Upperside Digital
Digital strategist with cross-channel skills, battle-tested by global brands. From socials to search or SEO, I’ve got it covered.
SaaS
Transformation
Role
Product Designer
Timeline
2018 - 2020
team
2 Enginners, 1 PM, me
Where
Web
Think Mad Men, but with noticeably better behavior, more data, and a lot less tobacco.
At Upperside, I worked closely with major players like Maserati, Club Med, Velux, and Campari, but the real adventure was helping start-ups and scale-ups in coworking and smart lighting carve out their digital identities.
Our secret weapon? Data-driven digital strategies. Every campaign, every piece of content, and every CRM initiative was shaped by insights and numbers, not just gut feeling. Those two years taught me how to blend creativity with analytics to make sure brands don’t just get noticed. They get results.
And as a bonus, joining Upperside meant integrating into a freshly created structure, helping it grow from the inside out. With all the rock’n’roll, lifelong lessons in agility and flexibility that come from building something new together.
Cracking the Code Between Heritage Brands and Agile Scale-ups
Writing compelling copy for iconic global giants is one thing; architecting digital authority for ambitious scale-ups is another. As I navigated daily between B2C luxury and B2B utility, I quickly realized that a search-optimized acquisition funnel for Velux couldn't simply be copy-pasted into a community-driven CRM loop for Silversquare. Each brand presented its own web of search intents, user behaviors, and conversion hurdles.
To turn these friction points into shared momentum, I spearheaded highly iterative content frameworks that empowered our performance teams to adapt on the fly. Working hand-in-hand with media buyers and data analysts, I focused on standardizing our SEO architectures, streamlining A/B testing for social copy, and structuring clear email segmentation models. By rallying our strategy around data-driven testing and systematically tracking performance metrics, we transformed fragmented creative ideas into an agile, highly repeatable conversion engine.
BEHIND THE CURTAINS
A quick deep-dive into how I build, scale and deliver measurable results