Pablo Asensio

8percent Growth

I work with SaaS to break through growth bottlenecks and scale efficiently. 
8percent Growth is the vehicle I’ve built to deliver this, whether as a Fractional Growth Officer, Advisor, or Interim Leader.

💡 Who I Help & How:
I partner with B2B SaaS ($500k–$10M ARR) facing:
✅ Stagnated Growth – Things were working well, but now they’re not.
✅ Scaling Challenges – Growth is happening, but the next milestone feels out of reach.
✅ PLG Friction – The product should drive acquisition and expansion, but it’s not clicking.

📊 Services:
🔹 Fractional Growth Officer – Hands-on leadership for SaaS and marketplaces ($1M–$10M ARR).
🔹 Growth Advisor – Ongoing strategic guidance for B2B SaaS ($500k–$3M ARR).

🚀 Clients & Experience:
I’ve worked with Seed to Series B startups across SaaS, Marketplaces, Fintech, AI and more. 
Some of the companies I’ve partnered with:
🔹 Appjobs
🔹 TallyMoney
🔹 Cohabitas
🔹 TalentPools
🔹 Dante AI
🔹 GeoNode

➡ Need to unlock scalable growth? 
Let’s chat: 8percentgrowth.com/lets-grow

Founder

For SaaS and marketplaces ($1M–$10M ARR) needing hands-on Growth leadership.

Fractional Chief Growth Officer

For B2B SaaS ($500K–$3M ARR) seeking ongoing guidance on Growth and PLG.

Growth Advisor

GrowthMentor

Providing 1:1 mentoring to tech entrepreneurs, startup founders and growth and marketing practitioners. GrowthMentor is an invite-only curated platform of startup founders and growth marketing mentors with proven expertise in growth marketing.

Mentorship is an energising experience for me, allowing me to hone my abilities, switch contexts and challenges, and contribute to the community that fuels my passion. I’m here to share practical advice and insights that help tackle the big challenges of starting and scaling a business. 

Talk to me about:
•	Go-To-Market strategies
•	Idea validation and finding Product-Market Fit
•	Growth levers, processes and frameworks
•	Improving your conversion rate and Product-Led Growth 
•	Growing your growth team

I’m all about turning obstacles into opportunities for growth.  Let's chat: 
https://app.growthmentor.com/mentors/pablo-asensio?ref=eddce97f89

