Cases
Situations I've led through, and what came of them
Each case follows the same shape: the situation, the task, what I did and the result.
Leadership & people
Coaching a Product Owner Through Conflict
I helped a product owner strengthen a key working relationship with a senior commercial stakeholder through focused coaching and clear accountability.
Growing Product Owners into Product Managers
I coached two delivery-focused product owners to lead their own discovery and experiments, with rework clearly declining within four to six months.
Refocusing a Team Through a Market Shift
When one of our largest verticals changed sharply in 2024, I reshaped my organisation into a focused team of seven that kept the core business running and delivered on our 2025 goals.
From Feature Factory to Outcome Ownership
I shifted a lead-generation scale-up from solution-led planning to empowered teams, improving delivery flow before achieving 28% revenue growth and 29% gross-margin growth in 2023.
Building an Everyday Feedback Culture
I introduced a consistent rhythm of check-ins, OKRs, reviews and AI-supported coaching to make feedback and development part of everyday work.
Strategy & vision
Turning Strategy Into Team Action
I created a strategy framework that connected every team’s quarterly OKRs to company goals and helped halve lead returns without losing gross margin.
Proving Lead Qualification Before Building It
I replaced a lagging returns metric with a pre-sale quality score and validated lead qualification manually, laying the foundation that helped halve returns in 2025.
One Partner Identity Unlocked Five Initiatives
I introduced a universal company identifier that turned essential database clean-up into the foundation for five strategic initiatives.
One Front End for Dozens of Websites
I led the migration of dozens of lead-generation sites to a shared front end, enabling consistent experimentation, data and UX while making improvements faster and cheaper to deploy.
Scaling Partner Acquisition Through Inbound
I created a multi-year B2B strategy that made inbound acquisition a strategic growth theme and established a path from 100 to 300 activated partners per month.
Stakeholders & conflict
AI, data & growth
From Averages to Per-Lead Predictions
I replaced a static return-rate average with an ML model that improved revenue forecasts, strengthened confidence in the numbers and enabled region-level bidding.
Predicting Partner Churn Before It Happened
I introduced churn and lifetime-value prediction so our partner happiness team could identify and support at-risk partners earlier.
Automating Regional Ad Targeting
I built a targeting flywheel that aligned regional ad spend with partner coverage and revenue per lead, helping paid marketing grow revenue by 28% in 2023.
Building a Team-Owned Experimentation Practice
I built a team-owned experimentation practice that achieved an 11% win rate, generated €1.2M in additional revenue and uncovered a key measurement issue.
Piloting AI With Honest Judgement
I helped mature two AI products while identifying where automation added real value—and where it did not.
Killing an Idea with Data
My analysis showed that reselling unsold leads was worth far less than assumed, so we prioritised better regional targeting instead.
Career, setbacks & entrepreneurship
1,200 Extra Bookings a Day Through Speed
I led a cross-team front-end initiative that made the customer journey faster and added 1,200 bookings a day.
Modernising a Declining Product Safely
I led a mobile-first redesign while ensuring the new CMS also supported the legacy product, protecting the investment regardless of the concept’s success.
Building a B2B Marketplace from Zero
I raised seed funding and launched a B2B rental marketplace, gaining first-hand insight into the limits of building alone.
Killing My Own AI Golf Coach Idea
I validated an AI golf coach before investing further and stopped when the market and cost model did not support a serious business.
Turning Feedback Into Concrete Communication
I used candid feedback from a rejected case round to make my communication shorter, more practical and grounded in evidence.