Tristan Gillen

GrowthEX

A growth marketing platform, run by AI agents.

GrowthEX, a growth marketing platform that enables marketers to identify, prioritise, and execute the most impactful growth experiments.

Co-Founder

Growth Division

We scale seed-stage startups by building expert Growth Marketing teams.

We've helped scale the likes of Weavr, Startups.com, Unlock, Makers, Addland, Greenomy, Kitt, Retain, Libeo, Surreal, Ted's Health and many more of the fasted growing startups. 

Founders and marketing generalists don’t have the expertise to effectively validate potential channels to market. Growth Division uses the Bullseye Framework, the Lean Startup methodology and growth hacking techniques to find a scalable, profitable route to market.

Founder

Business on Boats

Director

I’ve worked with over 100 startups as a founder, as a consultant or with my startup growth agency Growth Division,  helping startups find and validate channels to market their products and services. Now I offer:

- FREE 30-minute growth consultation sessions on specific growth challenges
- On-going advisory relationships
- Contributions (written or speaking)

Startup Growth Consultant | Startup Advisor

Shilling VC

Funding for pre-seed and seed startups. Sector agnostic, European focus, up to €1,5M ticket.

Investment Scout

GrowthMentor

Helping startup founders and growth marketers solve key growth challenges they are facing. I help advise on:

🎯 Go to market strategy
🚀 Growth marketing
🤖 Marketing automation
🤝 Building a growth team

See my profile and book a call with me through this link: https://app.growthmentor.com/mentors/tristan-gillen

Growth Mentor

Startups.com

The startup journey can be confusing, inefficient, and lonely. We help founders launch and scale startups using education, community, and tools to surround them with brilliant, connected peers who understand pains and solve problems together.

I specifically advise startup founders on: 

🚀 Go-to-market strategy
📈 Growth target setting
🎯 Growth Experiments
🤝 Customer acquisition

See more information here: https://www.startups.com/community/founder-groups

Growth Advisor to Startups

Squadra

We are a collective of seasoned professionals offering on-demand services to startups and scaleups. Whether you need part-time executives, coaching, or mentoring, we're here to help in a fractional manner tailored to your needs.

I'm a Fractional CMO offering mentorship and advisory to Founders in the Squadra community.

Fractional CMO | Growth Coach | Mentor

Growth Squared

30-day GTM Acceleration Programme for Pre-Seed and Seed Stage Startups.

✓ A complete go-to-market strategy you can start executing on immediately
✓ 1:1 sessions with a Growth Advisor
✓ 1:1 sessions with channel experts
✓ Access to resources and content that unlock scale for you and your team

>>> Apply here >>> https://growthsquared.ai/

Growth Advisor

Growth DAO

A Web3 Venture Building Ecosystem.

We’re building a decentralised organisation to scale Web3 startups by providing funding and growth experts.

Find out more here: https://linktr.ee/growthdao

Founding Member

Founder at Growth Division | Growth Squared >>> Applications for our 12-week growth programme NOW OPEN

I fulfill several key roles at Growth Division. I am a co-founder, new business generator, CRM expert, martech whizz, drum n bass track recommender and Southern European correspondent from my current base in Lisbon. 

After Uni, I joined Europe’s largest tech distribution firm in their Business Intelligence unit. There I learned just about everything there is to learn about CRM, automation and analytics. 

Eventually, I partnered with Tom Dewhurst to work on Ordoo (an ordering F&B app), where we navigated the mad world of London startups and eventually got taken over by an investor. 

From there, I became a freelance CRM strategist and worked with 25 startups over the course of 18 months helping them get their customer journeys, automations and Spotify gym playlists right. 

A few years later, Tom and I joined our forces again and started Growth Division to help other startups overcome one of the biggest challenges Ordoo faced: finding and validating channels to market. 

We've so far helped 100+ startups globally find scalable channels to market. 

Beyond the day job I am a coffee obsessive, and avid adventurer wandering from London to Lisbon, Paris to New York.

Just got promoted to 'Dad' too, learning to juggle bottles and business! 

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Want to scale your startup/scaleup? Let's chat!

A great product isn’t enough on its own anymore.

There’s still the idea floating around that if you build something good, the customers will come.

Most markets are saturated, and everyone is competing for the same five seconds of attention.

That’s why Minimum Viable Brand matters, especially at the early stage. It’s the system that brings your business together.

It shapes:

→ Your product: how you build it and who it’s for
→ Your culture: the values that guide decisions
→ Your communication: how you tell your story

At recent startup events I have been speaking at, one thing kept coming up: founders are great at shipping Minimum Viable Products, but very few are shipping Minimum Viable Brands.

And that gap is where traction stalls.

A strong MVB makes your company look intentional long before there’s a full track record. That compounds. It attracts better people, sharper customers, and makes every other part of growth easier.

If you’re early stage, don’t put brand on the “later” list. Build your Minimum Viable Brand now.

Founder at Growth Division | GrowthEX - Scaling startups with expert growth marketers + our AI Growth Platform

Search ads aren’t just Google anymore.

