Experience

I led marketing and co-owned the commercial strategy with Sales and Product, and I owned the full product design of the platform, UI and UX, not just one feature.

When I arrived, Digip sold to SMBs and founders. Over two years I drove the move upmarket to enterprise: we tested PLG, then shifted to an ABX model with a full outbound motion I built from scratch. For the first two years I ran a team; after that I ran the engine solo, with AI and workflows doing the work that used to take a team.

The piece I'm proudest of: an AI-powered outbound engine that generates genuinely actionable, account-specific content at scale, feeding every account in the ABM program. It's the spine that connected our enterprise narrative to something each prospect could actually see.

I ran conversion-rate optimisation through growth experimentation across Fiskars' heritage brand portfolio.

By month ten, the teams were running on their own, the framework was in place, and the knowledge was transferred internally. I left for the CMO challenge at Digip: broader, different, hands deeper in the build.

I joined to build the growth team from the ground up and cover the full lifecycle, acquisition, activation, retention, monetisation, across both motions: PLG for SMBs and enterprise. I built a cross-functional growth team (analyst, designer, frontend developer, growth PMs, content managers).

The work spanned e-commerce with premium verticals: fashion (LVMH brands), beauty (L'Oréal, Clarins), and retail (Lego, Ikea). This was Bambuser's Covid-era scale-up phase, when live shopping surged and ARR nearly tripled over the year. Intense, fast-moving, a lot built in a short window.

I acted as Head of Growth across multiple early-stage startups in the portfolio at once, deploying full go-to-market motions end to end, from strategy scoping to execution, mostly outbound B2B. Companies included Flyttsmart and NCC, among others. I rolled out CRM and marketing-ops infrastructure as the shared foundation.

This was already fractional growth: setting up a complete GTM motion for several young companies in parallel, strategy plus execution. It's the same model I run today through my own consultancy.