PBAbout Peter
I work with founders, executives, and leadership teams as a Fractional CPO and strategic advisor, stepping in for short, high-impact engagements to accelerate product, retention, and growth.
Over the past 15+ years, I’ve led product strategy and innovation at startups, scale-ups, and global platforms including trivago, iChoosr, and Olery. My focus: turning complexity into momentum and aligning teams around strategies that drive measurable growth. Since then, I’ve helped companies sharpen their product strategy, reorganise teams, and unlock growth, applying data, behavioural design, and emerging technologies such as AI to deliver scalable impact.
As an entrepreneur turned advisor, I know the realities of building and scaling: I co-founded and successfully exited Olery, where we pioneered the Guest Experience Index, adopted by governments and thousands of hotels worldwide. Since then, I’ve helped companies sharpen their product strategy, reorganise teams, and unlock growth.
Track record:
- iChoosr: Scaled a global product organisation across 3 continents and 6 countries, restructuring 40 people into cross-country domain teams, enabling faster growth in renewable energy adoption.
- trivago Retention: Designed and launched trivago Circle, a global loyalty program for 70M+ users, boosting retention and engagement.
- trivago Book & Go: Turned a €60M underperforming acquisition into a strategic growth driver by redefining positioning and roadmap.
- Olery Guest Experience Index: Co-invented one of the world’s first online reputation-based hotel classification standards, analysing data from 100+ review sources and more than 1M guest reviews per day, adopted by tourism boards in Abu Dhabi, Qatar & Bahrain.
- WeVestr: In a 4-week sprint, built product discipline and strategy focus for a fintech scale-up
Clients bring me in when they need a strategic reset, retention boost, or organisational turnaround, without the overhead of a long-term hire.
Dutch
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- Independent Advisor (Self-employed)Strategy & Transformation Advisor | Product, Retention & Growth | ex-trivagoCONSULTING AND AUDITSJanuary 2017 - Today (9 years and 5 months)Amsterdam, NetherlandsAdvising startups, scale-ups, and corporates on product strategy, retention, and organisational design. Engagements range from a few days to multi-month part-time advisory. Consulting-style delivery with hands-on leadership where needed.Representative projects:
- eBay: Conversion rates on landing pages underperformed. Advised on visual design improvements to enhance clarity and user flow. Result: increased conversion and higher campaign ROI.
- WeVestr: Lack of product discipline and unclear roles slowed scaling. Introduced structured discovery, clarified responsibilities, and facilitated strategy workshops. Result: stronger focus, faster execution, and foundations for disciplined scaling.
- PFM Intelligence: Engineers and designers lacked strategic guidance. Mentored team, defined product/tech roadmap, and aligned execution to vision and mission. Result: clear roadmap tied directly to company strategy.
- StiVAD: Needed to create a real estate transactions data platform. Developed product strategy and roadmap, aligning stakeholders. Result: launched a scalable platform with clear market positioning.
- Additional startups: Regularly advise early-stage companies on product strategy, market entry, and traction-building to accelerate growth and investor readiness.
Skills: Product Strategy · Digital Strategy · Management Consulting · Product Innovation · Business Innovation - iChoosr (Energy Transition Scale-Up)Chief Product OfficerENERGY AND UTILITIESFebruary 2023 - October 2025 (2 years and 8 months)Amsterdam, NetherlandsiChoosr helps households adopt solar, batteries, and heat pumps through community-driven group buying programs, active across Europe, North America, and Asia.
- Scaled the global product organisation across 3 continents and 6 countries by reorganising 40+ people from local setups into cross-country domain teams (journey, business success, platform, data). Result: reduced duplication, stronger collaboration, and higher engagement (8/10).
- Consolidated 17 fragmented user flows into a single scalable “Future Flow,” built with behavioural design principles and modular HubSpot + custom frontend. Result: 50% higher conversion in Japan and 90% faster time-to-market for new countries.
- Reduced technical debt and freed up 70% of developer capacity by cutting support/maintenance workload, enabling teams to focus on innovation.
- Introduced new functions including Product Ops and Head of Data, embedding data-driven decision-making and operational excellence.
- Led AI and innovation workshops to prepare the organisation for next-generation digital tools and practices.
Skills: Digital Strategy · Software Product Management · Design Management · Artificial Intelligence (AI) · Product Management · Product Strategy · Product Innovation - trivagoHead of Product – Book & StayTRAVEL AND TOURISMNovember 2021 - December 2022 (1 year and 1 month)Düsseldorf, GermanyRepositioned trivago’s €60M direct booking product, simplifying the suite and securing its role as a strategic growth driver.
- Took over leadership of Book & Go, trivago’s direct booking tool with €60M revenue and a 25-person team, which had suffered from lack of strategic fit and technical debt.
- Diagnosed root issues: weak advertiser fit, legacy systems, and unclear positioning.
- Pivoted focus away from global OTAs to wholesalers, independents, and medium-sized hotel chains where trivago could uniquely add value.
- Repositioned the product to leverage trivago’s brand trust to boost conversion for smaller partners.
- Consolidated Express Booking and Book & Go into a single scalable suite, simplifying the roadmap.
- Result: Secured long-term leadership support, regained team morale, and positioned Book & Go as a future-proof strategic growth driver within trivago.
Skills: Product Strategy · Leadership · Portfolio Management · E-Commerce · Business-to-Business (B2B) · Product Management
Recommendations
Be the first to recommend Peter
Help this freelancer shine by sharing your experience working together.
These freelancer profiles also match your criteria
Agatha Frydrych
Backend Java Software Engineer
4.7
(3)
2
Baptiste Duhen
Fullstack developer
4.6
(4)
5
Amed Hamou
Senior Lead Developer
4
(2)
7
Audrey Champion
Web developer
4.3
(3)
4
Education
- Digital LeadershipGrowth Tribe Academy2022Digital Leadership
- INSPIRED: How to Create Tech Products Customers LoveSilicon Valley Product Group2021INSPIRED: How to Create Tech Products Customers Love