When people think SEM, they often think Google or Bing, but search intent exists everywhere.

We’re now seeing ads performing well across platforms like:
🛍 Shopify and app store searches
💼 Glassdoor and Rightmove listings
💬 Even AI search tools like ChatGPT

The principle stays the same: meet people exactly when they’re searching for something. That moment of intent is still one of the most powerful signals in marketing.

It’s also one of the easiest channels to validate early. A few solid keywords, a great search ad expert, and a modest budget can tell you quickly whether it’s worth scaling.

We’ve run hundreds of experiments across search platforms, and the best results always come when you find those niche, high-intent queries where competition hasn’t caught up yet.

If you’re considering adding search into your growth mix, it’s definitely one to test early, as the signal-to-noise ratio is still hard to beat.

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Need help hiring an expert? 🤔

👉Drop me a message or visit Growth Division to find out more about our amazing community of digital marketing specialists: https://lnkd.in/dMHztsxr

Rejection is part of building something new.

As a founder, you’re constantly putting ideas into the world that don’t yet exist, and that means hearing “no” far more than “yes.”

Things will go wrong. Experiments will fail. Decisions won’t always land. But that’s the reality of creating something from uncertainty, and not a sign you’re on the wrong path.

If you want to go far, you can’t avoid failure. You need to get used to it, learn fast, and keep moving forward.

2025 has been a big year: a mix of progress, learning curves, and a few healthy failures along the way.

GrowthEX has been the highlight. Getting back into product building has reminded me how much I enjoy the messy early stages.

Bringing on Alex Robinson as CTO and co-founder has been a game-changer, and seeing early customers genuinely excited about what we’re building has been incredibly fulfilling.

We’ve also signed our lead investor, which gives us real momentum heading into next year.

On the personal side:

● Hit my reading goal again: 27 books (currently wrestling with War & Peace).
● Kept working on my French: ~30 hours of lessons + a month in France. My wife speaks to me in French now (and I mostly understand…). Still stuck on speaking, but comprehension is improving each year.

Not everything worked, and that’s okay. 

We shut down Growth Squared this year, which generated £50k revenue but with no sustainable growth channel. It was a good reminder that failure is part of progress.

All in all, it was a good, difficult, but fulfilling year. 2026 has a lot to live up to.

No growth channel is guaranteed to work.

Every one of them takes time, and the right fundamentals, before you can really tell if it’s moving the needle.

That’s why giving up too soon can be a mistake. You might be one iteration away from traction. The key is to keep experimenting: refine your messaging, test your audience, and understand why a channel is or isn’t working.

With enough testing, learning, and refinement, you can make almost any channel work for you.

Most founders spend months perfecting their pitch, and about 10 minutes checking who they’re pitching to.

But choosing the right investor is one of the most important decisions you’ll ever make, and ironically, it’s the part most people rush.

It’s easy to get excited when a fund shows interest, but interest and intent aren’t the same thing, and trust alone is not a strategy.

If you want to protect the company you’ve worked so hard to build, you need to do your due diligence before you’re willing to take anyone’s money.

While investors provide capital, they can also bring risk, influence, and a say in your future.

With that in mind, here’s a carousel of some simple checks worth doing before you take on any investor.

4 checks to do before taking on an investor

Some reviews celebrate results, but the best ones validate the process that got you there.

One of our clients just left us a 5-star review on Clutch, and it stood out for exactly that reason.

Yes, the numbers are exciting:

●  50% increase in leads
●  Landing page conversions from 3 to 156 per month
●  80% more users arriving organically

The part that really resonated was this line:

“They operate more like an extension of our internal team than an external agency.”

That’s exactly what we’re aiming for at Growth Division. Not a bolt-on, but a team that embeds, experiments, adapts, and stays aligned with a client’s stage and goals.

Big thanks to the team behind this one: Daniel Hardoon Adulayavichit, Alex Dawson, Alicia Naidoo, Stephanie Strachan, Tom Tigwell, Filip Saračević, and Nicholas van Ryneveld.  👏

And thanks to our client for trusting us on this journey!

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Need help hiring an expert? 🤔

👉Drop me a message or visit Growth Division to find out more about our amazing community of digital marketing specialists: https://lnkd.in/dMHztsxr

A big welcome to three new businesses we’re partnering with @Growth Division.

Each one is doing something genuinely meaningful in their space:

🧠 RTN Mental Health: Making ADHD and autism assessments more accessible and supportive for people across the UK.

💼 Business Leader: Creating a stronger ecosystem for founders and CEOs to connect, share, and scale.

⚡ Threefold Energy: Helping businesses cut carbon and costs with smart, battery-powered energy systems.

Very different missions, but the same mindset: ambitious teams building things that make a real impact.

We can’t wait to help each of them scale what’s already working further, and experiment our way to the next phase of growth together.

Some serious in-person events in Nov...

