Head of Growth at ICONOMI | AI and Growth Marketing guy | E-commerce & Ad Scaling Specialist | Driving Growth & Building High-Performance Teams

I help fintech + investment products grow without hype by turning trust, onboarding, and distribution into compounding advantages.

With over 10 years of experience in strategic marketing and growth, I possess key skills in growth marketing, SEO, paid social media management, team leadership, and data analysis. My industry experience in Web3, fintech, and e-commerce allowed me to grow a Fintech B2B portfolio by 300% in 1 year by implementing lead generation content, thought leadership, PR, and PPC strategies.

Responsible for designing, approving, and managing advertising/marketing campaigns that are compliant with the financial promotion regime in the UK and Europe (FCA and MICA).

Matic Jug

We're expanding our marketing team at ICONOMI 😎 

We’re looking for two roles:
- Senior Media Buyer 
- Lifecycle Growth Manager

Type of work: Hybrid (work from home & office presence in Ljubljana required)

Apply here:
https://lnkd.in/dqYvv3HU
https://lnkd.in/dMCmuGZk

#job

Growth Strategist for Fintech & E-commerce – I help digital finance platforms scale trust and revenue (Head of Growth @ ICONOMI, +300% B2B growth)

E-commerce can ship 12 landing page variants in a week. Fintech debates button copy for a month.

I watched this pattern repeat a lot.

The e-commerce company would A/B test checkout flows, messaging, offers—sometimes multiple experiments running simultaneously. 

The fintech team would schedule meetings about meetings to discuss whether changing "Start investing" to "Get started" required legal review.

Same hunger for growth. Completely different velocity.

Here's what's actually happening:
The feedback loop is the product and e-commerce optimizes for purchases. You change something, sales go up or down, you know in 48 hours. Fintech optimizes for deposits, which happen after onboarding, after ID verification, after the user reads 47 pages of disclosures they didn't want. By the time you get signal, you've forgotten what you tested.

Fear masquerades as diligence, where e-commerce assumes the customer will complain if something breaks. Fintech assumes the regulator will. So every change gets reviewed by compliance, legal, sometimes product counsel. Not because it needs to be—because nobody wants to be the person who didn't ask.

The infrastructure punishes iteration. E-commerce runs on Shopify, Webflow, whatever. Non-technical people can ship. Fintech runs on legacy banking rails where changing a form field requires a deploy, a staging environment, and three engineers who are already underwater. The tools make speed impossible.

What fintech can steal:
- Build compliance review into templates, not every decision. If the message structure is pre-approved, you can test variants inside that structure without asking permission seventeen times.
- Shorten the loop. Test microcopy, social proof placement, reassurance elements—things that don't touch regulated disclosures but still move conversion.
- Stop conflating risk with perfectionism. Most things you're afraid to test aren't actually dangerous. They're just unfamiliar.

What's one experiment you wanted to run this quarter but didn't—and what stopped you?

Most fintech products confuse friction with fear. That's why their onboarding "works" but users still ghost them.

If you ask your growth team how many users who finish KYC actually deposit, will you get an answer?

Turns out many of "activated" users never fund their accounts. The real drop-off isn't the registration form. It's what comes after.

Here's what we usually miss:
Friction = "This is annoying" 
Too many steps. Confusing copy. Slow load times. Users complain. But they finish anyway if they trust the outcome.
Fear = "This feels unsafe" 
Unclear what happens to my money. No idea who sees my data. Can't tell if this is reversible. Users don't complain. They just leave.

Your KYC flow can have low friction. Upload ID, selfie, done in 90 seconds.
But the deposit screen? If there is no explanation of where funds go. No visible security signals. Generic "Add money" CTA with no context about limits, timing, or protection.

That's not friction. That's fear wearing a clean UI.

What can you change: Add three lines of copy above the deposit button. Bank-level encryption. Insured. Funds available instantly.

Deposit rate will go up in two weeks. I guarantee. Same flow. Same steps. Different trust layer.

You can smooth out every click in your funnel. But if users don't believe their money is safe, they won't move.

Where in your product are you optimizing friction when the real problem is fear?

Co-founder of VOI Social Impact Ltd (VOI), a social enterprise that promotes peace, stability and economic development in fragile communities using an effective methodology and SaaS platform, developed at the University of Cambridge and implemented successfully with the UNDP.