Some reviews:
•	"𝑊ℎ𝑎𝑡 𝑎 𝑔𝑟𝑒𝑎𝑡 𝑚𝑒𝑒𝑡𝑖𝑛𝑔. 𝐼 𝑙𝑒𝑓𝑡 𝑤𝑖𝑡ℎ 𝑡𝑜𝑛𝑠 𝑜𝑓 𝑖𝑑𝑒𝑎𝑠 𝑓𝑙𝑜𝑤𝑖𝑛𝑔 𝑎𝑛𝑑 𝑃𝑎𝑏𝑙𝑜 𝑤𝑎𝑠 𝑎 𝑔𝑟𝑒𝑎𝑡 ℎ𝑒𝑙𝑝 𝑖𝑛 ℎ𝑒𝑙𝑝𝑖𝑛𝑔 𝑚𝑒 𝑔𝑎𝑖𝑛 𝑠𝑜𝑚𝑒 𝑐𝑙𝑎𝑟𝑖𝑡𝑦 𝑎𝑛𝑑 𝑖𝑛𝑠𝑖𝑔ℎ𝑡!"
•	"𝑃𝑎𝑏𝑙𝑜 𝑤𝑎𝑠 𝑡ℎ𝑜𝑟𝑜𝑢𝑔ℎ𝑙𝑦 𝑝𝑟𝑒𝑝𝑎𝑟𝑒𝑑 𝑎𝑛𝑑 ℎ𝑒 ℎ𝑒𝑙𝑝𝑒𝑑 𝑚𝑒 𝑢𝑛𝑑𝑒𝑟𝑠𝑡𝑎𝑛𝑑 𝑏𝑒𝑡𝑡𝑒𝑟 𝑤ℎ𝑎𝑡 𝑜𝑝𝑡𝑖𝑜𝑛𝑠 𝐼 ℎ𝑎𝑣𝑒 𝑚𝑜𝑣𝑖𝑛𝑔 𝑓𝑜𝑟𝑤𝑎𝑟𝑑. 𝐻𝑖𝑔ℎ𝑙𝑦 𝑟𝑒𝑐𝑜𝑚𝑚𝑒𝑛𝑑𝑒𝑑! "
•	"𝑊ℎ𝑎𝑡 𝑠𝑡𝑜𝑜𝑑 𝑜𝑢𝑡 𝑤𝑎𝑠 𝑃𝑎𝑏𝑙𝑜'𝑠 𝑤𝑖𝑙𝑙𝑖𝑛𝑔𝑛𝑒𝑠𝑠 𝑡𝑜 𝑔𝑜 𝑡ℎ𝑒 𝑒𝑥𝑡𝑟𝑎 𝑚𝑖𝑙𝑒."
•	"𝑃𝑎𝑏𝑙𝑜 ℎ𝑒𝑙𝑝𝑒𝑑 𝑚𝑒 𝑤𝑖𝑡ℎ ℎ𝑖𝑠 𝑙𝑎𝑟𝑔𝑒 𝑒𝑥𝑝𝑒𝑟𝑡𝑖𝑠𝑒 𝑖𝑛 𝑙𝑎𝑢𝑛𝑐ℎ𝑖𝑛𝑔 𝑝𝑟𝑜𝑑𝑢𝑐𝑡𝑠 𝑎𝑛𝑑 𝑠𝑒𝑡𝑡𝑖𝑛𝑔 𝑢𝑝 𝑚𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑐ℎ𝑎𝑛𝑛𝑒𝑙𝑠 𝑓𝑜𝑟 𝑛𝑒𝑤 𝑙𝑒𝑎𝑑𝑠. 𝑊𝑜𝑢𝑙𝑑 ℎ𝑖𝑔ℎ𝑙𝑦 𝑟𝑒𝑐𝑜𝑚𝑚𝑒𝑛𝑑!"
•	"𝑆𝑒𝑠𝑠𝑖𝑜𝑛 𝑤𝑖𝑡ℎ 𝑃𝑎𝑏𝑙𝑜 𝑤𝑎𝑠 𝑎𝑤𝑒𝑠𝑜𝑚𝑒! 𝐼 𝑤𝑎𝑠 𝑠ℎ𝑜𝑐𝑘𝑒𝑑 𝑏𝑦 ℎ𝑜𝑤 𝑚𝑢𝑐ℎ ℎ𝑒 𝑝𝑟𝑒𝑝𝑎𝑟𝑒𝑑 𝑓𝑜𝑟 𝑡ℎ𝑒 𝑐𝑎𝑙𝑙 𝑎𝑛𝑑 ℎ𝑜𝑤 𝑑𝑒𝑒𝑝 ℎ𝑒 𝑤𝑎𝑠 𝑤𝑖𝑙𝑙𝑖𝑛𝑔 𝑡𝑜 𝑔𝑜 𝑜𝑛 𝑜𝑢𝑟 𝑓𝑢𝑛𝑛𝑒𝑙 𝑎𝑛𝑑 𝑝𝑟𝑜𝑑𝑢𝑐𝑡 𝑒𝑥𝑝𝑒𝑟𝑖𝑒𝑛𝑐𝑒."

Growth and Marketing Mentor

Reforge

Reforge is masterclasses for experienced practitioners -across growth, product, data, engineering and marketing- who want to continue levelling up their skills.

Programs completed: Growth Series, Growth Leadership, Advanced Growth Strategy and Product-Led Growth.

Member

The Scale Up Collective - Go-to-market for challengers

The Scale Up Collective works with challenger brands to scale their business.

