Though I'm now building my own business, here are a few of the things I've done in a career I'm still proud of.
Though I'm now building my own business, here are a few of the things I've done in a career I'm still proud of.












Yara and John Deere wanted to cut fertiliser waste by half before 2030 and were discussing a partnership, but no one had tested whether farmers would adopt a shared solution. There was no mandate, no team, and no space on either roadmap.
In 72 hours I reduced the idea to one testable workflow and confirmed it with John Deere farmers. Over the next 90 days I led engineers to build a proof of concept connecting Atfarm recommendations directly to the machinery: field data pulled automatically, a variable-rate map generated, the work plan pre-filled and ready to approve. John Deere committed to a pilot in two countries and a public launch at Agritechnica 2024. It has since rolled out to more than 20 countries.

European farmers had plenty of software and none of it fit how they work. Yara Europe set up a new Digital division to change that, and after six years in agriculture I was trusted to guide the project rather than execute it.
One principle: simple by default. Anything that could be pre-filled, inherited from usage, or entered later was. We designed for how farmers actually adopt tools, trialling one field, returning the next season, building understanding over years. YaraPlusAtfarm shipped in February 2025 and is progressively replacing the legacy tools used by over 100,000 farmers across Europe.

Bodylabs wanted to bring body diagnostics into the workplace, but the founders were testing out of plastic boxes and needed proof before Allianz would fund the next stage. They didn’t need months of industrial design. They needed a fast way to validate the business with real clients.
We treated the lab like software: modular, built from existing components, reconfigured after every test, so it could evolve until the founders knew what equipment they needed. Over 2,000 check-ups we cut the time per check-up from 35 minutes to 15, and Bodylabs secured €250,000 for the next round.
No tape in the deck. Pick one from the shelf.