Director of Growth & Marketing at Altrady (2022- Present)
Multi-exchange trading platform serving retail traders worldwide.
- Own the consumer growth P&L — accountable for new-user volume, trial-to-paid conversion, payback period, and 12-month LTV. Grew revenue 400% in under two years.
- Own the consumer roadmap end-to-end — Product Lead reports into the team, with joint accountability for activation, retention loops, pricing experiments and revenue outcomes.
- Designed a tiered subscription pricing architecture (Journey, Community, Coaching) that segments price-sensitive trial users from high-LTV educated cohorts and lifts blended ARPU.
- Set strategy across the full growth stack — paid acquisition, lifecycle/CRM, SEO, affiliate, partnerships, content — and hold each channel to interface-specific payback and LTV thresholds.
- Built an AI-native creative production pipeline — locked visual style guide for AI-generated feature imagery and automated lifecycle assets, compressing brief-to-launch from weeks to days and removing agency dependency.
- Lead a 9-person team spanning Product, paid, lifecycle, and content/SEO sub-leads; coach growth and product talent against outcome ownership, not task ownership.
- Operator-level data fluency — pull cohort data directly from BigQuery and Amplitude, design experiments, kill what doesn't pay back, double down on what does. Built forecasting models and weekly cadence reporting on cohort quality and unit economics for founder/leadership.
Growth Lead at Rabobank — Innovation Factory (2021-05 – 2022-06)
One of Europe's leading financial institutions, focused on innovation and digital transformation.
- Led growth strategy and experimentation across 20+ innovation projects — set unit economics targets and made kill-or-scale recommendations to the venture board on which ventures justified continued investment.
- Designed acquisition, onboarding, pricing and GTM experiments for new ventures.
- Applied lean startup principles to validate business models against payback and LTV thresholds.
- Used quantitative and qualitative research to identify market opportunities and inform investment decisions.
Senior Growth Lead · Growth Marketing Lead at Digidentity (2018-12 – 2021-05)
EU Qualified Trust Service Provider for digital identity — serving governments (GOV.UK Verify, eHerkenning), financial services, healthcare and enterprise across B2G, B2B and B2C.
- Built the company's first formal growth program from zero, delivering 250% revenue growth through funnel optimization, lifecycle and demand generation.
- Co-owned the product roadmap with the Product lead — joint accountability for activation, retention and conversion outcomes.
- Owned conversion optimization, lifecycle programs and pricing experiments; established cohort reporting that became standard practice.
- Worked with executive leadership, sales and product to scale pipeline generation across B2G, B2B and B2C segments in a highly regulated context.
Ruby on Rails Developer at Digidentity (2016-09 – 2018-11)
- Contributed to product development and feature implementation within a regulated digital identity platform.
- Worked closely with engineering and product teams in agile delivery environments.
- Built foundational expertise in technical systems, experimentation infrastructure and product execution.
Co-Founder & Head of Growth at Aprefis (2012-03 – 2015-08)
- Co-led growth strategy and commercial expansion; supported successful seed investment rounds.
- Opened Miami office to expand into the U.S. market and built strategic partnerships.
