Twenty years in performance marketing across crypto, ecommerce, and B2B. Founder of Promoted, one of the Netherlands' first dedicated SEO agencies (2002). I work with early-stage founders on the full traction stack — positioning, organic audience-building, paid acquisition, and the conversion optimization that decides whether any of it pays back.
Three engagement types depending on what stage you're at. Most startups start with one and expand into the others as they grow.
For pre-launch or just-launched startups. What you sell, who you sell to, how you reach them, what to say. The work that decides whether anything else works. Typically 3-6 week engagements.
Combined organic audience-building, paid acquisition, and landing page optimization, run as one coordinated motion. Goal: measurable traction in a defined window. Typically 8-12 week engagements.
For startups past initial traction but pre-Series-A marketing hire. Strategy, channel mix, hiring guidance, performance oversight. Typically 10-15 hours/week, 3-12 month commitments.
Long enough in this industry to have built and rebuilt the playbook a few times. From SEO agency to performance marketer to startup growth.
Founded Promoted, one of the first dedicated SEO agencies in the Netherlands. Built it from solo operation into a team serving enterprise clients across travel, energy, and B2B sectors. Eventually wound down to focus on direct performance work.
Years operating in affiliate marketing and crypto startup growth — running paid acquisition at scale across Meta, Google, Bing, and native ad networks. Tested, optimized, and shipped campaigns spending real money against real conversion targets. The performance-marketing equivalent of working in a Michelin kitchen.
Working with early-stage founders on the full traction stack — positioning, audience-building, paid acquisition, and conversion optimization — operating through JMS Media Group. Also writing The DTC Brief, a Friday newsletter for Shopify operators, and a book on AI-era performance marketing.
Two active projects alongside client work. Both feed into the consulting practice — one as a writing focus, one as deeper research.
A Friday newsletter for Shopify operators running $500K-$5M brands. One AI setup per week — what to install, exactly how to configure it, the wins and the misses. My niche-specific publication.
Subscribe →In progress. The playbook for paid acquisition has been quietly rewritten by AI — creative production, attribution, audience strategy. I'm writing what I've learned from the inside. More to share later in 2026.
In progressLong-form pieces on performance marketing, AI in ecommerce, and operator strategy.
Essays drop here as I write them. In the meantime, the freshest thinking lands every Friday in The DTC Brief.
I take on a small number of engagements at any one time. Whether you're pre-launch, just-launched, or past initial traction — if you need someone who can think about positioning, build audience, run paid acquisition, and obsessively optimize conversion, let's see if I can help.