How I Work
The right conditions change the way a business grows.
Growth Greenhouse starts from a simple idea: sustainable growth is built when strategy, brand, Marketing, Growth, team and business begin working in the same direction.
How I think about growth
01
Strategy & Positioning
Before we grow, we need to know where we’re going. Strategy is about choosing: who we are building for, what need we want to solve, what category we want to play in, who we compete with, what makes us different and where our resources are best invested.
There is one sentence that guides much of the way I work: Strategy is choosing where to focus, and what not to do.
02
Brand, Marketing & Creativity
A clear brand gives everything that comes next a stronger direction. Before thinking about channels or acquisition, I work on the foundation: what the brand stands for, who it wants to be relevant to, what space it wants to own, and why someone should choose it. That is where identity, positioning, value proposition and narrative are built.
Once there is clarity, Marketing connects the brand with the market. For me, creativity and strategy do not live in separate places: creativity is one of the ways a strong strategy becomes visible, recognizable and relevant. When that foundation is clear, Growth has something solid to amplify and scale.
03
Growth Systems & Revenue
Growth starts when we know what is worth scaling. Once strategy, positioning and value proposition are clear, Growth turns that definition into a system capable of producing repeatable results.
That is when the work on acquisition, activation, conversion, retention, CRM, RevOps, experimentation and revenue begins. The goal is to move from isolated actions to a growth logic we can understand, measure and scale.
04
Leadership, Teams & Execution
Strategy also needs an organization capable of bringing it to life. After more than 20 years working across agencies, multinational companies, startups and scale-ups, I learned that the best team is not necessarily the biggest one: it is the one with the right capabilities for the stage of the business.
Part of my role is deciding when to build, when to hire, when to partner, and when the current structure can still do more. Because team, budget and time are part of the same strategic decision. Building capability is also building growth.
Strategy → Marketing → Growth → Revenue
01 · Decide
Strategy
Defines where to compete, which opportunities to pursue, who our ideal customers are and where to concentrate resources.
02 · Differentiate
Marketing
Builds a relevant, differentiated brand, translates the value proposition into messages and experiences, and generates demand.
03 · Experiment & Accelerate
Growth
Connects experimentation, channels and the customer journey to improve customer acquisition, activation, conversion and retention.
04 · Create Value
Revenue
Connects decisions to pipeline, revenue, Customer Acquisition Cost (CAC), Lifetime Value (LTV), profitability and sustainable growth.
The Growth Greenhouse Framework
01
Understand
Understand before deciding.
I want to understand how the business really works: its customers, product, numbers, market and the tensions it faces.
We analyze the business model, opportunities, customer journey and Ideal Customer Profile (ICP) to distinguish symptoms from real problems and find where the greatest growth potential lies.
02
Position
Find our place and a reason to choose us.
We define who we want to reach, which problem we solve better than other alternatives and how we will differentiate.
We work on Brand Positioning, the value proposition, segmentation and key messages.
A good positioning strategy doesn’t try to appeal to everyone. It aims to be especially relevant to the right people.
03
Build
Turn strategy into real capabilities.
We connect brand identity, narrative, creativity, channels, content, CRM, processes, technology and the team.
We build what’s needed so the strategy doesn’t stay in a slide deck and can become part of everyday work.
04
Activate
Bring ideas to market.
We activate prioritized initiatives, Go-to-Market strategies and acquisition, demand and conversion mechanisms.
We test our hypotheses to understand what generates interest, business opportunities and customers.
05
Learn
Turn data into better decisions.
We measure, listen and seek to understand why things happen.
We analyze Marketing & Revenue, acquisition, conversion and retention indicators to discover what works, what needs to improve and what we can learn.
Not every experiment works, but every experiment should help us learn something.
06
Scale
Do more of what demonstrates value.
When we find consistent signals, we focus resources, strengthen capabilities and expand what has real potential.
Scaling doesn’t mean multiplying efforts indiscriminately. It means growing without losing sight of efficiency, profitability and the people who make that growth possible.
Build with clarity. Learn with evidence. Scale with intention.