Work
Sixteen years of building marketing functions for SaaS companies. Each case study breaks down what was broken, what was built, and what it produced.
SOAX
Mar 2023 – Jul 2025
B2B SaaS proxy & web data platform
Rebuilding GTM from scratch in a market with 80+ new competitors
-78%
CAC
+33%
Revenue growth
483%
Organic traffic
PaidSEO/LLMABMLifecyclePartnershipsBrandAnalytics
Proton
Jul 2019 – Feb 2023
End-to-end encrypted SaaS suite
Scaling privacy-first SaaS from 20M to 100M users against Google and Microsoft
100M
Users (from 20M)
~4x
Revenue growth
9 to 25
Marketing team
PaidSEOPRBrandProduct LaunchAffiliatesASOAnalytics
PADI
Jan 2015 – Jul 2019
Dive travel platform, startup to acquisition
Employee #1. Zero to $1.3M monthly revenue to acquisition by PADI
$1.3M
Monthly revenue
500+
Partners acquired
600+
Affiliate network
PaidSEOCRMPREventsPartnershipsProduct
Numbrs
Aug 2013 – Dec 2014
Fintech unicorn, mobile-first personal finance
Optimizing $2.2M monthly budget across performance marketing and TV advertising
-50%
Cost per install
-90%
Cost per acquisition
$2.2M/mo
Budget managed
PaidTVMobileDisplaySEO
MakingSauce
Apr 2011 – Dec 2014
Curated dive travel operator
Bootstrapped a dive travel business to profitability in year one
Year 1
Profitable
SEOPaidPartnershipsProduct
Sense of Nature
Aug 2011 – Sep 2012
E-commerce, natural products
Promoted in 3 months. Stores sold stock 2 months ahead of forecast
2 mo
Ahead of forecast
3 mo
Time to promotion
SEOE-commerceRetail
Pig Company
Aug 2009 – Oct 2010
Online dating platform
Raised €20K. Acquired 10K users in 6 months
€20K
Seed raised
10K
Users in 6 months
ProductSEO