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CMO · AI Builder · Artist

Julien
de Waal | CMO and AI agent builder

Julien de Waal is a CMO and growth marketing leader who builds AI agent systems. Also an electronic music artist, Jax Lukken.

Hello. I'm a CMO who builds. I've led growth and marketing teams at high-growth fintech and crypto companies, and I build the AI agent systems that power them: content, video, distribution, lead generation. I also turn feelings into music as Jax Lukken. If you're building something that matters, let's connect.

Work with me See the work
Listen to Jax Lukken ↓
Julien de Waal, CMO and AI agent builder
Previously
SwissBorg
Google
Capgemini
Productsup
Demium
Showrush
Doggies in Town
Enamorados
Work with me

Lead your growth. Or build the system behind it.

Leadership

Hire me to lead growth

CMO, VP Marketing or Head of Growth, full-time or fractional. 16+ years across crypto, fintech and consumer apps. At SwissBorg I ran a CHF 1M+ budget at 3 to 4× ROAS with 12 direct reports, and took app installs from 600 to 25,000+ in 3 months.

Talk about a role ↗
Build

Hire me to build the system

AI agent systems for content, video, distribution, lead generation and marketing automation. I prove them on my own products first: the multi-agent pipeline behind Sonscape cuts 40+ hours of video production to under 1 hour, for under $100.

Scope a build ↗

Read: The CMO who builds →

Who I am

Multidisciplinary. Multicultural. Full-stack entrepreneur. I create things that didn't exist before I needed them: companies, systems, music. All born from the same restless belief that if it's broken, build something better.

CMO Marketing Leadership Growth Marketing Go-to-Market AI Agents Agentic Workflows Marketing Automation Music Production

I've led growth at a European crypto scale-up, run a startup incubator, founded multiple startups and built AI agent products from scratch, all while releasing music independently. The thread running through all of it: creativity meeting systems.

People who've worked with me
say it best.

Selected recommendations
"

He's the kind of person who can step into almost any role the company needs and still deliver great results. To maintain that level of quality in such a fast-paced environment, where even a single role is demanding, is honestly impressive. But what sets him apart in my eyes is his emotional intelligence; he's a genuinely caring person who has a natural knack for understanding and connecting with the people he works with.

BL
Benjamin Lavelle
Product Manager · Loyalty & Growth
SwissBorg
"

Julien did a solid job managing the website team at SwissBorg. He played a key role in overseeing SEO efforts and ensuring the web platform remained stable and optimized. He is a reliable lead who understands the technical demands of a high-growth fintech site.

NR
Nicolas Rémond
CTO
SwissBorg
"

Julien proved an exceptional product and growth manager. He has an exceptional ability to bring clarity and relatability to complex and technical products. I witnessed Julien bring impactful change to our web app — from UI improvements to technical SEO which saw a big uplift in inbound traffic, to delivering a fully polished desktop version of our mobile investment app in a matter of months.

MT
Micah Thompson
Product Marketing, Retention & Comms
SwissBorg
"

Julien is clearly one of the best talent I met in the innovation/startup/disruption sphere. He is deeply multi-skilled, straight to the point, results driven, speaks several languages as if he was native. He is also driven by strong human values and a capacity to think out of the box.

LB
Luc Bonnin
CTO / CPTO · Applied AI
Systems & high-performing teams
"

Julien was instrumental in helping to re-align HIPs in 8 mostly autonomous offices around a central vision and operational methodology. Julien is thoughtful, well-reasoned, and highly capable. I strongly recommend Julien and know any project he works on is better off for his involvement.

DH
Don Hatch
Corporate Strategy & Transformation
Demium · 15+ years scaling strategy
Read all recommendations on LinkedIn ↗
What I build

AI agent systems that replace entire workflows

AI Agents · Music Tech · Early access
Sonscape
AI-native music video production and distribution. Drop a song in, get a fully produced video and social campaign out. A multi-agent pipeline that cuts 40+ hours of production to under 1 hour, for under $100. Built after spending 6 hours per release on work that had nothing to do with making music.
Early access: 7 spots left ↗
AI Agents · Social Media · Beta
Sprinkal
One input. Fully distributed content across X, LinkedIn, TikTok and more, each post native to its platform, tone, and audience. Built for founders and creators who need consistent presence without a team.
Join the waitlist ↗
AI · Research · Live
How Close Is AGI
A live timeline of the race to AGI. Every week, agents pull the latest forecasts, benchmarks and prediction-market odds, and update the tracker without anyone touching it. Built because I wanted an honest answer to how much time we actually have.
See the timeline ↗
AI Agents · Research · Live
One Person Unicorn
A leaderboard and weekly research on AI-native companies run by small teams, ranked by revenue per employee, built with AI agents to replace, assist or multiply entire teams. An automated pipeline finds the companies, the AI workflows behind them, and the numbers. It's the bet I'm making with my own work.
Read this week ↗
AI · Pet Health · Live
DogPicks
An AI-powered, personalized dog health report. Part of the Nova Labs portfolio: ventures that start as personal problems and become products others use.
Learn more ↗
AI Agents · Lab
Nova Labs
My AI lab. Agent systems that design, launch and run products, with me in the loop where it matters. The stack behind everything on this page.
Explore Nova Labs ↗
From the blog

How I run growth with AI agents

Point of view
The CMO who builds
What agents do well, what I keep human, and how I would build a marketing team around them.
Read ↗
Case study
300+ SEO pages a quarter
How AI-powered topic clusters moved non-branded organic from 5% to 35% of traffic at SwissBorg.
Read ↗
Case study
Inside the Sonscape pipeline
A multi-agent pipeline that cuts 40+ hours of video production to under 1 hour, for under $100.
Read ↗

All articles →    The 100K Story: building four AI products in public, weekly from Nov 11 →

A different frequency
Jax Lukken · Waalhalla Records

Where the builder
turns off.
The creator takes over.

Music has always been where the things that don't fit anywhere else finally find a home. Poems at 15. Lyrics through challenging times at 16. Years of making music in private. Fear of judgment keeping the drawer closed. Then one conversation changed everything. The week after: first release. The flood gates opened. Two albums. Twenty songs. Globally distributed.

2
Albums
20+
Tracks
1.5M+
Listeners
5K+
Subscribers
Spotify YouTube jaxlukken.com

Let's
connect together

Hiring a CMO, VP Marketing or Head of Growth? Need a fractional CMO or an AI agent system built? Curious about Sprinkal, Sonscape or investing? Or want to talk music? Write to me.

LinkedIn↗ X / Twitter↗ Email directly↗
Currently open to
  • CMO / VP Marketing / Head of Growth roles
  • Fractional CMO engagements
  • Senior Product Marketing Manager
  • AI agent system builds
  • AI product collaborations & investments
  • Creative partnerships & music licensing
  • Anything genuinely interesting