Hey, I'm Rhys✌️
I develop experiment-led growth strategies for tech & e-commerce
Learn to test your growth strategy. Keep what works. Drop what doesn't.
🟨 Founders & marketing leaders work with me to nerd out on their growth
🟨 Came up in early-stage SaaS then flipped over to enterprise e-commerce
🟨 Experiment across ads, website, marketplaces, email, content & pricing
E-commerce marketing strategy by the numbers
Book Your Free 25min Growth Explorer Call
Let the wind back into your sales
✅ Point North: pinpoint 1-2 key areas to direct your growth next
✅ Grab the helm: regain confidence with evidence from early wins
✅ Set course: declare a shared vision your team is eager to follow
☑️ As a FREE BONUS and because I love sharing it — get your Experiment Backlog template with our call (see below)
Chart your growth trajectory with an expert in experiments
I take explore calls Mon-Thurs mornings 10am - 12pm eastern when I’m at my clearest.
I use Google Meet for video calls. Happy to dial on the phone instead. No pressure and no obligation — we’ll both make a new friend and if we don’t ultimately work together you can keep the awesome backlog. It saves hours a week. How could you give it back?
+ FREE bonus template
Experiment Backlog
I'm big on helping instantly: book our call together and I'll share the tool I use to coordinate and prioritize growth ideas
Imagine for a sec — your team is testing new ideas and gaining confidence. This isn’t theory. Use the same growth planning template I’ve honed while managing both pre-revenue startup funnels and $65M enterprise online sales. Stop guessing at growth and find your flow with:
☑️ 3-deep goal structure that completes tests 35% faster than most platforms
☑️ the debate-killer prioritization matrix everyone loves
☑️ painstakingly rewritten to accommodate ads, CRO, email, copywriting and pricing experiments (A/B tests are great but not every idea is binary)
☑️ over 30+ hours refining the tool to be intuitive with built-in notes so you understand every column and criteria
☑️ links out to all supporting documents so nothing slips through the cracks
☑️ no setup required — develop your next growth hypothesis in 5 minutes and tie it to strategy clearly and concisely for any audience
☑️ looks REALLY good — executives and VCs have sat up and asked for copies for their teams
It just works: a brand-new hire on my team opened this tool on Monday and burst into my office on Thursday to show off her winning result.
Founders hire me to expand
& refine these growth disciplines
Marketing strategy
Scale what works and drop what doesn’t across your key channels
SEO & SEM
Get found amid the noise by customers who need you right now
Paid ads
Your ROAS demands ads that bite so iterate until in the message sinks in
Content framework
Learn which words move your buyers and produce media at scale
Conversion optimization
Propel visitors from click to checkout using behavior psychology & UX design
Pricing & bundling
Push through checkout with finely-tuned pricing and AOV-busting bundles
Three ways we can grow your business together
Fractional E-commerce growth consulting
Full scope x half cost growth strategy. I plan and execute your marketing roadmap by digging in. You get half of my brain dedicated to your business. (Book me now to get the good half.)
3-day conversion rate website funnel audit
Know what to fix first and why.
I'll evaluate your full buyer journey from start-to-cart with a practiced take on buyer psychology. I'm good at a lot but this is my superpower.
Workshop: How to experiment in marketing
Get your growth team testing in a hands-on workshop. All the skills, rituals, frameworks and templates needed to prove a hypothesis. I live to teach and my students have told me it's my calling. Clear your whiteboard.
Nice to meet me
Science nerd. Husband. Girl dad.
My dad is a retired science teacher and responsible for my curiosity. I traveled and taught ESL science to pay my way.
I now live in Toronto near the beach with my wife and two girls. We're trying to slow down. Easier said than done.
My oldest asks 1,000+ questions per day and my youngest disassembles everything she gets her hands on.
Maybe I am doing something right. 🤍
How nice is it when people talk about you?
Mitch Solway
Think Mitch Think
You are built for this. I know how passionate about and awesome you are at running great experiments and that it comes from your own painstaking efforts to get this right inside a number of orgs - big and small.
Nick Finn
Acquisition Marketing Manager
Your expertise, passion and experience are an incredible advantage to anyone who partners up with Formentor Labs!
Ted Chiasson
Design Leader
Rhys! You’re going to crush it 👊 This is your calling!
Ananya Bala
Founder, Marleys
Working with Rhys - he’s supportive and action-oriented almost like a sparring partner. I’d recommend him to anyone thinking about validating their business ideas with experiments!
Melissa Mohun
My amazing wife 🤍
So proud of you my love ❤️ Watch out world!! 🚀🚀🚀
Terry Yakimchick
VP Marketing, Farber
Rhys is super knowledgeable in this space, comes fully prepared and thinks carefully through the whole story. He’s approachable and made connections with every team member. Really got to know them as individuals. We have new skills we can employ starting today - the team is set up for success!
