# 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.
- [Twilio — Senior Community Development Manager, EMEA](https://fmillan.com/experience/twilio/): Stayed on after the $3B acquisition to keep the startup program running.
- [SendGrid — Senior Community Development Manager, EMEA](https://fmillan.com/experience/sendgrid/): Nurtured and expanded the Accelerate program internationally.
- [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. 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. Built a net-new marketing division for mycotechnology wellness products.
- **Hive Identity** — Co-founder & CMO, 05/2021 – 05/2023. KYC platform for startups. 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.
- **Twilio** — Senior Community Development Manager (EMEA), 02/2019 – 05/2019. Stayed on after the $3B acquisition of SendGrid to keep the startup program running.
- **SendGrid** — Senior Community Development Manager (EMEA), 05/2016 – 02/2019. 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.
- **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. Eight products this past year: 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

- [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. In development.
- [AstroEdge](https://fmillan.com/projects/astroedge/): Landing pages personalized per visitor at the edge. Pre-launch · MIT.
- [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.
- [accesy](https://fmillan.com/projects/accesy/): One-line accessibility preference widget. 12 controls, 6 profiles. Open source · MIT · v0.1.0.
- [Artkive](https://fmillan.com/projects/artkive/) (formerly Rolodex): Save every artist. Find them again fast. Free Chrome extension · in Web Store review.
- [Consentinel](https://fmillan.com/projects/consentinel/) (formerly Galletas4All): Self-hosted cookie consent on Cloudflare Workers + D1. npm · MIT · 54 tests.

## 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)