I'm a Growth Engineer with 11+ years of experience architecting data-driven growth systems and revenue infrastructure across PLG and sales-led motions. I specialize in identifying revenue drivers, establishing feedback loops between data and product, and building sustainable go-to-market foundations that compound. Currently driving outcomes at Personio in Amsterdam.
Growth
- Identified and systematized product-qualified leads, architected cross-sell motions and targeted sales automation, and built operational bridges to sales for consistent pipeline generation and compounding expansion revenue.
- Drove cost optimization for product analytics while leveraging vendor expertise to establish the data-driven foundation, accelerate new product launch timing, and compress time-to-first-revenue.
- Identified and removed activation bottlenecks through onboarding optimization and guided product experiences, improving user progression and establishing stronger product foundations.
- Drove 5x PLG revenue growth by identifying and optimizing the freemium-to-paid conversion loop and expanding land-and-expand motions.
- Architected integrated growth infrastructure (experimentation, attribution modeling, feature flagging, customer messaging, billing, and onboarding) that became the foundation for sustainable, compounding growth.
- Built targeted sales automation for high-intent users, multiplying revenue impact through personalized outreach and feedback loops.
- Developed content and performance marketing programs that accelerated user acquisition and expanded reach through high-impact campaigns and targeted distribution channels.
- Founded Hireproof and raised capital to build a hiring platform that solved a critical gap in the market, establishing the vision and strategy for three core products.
- Drove awareness and acquisition through product-market fit validation, community building, and Twitch-powered public engagement that established trusted brand presence.
- Built activation and retention by architecting onboarding systems and product experiences that converted free users into engaged customers.
- Scaled expansion and monetization by personally driving early revenue through direct sales and establishing multiple revenue streams across three core products.
- Successfully exited in 2022 by pioneering transparent community engagement and establishing Hireproof as a trusted voice in hiring technology.
Side Projects
Simple growth analytics for startups — track your funnel from awareness to retention with clean, developer-first analytics.
Everything ever mentioned on your favourite podcasts — search and discover the books, movies, shows, and people your favorite hosts talk about.
Turns articles from around the web into audio stories you can listen to across devices, in 48 languages.
A community-driven matchup guide for Mobile Legends: Bang Bang — find counter-picks for your hardest lane matchups.
Move quickly, learn constantly through iteration, and let data guide every decision.