Operator · Researcher
I run European asset-management marketing from the inside and measure it from the outside. Twelve years, €10M+ in acquisition budgets, seven EU regulators, five languages. Lately most of it goes to one question: which managers get cited when a European buyer asks an AI model, and why.
The short version: seven EU regulators, an MSc from the University of St Andrews, and a career that has run acquisition on both the retail brokerage side and inside institutional asset management. The longer version is below.
What I do now
Two things, and they feed each other.
First, I publish original research on how European asset management actually markets. The AI Share of Voice work tracks which fund houses language models cite when European buyers ask them questions, broken out by engine and by language market, and refreshed each quarter. The method is public and the raw data is public. Nobody else in this corner of the industry is measuring it, so I decided to be the one who does.
Second, I run a fractional CMO practice for boutique-to-mid asset managers who need senior marketing leadership without a full-time hire. Distribution strategy, multi-market launches, the attribution model, the parts that decide whether a launch works. Same operator, priced as a fraction.
The track record
I have run European acquisition across two very different worlds. On the retail side I led performance and referral acquisition at IG Group, work that Buyapowa featured and that Lunio put in its paid-social playbook. On the institutional side I sit inside asset management at Allianz Global Investors, where I have spoken on distribution and performance on an internal podcast.
Before that, running cross-border launches at FSG Berlin, I took Dutch brands into Germany from zero. AGU went from a name no German recognised to a brand you now spot on the streets of Berlin inside twelve months, and picked up Bike BILD’s Testsieger on the way. Building a market from nothing, in the local language, is a different discipline from optimising one that already exists, and it is the one European firms most often underestimate. The full timeline is on LinkedIn.
How I work
AI-native, not AI-theatre. I run my own practice on the same automation I build for clients, and I publish the experiments in the open, including the one where I generated 762 AI articles and measured exactly how few clicks they produced. Volume is not distribution, and I would rather hand you a working model than a slide about one. Everything I write, including the distribution operating model with its self-scoring scorecard, is built to be used.
Who this is for
This works best for a Head of Distribution, Head of Marketing, or CMO at a European asset manager, boutique to mid, on a multi-market horizon across Benelux, DACH, or Iberia. It is not a fit if you want a content mill or a junior team to outsource noise to. I trade in specific, defensible moves, not best-practice templates.