared to hone in on the most time-consuming and pressing issues that would make the biggest impact.

While other techies might only focus on coding or building fancy tools, Edwin thinks about ROI and suggested solutions that would yield the greatest benefit without confusing my team in implementation. A chat with Edwin is the big picture strategy talk that can be helpful to any business owner.