My work
Case studies.
What I've built and owned. How I solve real business problems.
Built and ran
MarineTraffic
One vessel-tracking feed, four commercial products, defined by workflow rather than by feature.
Kpler AIS
Three positional networks merged into one verified feed, with a narrative five buyers recognise.
A stealth payments startup
Building a new checkout category from zero: definition, segmentation, and a six-stakeholder narrative.
WealthKarma
Selling retirement planning to people who don't know they need it. Co-founded through Antler Dubai.
Linagora
Eleven products and a services arm, unified into one commercial model. Built the function from zero to eight.
FoodVessel
A two-sided food marketplace, digitised. Seven buyer tools, two funnels and a 90-day Saudi entry plan.
Globcoin
Fifteen pursuits, three product lines, and nothing reusable between them.
Carbon Karma
My own company. The category argument that put us against voluntary offsets rather than inside them.
Briefed by the company
Fourteen companies set me a brief using a real problem in their business. I wasn't paid for these.
Sumsub
KYC for European gambling. Three buyers including the regulator, each with its own message.
Kisi
Video intercom across real estate, tech and healthcare. A competitor table with a counterpoints column, so a rep can use it live.
PhantomBuster
Should a LinkedIn tool chase customers who don't sell on LinkedIn? A TAM argument, and an honest answer.
WalletConnect
One SDK, three audiences, and a competitor set that includes Firebase.
Proton
Growth strategy for a twelfth product. One feature gate doing acquisition, conversion and cross-sell at once.
ChargePoint
Turning commissioned research into a segment nobody was addressing.
Air Products
Two unlaunched products, no customer access, and a value proposition written at the end of the chain.
Worldline
The obvious vertical was travel. I argued against it in the deck, and then the whole market closed.
GSK
Sixty-eight respondents, a prototyped app, and a hackathon winner I told them wouldn't reach most of the population.
CerQlar
The plan said the customer was everyone. I picked one, and years later they narrowed the other way.
Lean Technologies
A horizontal API suite, one vertical chosen, and the enablement to sell it.
Dojo
A terminal company's first online product, positioned against nine payment giants.
Chattermill
A function that did not exist yet, sequenced across twelve weeks.
xChange
No product access, so the evidence came from their own published customer stories.