Building a Data-Driven Growth Engine at Scale

Executive Summary

I joined a rapidly growing B2B marketplace during a phase of expansion across markets and customer segments. The company had strong momentum and product-market fit, and the opportunity was to strengthen growth execution through better alignment, measurement, and prioritization.

My mandate as Head of Growth was to improve acquisition, activation, retention, and revenue—while increasing efficiency and predictability. Over ~18 months, we built a data-driven growth system that tripled core KPIs (≈250–400%), reduced cost of acquisition by 3–4×, improved retention and lifetime value, and supported the company's ability to secure additional funding.

The Business Context

The company was operating in a competitive, operationally complex marketplace environment, with:

• Multiple customer segments (small, mid, and large accounts)
• A growing sales, marketing, and customer success organization
• Increasing investment in paid acquisition (notably search)

To sustain growth, leadership wanted:

• Better visibility into the full growth funnel
• Clearer prioritization of high-value customers
• Stronger coordination between marketing, sales, and customer success
• Improved efficiency in paid acquisition and experimentation

This was a scale and optimization challenge, not a turnaround.

The Goal

Strengthen the growth engine to:

• Improve acquisition efficiency (CAC)
• Increase activation and usage
• Improve retention, churn, and lifetime value
• Enable sales and customer success to focus on the right customers with the right cadence
• Turn growth into a measurable, repeatable system

The Approach: First-Principles, Data-Driven Growth

1. Build End-to-End Growth Visibility

I implemented and connected:

• Product analytics (Amplitude)
• Marketing analytics (Google Analytics, GTM)
• Custom dashboards covering the full funnel

This enabled consistent measurement of:

• acquisition → activation → usage → retention → revenue
• customer segmentation by size, behavior, and value
• sales responsiveness and conversion

2. Align Teams Around Shared Metrics

Growth was treated as a cross-functional system:

• Marketing, SDRs, sales, and customer success worked from the same data
• Segments were clearly defined (small / mid / enterprise)
• Customer success focused effort where it created the highest LTV impact

This alignment improved execution quality and speed across teams.

3. Professionalize Experimentation & Paid Acquisition

I rebuilt experimentation and paid growth with discipline:

• Managed a €150K annual Google Ads budget
• Implemented best practices for campaign structure, testing, and iteration
• Achieved category leadership in paid search for core keywords
• Systematically reduced CAC while scaling volume

4. Operationalize Sales & Customer Success

Implemented HubSpot as a shared operating system for:

• lead and deal management
• pipeline and conversion analytics
• customer success prioritization and cadence

This improved transparency, forecasting, and execution across the revenue organization.

5. Build and Lead the Growth Team

As Head of Growth, I:

• Built, managed, and mentored a 4–6 person cross-functional team (marketing, SDRs, customer success)
• Introduced clear goals, feedback loops, and ownership
• Achieved a ~90 eNPS, reflecting strong team engagement and trust

Weekly reporting focused on:

• what we tested
• what we learned
• what changed as a result

This created momentum and a strong data-driven culture.

Results

Over ~18 months:

• 250–400% improvement across acquisition, activation, retention, and revenue KPIs
• 3–4× reduction in cost of acquisition
• Significant improvement in retention and lifetime value
• Increased customer usage (~300% improvement in key usage metrics)
• Stronger sales efficiency and customer success impact
• Growth performance contributed to the company's ability to secure additional funding

What This Demonstrates

This case demonstrates my ability to scale growth through data, systems, and team leadership—balancing acquisition efficiency, retention, and revenue impact.

I bring:

• first-principles growth thinking
• strong analytical foundations
• hands-on leadership across marketing, sales, and CS

This is the type of growth leadership and operational rigor I bring to scaling companies.