The plan and the work.

Background

I've led growth at bunq, Bitvavo, Dyme, and OneFit — scaling acquisition, building CRM and lifecycle functions from scratch, and launching new markets across the Netherlands and Europe. Today I work as an independent consultant with a small number of clients at a time, typically on CRM implementation, lifecycle strategy, performance marketing, AEO, or fractional growth leadership — including the paid-search sequencing argument I made in TechRound’s Quite Contrary series: ads test demand once offer, tracking, and landing page are in place; they do not replace those basics.

Methodology

• Diagnose first. Map the funnel end-to-end — acquisition, activation, retention, revenue — and quantify where value leaks.
• Fix what moves the needle. Prioritise by commercial impact, not activity volume. Run experiments with clear success criteria.
• Build systems, not heroics. Document, train, and hand off so your team can operate without me.

Credentials & focus areas

• 15+ years in SaaS, fintech, and ecommerce
• Customer.io Certified Partner
• Proven lifts: -18% CAC at bunq, +45% paid revenue at Awesome Maps, international expansion at OneFit
• Core work: CRM & lifecycle, AEO & AI visibility, growth architecture & measurement, conversion experimentation

See client results, browse services, or read the resource library.