As Co-Founder and CCO at Membrane, Horia owned most of growth - paid, content, PLG, and customer conversations.

That kind of surface area works in the early days, but it doesn't scale. Integrations is a fast-moving category, and trade-offs were being made every week on where to go deeper.

They needed experienced help, but a full-time hire felt premature, and most agencies and freelancers either lacked the seniority or couldn't operate inside the team in the way they needed.

• Embedded with the team rather than running parallel to it - building processes that fit Membrane's culture, not a generic agency template.
• Reduced Founder time required to produce consistent content - built the strategy, roadmap, and publishing cadence so output could scale.
• Ran and optimised paid search and social campaigns, auditing existing channels, and improving performance visibility.
• Built tracking and attribution they could trust, so growth decisions stopped being guesswork.
• Became a thinking partner on market positioning and category strategy as the integrations market evolved underneath them.