Clients range from B2B SaaS to B2C e-commerce and include HomeViews, Pockit, Seatfrog, Naurt, Juno, Bikmo, Propelle, Geckoboard, Jarvis/PensionJar, Mind Data.

My (maternity cover) role as Portfolio CMO:

• Designed Go-To-Market, customer segmentation and journeys aligned with the business needs to generate leads, conversions, customers and revenue
• Created marketing and growth frameworks and implemented these with the Portfolio teams 
• Led and mentored marketing teams to deliver the multichannel marketing strategies (organic, paid, SEO, CRM and others) I created

Portfolio CMO (maternity cover)

Appjobs

At Appjobs we try to increase the return of work [i.e. more money and time] for gig workers. We introduce job seekers to gig work and help them optimise and advance it while owning and leveraging their data. 

Unveel.io helps gig workers own and leverage their data by making it portable so they can share it with services and platforms to get proper insurance, affordable loans and more options to advance with their careers. Think of Open Banking / PSD2 for the gig economy platforms. 

Appjobs.work helps gig workers optimise and advance their work with apps by porting their work data, earning better with data-driven recommendations, defining and reaching their earning goals and getting incentivised for working in specific ways. Think of a superfinance app for gig workers. 

Appjobs.com introduces job seekers to gig work by matching them with the gig platforms that fit their location and preferences. Think of a marketplace which is the single point of access to gig work.

Growth Director

Clim8 Invest

Clim8 Invest aimed to make an impact on climate change with individuals´ savings. 

At Clim8, our mission was to move billions of pounds of investments into clean energy and truly green, sustainable companies.

Company winded down.

Head of Growth | Fintech for Sustainable Investment 

Jaja Finance

We are on a mission to create beautiful simplicity where there is needless complexity. Or as we like to say, we Make Simple.

We believe your money should be as fluid as your life. And the credit card as we know it is anything but. It’s a product that is traditionally overly complicated, loaded with hidden fees and cumbersome to manage. It just makes no sense to us.

In a world where you can Uber a taxi or Deliveroo your next meal – why can’t you manage your credit card in the same way – with an app, at one tap, in an instant.
 
Jaja is the UK’s first credit card, built from the mobile-up. Making the credit card simpler, fairer and easier to manage.

Head of Growth | Fintech for Credit Cards

Virgin Money

Virgin Money was building a revolutionary all-digital mobile bank from scratch, an app designed to make everyone feel good about their money, with customers at the heart of everything we do. 

Project shut down upon company´s takeover by CYBG.

Lead Digital Acquisition Manager | Mobile Bank

Various Startups

Key assignments include:
• Virgin Money, a new all-digital banking app launch with 10x Banking / May-Sep.
2018
• Crowdscores, live football app driven by real-time data powered by intelligent
crowdsourcing / Apr. 2017-Apr. 2018
• Optimus Education, a company supporting schools' professional development /
July 2016-Mar. 2017
• Campus Society, a social network and community app where university students
connect academically and socially / Oct. 2015-July 2016
• Hubbul, a marketplace connecting contractors/freelancers with tech employers /
Apr.-Sep. 2015

(Interim) Head of Growth and Marketing

CrowdScores

Head of Marketing and Growth

Helping startups and scaleups grow faster | Growth and Marketing leader | Fractional CMO | Fintech | Reforge

SaaS Growth stuck? Let’s fix that.
Most SaaS teams hit one of three roadblocks:
1️⃣ Stagnated ARR → Growth is inconsistent or slowing down.
2️⃣ Scaling pains → Current strategy isn’t built for the next stage.
3️⃣ PLG friction → Activation, retention, or expansion aren’t clicking.

That’s where I come in.

