I build B2B growth systems that turn product signals, demand and lifecycle into measurable revenue.
Get in touch→20+ brands. Tailored growth playbooks.
A selection of the teams I have worked with, from venture-backed SaaS to legacy retail. The throughline is pipeline that compounds long after the engagement ends.
Surfe
Yokoy
Gravity
FlyKube
Appycome
Triple8
Loyals Groep
Suitsupply
SmartRanking
Nextly
Stimmt Digital
Huray
Groeileaders
SommoSurfeYokoyGravityFlyKubeAppycomeTriple8Loyals GroepSuitsupplySmartRankingNextlyStimmt DigitalHurayGroeileadersSommoMarketing usually feels fragmented.
Product ships in one direction. Sales chases another list. Paid, lifecycle and content each report their own version of the truth. Leadership sees activity, not outcomes.
The channels are fine. The connective tissue is missing.
I connect product signal, pipeline and lifecycle into one system that compounds.
Audit the full journey, sharpen ICP, and expose where activation, revenue and retention are actually leaking.
Get Marketing, Product, Sales and RevOps working from one signal model and one set of KPIs.
Stand up lifecycle, ABM, PLG and demand programs on top of a CRM and reporting layer that scales.
Run against pipeline, ARR and CAC targets, then leave behind a system that keeps working after I do.
Five engagements
that moved the number.
Surfe
Own the full lifecycle motion, bridging self-serve product-led growth with high-touch enterprise sales.
Two disconnected motions, self-serve PLG and enterprise sales, competing for the same audience with no shared source of truth for activation or pipeline attribution.
Unified lifecycle and outbound under a single product-led signal model. Built the multi-stakeholder campaign system the AE and BDR teams run on today, and a persona-based onboarding motion. ABM at scale, replicating human-type outreach but automated.
$1M+ in quarterly pipeline generated from outbound programs, with the self-serve onboarding motion on pace to add $250K+ ARR per quarter.
AcePlace
Fractional growth consultancy for B2B SaaS clients on GTM strategy, demand gen and marketing automation.
Scaling B2B SaaS companies needed senior growth leadership without the cost or ramp-up of a permanent hire, and needed it to move numbers, not decks.
Embedded as fractional Head of Growth across a portfolio of clients. Built the full stack (ICP, demand gen, lifecycle, CRM, reporting) and ran teams of 2 to 8 through delivery.
Standout engagements saw ARR grow as much as 47% and qualified leads increase 104%, delivered end-to-end from strategy through execution.
Gravity / Triple8
Led demand gen across a portfolio of clients at Gravity, and scaled Triple8 from launch to Dutch market leader before leading international expansion.
A domestic leader needed to defend the Netherlands while opening three new language markets without losing efficiency.
Rebuilt the acquisition engine around ICP-first campaigns, localized funnels for English, Spanish and German markets, and installed the reporting layer to run all four in parallel.
31% average yearly ARR growth and 100%+ average yearly client base expansion during the international rollout, with NL market leadership secured and successful entry into three new geographies.
Yokoy
Stepped in after the in-house Head of Demand Generation departed, stabilised the function, and reset the pipeline model.
Leadership gap at the top of the funnel, weak ICP definition, unscored leads, and a CRM that wasn't reflecting reality.
Redefined ICP and lead scoring, rebuilt outbound cadences, restructured the CRM, and led a team of six alongside agency partner DEPT.
2.5x inbound leads and 5x MQLs during the interim window, rebuilt from a low baseline and handed back to the incoming permanent hire with a working system.
FlyKube
Worked directly with CEO Paolo Giordano to squeeze more efficiency out of a €100K+ paid budget.
Paid acquisition was scaling spend faster than it was scaling ROI, and testing was ad-hoc.
Instrumented a disciplined A/B testing program across creative, landing pages and audiences, tightened CRM segmentation, and tied every campaign back to CAC and ROI.
27% ROI increase, 20% CAC reduction, and a 15% conversion lift from structured A/B testing.
Stack & skills.
The instruments. What matters is how they compose into revenue.
Demand Gen & Outbound
Google Ads
LinkedIn Ads
Ahrefs
Apollo.io
lemlist
Instantly
Reply.io
Outreach
La Growth Machine
Bombora
WebflowLifecycle & Email
Customer.io
Mailchimp
Brevo
Adobe Campaign
Marketo
HTML
CSSCRM, Automation & Ops
Salesforce
HubSpot
Pipedrive
Asana
Slack
Claude
Linear
ClickUpData, Analytics & Reporting
Google Analytics
GTM
Looker Studio
Power BI
BigQuery SQL
HexSix languages. One working vocabulary.
Barcelona-based.
Driven by the number.
I'm a B2B SaaS growth marketing leader with 10+ years scaling companies from early-stage to enterprise-ready. Most recently at Surfe, where our platform serves 50,000+ sales professionals and counts Google, Clay, HubSpot, and Pipedrive among our clients.
Before Surfe, I ran AcePlace, my own growth consultancy, working fractionally with B2B SaaS clients on GTM strategy, demand gen, and marketing automation. Selected engagements saw ARR grow up to 47% and qualified leads up to 104%. Earlier, as a fractional Head of Demand Generation for Gravity, a growth agency, I led demand gen across a portfolio of clients and helped scale an AI subtitling platform (Triple8) from launch to Dutch market leader before leading its international expansion.
My background spans lifecycle marketing, ABM, demand gen, and marketing automation, with hands-on ownership from GTM strategy down to HTML email production at scale.
When I'm not deep in metrics, I'm usually on a basketball court, exploring somewhere new with my girlfriend Pipa and our dog Kika, or learning just enough of a language to sound like I know what I'm doing.
George combines strategic clarity with founder-level appetite. He builds systems that keep working after he leaves.
A rare marketer who speaks engineer. George bridges strategy and implementation without missing a beat.
Let's talk.
Scaling a B2B SaaS and need a growth leader? Let's talk.