VOI works with private companies, DFIs, INGOs and International Organisations to create positive social impact in communities affected by fragility and conflict worldwide. 

We bring stability to the regions where companies operate and help them drive their business sustainably! 

Peace is Good for Business!

Co-founder & CEO

China Construction Bank (London) Limited

Originating, structuring and executing project finance transactions and loan facilities for Corporate clients and Sponsors in Europe and the UK focusing on infrastructure, energy and real assets sectors.

Our transactions include project finance facilities (single or multi project portfolio financing, with or without construction risk), acquisition finance facilities, secured and unsecured term loans (bilateral and syndicated).

Project Finance Manager

Societe Generale Corporate and Investment Banking - SGCIB

Originating, structuring and executing tax and non-tax based leases and structured, tailor-made financing solutions for SocGen's corporate clients and financial institutions.

Senior Associate - Structured Finance & Asset Finance 

Société Générale

Conducting advisory and audit projects for all of Société Générale Group's activities in France and abroad, including retail banking, corporate and investment banking, transaction banking, private banking, investment management, and specialized financial services and insurance, on behalf of Société Générale's top management.

The General Inspection Program is a highly competitive graduate program (<3% of approval rate), developing solid skills in audit, strategic and financial analysis, a broad insight and experience in all banking activities and an international work environment.

General Inspection

Montepio

Research project at the Trading and Treasury Department, Equities Desk, of the Portuguese mutual savings bank Montepio.

Market Analyst - Equities Desk

Leadership Business Consulting

Summer internship in Business consulting. 
Participation in several consulting projects for Angolan and Mozambican clients from Oil & Gas to Banking.

Business Analyst - Management Consulting

iMatch - Creative Collaboration

Summer intern responsible to conduct market research on client prospects and business opportunities.

Summer Intern - Business Development

Millennium bcp

Summer internship in the Contact Center of Millennium BCP - 2nd largest private bank in Portugal.

Summer Analyst - Banking Customer Service

AIESEC

Main responsibility was to close partnerships with NGOs supporting our volunteering projects.

Team Member of Sales & Projects Department

Ministry of the Economy and Employment - Bureau for Strategy and Studies

Contributing to an academic publication about the forecasting quality of GDP components and a report on the Portuguese footwear industry.

Research Assistant - Economic Research

Hi, and welcome to my profile! Don’t know me yet? Let me help you a bit:

Entrepreneurial and Social Work:

• Co-founder and CEO of VOI Global (VOI).

• VOI is a social enterprise that promotes social cohesion, development and stability in fragile communities using an innovative approach developed at the University of Cambridge and a SaaS platform.
 
• VOI was successfully implemented with the United Nations Development Programme (UNDP) in Guinea-Bissau and Search for Common Ground in Burkina Faso, achieving outstanding results.

https://www.voiglobal.com/


Professional:

• Almost 9 years of work experience in corporate and investment banking, namely: 
◦ Project Finance Manager at China Construction Bank (CCB) in London, having originated, structured and executed debt financing facilities for projects across multiple sectors: Energy (Renewables, O&G midstream and downstream), Core Infrastructure, Digital Infrastructure, Transportation.   

◦ Structured Solutions, Asset Finance and Leasing Associate at Société Générale Corporate & Investment Banking in London with cross-sector coverage from IT, Digital Infrastructure, Telecom, Transport (Rail, Aircraft, Shipping).

• International work experience in Paris, London, New York, Sao Paulo, Mexico City, Casablanca, Warsaw, Prague and Frankfurt.


Education:

• Successfully passed the CFA Level I exam in December 2017.

• Bachelor and Masters of Science in Economics from Nova School of Business and Economics in Portugal (ranked No. 21 in the 2023 Financial Times European Business Schools Ranking).

• Fluent in 4 languages (Portuguese, English, French and Spanish).


Personal:

• Co-organized the 2nd edition of EY Entrepreneurship Competition, with over €5,000 in prizes for the start-up participants, in Lisbon, Portugal.

• Co-founded a Debate Club at Nova University of Lisbon and was Head of External Relations and Partnerships.

• Participation in the Model of European Union of 2014 in Strasbourg as Member of European Parliament (MEP).

• +10 years Dancer of Salsa, Bachata and Kizomba, having participated in more than 50 festivals worldwide.

• Swimming passionate, having trained and completed a 5,000 meters swim to fund Cancer Research in the UK.

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