Hi, I'm Joost
My added value boils down to 2 things: driving product culture and shipping fast.
Career
Director of Product (interim)• TrueTribe •
2025
Helped refine and ship the MVP of TrueTribe, as well as shaping the longer term roadmap.
Director of Product (interim)• GoodHabitz •
2024
Worked on product definition, product management processes and the transformation from a sales led to a product led organization.
Director of Product • Secfi •
2021 to 2023
Shipped multiple zero to one products including a new startup equity planning tool, an advisory and wealth management client platform with full digital onboarding, and an all-encompassing portfolio tracking dashboard that unifies all your investment data, including startup equity.
Head of Product • Impraise •
2021
Six month project reporting to the CEO, driving product management and product strategy. Implemented a strong bias towards action culture within product and engineering.
Director of Product • MessageBird •
2019
Responsible for the customer journey of all self-serve customers from signup to first product usage and activation. Led a team of 4, and together with an engineering director I led a group of 15 engineers and product designers.
Product Manager • Nest/Google •
2014 to 2019
Helped define, launch and position Nest's products in Europe with a laser focus on the user experience. Learned from the best what it means to be truly customer obsessed. Last role: product management + product marketing for the full camera portfolio of 5 products in Nest’s 14 European countries.
Entrepreneur
Co-founder • Lumeo •
2025 to now
Driven by personal frustration of a poor customer experience on the client side of financial advisory, I teamed up with my own financial advisor to built the new generation of financial advisory software.
Founder • RequestResponse •
2024 to now
Built a simple tool for testing API requests.
Founder • FlyFish Circle •
2022 to now
A platform dedicated to fly fishing. The most recent addition is the Boutique, which is best explained as Etsy for a very specific niche. Built the full seller and buyer platform from scratch.
Founder • Freddy Feedback •
2020 to 2022
From brand to dashboard, from pricing to API, everything was built solo. Concept to launch in 12 weeks. Sold to reviews.io in May 2022.
Founder • ProductNerd •
2021
An opinionated product management tool focussed on B2B SaaS PMs. Due to getting a full-time job, I sold ProductNerd pre-revenue in 2022. The product eventually never launched.
Co-founder • Restory •
2020 to now
Full e-commerce platform, for second hand children’s clothing, with buyers and sellers. Built from the ground up. This was my other solo project while working on Freddy Feedback. Restory has been going through double digit growth every year.
Co-founder • Hellfire •
2018 to 2021
Fascinated by the concept of arbitrage (not so much by crypto), I built a cryptocurrency trading bot and web interface that explores arbitrage opportunities and automatically trades. In theory a money printer, reality proved to be different…
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