Building B2Bbrands thatdrive pipeline.
I'm Alex, Marketing & Growth Lead for B2B tech. I help technical founders turn innovation into brand, brand into marketing, and marketing into pipeline growth. Often as the first commercial hire.
B2Bmarketingismisunderstood.
Mostpicturelogosandassumerationaldecisions.
Theythinkcomplexitysignalscredibility.
Theythinkbroadertargetingdrivesbiggerresults.
It'stheopposite.
B2BismorehumanthanB2C,notless.
Youspendmoretime1-on-1withcustomers,notless.
B2Bmarketingisaboutfacesandemotions,notlogos.
Aboutbeingremembered,notshowingoffsophistication.
Aboutearningword-of-mouthbystandingout,1marketand1customeratatime.
That'swhyeverybrandIbuild,everyassetIcreate,andeverygrowthprocessIdesignrestsonthreepillars:simple,relevant,anddifferentiated.
Simpleforcustomerstounderstandandremember,andsimpletoscale.
Relevanttocustomersandtoyournaturaledge.
Differentiatedfromhowcompetitorslookandact,becauseifyouwanttolead,youcannotfollow.
Marketing & Growth Lead
- First Hire: Building the marketing and growth function from zero for an AI startup for energy trading (backed by Alliance VC & Sondo Capital).
- Research: Conducting customer and competitor research to land a clear, differentiated brand and positioning.
- Strategy: Developing the marketing and GTM/channel strategies, identifying target markets and ICPs, and building ranked lead lists.
- Execution: Generating demand, qualifying leads, and leading pilot and sales meetings end-to-end.
- Pipeline: Helping to grow the German pipeline to 12/35 Tier 1 ICP accounts.
- Product-led: Preparing the move from sales-led to product-led by simplifying UX/UI for self-serve and instrumenting usage.
Positioning that turns intros into pilots
Created the 'Putting the "algo" into algotrader' narrative and turned it into Versiro's positioning and pitch. 100% of calls convert now into technical deep-dives.
Rebrand from Macro-Eyes to Pendulum
Led the full rebrand of an AI supply-chain & navigation company — brand story, values, positioning, personas, identity, website and demos. Built the marketing function around it.
Original research that drove pipeline
Conducted research and interviewed industry experts in Global Health, the US Department of Defense and supply chain, to create original content. Gated and promoted on Linkedin, the content drove direct pipeline for Pendulum.
Kickstarter that 21×'d its goal
Built and ran the marketing, GTM and operational forecasting for Fjorden's Kickstarter — a consumer photography hardware launch (later acquired by Leica).
Education
- London School of EconomicsMSc Operations Research & Analytics — Distinction for Thesis "Predicting M&A activity using Machine Learning"2017—18
- University of QueenslandUndergraduate Exchange — Finance Major, GPA 6.3/72016
- Maastricht University (SBE)BSc International Business, Finance Major — cum laude, top 5%2013—16
Languages
- GermanNative
- EnglishNative
- FrenchBasic