B2B SaaS · Fintech
Agicap
Two and a half years as the sole performance lead for a European fintech — six markets, a US launch from scratch, and an ICP pivot — then continued ownership as a consultant.
Context
Agicap sells cashflow management software to businesses across Europe. As Performance Marketing Manager I owned the entire paid media operation solo — a scope typically handled by two to three specialists — across France, Germany, Italy, the UK, Spain, and later the US. After the full-time role ended, Agicap retained me as a consultant for audits, restructures and the US expansion.
What I did
- Owned paid acquisition end to end across FR, DE, IT, UK, ES — Google Ads, LinkedIn Ads, Meta, Microsoft Ads — including budgets, pacing and leadership reporting
- Launched the US market from scratch: demand gen strategy, campaign architecture, execution
- Pivoted targeting from SMB to mid-market — new ICP, messaging and campaign structure
- Built the LinkedIn lead generation strategy and demand generation program from the ground up
- Launched Microsoft Ads as a new channel and scaled it to profitability
- Integrated 6sense to improve demand measurement and attribution
- Worked to reduce CPL across markets while growing MQL and SQL volume
- As consultant: audits, campaign restructures, and pipeline-quality improvements across all channels
What it changed
A one-person paid operation that scaled across six markets and opened a seventh, with efficiency and pipeline quality improving at the same time — and a client relationship strong enough to continue past the full-time role.
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