- Age: 31
- Location: Amsterdam, Netherlands
- Occupation: Growth Product Manager at Adyen
- Income: $85k-$105k
- Education: Master's in Economics
Lars van der Meer thrives in the intersection of data and human behavior. As a Growth PM at Amsterdam's Adyen, he obsessively tracks how small UX tweaks affect conversion rates, often running A/B tests late into the evening. His cycling commute through Amsterdam's canals gives him time to mentally model cohort behaviors - he's known for catching flawed assumptions in meetings with a polite but firm 'Let's check the data on that.' While colleagues chase viral growth, Lars advocates for sustainable scaling, a philosophy shaped by seeing too many startups flame out during his time at Booking.com. On weekends, you'll find him analyzing his Strava metrics with the same rigor he applies to product funnels.
Background & daily life
Goals
- Increase free-to-paid conversion rate by 15% in next quarter
- Build a predictive churn model for freemium users
- Transition to Head of Growth role within 2 years
Problems & frictions
- Stakeholders pushing for growth at expense of sustainability
- Data silos between product and marketing teams
- Dutch directness sometimes clashes with international colleagues
Values
- sustainable growth
- metrics-driven decision making
Interests
- conversion funnels
- cohort analysis
- behavioral economics
Media habits
- Follows Lenny's Newsletter
- Listens to 'Masters of Scale' podcast
- Active on GrowthHackers forum