Performance × AI × Products
I build things
that scale
Performance marketer, builder and founder working where growth, AI and digital products meet.
01 About
I don’t fit
in one box
Over twenty years of digital marketing, and what they taught me is that a campaign rarely fails at the ad. It fails at the onboarding, in the funnel, at the paywall, and none of that shows until somebody takes the whole run apart. That is the part I do. Most recently with up to €150,000 a month in budget and an app past a million downloads.
- Digital since 2004
- Cologne → Thailand
- Performance × AI × Products
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Work
02/2025 06/2026
Senior Performance Marketing Manager
LEGACY Network AG, Liechtenstein
- Built an email list of over 100,000 before launch.
- Scaled Legacy Academy from zero past 1M downloads and 400,000 users on up to €5,000 a day.
- Lifted store-to-install conversion from 18% to 35%.
- Built tracking and attribution on the Conversion API and Adjust, and produced hooks, angles and ad copy with my own Claude agents.
04/2023 02/2025
Community & Marketing Support
LEGACY Network AG, Liechtenstein
- Growing budget responsibility for paid user acquisition, on a repeatable structure for creative and audience testing.
- As part of a three to four person marketing team, contributed to building roughly 300,000 Instagram and 600,000 TikTok followers and 600M organic views.
12/2022 04/2023
Community Manager
LEGACY Network AG, Liechtenstein
- Ran Discord, Telegram and social from the early days, and wrote the communication guidelines and the brand voice.
06/2021 12/2021
COO & Head of Marketing
FindShibby / Shibby Ltd., Guadalajara
- Built the team, the product and the marketing single-handedly, including brand communication and the website from nothing.
05/2014 04/2015
Content & Digital Media Specialist
Multimedia Internet Services GmbH
- SEO-driven content for client projects.
08/2008 09/2010
E-Commerce & Digital Marketing Coordinator
Pro Bauteam GmbH, Bielefeld
- Built the online shop and the search optimisation behind it.
2004 today
Self-employed · Digital marketing & content
- Content, SEO and digital strategy, alongside my own channels on YouTube and Twitch.
Education
2010 2016
Business administration
Universität zu Köln
Focus on marketing and business psychology
2008 2010
Abitur
Rudolf-Rempel-Berufskolleg, Bielefeld
German university entrance qualification
2004 2007
IT management apprenticeship
Gemeinde Wadersloh
Business and public administration
Skills
- Core
- Paid growth · CPI control & budget efficiency · Creative strategy · Full-funnel analysis · A/B testing · Retention & lifecycle
- Ad platforms
- Meta · Google Ads · TikTok · Apple Search Ads
- Tracking & analytics
- GA4 · GTM · Conversion API · Adjust · Search Console
- AI & automation
- Claude · Custom Claude agents
- Email & CRM
- Mautic · ActiveCampaign
02 Selected work
Things I’ve helped grow –
and things I’m building
01Legacy Academy
A learning app for mindset, money and career. Short courses, five minutes a day.
Result
- 0 → 1M+
- downloads
- 400,000
- users
- 100,000+
- email list pre-launch
- 18 → 35%
- store-to-install
Why it exists
When I started there were no downloads and no users. I ran the launch and the paid growth after it: over 100,000 on the email list before release, and out of that a million downloads and 400,000 users.
Going from 18% to 35% store-to-install is the real work behind that. At 35% instead of 18%, the same ad buys almost twice the installs and not one euro more has been spent. Paid growth breaks when budget goes up and nothing else does.
By the end that was up to €150,000 a month across Meta, TikTok, Google and Apple Search Ads. The decisions ran on CPI, ROAS and payback rather than reach, and what got watched was the whole chain: the ad, the store page, the purchase, whether anyone came back. Stop at the click and you buy installs nobody opens twice.
02JobScalr
Compares your CV with one specific job, scores the match honestly, and tailors the application to it.
Why it exists
Most application tools optimise for volume. This score is allowed to tell you the job is a bad fit, because a score that can only say yes is decoration, not information.
So it hangs on one posting rather than on an industry. It names what the CV is missing for that job and cuts the application to the country that will read it: gap free and with a photograph in Germany, no photograph and skills first in the UK. Knowing which three of fifty openings are worth the evening saves you the other forty seven.
03Adscalr
Pulls competitor ads, the words your audience uses and live performance together, then proposes the next ad to ship.
Why it exists
The expensive part of advertising is not the click. It is the week a campaign runs before anyone can see it was never going to work.
Which hook, which promise, which audience: in most teams that call comes out of somebody’s gut and then gets paid for over four days. Adscalr puts the competitor’s ads, the words the audience actually uses and your own live numbers next to each other, so a reason is on the table before a budget is. It is the work I did by hand for three and a half years.
04Scalr Ventures
The company behind both products, and the contracting party when someone hires me directly.
Why it exists
Owning the products means the things I learn get tested on my own budget first, and arrive as a working method rather than a slide.
The company keeps both under one roof, my own products and the work I do for other people, which is why they are not two separate lives. Hiring me gets somebody who made the same call with his own money the week before. And the plain part: there is a contracting party and an invoice at the end of it.
03 Creative direction
The machine writes.
The voice is mine
Fifteen Meta ads, run in 2026 for two clients: a self-improvement app and a study app. Script and shot-by-shot storyboard came out of the Creative Workshop inside Adscalr, which I taught with twenty years of digital marketing. The animation was produced outside it. The angle is the part a creative director owns, and there is not one below I did not write by hand.
The NPC Trap
Your week as an NPC loop. The app is the character menu you never opened.
The Sunday Night Spiral
Sunday, 11:47pm. The sick feeling before Monday, used as the way in.
The Dinner Table Test
Everyone at the table talks money. You hold the fork. Status as the pain.
The Invisible Curriculum
Algebra, yes. How to dissect a frog, yes. Money, never.
The Scoreboard
Everyone around you seems to be winning. You do not even know the score.
The Pet You Forgot
Your distractions get three meals a day. The rest of you gets nothing.
The Relationship Glitch
Third relationship, same fight. The pattern gets seen first, then untangled.
The Doomscroll Swap
Six hours of screen time, nothing learned. Trade five minutes back.
The Streak Monster
The streak grows into a monster. Habit mechanics cast as the villain.
The 5-Minute Heist
Four and a half hours a day lost to the phone. Steal five of them back.
The Servant King
The crown goes to whoever asks for it. Boundaries as a skill, not a personality trait.
The Same Old Story
A friend across the table says it plainly. You cannot rewrite a script you never read.
Your Notes Quiz You Back
Upload the slides you already have. Out come the questions the exam asks.
Notes Into Duolingo
One promise, kinetic type, no talking head.
The Notes Swap
Split screen: dead lecture slides on the left, a live quiz streak on the right.
04 Beyond the work
Build a business.
Build a life
Cologne shaped the life I know. Thailand is the next chapter. Loui belongs to both.
- Freedom
- Craft
- Curiosity
- Leverage
05 Contact
Let’s build
something
together
Ideally with something specific. Client work runs through Scalr Ventures.