Yoland Moutama
Case studies

Case studies

What I built, what it did, and what was left behind when I moved on.

Growth and outbound

DigipChief Marketing Officer

Stockholm, 2022 to present. B2B SaaS, trademark and brand protection.

The problem

A product sold to SMBs and founders, with the ambition to sell to enterprise.

What it did

The company now sells to enterprise, with the engine still running.

What I built

The move upmarket. We tested PLG, then shifted to an ABX model with a full outbound motion built from scratch. I led marketing, co-owned commercial strategy with Sales and Product, and owned the full product design of the platform. HubSpot from zero. An AI-powered outbound engine producing account-specific content for every account in the ABM program. For two years with a team, then alone.

FiskarsGlobal Growth Lead

Stockholm, 2021 to 2022. Heritage consumer brands: Iittala, Royal Copenhagen, Wedgwood, Waterford.

The problem

A portfolio of e-commerce sites with traffic and no experimentation.

What it did

Measurable conversion uplift across the sites. By month ten, the squads were running on their own and I left for the CMO role at Digip.

What I built

A high-velocity experimentation program across the portfolio, and a cross-functional squad per site: analyst, designer, front-end developer, growth PM. Framework, tooling, backlog, cadence.

BambuserHead of Growth

Stockholm, 2021. Live video shopping SaaS.

The problem

A company scaling fast with no growth team.

What it did

A growth function that existed and shipped, built during the company's fastest scale-up phase.

What I built

The growth team from scratch, covering the full lifecycle across both motions, PLG for SMBs and enterprise. Analyst, designer, front-end, growth PMs, content. Work with premium verticals: fashion, beauty, retail.

Breed VenturesHead of Growth and Marketing

Stockholm, 2020. Venture studio and fund.

The problem

Several early-stage startups, none with a go-to-market.

What it did

This was already the fractional model. It's the same one I run today.

What I built

Full GTM motions in parallel, from strategy to execution, mostly outbound B2B. Shared CRM and marketing-ops foundation across the portfolio.

AI systems

Not tools I used. Systems I built and shipped.

Trademark Portfolio Audit Engine

A pipeline that analyses any company's trademark portfolio and surfaces unprotected marks, expired marks, renewal deadlines and geographic gaps. Raw registry data in, a ready-to-send sales brief out, in minutes per company.

Built to run across the whole target account list, every year, without anyone touching it.

Stack

n8n (self-hosted), Perplexity Deep Research, Open Corporates, trademark APIs, Claude, Supabase, Google Sheets

Dual-mode Sales & Knowledge Chatbot

One assistant that switches between teaching (trademark questions across dozens of jurisdictions, answers constrained to a sourced knowledge base) and selling (qualifying prospects with tact coded in).

One case per session, honest portfolio segmentation, even telling small portfolios they may not need the product.

Stack

n8n, Voiceflow, Supabase vector store, Claude, OpenAI embeddings

Autonomous Legal-Knowledge Refresh

A system that regenerates a multi-jurisdiction legal knowledge base every quarter, unattended, overnight, then notifies itself when done.

A small team moving like a large one, made literal: keeping the base current costs almost nothing.

Stack

n8n (scheduled), Perplexity deep research, Claude, Google Drive, Gmail, Slack

Regulatory MCP

Personal project

A retrieval system over the EU AI Act and GDPR that returns exact source text with full provenance, no AI paraphrase, built for people who must cite the real wording.

Hybrid search (semantic and lexical, fused with RRF), evaluated against a labelled test set, with the architecture decisions and the failures documented.

Stack

Python, Postgres + pgvector, Mistral embeddings, FastMCP, Docker

BallnX

Personal project

A web platform that tracks and values European football cards across Topps and Panini, giving collectors a financial-market view of their collection. Listings and sales aggregated, every card identified by an LLM routing layer.

I'm the product owner and architect: I direct the build through AI agents, own every structural decision, and run the ops and the upstream data pipeline myself.

Stack

Python, FastAPI, HTMX, Tailwind, SQLite, Claude (Haiku/Sonnet), Hetzner

An MCP server that checks a candidate drug name against tens of thousands of medicines across EU and US markets, reserved WHO INN stems, and generic names, returning a risk-ranked verdict in seconds.

Three independent alert layers (brand, stem, INN) fused into one auditable answer. Built on official open data, runs entirely inside Claude in plain language.

Stack

Python, FastMCP, phonetic + trigram matching, official open-data pipelines

Earlier

  1. Sweet StudioHead of Growth & Marketing

    Stockholm · Jan 2020 – June 2020

    Led brand, digital and growth for Alter, a creative AR venture. Built positioning and demand generation from scratch.

  2. OrangeGeomarketing & Strategic Data Manager

    La Réunion · June 2018 – Dec 2019

    Ran regional campaigns using GIS and analytics; piloted location-based performance marketing across physical and digital touchpoints.

  3. Pôle Emploi / France TravailProduct Lead

    Paris · Apr 2017 – Oct 2017

    Designed "Mon Assistant Personnel", a digital service for employment advisors. Owned the full UX and led the national rollout across all agencies.

  4. Talent Making TalentCo-founder

    Paris · Oct 2015 – Mar 2017

    Co-founded a peer-to-brand platform connecting creative talent with brands.

  5. AXAGlobal Analytics Manager

    Paris · Oct 2013 – Oct 2015

    Built the group-level data and analytics strategy. The mandate was global: onboard every entity worldwide, train local teams, deploy the analytics tooling, and align local and group data strategy.

  6. Havas MediaDigital Analytics Manager

    Paris · July 2012 – Oct 2013
  7. Career breakTokyo

    Tokyo · July 2011 – July 2012
  8. Le MondeAudience Acquisition Manager

    Paris · Aug 2009 – July 2011

    First role, at the moment the press was moving online. Grew audience, established social media channels that didn't yet exist, and ran affiliation campaigns.

Let's talk about what you're trying to grow.

Thirty minutes, no deck. You tell me where you are, I tell you what I'd do first.