Second Company, Three Years of Lean Validation and Growth for Software Clients
Three-year Head of Growth role inside Second Company, applying lean-startup and growth-hacking methods to validate and scale software solutions for client brands including cpe.nl, bestetherapeut.nl, and brockmeyer.com.
Challenge
Second Company built and validated software solutions for client brands. Each client needed a different go-to-market: a proposition to refine, web content that converted, and acquisition channels that produced real signal — not vanity traffic. Repeat that across multiple clients simultaneously, on a startup-size team.
Approach
- Applied lean-startup and growth-hacking methods to validate software propositions before scaling acquisition spend
- Worked on developing the business proposition and web content per client — including cpe.nl, bestetherapeut.nl, and brockmeyer.com
- Executed Google Ads, LinkedIn Ads, and lead-generation campaigns calibrated to each client's stage
- Led a growth team that expanded to include a Junior Growth Hacker, remote agencies, copywriters, and specialist assistants
Results
"What we learned: a portfolio growth role across multiple early-stage software clients only works when the validation framework is the same and the channel mix is what differs. One playbook, many propositions."
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