I've spent my career getting closer to the product and the revenue engine. Early on, it was SEO and paid channels. Progressively adding demand gen channels at Formlabs, until I owned the pipeline and doubled ARR at Commerce Layer. Now I run GTM at Checkly, where I've added AI agents and vibe coding to the mix.
Career
Go-to-Market & AI
Owning the Pipeline
Scaling Internationally
Learning the Craft
Go-to-Market & AI
Jan 2025 - Present·Berlin, Germany (Remote)
Checkly
Senior Marketing Manager
About
Checkly is a code-first synthetic monitoring platform. Engineering teams use it to ensure the reliability of their systems and apps.
My role
I own the GTM strategy and demand generation. Developing a product-led motion alongside sales-led enterprise pipeline. Building ABM campaigns, product marketing events, creating sales enablement infrastructure and pioneering AI-powered marketing workflows.
Highlights
ABM & Demand Generation
- Built intent-based ABM campaigns with Unify, Clay & HubSpot, delivering 30+ discovery meetings per week
- Built product-feedback data infrastructure with Segment for real-time user insights and hot lead surfacing
Event Marketing
- $1.5M budget, 11 events from exclusive meetups to AWS re:Invent & KubeCon (2025)
- 2 webinars/month influencing millions in pipeline, repurposed into tutorials, guides, papers & video clips (2025)
Product Marketing & Sales Enable.
- Led YouTube content strategy to 10k subscribers
- Built the GTM Notebook, a marketing monorepo consolidating all enablement resources and standardizing messaging
AI & Innovation
- Pioneered vibe coding for marketing, building web pages through AI-assisted development, removing dev dependency
- Deployed AI agents to orchestrate and standardize ad campaigns across channels and geographies
Metrics
Audience GrowthYouTube subscribers and LinkedIn followers
Feature Engagement RateMonthly engagement with product-focused materials
Feature Activation RateUsers activating core app features post-signup
User → PQLUsers converting to product-qualified leads
MQL → SQLMarketing leads converting to sales-qualified leads
Pipeline SourcedPipeline value across all channels
ROASReturn on ad spend per channel and region
About Checkly
Checkly is a code-first synthetic monitoring platform. Engineering teams use it to ensure the reliability of their systems and apps.
My role
I own the GTM strategy and demand generation. Developing a product-led motion alongside sales-led enterprise pipeline. Building ABM campaigns, product marketing events, creating sales enablement infrastructure and pioneering AI-powered marketing workflows.
Reporting to
VP of Marketing
Owning the Pipeline
Jun 2022 - Dec 2024·Berlin, Germany (Remote)
Commerce Layer
Head of Growth
About
Commerce Layer is a headless commerce API platform powering global enterprise ecommerce. The company provides agentic commerce infrastructure for brands with complex retail requirements.
My role
I led a go-to-market team of 6 marketers & SDRs. Owned the full demand gen function: product positioning, messaging, pipeline sourcing, ABM, performance marketing, field events, CRM, and attribution.
Highlights
Pipeline & Revenue
- Doubled ARR year-over-year in both 2023 and 2024
- Reduced lead volume by 50% while growing pipeline to $8M through 1:few ABM
Sales Alignment & CRM
- Reduced sales cycle by 30% through CRM processes and marketing-sales alignment
- Implemented Salesforce + MCAE from scratch: pipeline, lead scoring & automations
Product Marketing
- Led multiple repositionings: commerce API → headless commerce → commerce links → agentic commerce
ABM & Partner Ecosystem
- Built partner ecosystem ABM with Crossbeam, using buying signals to trigger automated campaigns
- Leveraged G2 & Salesloft intent signals for 1:few ABM targeting competitor customers
Field Marketing & Events
- Ran field marketing into the primary influence on SQLs
- Supervised Commerce Layer's Gartner Magic Quadrant entry
Metrics
Feature Activation RateUsers activating core API features post-signup
User → PQLUsers converting to product-qualified leads
MQL → SQLMarketing leads converting to sales-qualified leads
Pipeline SourcedPipeline value across all channels
Net Magic NumberNet New ARR / S&M Expense
About Commerce Layer
Commerce Layer is a headless commerce API platform powering global enterprise ecommerce. The company provides agentic commerce infrastructure for brands with complex retail requirements.
My role
I led a go-to-market team of 6 marketers & SDRs. Owned the full demand gen function: product positioning, messaging, pipeline sourcing, ABM, performance marketing, field events, CRM, and attribution.
Reporting to
VP of Marketing
Apr 2019 - Jun 2022·Berlin, Germany
UP42
(by Airbus Defence and Space)Growth Marketing Team Lead
↑ from Senior Growth Marketing Manager (2022)
About
UP42 is a geospatial data marketplace, incubated by BCG X for Airbus Defence and Space. The platform connects satellite and geospatial data providers with developers and enterprises in utilities, maritime, and ESG.
My role
As the first marketing hire, I joined the BCG incubation team, then transitioned to UP42 directly. Built the entire digital marketing function from zero: team, stack, strategy, and pipeline. Led a team of content, ops, SEM, social marketeers, as well as digital marketing agencies.
