Work

A collection of abandon-cart email sequences I wrote for Sicuro Brands. Six sequences across the VNSH and Modern Needs portfolios — layering courtesy reminder → price-increase urgency → discount → reservation-expiry to win back the cart. Click any email below to read the copy.

- 6 journeys / 21 emails
- VNSH and Modern Needs offers
- Layered urgency, scarcity, and discount logic

Over several months, I wrote multiple versions of this flow, which sells a dry-fire laser handgun training system. You can see the final control front-end page below.

Getting a decent AOV for cold traffic was a tough nut to crack, but we eventually got there with MQ pricing that offers a juicy free bonus for quantities of 4+. 🤠

Despite being a bit knock-off, we had very good luck using this product as a front-end offer, and I was able to drive solid performance on the back-end of the funnel.

People just love these things for some reason… we liked calling 'em Special Forces Lightsabers and this page still runs today.

What can I say? This thing really is terrifying, which made it a pretty easy sell for our audience.

Despite being hamstrung by not being able to run cold traffic, this offer has been a consistent winner for over a year.

Unfortunately, this offer was shut down early due to patent conflicts, but had a decent run while it lasted!

Premium-tier product sheet for Nicus's Advanced Cost Transparency module. Adds service & application TCO, public cloud integrations, business capability views, and the bill of IT (showback or chargeback) on top of the core cost modeling engine.

Datasheet for the Nicus Planning module — the multi-currency, multi-year budgeting and forecasting tool. Highlights what-if scenarios, governance views (run/grow/transform), automated variance analysis, and the audit trail features finance teams need to defend their numbers.

Datasheet for the core IT Cost Transparency module. Walks through how Nicus's cost modeling engine establishes fully-burdened cost structures, integrates with TBM taxonomies, and gives technology leaders the data to rationalize spend and benchmark against peers.

Product data sheet for Nicus's Public Sector Bill of IT solution — covering automated invoicing, dispute and approval workflows, multi-fund tracking, and the chargeback mechanics that public agencies need to satisfy compliance and audit requirements.

A multi-year run of blog content for Nicus covering cost modeling pitfalls, chargeback strategy, ITFM/TBM program design, CIO-CFO alignment, recession playbooks for IT, and more. Each piece is linked below — most are still live on nicus.com.

- 30+ live posts
- Audience: CIOs, IT Finance leaders, TBM practitioners
- Mix of how-to, framework, and POV pieces

An eBook framing the ITFM/TBM program maturity model across four dimensions — People, Process, Technology, and Data. Built to give IT Finance buyers a shared vocabulary for diagnosing their current state and mapping a credible path forward.

- 4-dimension maturity framework
- Designed for sales-enablement and BOFU demand gen
- Each section anchored to a real customer pattern

Long-form case study about Arizona's enterprise IT transformation under the Arizona Management System initiative — turning the state into a model of how showback and chargeback can reshape government IT economics.

- 35% overhead reduction with showback and chargeback
- 10,000 hours saved (~$480k, ~5 FTEs)
- $16.6M reinvested in enterprise services
- 25% YoY improvement in billing accuracy

Public-sector case study about a state technology agency wrestling a $60M+ budget across 39 consuming agencies — and how a purpose-built cost modeling platform replaced an error-prone mix of Excel and a stand-alone allocation tool.

- $60M+ annual IT budget
- 39 separate consuming agencies
- Government-mandated double step-down reporting handled with built-in workflows

Anonymized Fortune 500 insurance case study about a $70M annual IT budget trapped in spreadsheets — and the transformation that followed once IT Finance had a defensible source of truth.

- 33% reduction in non-labor planning effort
- 2,000 hours reclaimed annually
- 8 weeks taken out of the planning schedule

Long-form practitioner's guide to IT cost modeling — the kind of high-investment content piece that establishes thought leadership and drives demand-gen pipeline. Eleven sections covering what an effective model looks like, how to build and defend one, and the tangible business outcomes it unlocks.

- 11 sections / ~20 pages
- Used as a lead magnet across paid and organic channels
- Co-developed with Nicus subject matter experts

Customer snapshot featuring Visa Inc. — a global payments giant managing $1.4B in annual IT spend. They ripped out Apptio in favor of Nicus in 30 days and reduced cost model run times from 13–16 hours down to 90 seconds.

- $1.4B annual IT spend managed in Nicus
- Apptio replaced in 30 days
- Cost model runs dropped from 13+ hours to 90 seconds

A short-form customer snapshot showing how Lifeway moved $35M of annual IT spend off spreadsheets and into Nicus in just 60 days — accelerating planning cycles and freeing leadership to make spend decisions in real time.

- $35M annual IT spend managed in Nicus
- 2 modules in production in 60 days
- Revised spend plans socialized in real time

Co-developed this customer story documenting how the City of Seattle consolidated 29 separate IT shops into one centralized organization, replaced a dozen linked Excel spreadsheets, and won back thousands of analyst hours per year.

- Consolidated 29 IT shops into one
- 3,000 analyst hours saved annually
- Mid-year budget changes cut from weeks to a day

Wrote this Fortune 500 case study chronicling how American Family Insurance partnered IT and Corporate Finance to gain cross-organizational cost transparency across 25 operating divisions and 2,600 agents — and stopped guessing about IT spend.

- Cross-organizational IT cost transparency
- Reduced staff hours on TCO studies
- Supported new chargeback methodology

A high-ticket offer for a boutique, hand-built upper receiver that transforms the performance of any mass-produced AR-15.

An info product teaching how to reload ammo, with a continuity upsell on the backend.

- $3,100 in commissionable sales
- 1,265 clicks
- 1.06% conversion rate

A high-ticket offer for in-person red dot handgun training at Patriot Training Center's facility in Talladega, AL.

A high-ticket offer for in-person shotgun training at Patriot Training Center's facility in Talladega, AL.

A high-ticket offer for a boutique, hand-built AR-15 pistol made by the sister company of Patriot Training Center, PTC Armory.