Else van der Berg

I’m a senior product manager known for discovery and GTM, with most of my career in B2B SaaS and more recently developer tooling and AI-first products. I build conviction quickly by combining customer insight with measurable product outcomes.

At SwitchUp (Freelance), I’m building the tech team from scratch and creating LLM-powered automation of business processes. At Wave Terminal (Freelance/Advisor), I served as Interim Product Lead—growing DAU 650 → 7,500 and improving retention from 7% to 25%—while working directly with a senior engineering team to move toward an AI-native terminal.

I designed and shipped an integrated AI agent that sees across remote machines, and I helped define how we hire for AI-forward execution by interviewing 40+ engineers. I also built a discovery practice that merges qual and quant, setting up PostHog analytics and combining it with qualitative data via MCP.

Earlier, I led PLG and evidence-driven transformations across multiple B2B startups—improving free-to-paid conversion at HiveDesk (4% → 9.6%) and moving teams from stakeholder-driven to evidence-guided product development at Rodeo Software. I’ve also pivoted major product directions at PortalX and built B2B product capabilities at CrefoPayment/Lynck, including a real-time risk module integrated into the checkout flow.