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 real 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 are different. Teams are different. The basics of building trust and communicating clearly work everywhere.
how it played out
Founder GTM on a tight budget
Co-founded Chile's first entrepreneurship agency — 93 startups helped launch, about 65% made it. 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
Eight products this past year: 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 a 12-agent pipeline I built end to end.
Speed is cheap. Discipline isn't.
On Perch, my job wasn't typing. It was scoping the problem, deciding the open questions, keeping the contracts honest and using the thing until it broke. The agents are fast; the discipline is what keeps the output coherent.
AI is reshaping how marketing gets done — faster than most teams are ready for. I'm not just watching it happen; I built BoostLLMs out of my own need to understand how AI reads and interprets content.