Michiel Das

Profile

More than 16 years growing companies through marketing. I have worked at SMEs, corporations (Volkswagen Group), venture builders (XMOBA Ventures) and startups (Cuideo and Service Club ®), in sectors like mobility, health, logistics, software and hospitality, so I know how each kind of company works from the inside. My focus is revenue: attracting customers, converting them and building the operations (RevOps) that let it scale, with growth, brand and data serving that goal. I have also taught for more than 13 years and I invest in startups.

• Revenue marketing and RevOps
• Growth and demand generation
• Data and analytics
• Brand and positioning
• Strategy and P&L
• Team leadership

Experience

1. April 2026 - present Current

   AI-First Chief Marketing & Revenue Officer

   Logistics and last mile · HR tech

   Service Club ® serviceclub.com ↗

   

   Service Club ® is the global ecosystem to attract, train and retain professional drivers in the logistics and last-mile industry, and connect them with the companies that move the world. Besides leading marketing, I am implementing an AI-first culture and way of working across the entire team.

   • 8M+ drivers in the network
   • 20+ countries
   • 5 products
   See what I do

   • My goal is to create an AI-first marketing organization across our five products (Jobs, Academy, Dispatch, Compliance and Perks) and seven markets (UK, Spain, Germany, France, Italy, Netherlands and USA), reporting to the CEO.
   • The teams I lead: Acquisition Marketing (Performance Marketing, SEO/Organic, Platforms & Partnerships), Marketing Ops (Marketing Automation & CRM), Branding & Comms (PR, Branding & Content Creation) and Go-to-Market (launch and expansion of new markets).
   • Website on Astro + Keystatic, managed straight from VS Code with Claude, so content stays fast, versioned and always up to date across every market.
   • AI agents connected to Google Search Console and Analytics to scale lead generation and turn search and web data into action.
   • Automation workflows (n8n) that orchestrate agents, data and reporting end to end.
   • Programmatic, multi-market SEO: agents that generate and localize landing pages by market and language.
   • Reporting agents that consolidate GA4, GSC and CRM data into automated insights.
   • Brand AI assistants for copy and briefs, keeping tone and messaging consistent.
   • Conversational AI on landing pages to qualify leads across products.
   • Synthetic users to pressure-test messaging, funnels and product decisions before launch.
   • Shared library of prompts, skills and playbooks so the whole Marketing team operates AI-first.

2. April 2021 - April 2026

   Chief Marketing & Growth Officer

   Health and care · Healthtech

   Cuideo ® cuideo.com ↗

   

   Cuideo provides home caregivers for older and dependent people across Spain. I scaled it from a Series A startup to a profitable Series B scale-up, with full marketing P&L ownership and presenting directly to the Board of Directors.

   • 9x branded searches vs the top generic keyword
   • +43% MQLs a year with 29% better efficiency
   • 4.8/5 across 12,500+ reviews
   Show achievements

   • Opened offices and pop-up venues across Spain, increasing local lead generation by 63%.
   • Launched high-impact B2B campaigns with major insurers (Mapfre, DKV and AXA), driving a 40% increase in B2B sales.
   • Launched Cuideo's e-commerce platform, creating a new revenue stream in care products.
   • Boosted monthly brand searches to 9x the volume of the top generic industry keyword.
   • Achieved 63% spontaneous brand recall within our core target audience.
   • Secured 12,500+ client reviews (avg. 4.8/5), reinforcing trust and brand reputation.
   • Increased MQLs by 43% YoY while improving budget efficiency by 29%, maximising ROI across channels.
   • Enhanced conversion rates: +21% MQL to SQL and +26% SQL to closed deals, by refining sales strategies and introducing multi-offer quotes.
   • Directed the omnichannel media approach, blending Google, Bing, national and local TV, and radio.

3. April 2019 - April 2021

   Global Head of Marketing & e-commerce

   Mobility and automotive · E-commerce

   SEAT | CUPRA (Urban Mobility) seat.com ↗

   

   SEAT Urban Mobility was SEAT's micromobility unit (Volkswagen Group), selling electric motorbikes and kick scooters. I led its launch and expansion across Europe with a direct-to-consumer model.

   • 15% of unit sales through own e-commerce
   • -28% customer acquisition cost
   • 40%+ spontaneous brand recall
   Show achievements

   • Led the launch and expansion across 10+ European markets (Spain, Portugal, France, Germany, Italy, UK, Ireland, Sweden, Norway and Switzerland).
   • Built a direct-to-consumer sales model, launching SEAT's first e-commerce platform in under two months, contributing 15% of total unit sales.
   • Increased organic traffic by 120% YoY through SEO, content and influencer marketing.
   • Reduced customer acquisition cost (CAC) by 28% through performance optimisation across Google, Facebook and programmatic.
   • Established a consistent brand identity and positioning, achieving 40%+ spontaneous brand recall in key urban markets.
   • Managed high-impact PR and media campaigns, securing 100+ media placements, including Top Gear.
   • Developed collaborations with Amazon and third-party retailers, expanding sales channels.

