A small team,
mostly ex-agency.
Thirteen people, four disciplines, one product. We're building NuDash because we got tired of watching good agencies lose Monday mornings to reporting. Everyone on this page has lived that problem at some point.
Chris
Built NuDash after a decade watching agency teams fight the same fight every Monday morning — pulling numbers from four ad platforms, pasting them into a deck, and explaining the same caveats to the same client. Thinks the reporting tool should disappear into the work, not become it.
Strategy & Ops
Ran operations at a 40-person growth consultancy in Johannesburg before NuDash. Keeps the whole company on one page — literally, he owns the weekly note.
Former product lead at a Cape Town martech startup. Turns ten-page specs into three bullets, then argues for cutting one of them.
Ran paid acquisition for two DTC brands out of Johannesburg. Treats the funnel like a physics problem — one lever at a time, with receipts.
Creative & CX
Former copy lead at a South African fintech. Writes the first draft in the user’s voice, not the brand’s, then lets the brand earn its way back in.
Spent six years at a Stockholm product studio. Thinks in grids and empty states. Has strong opinions about 1px borders.
Built the onboarding playbook at a 150-customer B2B SaaS. Believes the first ten minutes decide the first year. Usually right.
Engineering
Ten years full-stack. Shipped the API that powers two of the largest ad-reporting tools in APAC. Prefers boring code — small, reversible, easy to read.
Came from a hedge fund’s quant-data team. Makes the benchmark maths bullet-proof and the schema explain itself.
Fine-tuned creative-scoring models at a mid-sized ad agency in Tokyo. Treats prompts like product decisions — versioned, measured, boring in the best way.
Ran infrastructure for a high-traffic social platform. Writes runbooks before the incident, not during. Thinks observability is a product feature.
Risk
Led the red-team programme at a payments company. Thinks in threat models. Will ask who can see this four times before letting it ship.
Ten years in tech law — SaaS, fintech, adtech. Turns forty-page terms of service into something a designer will actually read.
Four things we keep coming back to.
Agency-first, always
Almost everyone here has worked agency-side at some point. We build for the person who has to show numbers to a client at 10am on a Monday, not for the data team three floors up.
Small by choice
Every person on this page owns a surface of the product end-to-end. No layers, no committees. If something is broken, you can usually find the person who broke it in one Slack message.
Boring wins
We prefer reversible decisions over clever ones, short diffs over big rewrites, and empty states over loading spinners. Fewer surprises, more trust.
Receipts, not slides
Every claim on this site can be tied back to something in the product or the code. If we can’t back it up, it doesn’t belong on the page.