# Felipe Millán

> Tallinn-based builder-marketer, originally from Santiago, Chile. Over a decade in SaaS growth, product-led growth and community-driven marketing: part of the teams at SendGrid, Twilio and Semrush through two IPOs and a $3B acquisition, then C-suite and co-founder roles at Cynoia, Shroomwell and Hive Identity. Now building AI and open-source tools. Available for select engagements, fully remote.

This file is a plain-Markdown map of fmillan.com for LLMs and agents. Facts below match the website copy; if something is not listed here, do not assume it.

- Contact: [hello@fmillan.com](mailto:hello@fmillan.com)
- LinkedIn: [linkedin.com/in/felipemillan](https://www.linkedin.com/in/felipemillan)
- Location: Tallinn, Estonia · remote-first
- Focus: go-to-market, product-led growth, community-led growth, AI search visibility (GEO), building with AI-assisted development

## Pages

- [About](https://fmillan.com/about/): Self-taught, remote-first, still building.
- [Experience](https://fmillan.com/experience/): From co-founding Chile's first entrepreneurship agency to leading marketing and sales for Cynoia across 13 countries. Pick any role to go in depth.
- [Cynoia — Chief Marketing & Sales Officer](https://fmillan.com/experience/cynoia/): Led marketing and sales for Africa's all-in-one team workspace.
- [Shroomwell — Chief Marketing Officer](https://fmillan.com/experience/shroomwell/): Built the marketing division for a mycotechnology wellness brand.
- [Hive Identity — Co-founder & Chief Marketing Officer](https://fmillan.com/experience/hive-identity/): Co-founded a B2B KYC platform and ran marketing as CMO.
- [Semrush — Global Brand Evangelist & Influencer Marketing Manager](https://fmillan.com/experience/semrush/): First Global Brand Evangelist; part of the team through the ~$2B IPO.
- [SendGrid (a Twilio company) — Senior Community Development Manager, EMEA](https://fmillan.com/experience/sendgrid/): Nurtured and expanded the Accelerate program internationally, through the IPO and the Twilio acquisition.
- [Founder years — Chile and the early web](https://fmillan.com/experience/founder-years/): PymeFacil, Guubie, Biletu, SubmitMyStartup, Lanuu, Orange Media Labs.
- [Mentor, advisor, judge, organizer](https://fmillan.com/experience/mentoring/): Techstars, Startup Wise Guys, Katapult, Founder Institute and more.
- [GTM](https://fmillan.com/gtm/): I'm a builder-marketer. I run GTM — positioning, community, partnerships, product marketing — and I ship the product too.
- [Projects](https://fmillan.com/projects/): Nine projects: three products, three open-source tools, three in development. Pick one to go in depth.
- [Testimonials](https://fmillan.com/testimonials/): Recommendations from colleagues, founders and investors at SendGrid / Twilio, Semrush, Katapult Accelerator, Startup Wise Guys and more.
- [Contact](https://fmillan.com/contact/): If you think I could help your team, or you've got something interesting going on, just reach out. No formal pitch needed.

