Scaling privacy-first SaaS from 20M to 100M users against Google and Microsoft
“Sandro is a very sensible, knowledgeable and no nonsense growth leader who is able to drive results in an ever changing environment. Sandro has a great ability to go into details of execution and drive it through strong project management skills.”
Context
Proton is a global end-to-end encrypted SaaS suite: email, VPN, drive, and calendar. Competing directly with Google and Microsoft under strict privacy-first constraints that prohibited conventional tracking and targeting.
I was the first marketing leader hired to scale the marketing organization during a period of hypergrowth.
Challenge
Product-market fit existed but there was no structured marketing engine. No performance marketing, no PR function, no attribution system. Privacy constraints meant Google Analytics and third-party tracking tools were off-limits.
The brand was fragmented: ProtonMail and ProtonVPN operated as separate identities with separate websites. The team was small and needed to scale rapidly.
Approach
Analytics and Attribution
I built a privacy-compliant analytics and attribution system from scratch, partnering with the data team. This enabled campaign ROI measurement, CAC optimization, and board-level reporting without any third-party tracking.
Performance Marketing
Scaled paid acquisition from zero to 1.3 million signups per year. Built the channel, the team, and the measurement infrastructure simultaneously.
Affiliates and Publisher Partnerships
Grew the affiliate channel from 500,000 to 1.8 million signups per year. All partnerships were commission-driven. Systematically expanded coverage and ranking position in leading tech publications including PCMag, CNET, Mashable, TechRadar, and Wired.
PR and Communications
Built the PR function from scratch. Secured Tier-1 coverage in The New York Times, The Wall Street Journal, TechCrunch, and other global outlets. Positioned Proton as the leading privacy alternative to big tech.
Brand
Led the creation of the unified Proton brand from the ground up: visual identity, positioning, messaging architecture, and brand guidelines. Prior to this, ProtonMail and ProtonVPN operated as separate brands with no shared design system or narrative. The new brand was built to support a multi-product suite and give Proton a credible, distinct identity in a market dominated by Google and Microsoft.
Website and Storefront
Built proton.me as the new home for the entire product suite. Managed the migration of protonmail.com, which had roughly 50 million monthly visits at the time, and rebranded protonvpn.com under the unified identity. Launched a CRO function and created a dedicated storefronts team, a self-sufficient cross-functional unit of engineers and designers, to own conversion, experimentation, and the commercial web presence end to end.
Product Launches and ASO
Led GTM for Proton Drive, supported VPN and Calendar rollout. Launched an ASO initiative that got Proton Mail iOS featured in the Apple App Store in 140+ countries for over two weeks.
Team and Org Design
Grew the team from 9 to 25. Incorporated engineers into marketing squads. Defined roles and career ladders across the function and implemented a 360 feedback system. Mentored cross-functional talent across growth, product marketing, content, design, and engineering.
“Sandro is an A-level team player who works well with others and gets results. He spearheaded several critical projects in his time at Proton. He routinely ventured outside his comfort zone without complaint to ensure results and delivery, even becoming a substitute engineering manager for a time.”
Result
Users from 20M to 100M. Revenue grew roughly 4x. Team from 9 to 25. The Proton brand created during this period now underpins a product suite that has expanded well beyond the original four products to include a password manager, an AI assistant, and more.
“His immense knowledge, and deep technical expertise, coupled with a calm, focused and results-oriented approach makes him a very special and one-of-a-kind leader. He is able to effortlessly balance the big picture strategy and the detailed execution elements while communicating and bringing his team along in the project journey throughout.”