Case study
Sendcloud
The outcome
Built Sendcloud's growth function from the ground up.
- Role
- Growth lead, PLG
- Timeframe
- 2026
Context
Sendcloud had product-market fit and a growing signup base, but no growth function to turn that traffic into activated, paying customers.
The company was moving from sales-led to product-led, and nobody owned the path from signup to revenue. My job was to build that ownership.
Approach
- 01
Introduced product-led growth to the organization
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
Built the experiment engine
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
- 13
- Ranked experiments in the activation playbook handed over to the team
Want this kind of teardown on your funnel?
Start with a Growth Audit: a short, paid teardown of your activation and retention, with the highest-leverage fixes ranked. You keep the findings either way.
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