Growth Engineer • Founder, Atelic • Co-Founder & CTO, Gremlin
mattforni@gmail.com · atelic.me · linkedin.com/in/mattforni · Denver, Colorado
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Through Atelic I help owner operated businesses get found where folks are already searching: Google, the map, and AI answers, turning that interest into customers. At Zero Homes I built the funnel for a new direct to consumer motion, instrumented it to find the leaks, and plugged them as they surfaced. Before that, I served as co-founder and CTO of Gremlin, where we took the company from an idea to the platform that pioneered chaos engineering. I started my career founding Amazon's Fatals Team, which bolstered the resilience of amazon.com.
The work is the same at every size: find the holes, craft the strategy, drive the implementation, measure the results. Rinse. Repeat.
growth/
Local SEO • Google Business Profile • AI Search (GEO) • Paid Search • Funnel Instrumentation & Attribution
product/
0→1 Product Development • Websites & Web Platforms • CRM & Lead Follow Up • Technical Strategy
systems/
Distributed Systems • Chaos Engineering • Site Reliability Engineering • Observability • Cloud Infrastructure
languages/
TypeScript • React • Ruby • Java • Kubernetes
Growth engineering for owner operated businesses: strategy crafted alongside the owners and operators, then implemented hands on. Service and location pages that rank, a tended Business Profile, pages shaped so AI answers name the business, paid search run while the organic takes hold, and calls, bookings, and jobs traced to their source.
Built the customer acquisition funnel for a Denver company selling heat pump and HVAC upgrades virtually, from lead capture all the way to deal closure. Instrumented and automated every step of it, surfacing conversion metrics and the holes in the funnel while cutting speed to lead from days to hours. Drove $1M in revenue through a new direct to consumer motion in its first 100 days.
Led engineering for a climate tech startup that maps a home's path off fossil fuels. Replaced spreadsheet energy modeling with a web platform that sized new equipment to how each home actually used energy, working with NREL and real utility data to get the models right. Set product direction with the founders and put the funnel metrics in place.
Co-founded Gremlin and served as CTO, building it from an idea to $10M+ in revenue with 100+ customers including many Fortune 500 companies, pioneering chaos engineering as a discipline along the way. Built the distributed systems platform for fault injection at scale and led technical strategy, product development, and engineering teams.
Led the Contacts Team and then the Record Experience Team. Built an inline preview for record types that earned a U.S. patent, and overhauled the framework every record type on the platform runs on.
Founded the Fatals Team to address systemic reliability issues across Amazon's platform. Wrote weekly emails to Jeff Bezos and the executive team detailing failure modes and fixes. Built a real time system to categorize and alert on customer facing errors, reducing failed requests by 54% year over year and saving an estimated $43M in annual revenue.