About
The short version.
I'm a technical e-commerce operator who spent 15 years on the brand side before becoming a consultant. I've been the person writing the brief, the person building the platform, and the person staring at the P&L — sometimes all three at the same time.
I built Beyond Peaks because I kept seeing the same problem: brands outgrow their agency but can't justify a €200K CMO hire. They need someone senior who can own acquisition, retention, and tech as one connected system — not three separate vendor relationships.
I take a maximum of five clients. You work with me directly. That's the entire model.
The Resume
- •15+ Years in E-commerce
- •Platform Architect & Solution Engineer
- •E-commerce Director (Major Retail Chain)
- •Account Manager: Pandora, P&G, Olympus
- •Founded, Scaled & Sold Own Brand
- •Belgium, US, UK, Singapore, Malta
What I actually did before this
I started in tech — designing and architecting e-commerce platforms, managing dev teams, and selling enterprise solutions to large retailers. That took me from Belgium to the US, UK, and Singapore.
From there I moved to the brand side: directing e-commerce operations for a major retail chain, then managing accounts for brands like Pandora, P&G, and Olympus.
Then I built my own e-commerce brand, scaled it, and sold it. That's where most of my opinions come from. When it's your own money in the Ads Manager, you develop a very low tolerance for vanity metrics.
Why I don't trust your ROAS number
Most agencies are incentivised to make you happy, not profitable. They'll show you a blended 8x ROAS and everyone high-fives.
But if your ROAS is up and your bank account is flat, something is wrong.
It's easy to inflate ROAS. Dump budget into branded keywords — people already searching for your name — and claim credit for revenue you would have earned anyway. It looks brilliant in a deck. It generates zero net new customers.
I focus on MER: Marketing Efficiency Ratio. Total money out versus total money in. It's a harder number to move, it doesn't always look impressive in a weekly report, but it's the only metric that proves we're actually growing your business rather than just taking credit for existing demand.
The typical agency report
You're paying for a good story.
What I track
Cash matches the dashboard.
How I work
Direct access
You have my WhatsApp. No account managers, no gatekeepers.
Honest numbers
I report on profit and MER. If something isn't working, you'll hear it from me before you notice it yourself.
No B-team
I design the strategy, I review the work, I own the outcome. That's why there's a five-client cap.
Proactive, not reactive
I don't wait for you to ask "what's next." Identifying the next opportunity is part of the job.
Outside of work
Belgian by birth, currently based in Malta. I've lived in five countries and I'm used to adapting quickly to new markets.
I train for marathons and triathlons. It's not a metaphor for anything — I just like it.
Is the fit right?
I'm selective about who I work with because I invest heavily in their success. If you're doing €2M+ and ready for a partner, not a vendor, let's talk.
Schedule a Discovery Call