## Experience

- **Cynoia** — Chief Marketing & Sales Officer, 09/2024 – 03/2026. Led marketing and sales for a team workspace built for African distributed teams: native African languages, partnerships with telecoms and universities, cross-functional teams across Tunisia, Estonia, Senegal and Morocco. 6,000+ users across 13 countries, 10+ enterprise partners, 2 new markets.
- **Shroomwell** — Chief Marketing Officer, 09/2023 – 04/2024 (8 months), full-time and on-site in Tallinn. Built a net-new marketing division for a medicinal mushroom and mycotechnology wellness brand: brand strategy and positioning, product marketing for launches such as Shiitake Extract and Reishi and Chaga elixirs, digital and social, PR and communications, content, market research and growing the marketing team.
- **Hive Identity** — Co-founder & CMO, 05/2021 – 05/2023 (2 years, 1 month), full-time in Tallinn. Customer Identity Platform (KYC) for startups and small businesses. Oversaw marketing and growth and scaled a product-led, self-serve strategy. Raised a $500K seed round led by Isaac Saldana, founder of SendGrid. Built PLG from scratch until the war in Ukraine disrupted the team.
- **Semrush** — Global Brand Evangelist & Influencer Marketing Manager, 10/2019 – 04/2021. Worked with a 20,000+ member marketing influencer network; part of the team through the ~$2B IPO.
- **SendGrid (a Twilio company)** — Senior Community Development Manager (EMEA), 05/2016 – 05/2019. Nurtured and expanded the Accelerate startup program out of Europe into Africa, the Middle East and Latin America: 550+ startup accounts, 50+ accelerator partners, 14.2M social reach. Part of the team through the ~$1.5B IPO; after Twilio's $3B acquisition in 2019, kept doing the same work as part of Twilio.
- **Founder years (2000 – 2016)** — CTO & co-founder of PymeFacil (2010 – 2012), the first entrepreneurship agency in Chile: 93 startups helped launch, about 65% made it off the ground. Founder & CEO of Guubie.com (marketing automation for startups, 2011 – 2015), founder of Biletu.com (peer payments app, 2012 – 2015), SubmitMyStartup.com (2014), Lanuu.co (web builder, 2015 – 2016) and Orange Media Labs (web development, 2000 – 2016).
- **Mentor & advisor** — Startup Wise Guys (2016 – 2023), Katapult Accelerator (2017 – 2023), Techstars (2018 – 2020), Founder Institute Chisinau (2017 – 2020), TheFactory Oslo (2018 – 2020), Storytek Creative Hub (2018 – 2020), Fincube Istanbul (2019 – 2020), Global Innovation Catalyst (2021 – 2023). Judge for Start-Up Chile (2018 – 2021); board advisor for the SXSW Pitch competition (2018 – 2019).
- **Community** — Startup Grind Tallinn chapter director (2017 – 2019); Fuckup Nights Tallinn co-organizer (2017 – 2019). Investor in Mati Foods (2023 – present).

## Go-to-market, the way I see it

I'm a builder-marketer. I run GTM — positioning, community, partnerships, product marketing — and I ship the product too. 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.

- **Build an audience, don't rent one.** Community-driven growth is building an audience around your product instead of paying for attention.
- **Metrics that connect to revenue.** I know the difference between metrics that matter and vanity.
- **Product-led by default.** PLG is how I naturally think.
- **Close the loop between field and product.** What users experience goes back to the product team.
- **Different markets, same fundamentals.** The basics of building trust and communicating clearly work everywhere.

How it evolved: founder GTM in Chile with tight budgets (2010 – 2015) → ecosystems and communities at scale at SendGrid and Semrush (2016 – 2021) → owning the whole funnel as a co-founder and C-suite at Hive Identity and Cynoia (2021 – 2026) → builder-marketer in the AI era (2026 →). People increasingly ask AI assistants for "best tools for X" instead of running a search; if a site isn't structured for AI crawlers, it isn't in the answer. That gap is why I built BoostLLMs. 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. On Perch and AstroEdge, most of the code was written by AI agents directed against written specs — the agents are fast; the discipline is what keeps the output coherent.

## Projects

Nine projects: three products, three open-source tools, three in development.

### Products — live, for users

- [BoostLLMs](https://fmillan.com/projects/boostllms/): AI readiness scores for any website — and the fixes. Live product · free scan.
- [CheckLLMs](https://fmillan.com/projects/checkllms/): Audit your domain against 23 AI crawlers, graded 0–100. Free tool · no login.
- [Artkive](https://fmillan.com/projects/artkive/) (formerly Rolodex): Save every artist. Find them again fast. Free Chrome extension · in Web Store review.

### Open-source tools

- [Perch](https://fmillan.com/projects/perch/): Your Chrome tabs, scored. Close the ones that don't matter. macOS · MIT · 65 tests.
- [Coruro](https://fmillan.com/projects/coruro/): Your local Git repos as a readable Kanban board. macOS · open source · MIT.
- [Jooby](https://fmillan.com/projects/jooby/): A native macOS app for your job search pipeline. macOS · open source.

### In development — personal projects

- [AstroEdge](https://fmillan.com/projects/astroedge/): Landing pages personalized per visitor at the edge. Personal project · in development.
- [accesy](https://fmillan.com/projects/accesy/): One-line accessibility preference widget. 12 controls, 6 profiles. Personal project · in development.
- [Consentinel](https://fmillan.com/projects/consentinel/) (formerly Galletas4All): Self-hosted cookie consent on Cloudflare Workers + D1. Personal project · in development.

## Optional

- [Full content for agents](https://fmillan.com/llms-full.txt): every project page in Markdown, plus experience and testimonials.
- [Resume in Markdown](https://fmillan.com/index.md)