Outcomes, not
slide decks.
Real commercial results from engagements across CRM, paid acquisition, lifecycle, and growth architecture. Measured against business goals, not vanity metrics.
Client Case Studies
Measured outcomes from CRM, paid acquisition, lifecycle, and growth architecture engagements across fintech, SaaS, and ecommerce.
bunq
Before: bunq's growth engine was running, but CRM and lifecycle were underused levers. Acquisition spend was growing faster than retention improved. Event data existed, but lifecycle flows were fragmented — reactivation and referral programs weren't tied to a coherent CRM strategy. Marketing mix leaned on channels that looked efficient in-platform but didn't hold up against blended payback.
What we did: I implemented an event-based CRM strategy with lifecycle flows mapped to real product behaviour — onboarding, activation, habit formation, and win-back. Referral programs were rebuilt with clearer triggers and measurement. On the acquisition side, we rebalanced the marketing mix toward higher-ROAS channels and deployed automated reactivation campaigns tied to churn signals.
After: Within two quarters, CAC fell 18% while monthly churn dropped 15%. CRM became a revenue lever, not a broadcast channel. The team had a repeatable operating rhythm: segment → trigger → measure → iterate. bunq could scale acquisition with more confidence because retention was finally pulling its weight in unit economics.
Dyme
Developed go-to-market strategy for a new vertical in the Netherlands. Built creative testing frameworks, localized messaging, and predictive budget allocation across Google and Meta.
Awesome Maps
Rebuilt acquisition strategy with optimised landing pages and conversion-focused creative testing. Restructured Google and Meta campaigns with improved audience targeting and data-driven attribution.
GUUD Woman
Advised on marketing processes and optimisation setup for better campaign management. Implemented structured workflows for creative testing, budget allocation, and conversion optimisation across channels.
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