I build AI growth systems for regulated, high-trust businesses.
I am Head of Growth at a European fintech, running growth with AI agents in regulated markets. Outside work, I build small products and write Etak, a publication on growth in the AI era.
I am Head of Growth at a European fintech, where I run growth with AI agents in trust-heavy, regulated markets.
Before this, I spent around twenty years working across marketing, sales, operations, leadership, and company building. Outside my day job, I build and run small, useful products myself and write Etak on Substack, covering wayfinding for growth in the AI era.
Everyone uses the same AI models, so your advantage comes from the judgment, taste, and context of the people running them.
A few curious people who build things directly will accomplish more than a large department of coordinators.
Small operational loops that improve a little bit every single week add up to major advantages over time.
Entry-level repetition used to teach people the craft, so we need a new way to train beginners now that agents do that work.
The principles above come from building real growth engines that last after I step back.
8×
customer growth in nine months
AI content platform · Growth engagement
I rebuilt the go-to-market engine across acquisition, conversion, and partnerships. The important part: the team now runs the system independently.
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“Marcel is one of those rare operators who can run at truly any problem, execute relentlessly, pivot fast, share lessons back with the team, communicate delightfully, and collaborate joyfully. A true force multiplier for any team that wants to move fast without breaking things.”
“We brought Marcel on to scale affiliates, referrals, and customer advocacy. Long story short, Marcel exceeded our ambitious goals. He is a rare structured thinker that executes and leads with high precision. We’d love to have him back soon.”
Eddie WuBlaze.ai
“Natural born leader. Marcel is a versatile leader with a wealth of experience in HR, operations, marketing, and sales. Together with our skills and experience combined, we created some memorable campaigns that led to new opportunities and transformative growth. I’m jealous of anyone who gets to work with Marcel.”
Grace HouldsworthCreative Partner in Motion, Brand, Video & Design
“Marcel has been helping us with our marketing strategy and execution. He created a clear plan, provided regular updates on results, and, very importantly, the plan he is executing is already showing results. We are very satisfied with the professionalism of his work.”
Edward van den BerghGeneral Manager
“Marcel was absolutely critical in helping me build my online presence. His expertise and guidance were key in supporting me to create an effective website. Marcel differentiates himself by offering a kind, dependable, and trustworthy level of service, which is hard to find in this space.”
Patrick KellyFounder of Seichō
“After just a few minutes of discussing my project with Marcel, I knew I wanted to work with him. He asked insightful questions, not only about the technical aspects but also about the marketing strategy and how to authentically reflect my persona. I trust Marcel completely when it comes to design taste, language choices, and promotional advice.”
Ania SosinUrbanist, Interior Architect, Tutor
Small, useful products I build and run to solve specific problems and test new workflows.
Why: coming soon
Why: coming soon
Why: coming soon
Why: coming soon
Etak
I write Etak on Substack. It is about wayfinding for growth in the AI era, with practical notes on building systems, working with agents, and training teams to do great work.