Services

No-fluff
strategic
advisory.

For AdTech, MarTech, and data vendors at the inflection point — Series A through growth stage, $5M to $150M revenue, aiming to scale beyond $100M into a defensible international position. Engagements are focused, time-boxed, and built around shipping decisions, not manufacturing more options.

What I help with

Four
dimensions.

  1. US Market Entry

    GTM · Operations · Strategy

    A scalable GTM that harnesses network effects, with clear KPIs — market penetration, CAC, payback. Positioning rebuilt for US buyer expectations and the holdco vs. independent agency split. Product-market fit assessment grounded in adoption, retention, and the actual gap between what you sell and what the local market needs.

  2. Global BD

    Partnerships that compound

    Strategic alignment with holdcos, independents, publishers, SSPs/DSPs and platforms. Systematic pilot programs measured on pipeline growth and retention, not vanity logos. Built to survive a sponsor leaving — partnerships that compound through network effects, not personality.

  3. Monetization

    Revenue models for the next stage

    SaaS · DaaS · IaaS · PaaS — designed for both immediate revenue and long-term defensibility. Pricing, packaging, and the mechanics most decks skip: gates, expansion paths, MRR ladders, CLV. The difference between a quarter that looks real and one that ships.

  4. Org Design

    High-performance global teams

    Local talent — market-savvy, character first. Fewer layers, clearer ownership, measurable hiring speed and productivity. The single most-underestimated lever for foreign vendors landing in the US: get the people right or every other dimension stalls.

Why most vendors stall

The struggle
has a shape.

Foreign AdTech vendors landing in the US fail in predictable ways. Two short-term failure modes burn the first year; two long-term modes break growth past Series B. Naming them is the start of not repeating them.

Short-term failures

Misaligned market strategy

No clear read on the US market and no strong local connections — publishers, indies, holdcos from exec down to media teams. Without that depth, traction stalls in the first six months.

Lack of local talent

No dedicated US team. Sales strategy and partnerships either don't get built or get built by the wrong people. Wrong placements tank the business, bleed cash, and lose time to market.

Long-term failures

Scaling challenges

Operations sized for European or Asian markets don't flex to US scale. What worked at 5M ARR breaks at 50M. Architecture, hiring model, and motion all need re-engineering.

Product–market fit mismatch

Features built for European buyers don't survive contact with US expectations. The fix is rarely a port — it's a sharpening of features, pricing, and positioning to the local buying logic.

I've seen wrong placements tank the business, bleed cash, and lose time to market. Talent acquisition is paramount.

How the US plays differently

Two markets.
Two operating logics.

What works in Europe doesn't translate. Three structural differences decide which vendors survive the first 24 months.

In the US
In Europe
Tech requirements
Scalable, automated, real-time analytics. Performance is the contract.
Privacy and transparency-first. Engineering for compliance and trust.
Media buying logic
Data-driven. Performance metrics dictate spend. Efficiency is the metric of merit.
Relationship-led. Long-term partnerships and category positioning matter more than week-over-week dashboards.
Partner evaluation
Quick, measurable pilot results. Decision in weeks, not quarters.
Strategic fit. Pilot framing is exploratory; partnership decisions take longer and weigh on relationship and roadmap.
Where the opportunity hides

Four plays
most vendors miss.

01

Quality over price

The US programmatic market increasingly rewards engagement, conversions, and brand safety. Premium inventory and performance-grade signal outperform volume plays. Position for the engagement metric, not the CPM race.

02

Independents as the wedge

Independent agencies are agile, willing to test, and ideal for early-stage trials. They're also where product feedback loops actually close. Lead with indies; let proof points open the holdco doors.

03

Holdcos as the long game

Group agencies move slowly through internal approvals — but once integrated, they deliver long-term, high-volume partnerships. The right sequencing matters: indie traction first, holdco closure second.

04

Transparency as differentiation

In a saturated market, transparency, brand safety, and verifiable performance are real wedges — especially for international vendors competing against entrenched US incumbents who built around opacity.

The work

7-step audit
of your market
entry strategy.

The default engagement. Time-boxed. Built around shipping decisions, not stacking decks.

  1. 01

    GTM strategy development

    Data-driven plan with clear KPIs: penetration, CAC, revenue growth. Messaging tuned to US buyer expectations.

  2. 02

    Product-market fit assessment

    User feedback, adoption, retention. Adjustments to features, pricing, positioning.

  3. 03

    Market sizing (TAM · SAM · SOM)

    Realistic expansion goals grounded in addressable, serviceable, and obtainable market math.

  4. 04

    Sales and BD framework

    Systematic approach for partnerships and pilots, tracked on pipeline growth and retention — not vanity logos.

  5. 05

    Monetization and growth

    Flexible revenue models tracked on MRR and CLV — not bookings theater.

  6. 06

    Local talent and org structuring

    US team build-out with measurable hiring speed and productivity benchmarks.

  7. 07

    Compliance and privacy alignment

    GDPR → CCPA transition handled — real risk assessments and data-handling efficiency.

Get in touch

Start with a
30-minute call.

Tell me what you're working on. If it's a fit, we'll scope the engagement. If not, you'll leave with a sharper read on the market.

Book a 30-min call →