Omschrijving

I help technical products find their market, and their words.

I'm a Product Marketing Manager with 12+ years in marketing, the last 4+ spent in B2B SaaS and developer-focused products: APIs, blockchain infrastructure, and developer tooling. Before that, I spent years running integrated digital campaigns for global consumer brands at agencies like Golin and Dentsu Aegis — PepsiCo, Nestlé, Lidl, EA — which gave me a strong foundation in rigorous campaign thinking, stakeholder management, and cross-functional execution.

The turning point came with an employer branding campaign I led for Electronic Arts, targeting a developer audience. It was my first real exposure to B2D marketing, and it changed everything: developers are almost entirely immune to traditional marketing tactics and rely almost entirely on peer trust and community signals.

That fascination led me to Bware Labs, where I joined as the first marketing hire and built the entire marketing function from scratch: product marketing, brand, content, SEO, community, in one of the most technically dense spaces imaginable: blockchain infrastructure. The results included a product launch that reached 3.3M+ and 600+ media placements across 50+ publications.

What I bring to a project:

- Go-to-market strategy and launch execution for technical products (APIs, platforms, developer tools)

- Product positioning and messaging — from ICP definition to sales-ready frameworks

- Organic growth strategy: SEO, content, community, activation flows

- Competitive intelligence and market research

- Sales enablement: case studies, messaging frameworks, onboarding sequences

- Cross-functional collaboration with Product, Engineering, and Sales

I'm based in Utrecht and work with startups and scale-ups across Europe, in English or Romanian. I'm most energised by early-to-mid-stage companies where there's still real positioning work to be done, either finding the gap in the market or defending it.

Talen

Engels
Vloeiend
Roemeens
Tweetalig / moedertaal
Spaans
Beperkte professionele capaciteit

Voorkeuren voor werkplek

Kan op locatie werken

Utrecht (tot 50km)

Freelance
Product Marketing Consultant
september 2025 - Vandaag (9 maanden)
• • Working with early-stage tech startups on go-to-market strategy, positioning, and product launch preparation. Projects currently under NDA.
Positioning strategy Market analysis Content marketing Product Positioning AI en geavanceerde analyse
Alchemy
Product Marketing Manager
september 2024 - augustus 2025 (11 maanden)
Joined following Alchemy's acquisition of Bware Labs, transitioning into one of the most established developer platforms in the blockchain space. Led product marketing across launches, positioning, and GTM execution, contributing to the integration of acquired products into Alchemy's stack and adapting messaging and strategy to a larger organisation with one of the most recognised names in the space.
• • Led GTM strategy and launch execution for two full product categories, including the repositioning of Validators and contributing to the Solana API infrastructure relaunch.
• • Contributed to the integration of Blast into the Alchemy stack, supporting positioning and messaging alignment across the combined product portfolio.
• • Co-owned the product marketing roadmap with PMs, translating user feedback and market insights into positioning, launch priorities, and activation plans.
• • Produced client case studies end-to-end, including interviews, writing, and editing for Alchemy's core developer platform and blockchain API products.
• • Optimised email onboarding flows and newsletters to improve developer activation and time-to-value.
• • Developed sales enablement assets, including messaging frameworks, tutorials, and case studies to support the sales team and reduce time-to-close.
• • Analysed user journeys and conversion funnels to identify friction points and optimisation opportunities across the digital experience.
Project Management Positioning strategy Email marketing User Research GTM Strategy
Bware Labs
Digital Marketing Manager (Product Marketing Manager Scope)
december 2021 - augustus 2024 (2 jaren en 8 maanden)
First marketing hire at a blockchain infrastructure startup. Built the entire marketing function from scratch, working closely with the CTO and Product Owner to drive adoption and revenue. Grew and expanded the team over time while continuing to own strategy and execution across all channels.
• • Built the entire marketing function end-to-end: product marketing, brand, content, SEO, social, and community, establishing the foundations, processes, and frameworks that scaled with the company.
• • Led multiple high-impact product launches: Blast API GTM reached 3.3M+ developers, 600+ media mentions in 50+ publications; Series A campaign achieved 3.4M+ reach across 70+ outlets.
• • Drove organic growth by scaling website traffic to a substantial monthly audience through SEO, content experimentation, and performance optimisation.
• • Built and managed strategic co-marketing and partnership programs with ecosystem players and clients.
• • Created dashboards and reporting frameworks to measure campaign impact, engagement, and ROI, informing GTM prioritisation and resource allocation.
• • Expanded and managed the marketing team over time, bringing in new members and external partners.
Positioning strategy Team management Web analytics Market analysis Hubspot