8-figure growth. €10M+ in ad spend. One repeatable system.
I develop the strategy, the goals and the budgets. Then I run the whole system that delivers them, day to day: acquisition, activation and retention.
Two minutes of scrolling shows you exactly how I work.
Erwin van Haren · Longines Global Champions"Keeps his promises. Involves you as a client in his thought process."
Installed. Here's what moved.
Three companies, three different problems, the same way of working. The numbers below are what came out the other side.
Acquisition, activation, retention.
The whole funnel, run as systems and built solo. Get the right buyers in, get them to value fast, keep them. Each one has a mechanism and a number behind it. AI does the execution, it isn't the story.
Acquisition
Buyers come in through paid, and I only keep spending where the maths pays back. Every creative earns its budget or gets cut at 2× CPA. Over €10M in spend run this way.
Activation
Most people sign up and never reach the point of the product. I rebuild the first session around where they actually drop, read from the data, and ship fixes weekly.
Retention
What customer success learns turns into a product fix. Cohorts get watched so churn shows up in the data before it shows up in revenue.
Spent €10M+ direct. Still films the hooks.
The paid number above comes from treating paid as an operating system, not a monthly guess. A strategy, then a roadmap you can actually run: creative volume, kill and scale rules, ad set structure, CPA multiples, the KPIs that matter and the ones that just look busy.
The questions the system answers
→ What do you do when 90% of budget piles into one creative and the other million assets starve?
→ How do you creative-test after splitting CBO into ABO without becoming an admin machine copy-pasting for Meta?
→ To hook rate or not to hook rate?
→ And when the test finally ran: can you actually read the results?
Argued it back when the market still bought follower counts. It took the industry years to get there. Working today at a company built on that thesis.
Thinking, in public.
I didn't film this ad.
A spec Alfa Romeo commercial built entirely with Pletor, Kling and Nano Banana.
Read it → EconomicsSora 2 is a financial trap.
The unit economics of AI video, run properly.
Read it → StrategyStop changing your pricing.
Retention mechanics beat pricing experiments.
Read it →Tag users by behavior to track retention
Quantifying experiment impact when attribution gets murky.
One product shot into 20× content
Flux, Imagen and Sora 2 in a production content pipeline.
Taken apart since age six.
I've always figured things out by taking them apart. Started at six with piano, no sheet music, just listening until it made sense.
Modeled for 20+ global brands during my studies. Liked numbers and complicated problems. The corporate path didn't appeal to me. I drifted.
Then I picked a direction and went fast.
Came at advertising backwards. Data management and CDPs first, ads second. Built a webshop, scaled it, watched it fail. Joined an agency, built and coached a team from scratch across paid, creative and strategy - while consulting for SaaS and enterprise clients at the top end of the market.
In 2017 I argued brands should stop chasing high-follower Instagrammers and bet on small, believable creators. The industry took years to agree. I now work at a company built on that thesis.
Tried learning Python. Failed. Somehow know my way around regex. Have two products in production. AI is part of how I scale execution, not the story.
That's still how I work. Just with growth systems now.
Most growth problems aren't strategic. They're operational. The insight exists. The fix is known. It just never gets installed properly.
That's where I work. Activation, retention, acquisition and the infrastructure underneath.
Stuck on a number? Let's take it apart.
Activation, retention, acquisition or the infrastructure underneath. Bring the problem, I'll bring the mechanism.
No autoresponder. I reply myself, usually same day.