Applied AI
Finding the places where AI improves real work: research, decisions, meetings, go-to-market, and follow-through. The goal is not more prompting. It is a better operating loop.
AI & Growth Operator · Amsterdam
Making AI useful.
Making growth repeatable.
I’m Marcel Ruettgers. I work at the intersection of applied AI, growth, and operations. I turn ambiguous opportunities into practical systems, clearer decisions, and work people can actually use.
Not taking on conventional freelance work. Open to selective advisory conversations.
Operator, systems thinker, and incurably curious person.
NowAugust 2026
Turning fast-moving capability into useful work.
I spend most of my time exploring one question: how can AI help talented people think better, move faster, and build stronger businesses without outsourcing their judgment?
- 01
Building context-rich AI workflows for leaders and operators.
- 02
Exploring how AI changes research, decision-making, and executive work.
- 03
Applying twenty years of growth experience to new technology and new markets.
- 04
Advising selectively when the question, timing, and people are a strong fit.
ExpertiseWhere I’m most useful
Three disciplines.
One operating lens.
AI is the new capability. Growth and operations are the grounding disciplines that turn it into something valuable.
Growth
Positioning, acquisition, conversion, partnerships, and the systems behind sustainable growth. I care about the whole engine, not a collection of disconnected tactics.
Operating systems
Turning ambiguous problems into clear decisions, useful processes, and repeatable ways of working. Technology is leverage; judgment, ownership, and taste still do the hard part.
Selected proofBuilt, not theorised
8×
customer growth in nine months
AI content platform · Growth engagement
From hundreds to thousands of customers per month.
I rebuilt the go-to-market engine across acquisition, conversion, and partnerships. The important part: the team now runs the system independently.
What people say6 perspectives
Scaling partnership revenue
“We brought Marcel on to scale affiliates, referrals, and customer advocacy. Long story short, Marcel exceeded our ambitious goals. He is a rare structured thinker that executes and leads with high precision. We’d love to have him back soon.”
Operating speed without breaking things
“Marcel is one of those rare operators who can run at truly any problem, execute relentlessly, pivot fast, share lessons back with the team, communicate delightfully, and collaborate joyfully. A true force multiplier for any team that wants to move fast without breaking things.”
Strategy and execution for a scaling SME
“Marcel has been helping us with our marketing strategy and execution. He created a clear plan, provided regular updates on results, and, very importantly, the plan he is executing is already showing results. We are very satisfied with the professionalism of his work.”
Design taste and marketing strategy
“After just a few minutes of discussing my project with Marcel, I knew I wanted to work with him. He asked insightful questions, not only about the technical aspects but also about the marketing strategy and how to authentically reflect my persona. I trust Marcel completely when it comes to design taste, language choices, and promotional advice.”
Creative leadership and collaboration
“Natural born leader. Marcel is a versatile leader with a wealth of experience in HR, operations, marketing, and sales. Together with our skills and experience combined, we created some memorable campaigns that led to new opportunities and transformative growth. I’m jealous of anyone who gets to work with Marcel.”
Building an online presence
“Marcel was absolutely critical in helping me build my online presence. His expertise and guidance were key in supporting me to create an effective website. Marcel differentiates himself by offering a kind, dependable, and trustworthy level of service, which is hard to find in this space.”
AboutThe short version
Twenty years around growth, operations, and people.
My background spans marketing, sales, operations, leadership, and company building. That is the filter I bring to AI: new tools matter when they improve the work, the decision, or the outcome, not simply because they are new.
I’m based in Amsterdam. I care about great marketing, martial arts, loud music, unfamiliar places, and technology that helps talented people make better work rather than more noise.
AI is leverage. Human judgment is still the operating system.
A thoughtful question is a good start
Have an interesting AI or growth problem?
I’m not available for conventional freelance engagements. I am always open to thoughtful conversations, selective advisory work, and unusual collaborations.