Lisbon, Lisbon, Portugal
Product & growth leader. Currently building product at Kit, the email-first operating system for creators who mean business. Before Kit, I led multiple product teams at Hotjar and together we started and grew a few highly successful products. We helped teams across the web getting a true, holistic understanding of their users by connecting the dots across analytics, session recordings, heatmaps and user feedback. Before Hotjar, I was employee #10 at Typeform. As part of the exec team, I built and scaled multiple teams — marketing, data and several cross-functional product teams focused on Growth (Acquisition, Activation, Monetization). I was directly responsible for some of the biggest inflection points in Typeform's business, helping it scale from a free beta to a multi-million ARR company and a product that's admired and used across the world. My past experiences include a brief stint as Head of Product at Domestika (largest Spanish-speaking site offering highly-curated online design courses) and Danone, where I ate way too many yogurts and helped launch a couponing platform to drive consumer loyalty. I also founded a car advertising startup that connected drivers with brands. I've done a bit of speaking here and there. Some highlights: PointNine Capital Founders Meetup (2x Berlin, Malta), SaaStock (Dublin), Go Youth Conf (Lisbon), The Growth Hub (podcast), Churn.fm (podcast), GrowthHackers.com (live AMA)
Building the operating system for the creator economy.
Contentsquare acquired Hotjar and then Heap, a leading product analytics provider. Drove the very first integration work between Contentsquare and Heap. Enabled our mutual enterprise customers — digital experience analytics teams at top Fortune 500 companies — to measure and understand users' conversion journeys across multiple sessions and devices.
Started and led the Foundations product group. Worked with Hotjar's top engineers and designers to spearhead innovation with new core technologies to unlock new product opportunities. Introduced Hotjar's product analytics suite: Dashboards, Trends and Funnels. Dashboards surpassed Recordings as the most used product in Hotjar. Packaged Funnels & Trends in a new pricing tier which grew to $10m ARR in the first 12 months.
Led the Audiences & Recordings team. Some highlights: • Introduced Hotjar's Identify API, which became one of our highest-converting features and the one most correlated with retention. • Revamped filtering & segmentation across Hotjar's product suite, helping customers find new insights and much faster. • Substantially improved our flagship Recordings product, reducing time to first insight and increasing conversion to sharing by +50%. Introduced Hotjar's Relevance score, slashed loading times by half, redesigned the timeline with new easy-to-find event markers and a new jump-starting playback experience, introduced highlight clips, shipped the ability to watch the moments preceding a feedback response (+33% higher cross-tool usage - we also got a patent for it!)... Many of these features have been copied by our competitors (shame on you...)
Domestika is the largest Spanish-speaking community of creatives in the world offering highly-curated online design courses. Backed by a16z.
Scaled and led the Product Growth division at Typeform, comprising 3 cross-functional product teams focused on Acquisition, Activation and Monetization (25 people total). PM'ed the Monetization team directly and led our pricing & packaging strategy. Ran multiple pricing experiments and championed the transition to a usage-based pricing model. Grew Typeform's ARPA by 2x.
Hired, scaled and led a Growth org with +20 people comprising 3 subteams: Marketing, Product Growth and Data. Some highlights: • Drove search traffic through content marketing, link earning and on-page SEO. Launched +50 use-case landing pages, which converted 8% of all new customers. Also hired for and led the launch of our blog, establishing Typeform as a thought leader in SaaS. • Hired and scaled our paid acquisition efforts (Adwords, Facebook), managing a $2m budget. • Accomplished multiple activation rate improvements by removing friction and revamping our product and email onboarding flows. Some of these got featured in top specialty blogs (e.g. ConversionXL). • Defined and led the implementation of our marketing and product growth technology stack. Championed the transition to a real-time, event-based tracking schema and the adoption of Segment as our central data hub. Some of my favorite tools: LaunchDarkly, Amplitude, FullStory. • Propelled a culture of analytical rigor and experimentation through A/B testing. Hired Typeform's first data scientists and engineers.
Interim Head of Marketing. Helped the founders recruit, on-board and manage the marketing team, as well as defining and tracking the marketing roadmap and OKRs. Some highlights: • Monitored metrics across all AARRR stages of the user journey, optimizing conversions through A/B testing and igniting hyper-growth product initiatives. Increased Typeform's viral coefficient by 5x. • Launched Typeform's Referral Program, which accounted for 10% of the company's MRR. • Secured coverage on top publications and blogs, including TechCrunch, TheNextWeb and Smashing Magazine. • Ran a few creative marketing campaigns, including a competition in social media featuring llamas and a video game called Form Invaders where you’d fly your spaceship to save the world from boring forms :)