Selected Work
Proof over promises.
Five engagements and builds, with the numbers they moved. Client work under NDA is anonymised; my own roles are named.
Case studies
205%
conversion uplift
Raketech Group
Building a CRM function from zero across 8 products
A publicly listed performance marketing group had 8 products and no CRM function. I built one: taxonomy, segmentation, attribution, real-time dashboards, and a weekly campaign engine. Conversion went up 205%.
400K
users scaled
KIMO
Head of Product, zero to 400K users
B2B EdTech SaaS in the Netherlands. I was Head of Product and, with nobody else in the function, carried the product owner role alongside it across web, iOS, and Android.
30%
of annual card acquisition
BAC Credomatic
Building a bank's first digital payments product
At one of Central America's largest card-issuing banks, I built the first digital payments product from zero and scaled it to 30% of total annual card acquisition. The infrastructure behind it went on to carry the rest of the portfolio.
40+
transformation roadmaps
McKinsey Digital Labs
Building martech capabilities across banking, telco, retail, and insurance
As Digital Expert & Engagement Lead I ran strategy-to-delivery engagements across the Americas in banking, telco, retail, eCommerce, and insurance, deploying adtech and martech stacks and leaving working capabilities behind. Client names under NDA.
3
European markets
Una
Designing, building, and running a product solo across 3 markets
A bootstrap digital platform for Baby Boomers and Gen X. Product, content, CRM, email, and analytics, designed, built, and operated by one person with no external funding.
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