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
🟨 Outfit your team with the process and skills to test ideas before launch
🟨 Experiments will accelerate your ads, website, email, content & pricing
E-commerce marketing strategy by the numbers
:25MIN MICRO-WORKSHOPS
Learn to run effective experiments
in free bi-weekly interactive sessions
Join a free micro-workshop teaching experiment topics in a hands-on small-group setting.
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Learn to design and run experiments that improve sales
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Get practical growth ideas you can use in your business
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Download free ready-to-use experiment templates
I'd love to meet you—save your spot today.
Reliable growth isn't in another playbook or checklist
Relying on the latest "best practices"...
❌ Flat growth. Tied to the few channels that deliver.
❌ No focus. New team members and split priorities.
❌ Drowning in data. Horns locked debating it.
❌ Poor visibility. Faith in the vision is dwindling.
❌ Slow progression. Chasing the next shiny new idea.
❌ Untouchable targets. Fixed budget and headcount.
❌ No collaboration. Arguing sucks and nobody shares.
Trust growth built on your own, real evidence.
✅ Compound wins. Deliver with rigorous prioritization.
✅ Unifying strategy. Everyone contributes, and fairly.
✅ A unique fit. Your product proven in your market.
✅ Strategic clarity. Strong results reveal the next steps.
✅ Build momentum. Follow a premise with every test.
✅ Close the gaps. Unlock additional spend as you win.
✅ Group empathy. Supported teams commit and act.
How can I help?
WEBSITE AUDIT
Improve conversion with buyer science
Evaluate your full buyer journey from start-to-cart with a practiced take on conversion optimization.
SPEAKING & PODS
Hard science with humour and heart
Hire me to your next stage or studio for my signature topic on becoming the 'wrongest in the room' and how to fail gracefully.
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.
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.