Maarten van Pijpen spent 15 years at Booking.com.

a place where experimentation wasn’t a project.
it was the culture.

now he’s chief growth officer at Unravel.
a travel app that feels like TikTok,
but lets you book instantly.

in his first 35 days, he:
– chose an experimentation tool
– lined up 10 experiments
– started building a data foundation

but this conversation isn’t about tooling.

it’s about:

→ how to move from top-down founder energy to bottom-up ownership

→ why shipping fast without tracking is dangerous

→ how a €1M mistake didn’t kill his career
(but actually strengthened it)

→ why failures were celebrated at Booking

→ how to scale leadership so you’re not the bottleneck

we talk about culture.
trust.
empowerment.
and what it really takes to build a data-driven company —
without killing speed.

if you care about experimentation, growth, or leading teams in scale-ups and how all of these dynamics work, this podcast is for you.

the wrong Culture inside a company, kills even the best specialists.

this is what Ruben de Boer, 15+ years in Experimentation, has noticed again and again:

we need to create the right environment for CRO & Experimentation to flourish.

not by pushing CRO

but by bringing it to people and teams

his course on Udemy has 25000+ students and is very much about the basics of CRO and Experimentation,

but these days Ruben teaches how to make Experimentation mátter to the business, and to leadership

follow him on Linkedin: https://www.linkedin.com/in/rgdeboer/?originalSubdomain=nl

or take one of his Udemy courses: https://www.udemy.com/user/rubendeboer/

we unpack one of the fastest built experimentation engines i've seen!! In this episode, I sit down with Kameron Tanseli (Growth Engineering) and Rosie Hoggmascall (Growth & Product) from Fyxer.ai and we retrace the steps of building a 500+ /year experimentation program.

We go deep into:

• Why their first onboarding experiments actually made things worse
• The tooling shift from PostHog to GrowthBook (and why it mattered)
• How decentralized ownership (no PM, no heavy process) unlocked serious speed
• Why every engineer acts like a founder
• How Slack transparency builds experimentation culture
• Using AI agents to automate experiment reporting, analysis, and cleanup
• What “time to value” really means in an AI product
• The emotional side of onboarding (“inbox shock”) and how it impacts retention
• How to prioritize when you’re scaling from 5 → 70+ people

We also explore:

• ➤ The difference between growth and product prioritization
• ➤ How to surface insights across support, sales, and product
• ➤ What’s still impossible to automate in experimentation
• ➤ The tracking challenges of building inside Gmail and Outlook and of other AI tools