Highlights
Demand Generation & Pipeline
- Built demand gen from scratch to 7-digit marketing revenue in year 2
- Scaled user acquisition from zero to 15,000+ signups
- Grew MQLs 10% MoM and pipeline 10% QoQ
- Converted 30% of signups into PQLs
Product Activation
- 80% customer engagement rate with new product features, via micro-event retention campaigns
CRM & Marketing Operations
- Implemented HubSpot from scratch, designed Sales-Marketing SLA with VP Sales
- Built Looker dashboards integrating Marketing, Sales & Product data
Product Marketing & Content
- Led product marketing launches, from vertical-specific one-pagers to full scale deployment: webinar, web pages, booklets, online trainings, and meetups
Go-to-Market
- Ran GTM across 5 channels, 3 regions (NA, EMEA, APAC) under strict compliance constraints
Metrics
Audience GrowthPlatform signups and community growth
Feature Activation RateUsers running first data query upon signup
User → PQLUsers converting to product-qualified leads
MQL → SQLMarketing leads converting to sales-qualified leads
Pipeline SourcedPipeline value across all channels
ROASReturn on ad spend per channel and region
About UP42
UP42 is a geospatial data marketplace, incubated by BCG X for Airbus Defence and Space. The platform connects satellite and geospatial data providers with developers and enterprises in utilities, maritime, and ESG.
My role
As the first marketing hire, I joined the BCG incubation team, then transitioned to UP42 directly. Built the entire digital marketing function from zero: team, stack, strategy, and pipeline. Led a team of content, ops, SEM, social marketeers, as well as digital marketing agencies.
Reporting to
Head of Marketing, VP of Sales
Scaling Internationally
Oct 2016 - Apr 2019·Berlin, Germany
Formlabs
EMEA Growth Marketing Lead
↑ from Digital Marketing Manager (2017)
About
Formlabs is a 3D printing manufacturer; selling desktop SLA Printers as well as industrial SLS machines. The company sells hardware, materials, and software to engineers, designers, and healthcare professionals.
My role
I was hired to migrate the North American GTM engine to Europe. Built and led a team across localization (3), performance marketing (2), operations (1) and field marketing (1). I was in charge of delivering leads to the Europe Sales team.
Highlights
International Expansion
- Migrated US GTM strategy into 6 European markets, doubling demand gen yearly
- Scaled from Google Ads to 8+ ad platforms across 6 markets
Demand Generation & Pipeline
- Lead growth pressured Sales to scale from 4 to 20+ BDRs/AEs
- Designed SLA aligning Product, Sales & Marketing on launches and pipeline
Field Marketing & Events
- Made events the #1 MQL & SQL contributor with 3+ tradeshows per quarter
Product Marketing
- Built upsell and activation campaigns for 14+ products
Metrics
Product Discovery RateOrders of new product samples
MQL → SQLMarketing leads converting to sales-qualified leads
Pipeline SourcedPipeline value across all channels
CPLCost per lead
CP.SQLCost per sales-qualified lead
About Formlabs
Formlabs is a 3D printing manufacturer; selling desktop SLA Printers as well as industrial SLS machines. The company sells hardware, materials, and software to engineers, designers, and healthcare professionals.
My role
I was hired to migrate the North American GTM engine to Europe. Built and led a team across localization (3), performance marketing (2), operations (1) and field marketing (1). I was in charge of delivering leads to the Europe Sales team.
Reporting to
COO, Head of Europe Sales
Learning the Craft
Oct 2015 - Oct 2016·Berlin, Germany
GoEuro (now Omio)
Digital Marketing Manager France
About
GoEuro (now Omio) is a multi-modal travel search and booking platform comparing trains, buses, and flights across Europe. The platform aggregates thousands of transport providers to simplify travel planning for private travellers.
My role
Joined at an early stage to lead SEO expansion for France & Benelux, building the content engine, sitemap architecture, and link acquisition strategy.
Highlights
Technical SEO
- Created automated sitemap architecture based on SEA data
- 50+ optimized sitemap pages per month
- Contributed to reaching the 1M organic visits milestone
Content & Link Building
- 25+ backlinks and influencer signals per month
Metrics
Organic Web TrafficOrganic visits and search visibility
Pages IndexedNew pages indexed per month
BacklinksBacklinks built per month
About GoEuro
GoEuro (now Omio) is a multi-modal travel search and booking platform comparing trains, buses, and flights across Europe. The platform aggregates thousands of transport providers to simplify travel planning for private travellers.
My role
Joined at an early stage to lead SEO expansion for France & Benelux, building the content engine, sitemap architecture, and link acquisition strategy.
Jan 2015 - Oct 2015·Berlin, Germany
Payleven (now SumUp)
Digital Marketing Trainee
About
Payleven (acquired by SumUp) is a mobile payment solution for SMBs, providing card readers, SEPA processing and cash flow solutions for small businesses across Europe.
My role
As my first marketing role, I learned digital marketing by localizing the company's marketing stack in France, spanning over performance ads, product marketing materials and affiliate management.
Highlights
Partnerships
- Managed affiliate partners, adding ~10 new affiliates per month
Performance Marketing
- SEO & Adwords optimization for the French market
Metrics
Organic Web TrafficWeb sessions for the French market
Affiliate DealsNew affiliate partnerships per month
About Payleven
Payleven (acquired by SumUp) is a mobile payment solution for SMBs, providing card readers, SEPA processing and cash flow solutions for small businesses across Europe.
My role
As my first marketing role, I learned digital marketing by localizing the company's marketing stack in France, spanning over performance ads, product marketing materials and affiliate management.
Reporting to
Head of Business Development France