4. May 2018 - August 2019

   Chief Marketing Officer

   Mobility · B2B SaaS and B2C apps

   XMOBA Ventures (Volkswagen Group)

   

   XMOBA Ventures was the Volkswagen Group's mobility venture builder, with ridesharing apps for consumers (B2C) and SaaS mobility solutions for companies (B2B). I led the marketing strategy for both lines and their integration into SEAT Urban Mobility.

   • 250K+ active users
   • +42% bookings
   • +72% app installs YoY
   Show achievements

   • Scaled the B2C ridesharing platforms to 250K+ active users, expanding operations across Spain.
   • Cut customer acquisition cost by 28% while increasing conversion, leading to a 42% uplift in bookings.
   • Led multichannel user acquisition (SEO, SEM, paid social, CRM and programmatic), growing app installs by 72% YoY.
   • Developed B2B demand-generation strategies, increasing lead-to-customer conversion by 33%.
   • Rolled out customer feedback loops, driving 15+ product optimisations that improved retention and engagement.
   • Aligned marketing with product, operations and sales, driving cross-functional synergies.
   • Played a key role in the integration into SEAT Urban Mobility (August 2019), consolidating the Volkswagen Group's urban mobility efforts.

5. March 2016 - May 2018

   Global Digital Marketing Manager

   Automotive

   SEAT | CUPRA (Volkswagen Group) seat.com ↗

   

   SEAT is the Volkswagen Group's Spanish car brand, alongside CUPRA. I led SEAT's global SEO and SEM strategy across 8 European markets, managing a 17-person team (4 in-house and 13 agency in-plants) and a €20M annual budget.

   • €20M annual budget
   • +55% organic traffic YoY
   • -22% cost per click
   Show achievements

   • Spearheaded the digital launch of CUPRA in 2018: online branding, search visibility and paid media.
   • Optimised SEM campaigns, reducing CPC by 22% and increasing CTR by 18%.
   • Scaled organic traffic by 55% YoY, doubling first-page rankings through technical SEO and content.
   • Centralised dealer search campaigns, improving local visibility and lead generation.
   • Integrated SEO and SEM with SEAT's broader digital strategy, improving cross-channel efficiency.
   • Partnered with Google and DoubleClick to stay at the forefront of search innovation.

6. November 2012 - March 2016

   Employer Branding & Market Research Specialist

   Automotive

   SEAT | CUPRA (Volkswagen Group) seat.com ↗

   

   SEAT is the Volkswagen Group's Spanish car brand. I ran the employer brand and talent market research, a job I got thanks to El Viaje de mi Tarjeta.

   • Top Employer in Spain
   Show achievements

   • Elevated SEAT's employer brand, securing recognition as a Top Employer in Spain through strategic branding and market research.
   • Increased visibility among top-tier candidates through partnerships with ESADE and IESE and key academic events.
   • Revamped employer marketing content, the careers site and social media presence.

7. March 2011 - March 2012

   Digital Marketing Manager

   B2B SaaS · Photography

   Via Indice viaindice.com ↗

   

   Via Indice is software as a service (SaaS) for the photography industry. I ran digital marketing to position it as a leading provider in the sector.

   • x2 website traffic
   • +35% retention
   Show achievements

   • Positioned Via Indice as a leading SaaS provider for the photo industry, securing clients like Foto.com.
   • Doubled website traffic and social engagement through performance marketing and influencer collaborations.
   • Improved acquisition and retention, increasing retention by 35% with NPS insights.

8. October 2010 - February 2011

   Marketing Manager

   Hospitality · Franchising

   Belgious

   

   Belgious is a restaurant chain with Belgian influences, opened in Barcelona in 2007 with a 3-in-1 concept: crepes and waffles, juices and smoothies, and artisanal ice cream. I led the launch of GILDA by Belgious, its new Mediterranean restaurant with Belgian ingredients in the Gothic Quarter.

   • Top 10 restaurants in Barcelona on TripAdvisor (2012)
   • 9.8/10 on Atrápalo
   Show achievements

   • Led the go-to-market of GILDA by Belgious: press releases and relations with bloggers and influencers.
   • Coordinated the franchise network with the Franchise Manual and brand consistency for customers and staff.
   • Ran community management, SEO, listings and networking events with business clubs.

Tools

Education

1. 2019 · Online

   Startup Financing and Growth

   London Business School

   

   Startup financing and growth: pay-in-advance, subscription, scarcity, service-to-product and customer-funded models.

2. 2009 - 2010 · Belgium

   Master in Business Administration and Management

   KU Leuven

   Magna cum laude

   

   Marketing, corporate finance, economics and human resources management. Marketing project on how to create power brands (customer-based brand equity) and a thesis on the behavioural principles behind trust games.

3. 2007 - 2008 · Spain

   Communication Sciences (Erasmus)

   Universitat Autònoma de Barcelona

   Cum laude

   

   Erasmus exchange from September 2007 to February 2008: audiovisual communication, advertising, multimedia design and marketing information systems. It was the start of my life in Barcelona.

4. 2005 - 2009 · Belgium

   Bachelor in Communication Management

   KU Leuven

   Magna cum laude

   

   Communication sciences, media sociology, persuasive communication, communication research and internal and corporate communication management.