It's carried a lot of titles: product marketing, growth, developer relations, community and ecosystem, partnerships, market entry, founding GTM. I care more about the work than the label.
what it covers, when I own it
- positioning
- brand
- content
- community
- partnerships
- product marketing
- PLG onboarding
- sales enablement
- board reporting
- shipping the product
how I see it
Build an audience, don't rent one.
Community-driven growth is building an audience around your product instead of paying for attention. Real relationships that drive pipeline.
Metrics that connect to revenue.
I know the difference between metrics that matter and vanity. When it's your own money on the line, you focus on what brings in customers.
Product-led by default.
PLG is how I naturally think. At Cynoia a full PLG model grew acquisition to 6,000+ users across 13 countries.
Different markets, same fundamentals.
Markets and teams differ, but the basics of building trust and communicating clearly work everywhere. At Cynoia that meant localizing the product into Wolof and Swahili.
how it played out
Founder GTM on a tight budget
Co-founded one of Chile's first entrepreneurship agencies — 93 startups set up, most still operating a year later. Built Guubie, marketing automation for startups.
Ecosystems and communities at scale
Nurtured and expanded SendGrid's Accelerate program into Africa, the Middle East and Latin America. At Semrush, a network of 20,000+ marketers.
Owning the whole funnel
PLG from scratch at Hive Identity. At Cynoia, repositioned to "made in Africa, by Africans, for Africans" — localized into Wolof and Swahili, which unlocked partnerships stalled for over a year.
Builder-marketer
Nine builds this past year: three products, three open-source tools, three in development. Web apps, macOS apps, Chrome extensions, AI agent systems, services on Cloudflare's edge.
how AI changed it
Discovery moved into the answer.
People increasingly ask AI assistants for "best tools for X" instead of running a search. If your site isn't structured for AI crawlers, you're not in the answer. That gap is why I built BoostLLMs.
The marketer can ship the product.
The furthest along of this year's products scans websites and generates fixes for how AI systems read them, on an agent pipeline I built end to end.
Speed is cheap. Discipline isn't.
On Perch I wrote the specs, decided the open questions and tested each build until it broke. Agents wrote most of the code; the discipline is what keeps the output coherent.
AI is reshaping how marketing gets done. I built BoostLLMs to see how AI reads my own content.