Kelsey Reidl
Marketing consultant
You killed it! First, great topic. Not enough marketers talk about experimentation from such a strategic perspective. Amazing content. You’re engaging, fun, personable. It all tied together.
Aadil Shah
CRO Manager, Farber
I felt a lot more relaxed after the workshop. You provided all the tools I needed to get things up and running! You cut half the work for me and half my anxiety too.
Thank goodness growth is hard
I’ve said this phrase many times, both to my startup teams and to my large cross-functional growth team at Intuit.
It's a gift that what we're trying is hard. Difficult problems are the reason we have work, we're employable, we’re learning.
Hard problems give us purpose every day when we show up.
If what we solve were easy — anybody would do it. Today AI would do it. Very few people have the skills and experience to solve this difficult challenge in front of us.
Thank goodness this is hard. It's a problem built for us to solve. We’ve got this. 💪
My Cred
Staying fresh as a lifetime learner
CERTIFICATIONS
Reforge
Experimentation, Product Strategy, Growth Series
Behavioral Design Academy
DBC1 - Psychology of Digital Behaviour Change
Canadian Marketing Association
Digital Marketing Certificate
Hubspot Academy
Inbound Certificate
VWO Certified Partner
Certified Conversion A/B Test Specialist
From whiteboard to boardroom
EXPERIENCE
Led $65 annual e-commerce revenue and 14M visits at Intuit 🟧 reported to Head of Canada 🟧 Intuit is a top-tier experimentation org 🟧 rebuilt the experimentation program in Canada 🟧 1st Intuit Certified Experimenter 🟧 built revenue attribution into experiments stack 🟧 +32% revenue impact from experiments 🟧 rebuilt TurboTax.ca post-COVID for +24% new visitors 🟧 hired a team of 7 killers
Led growth for two early-stage tech startups into Series A funding 🟧 SaaS product roadmapping tool Roadmunk (acquired in 2021) 🟧 FinTech FundThrough financing SMBs through Quickbooks 🟧 Fun fact: first job after graduation I was one of Miovision's first sales reps, where I was just *the worst* at it. Sorry guys.
Every growing business feels the symptoms of scale
You need a new strategy but you don't feel confident with the options
You aren't confident in your strategy because you have no evidence.
May I introduce the Evidence-led Growth method?
Simply put - it's how those super-confident founders make fast business decisions by running cheap in-market experiments before committing time or budget.
I wish more entrepreneurs understood the absolute power in this method.
Trouble is, most of the stories we read about business experiments come from growth hacking: essentially a highlight reel of ultra-successful and equally ultra-unlikely horizontal tactics. These are unrepeatable and come with a shelf life tied to the platform they occupy. Not exactly a strategy.
Real experimentation — the kind that requires, yes, a little patience and a lot of practice — is a method following strict rules identifying an opportunity, developing a hypothesis, executing collaboratively and interpreting results. Over time, great teams become expert at repeating that cycle quickly and compounding successive wins into predictable results.
Discover
Uncover what drives your customer through research, behavior data and interviews
Validate
Design solutions to key customer issues and test directly in-market, fast
Optimize
Connect the dots and stack winning tactics to prove the result a final best-ever test
Like the humans in it <> a business needs to breathe
When you scale up you get stretched
❌ Flat growth. Channels saturated with high costs.
❌ No focus. Team expansion has split priorities.
❌ Drowning in data. Horns locked debating it.
❌ Poor visibility. Faith in the vision is dwindling.
❌ No progression. Always back to the drawing board.
❌ Sky-high targets. Fixed budget and headcount.
❌ No collaboration. Teams aren't talking or sharing.
So you must refine to release the tension
✅ Compound wins. Deliver with rigorous prioritization.
✅ A unifying strategy. One plan with shared inputs.
✅ Reliable evidence. Strategy informed by experiment.
✅ Directional clarity. Early results reveal next steps.
✅ Follow a premise. Build momentum with every test.
✅ Close the gaps. Efficiencies unlock additional spend.
✅ Renewed empathy. Commitment, grace and trust.
Science that cuts through the hype
Growth tactics come and go but buyer psychology hasn’t changed
Human buying behavior is well understood. Those same psychological principles that led to purchases 100 years ago still apply, even today. What's changed is where we buy—we've moved from the cash register to the screen. This is also well-studied, known as usability.
Flashy “new” marketing hacks are just old psychological principles given a new coat.
The platforms we sell on are always changing and niche tactics don't last long. You'll chase that carrot forever.
What continues to work is deeply understanding how humans actually make choices—and positioning your marketing to attract your unique buyer when and where they need you.