Case study
Sendcloud
The outcome
The company had a growth function that could identify, test, and own growth opportunities systematically.
- Role
- Growth lead, PLG
- Timeframe
- 2026
Context
Growth lacked shared metrics and a structured experimentation process.
Sendcloud was moving from sales-led to product-led, and nobody owned the path from signup to revenue. The job was to build that ownership.
Approach
- 01
Built the cross-functional growth team
Defined the framework, the shared language, and the operating cadence. Growth went from an idea to a way the company works.
- 02
Defined activation
Named the aha and habit moments that predict retention, and made them measurable. The team got one number to rally around instead of a vague goal.
- 03
Established the experimentation system
Set up the experiment roadmap with ICE scoring and experiment cards, then handed over a playbook the team runs without me. Replaceable on purpose.
Results
- 0 → 1
- Growth function, framework and operating cadence built from scratch
- 40
- Ranked experiments in the activation playbook handed over to the team
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