I was on the founding team of HubSpot's freemium product, led product growth at GitLab through its IPO and at Astronomer, and now lead product growth at DigiCert. The through-line: turning people who use a product into people who pay for it, and building the systems that make that repeatable.
Now the people using a product include AI agents, and the seat is no longer the unit of value. These are the problems I work on with a few B2B SaaS teams at a time.
Joined the internal startup that became HubSpot's freemium product, now Sales Hub and the free CRM. Built the original PQL motion connecting product usage to sales, launched the community platform, and managed a 10-person team across support and onboarding.
Led a 10-person growth squad across acquisition, activation, conversion and expansion. Built the company-wide experimentation framework, designed the PQL motion from usage signals to sales, and partnered with the C-suite on a new free-user go-to-market model.
Owned the PLG roadmap, redesigned onboarding and the paywall experiences, stood up product analytics, and a cross-functional initiative to build new AI products.
Head of Product Growth, leading the unification of DigiCert's products onto a single platform. One account, one experience and one bill made it natural for customers to adopt more of the portfolio and expand on their own.
At Reforge, designed a PLG system linking product engagement signals to sales and marketing workflows. At OnScale, built the self-serve acquisition funnel and PLG playbook.
I've owned these numbers. I'll tell you what I'd do in your seat, and the mistakes I'd skip.
Signup, activation, the paywall and pricing are one system. I won't fix one and break another.
No invented revenue forecasts. If the data can't answer it, I'll say so and design the test that can.
I build AI-native B2B products of my own. It keeps my advice grounded in what building for agents actually takes.
Thirty minutes, no deck. Or see your funnel and pricing first with a free Growth X-ray.