Rotterdam, South Holland, Netherlands
I'm a Senior Product Marketing Manager who builds product stories that help people understand why they should care. Over 6 years, I've worked with companies like Hotjar, Maze, Ceros, and Shiftbase. Often as their first or only PMM. I specialise in positioning, pricing strategy, GTM, and sales enablement for workflow products that operations teams use daily. My approach is simple: start with the people who'll actually use the product, not assumptions about them. I run early-access cohorts, I embed with product teams during build, and I create feedback loops that inform both roadmap and monetisation. Some things I've done: - Built PMM from zero at Shiftbase (workforce management SaaS), owned multiple add-on GTMs, value based pricing shift driving double digit lift in pricing page conversion - Led ICP shift at Hotjar from Marketing teams → Product teams (lower CAC, higher LTV) and rewrote activation messaging that cut time-to-installation ~50% - Led PMM (then promoted to Principal) through Maze's repositioning from PLG-first to "enterprise platform" I work best in remote, async environments across US/EU timezones. I love waking up to insights from the East Coast or seeing progress already made in Asia. If you don't write it down, it doesn't happen. I'm open to discuss Senior/Principal PMM roles in forward thinking SaaS, preferably remote with contractor-friendly setups. Based in Rotterdam, Netherlands.
- Built PMM & Lifecycle function from scratch (team of 3) and owned GTM for 3 add-ons (Insights+, HR+, Compliance+), driving +14pp conversion on pricing page (Germany YoY) - Ran early-access cohorts with power users to validate positioning and inform pricing strategy across legacy plans and regional markets - Coordinated across Product, Sales, Finance, and Compliance to execute pricing migrations at scale - Introduced VOC and competitive intelligence program: piloted AI-assisted tooling, built battlecards and objection-handling playbooks for Sales - Own lifecycle marketing strategy and execution in Customer.io
**Consulting** Fractional Lead / Head of / Senior Product Marketer: I get your positioning, pricing, competitive intel, and customer research programs off the ground Building key go to market components for early stage startups Installing programs in competitive intelligence, and go-to-market strategy for scaleups Exp: Enable, Avrio, Oliva --- **Coaching** Empowering folks new to PMM to master product launches and become trusted partners in any go to market motion Personalised coaching to build technical skills and confidence No playbook BS- starting from your situation and challenges
- Led GTM for MarkUp: freemium motion + enterprise suite. - Impacted by global restructure (company-wide layoffs).
- Promoted from Interim Lead after delivering on GTM + vertical strategy. - One of multiple senior roles impacted in global RIF. - Transition unrelated to performance. Led vertical strategy and GTM execution for enterprise segments. Built sales enablement materials that helped research directors sell Maze internally during tight budget cycles. Continued Interview Studies positioning work. Championed rollout of competitive intelligence software and automations for battlecards and win/loss programming. Drove win rate gains vs large incumbent competitors.
Led PMM through repositioning of Maze from PLG to enterprise platform. PMM responsible for first launch phases of Interview Studies—Maze's first moderated research offering—exclusively for Org plans. Led GTM strategy for enterprise segments and built positioning that resonated with research directors during budget-constrained cycles. Promoted to Principal after delivering results.
Led cross-functional ICP workstream to shift focus from Marketing teams (one-off projects) to Product teams (ongoing usage), improving retention and LTV. Championed JTBD research to validate the shift. Embedded with activation product team to optimize self-serve onboarding.
Built business case for in-app changelog through experimentation, fake doors, and small improvements. Rolled out Beamer and developed segmentation strategy to deliver the right product updates to the right users at the right time. Established VOC infrastructure that informed messaging architecture for acquisition, activation, and retention. Which became the foundation product and growth teams used.
Owned in-app messaging, help docs, and customer-facing content. Worked closely with product teams to make Hotjar easier to understand and use. First role at Hotjar and first Product Marketing hire. Learned how behavior analytics tools actually get used by product teams.