SonarSource
Senior Director, Demand Generation → Senior Director, CRO | May 2023 – November 2025
Rebuilt global conversion systems and demand infrastructure for a $300M+ ARR developer platform, driving 586% pipeline growth and 158% conversion improvement across six regions.
Impact at a Glance
Pipeline Growth
+586%
Through funnel optimization and AI personalization
Conversion Rate Improvement
+158%
MQL-to-opportunity across all regions
Trial-to-Paid Conversion
+40%
Through systematic A/B testing and personalization
Global Regions
6
EMEA, APAC, Americas
Developer Reach
7M+
Developers using SonarSource products
Team Size
9
Across web, CRO, and demand operations
The Challenge
Company Context
SonarSource had recently closed a $412M Series G at a $4.7B valuation and was pushing toward $1B ARR. The company’s “Clean Code” platform served over seven million developers, but the demand generation and conversion infrastructure hadn’t kept pace with the company’s ambition.
The existing systems were built for an earlier stage of growth. As the company expanded across six global regions and needed to serve developer, security practitioner, and executive buyer personas simultaneously, the marketing infrastructure required a fundamental rebuild, not incremental optimization.
The challenge was to redesign end-to-end acquisition and conversion systems that could support both self-serve PLG motions for individual developers and enterprise sales-assisted pathways for large organizations, all while scaling globally.
My Mandate
- Rebuild demand generation infrastructure to support the path from $300M to $1B ARR
- Design a hybrid PLG and enterprise motion that could serve both self-serve developers and enterprise buyers
- Modernize conversion systems across six global regions
- Establish experimentation and testing frameworks as an operational standard
- Unify analytics to measure full-funnel impact from traffic to revenue
The Strategy
What I Built
The Result
SonarSource maintained its position as one of Europe’s highest-valued private SaaS companies at $4.7B.
The demand generation and conversion infrastructure rebuilt during this period established the scalable systems required to support the company’s push from $300M toward $1B ARR, with the hybrid PLG/enterprise motion adopted as the company-wide go-to-market standard.