I help SaaS ($500k–$10M ARR) remove bottlenecks and unlock scalable growth through:
📊 Fractional Growth Officer → Hands-on leadership for teams that must move fast.
🎯 Growth Advisor → Strategic guidance for founders and teams looking to accelerate growth.
➡️ More details at 8percentgrowth.com

Results in Action:
📈 From plateau to scale → Grew ARR from €925k to €3M (HR Tech, B2B SaaS)
📈 Scaling up efficiently → Increased customer acquisition by 120% (Gaming, B2C)
📈 Optimising PLG → Drove ARR +45% & leads +26% while cutting CAC 48% (EdTech, B2B SaaS)

Why Work With Me?
I’ve spent 20+ years driving Growth, spanning seed to Series B, with two exits and one IPO.
📌 Data-led growth across marketing & product
📌 B2C & B2B SaaS in Fintech, HR Tech, Marketplaces, AI, Gaming and more
📌 First-hand experience leading Growth at the Head of / C-level

I built 8percent Growth to help SaaS move faster, scale smarter, and grow predictably.

📩 Let’s talk if:
✅ You’re stuck at a revenue ceiling and need to unlock scale.
✅ You’re scaling fast and need the right growth strategy.
✅ You’re shifting to PLG and want to optimise activation and expansion.

➡ Drop me a message or visit 8percentgrowth.com/lets-grow to see if we’re a fit.

"Thanks for your feedback. We'll add it to the roadmap."
(SaaS translation for: "we'll bury it in Notion and never look at it again"). And while you're still digesting that feedback…

⚠️ Users churn
⚠️ Insights rot in docs
⚠️ Your roadmap drifts away from your user reality

Collecting feedback is pointless if you don't act on it (fast).

The best SaaS teams treat feedback like oxygen:

🗣️ Fast Feedback squad >>> not just CS or Product. A cross-functional war-room that owns the signal and translates it into action.

🗣️ Filter the noise >>> your loudest users aren't always your best users. Look for repeated friction, power-user blockers.

🗣️ Close the loop quickly >>> even a 24-hour "we heard you" acknowledgement keeps users sticky. Ship from "feedback-mode" to "now they're advocates".

🗣️ Automate the boring bits >>> stop tagging tickets in Slack. Pipe insights straight into a backlog for analysis and potential actions.

🗣️ Measure speed-to-impact >>> how long from "user said it" to "product shipped it"? That's a real Growth KPI.

Your users' feedback is pointless if you don't act on it.
Get the right feedback loops in place, and it will bring your product (and revenue) momentum.

PLG and data-driven Growth for B2B SaaS ($500k–$10M ARR) 💪🏽

If I were a SaaS stuck at 2% free-to-paid CVR, I’d fix the freemium logic first.
Your free tier should be a little itchy.

Most SaaS confuse generosity with strategy. Result: users love free… and never pay.

The job of freemium is delivering two things only:
(1) Show the user the product value (fast)
(2) Make their next win clearly paid

How to do that correctly?

1️⃣ Fast TTV
Map the first meaningful outcome a new user can hit in <2 minutes. Make that effortless.

2️⃣ Paywall at desire peak
Gate at the repeat/share/scale moment (extra seats, versions, exports, integrations, automations...). Not before value, not 5 steps after.

3️⃣ Show what’s behind the door
When the paywall appears, spell the upgrade outcome in plain language: time saved, risk removed, revenue gained. No feature soup, users don't care about that, only about their pain or need.

4️⃣ Limits that inspire, not punish
Good: soft caps, watermarks, limited versions, single integration.
Bad: random blockers that break the job-to-be-done.

5️⃣ Measure the right indicators
 • % hitting paywall
 • Time-to-paywall
 • Upgrade after paywall view
 • 30/90-day expansion

If nobody’s upgrading, your freemium is (sadly) a giveaway.

Place logical friction on purpose, where motivation is highest (and value is obvious), and conversions to paid will follow.




—————
👋 I’m Pablo. At 8percent Growth, I help B2B SaaS ($500k–$10M ARR) turn “free forever” into “free → value → paid,” with Growth strategies that compound. 

DM or connect if you're into Growth and PLG.

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