Marketing & Growth
B2B & B2C • International Markets
I help digital products grow across international markets through data, experimentation and systematic marketing.
I build growth strategies, identify bottlenecks and create processes that turn marketing into a predictable and scalable business function.
I have 13+ years of experience across B2B and B2C products in AdTech, Crypto, iGaming, EdTech, Mobile Apps, FinTech, Entertainment and Media, working across the US, UK, Europe, APAC and LATAM.
About
I started my career in performance marketing, which gave me a strong understanding of paid acquisition channels and how to work with them at an expert level. Over time, my scope expanded significantly: from user acquisition and campaign performance to full-funnel strategy, analytics, CRM, retention, SEO, content and team leadership.
In recent years, I have worked primarily as a growth marketer, where growth does not start with the question of which channel to launch. It starts with identifying the main growth constraint, understanding which business metric needs to change and determining which hypotheses have the highest potential impact.
Career Path
Over 13+ years, I have progressed from digital and performance marketing to Growth Marketing Manager. I have worked both agency-side and in-house, with the last 5+ years focused primarily on international markets. I have managed monthly budgets of up to $200K, led teams of up to 10 people, and been responsible for growth, revenue, CAC, ROAS, lead quality, and retention.
What I Do
Developing growth strategies and go-to-market approaches based on data, product context, and audience insights.
Building hypothesis backlogs, prioritizing initiatives, and running experiments focused on maximum business impact.
Launching and scaling performance marketing across Meta Ads, Google Ads, LinkedIn Ads, and other channels.
Measuring incrementality and assessing the real contribution of marketing channels rather than relying solely on attributed conversions.
Building end-to-end analytics by connecting data from advertising platforms, websites, product systems, and CRM.
Optimizing CAC, ROAS, LTV, and payback through funnel, creative, audience, and product improvements.
Selected
Cases
International Music Festival Event / Performance
Challenge: Scale ticket sales for an international music festival within a limited acquisition window.
Approach: Built the performance strategy, audience segmentation, creative testing process, and budget reallocation framework across the highest-performing combinations.
Result: €1.476M in ticket revenue from €71.5K in advertising spend. Advertising costs represented approximately 4.8% of total revenue.
CoinTraffic: Building a B2B Acquisition System AdTech / B2B
Challenge: Improve the efficiency and quality of B2B lead generation for an international crypto AdTech platform.
Approach: Restructured Meta Ads, connected acquisition with the sales process, and built a feedback loop that returned qualified-lead data to the advertising system for optimization.
Result: Reduced CPL from approximately €18 to €12. In parallel, I worked across Google Ads, SEO, content, email marketing, and marketing analytics.
Growth for a Subscription Mobile App Mobile App / Subscription
Challenge: Scale paid acquisition for a subscription-based mobile application.
Approach: Worked across performance channels, onboarding, and paid conversion, evaluating acquisition through the full user journey and retention.
Result: Achieved paid customer acquisition costs of approximately $1.7 CPA while maintaining traffic quality and subscription conversion.
Click a case title to view the details.
Tools
Projects
I Helped
Grow
Contact
Open to opportunities as a Growth Marketing Manager, Senior Growth Marketing Manager, or Marketing Lead with international companies.
