Strategy, Execution, and Outcomes — as They Actually Played Out.

As commercial lead of Clevermann, I built a 20+ person marketing and sales organization, doubled monthly signed contract value and cut cost of sale from about 30% to below 10% of revenue, by finding and fixing where committed customers were still walking away.

As CRO Manager at audibene in Berlin, I drove more than 200 behavioral-science-led A/B tests across 11 international markets, delivered 20%+ cumulative conversion uplift in every market I worked on, and owned CRO for the Asian markets.

In a luxury property market squeezed by high interest rates, I tripled monthly leads, cut cost per lead by about 75%, tripled the contact rate and built an AI-powered lead system that now brings 10+ prospects to the sales gallery every week.

Paid ads have run through my whole career, from audibene in Berlin to Clevermann and a luxury real-estate developer in Vietnam. A solid CRO foundation lets me treat push and pull as different traffic, each with its own job in the journey, and judge every campaign by what it starts, not by clicks.

I designed and run a team of AI models (Claude, GPT, Gemini and open-source models) that research, write, review and produce video every day, on a self-managed server for about USD 85 a month, cutting the cost of an explainer video from about VND 650,000 to a few thousand dong.

Without a coding background, I act as product owner for AI tools built around workflows I know first-hand, from a voice-led video studio to a content studio and the web app my AI team runs on, defining the problem, specifying the solution, testing it and deciding what is good enough to use.

When German exam slots in Vietnam became a bottleneck for the business, I found a partner abroad and negotiated the German-Malaysian Institute's first partnership with a private company in Vietnam, securing priority exam scheduling for our candidates.