🤝 DeSummit side event in Lisbon with Todd Chambers
💳 The Fintech House talk on Growth Strategy
🟢 Growth Circle event with AI roundtable in London
🫎 Antler talk on GTM in Berlin 

+++ some exciting news on signing terms sheets with a lead investor for GrowthEX! 🚀🚀🚀🚀🚀

It's gonna be a fun end to 2026...

Hello helloooooo, November has been filled with in-person, handshaking events at Growth Division ... 🤝 DeSummit side event in Lisbon hosted with Todd

Open article: Thoughts on Growth - November by Tristan Gillen • 3 min read

Everyone wants to scale.

But if you push budget into growth before you know who you’re serving and why they should care, you’re setting money on fire.

Without a clear customer, message, and value prop, every pound spent on growth just accelerates in the wrong direction.

If you’re serious about growth, you have to get comfortable with long-running tests that sometimes lead nowhere.

We invested in a paid VC partnership expecting a strong volume of qualified opportunities, but after 3 quarters, the results proved otherwise.

It was a failed experiment, but one that saved us from years of misplaced effort.

WineFi 🍷

WineFi is transforming the way that people invest in fine wine.

We work with individuals and businesses looking to gain exposure to investment-grade wine for themselves, or on behalf of their clients.

We are proud to be part-owned by Coterie Holdings — one of the most prestigious fine wine groups globally.

WineFi has been featured in the Financial Times, Forbes, Wealth Briefing, The Buyer, The Drinks Business, Digital Frontier and many others.

We are a multi-award winning business having won "Wine Investment Platform of the Year" twice, as well as many others - including Seedlegals' "Start-up of the Year". 

Capital at risk. Fine wine is an unregulated asset class. For more information, see our risk disclaimer.

Chief Executive Officer

Nomio

Joined pre-PMF as employee #3 to lead go-to-market. Achieved 100x ARR growth during tenure — from 2 to 50+ B2B clients (ranging from SMEs to enterprise).

Commercial Director

GRAYCE

Account Executive (Financial Services)

J.P. Morgan Asset Management

UK Funds

Fidelity International

Graduate Analyst

Finsbury

Financial PR Internship

Foreign and Commonwealth Office

Brand Ambassador

House of Commons

Office of Stephen Hammond, Member of Parliament for Wimbledon (2005 to 2024)

Researcher

Diageo

Founder @ WineFi | Bringing Fine Wine Investing Mainstream | ex-JP Morgan.

WineFi is a multi award-winning platform that makes investing in fine wine simple and cost-effective — opening the door for more people to access blue-chip wines for the very first time.

We work with individuals and businesses who want to co-invest in carefully sourced collections of investment-grade wines — whether for themselves or alongside their clients.

Our unique syndicate structure allows investors to own a direct share of world-class wines from just £3,000, a fraction of the cost of buying the individual bottles outright.

WineFi has been featured in the Financial Times, Wealth Briefing, The Buyer, The Drinks Business, Digital Frontier and many others.

We are backed by leading fine wine group Coterie Holdings, as well as SFC Capital and Founders Capital, and a number of wonderful angels.

Request early access: https://www.winefi.co

Capital at risk. Fine wine is an unregulated asset class and the value of your investment may fall as well as rise.

Callum Woodcock

LinkedIn: Help us choose our next fine wine investment syndicate...

With The Signal Collection closing shortly, our team have been busy preparing three strategies that meet our rigorous investment criteria.

The only question is: what would you like to see us launch next?

1️⃣  𝐓𝐡𝐞 𝐁𝐥𝐚𝐧𝐜 𝐂𝐨𝐥𝐥𝐞𝐜𝐭𝐢𝐨𝐧

With both the OIV and NielsenIQ highlighting rising consumer demand for white and sparkling wines, The Blanc Collection will focus exclusively on investment-grade whites and sparklings. Sub-regional categories such as white Burgundy and grower Champagne have shown strong outperformance in recent years, and this collection brings together WineFi’s quantitative approach with evolving consumer preferences.

2️⃣  𝐓𝐡𝐞 𝐁𝐨𝐫𝐝𝐞𝐚𝐮𝐱 𝐂𝐨𝐥𝐥𝐞𝐜𝐭𝐢𝐨𝐧 

As the market shows signs of recovery, trade data indicates that investment-grade Bordeaux is the fastest-improving segment. This collection focuses on top right- and left-bank investment-grade wines demonstrating strong secondary-market value, either following a 36-month drawdown or as older vintages approach their peak drinking window amid tightening supply.

3️⃣  𝐓𝐡𝐞 𝐃𝐑𝐂 𝐂𝐨𝐥𝐥𝐞𝐜𝐭𝐢𝐨𝐧

Domaine de la Romanée-Conti is arguably the world’s most famous, exclusive, and sought-after producer. The data shows that DRC has offered investors excellent historic returns, and there are a large number of opportunities to buy wines at prices not seen for 10+ years.

--
Capital at risk. Fine wine is an unregulated asset class and the value of your portfolio may fall as well as rise. Follow the journey over at WineFi 🍷

CEO at WineFi 🍷 | xJP Morgan | Quant Fine Wine Investing

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