Why I’m Excited to Join Amplitude as Principal Product Evangelist

I’m excited to share that I’ve officially joined Amplitude as Principal Product Evangelist!

If your first reaction was “wow,” same here. Friends from the Google Analytics world have been sending me a steady stream of exploding head emojis, and I get it. But I didn’t switch teams in the middle of a split test, and I’m still the analytics nerd you call when your funnel chart is misbehaving. Now, I’m bringing that energy to a platform that turns “huh?” into “aha!” with less chaos and more impact.

A career spent in analytics education and evangelism

For nearly two decades, I’ve been fortunate to sit at the intersection of analytics tools, business strategy, and user education.

I began my career as a practitioner of web analytics at Adobe and later moved into product analytics at The Apollo Group. Those early roles gave me a strong foundation in how data could be used to influence product decisions and drive growth. I was hooked.

From there, I joined Google, where I spent nearly seven years. I started by leading analytics and growth for the Google Apps for Business team (now Google Workspace), then became the Google Analytics Evangelist. In that role, I worked with companies across the globe to teach best practices in measurement and experimentation, helping shape how the industry thought about analytics. I created and taught eight Google Analytics Academy courses that have helped more than one million people learn digital analytics, and I worked with teams around the world to level up measurement and experimentation.

I was also on the founding team for Google Optimize and later transitioned into product management for GA4.

Most recently, I ran my own consultancy, KS Digital, partnering with brands such as Salesforce, ModCloth, Nordstrom, Royal Bank of Canada, and Cloudflare on enterprise-scale analytics strategy, GA4 implementations, and data warehouse integrations. A highlight was building Retail Media Network data infrastructure and visualization for Nordstrom’s RMN, unifying advertiser, channel, and onsite data so stakeholders could track performance and ROAS with confidence.

Through all of these roles, one thing has been constant: empowering teams with the knowledge, tools, and frameworks they need to succeed with data.

Why Amplitude, why now?

Over the past few years, I’ve watched Amplitude grow from a leading product analytics tool into a comprehensive platform that brings Analytics, Experimentation, Session Replay, Activation, and Guides & Surveys together under a clear AI vision for both product teams and marketers. What sets Amplitude apart is how tightly these pieces work together on a shared data model and identity foundation.

The industry is shifting. Privacy expectations are rising, third-party signals are fading, and leaders need to show impact across digital experiences. People are tired of stitching together point solutions and debating whose number is right. A unified platform is how modern teams move.

That integration changes the workflow. You can explore behavior, watch real sessions for context, form a hypothesis, launch an experiment, and close the loop with an in-product guide or survey without redefining metrics or juggling five vendors. One taxonomy. One set of KPIs. One place to govern privacy and data quality.

I have felt the pain myself as an analyst, marketer, executive, and business owner. Simplifying the stack to a single platform saves time, improves decision accuracy, and reduces cost.

And the pace is real. Amplitude ships, and it ships thoughtfully. I recently watched a feature go from idea to working alpha in about two weeks. After years in product management, that kind of momentum is rare and energizing.

Looking ahead, I am excited about where this goes next: AI that turns plain-language questions into analysis, experimentation that is easier to set up and scale, and a single platform that connects insight to action across the customer journey.

In short, it feels like the perfect time to join and help amplify this story.

”Industry feedback data” courtesy of my new coworker Jim Kultgen 😅

What I’ll be doing

As Principal Product Evangelist, I’ll be focused on three things:

• Industry Education: Continuing my passion for speaking at conferences, teaching, and writing about how to use analytics to drive better decisions.
• Customer Enablement: Partnering with Amplitude’s prospects and customers to help them grow their analytics capabilities and achieve value from the platform.
• Community Building: Creating spaces for practitioners, leaders, and partners to learn from one another and grow a stronger analytics ecosystem together.

Ultimately, my goal is to help the Amplitude community get more out of data: more clarity, more confidence, more impact, and to build the best experiences possible for your own customers.

Looking ahead

Joining Amplitude is both a continuation of what I’ve always loved and a chance to stretch into new areas alongside some of the brightest minds in the industry.

I’m excited to meet more of Amplitude’s customers and community members, to share what I know, and to learn from all of you as we navigate this next era of analytics together.

If you’re attending an upcoming industry event, keep an eye out. I’ll be there speaking, listening, and hopefully sparking new conversations. And if you’re interested in collaborating on content, events, or community initiatives, I’d love to connect.

Here’s to the next chapter!