# Dennis van der Heijden

> Dennis van der Heijden is the Dutch co-founder and CEO of Convert.com, an A/B testing platform founded with Claudiu Rogoveanu. Based in Spain, he writes and speaks about experimentation, privacy, remote work, and the move from conventional management to Holacracy.

- **Role:** Co-founder and CEO at Convert.com
- **Organizations:** Convert.com, OrangeRepublic, Axistive, Alcatel-Lucent, Siemens
- **Nationality:** Dutch
- **Known for:** Co-founded Convert.com with Claudiu Rogoveanu., Helped shift Convert to a distributed, self-managed organization using Holacracy., Built Convert into a profitable multimillion-dollar SaaS business, as discussed in his historical SaaS Club interview.

## Career timeline

- **2008** — While living in Mexico and running a software lead-generation business, worked on the personalization idea that became Convert; met Claudiu Rogoveanu in Bucharest.
- **2009** — Convert’s platform founding year, as recorded by the company.
- **2014** — Explained Convert’s automated lead-qualification workflow in a Zapier customer interview.
- **2018** — Published an essay choosing privacy as a deliberate direction for Convert.
- **2019** — By this year, described Convert as fully powered by Holacracy.
- **2020** — Published Learning to Trust as a CEO and discussed distributed work on Masters of SaaS.
- **2023** — Appeared on Management Blueprint; originated a Google Optimize-themed April Fool’s prank.
- **2024** — Convert’s team and families gathered at Kotor Bay, including a beach cleanup.
- **2026** — Shared a public update after London’s Experimentation Elite about AI, customer understanding, and human connection.

## Achievements

- Co-founded Convert.com with Claudiu Rogoveanu.
- Helped shift Convert to a distributed, self-managed organization using Holacracy.
- Built Convert into a profitable multimillion-dollar SaaS business, as discussed in his historical SaaS Club interview.
- Established privacy as a stated product and business priority.

## Latest updates

- **2026-05** — After attending Experimentation Elite in London, posted about AI developments, connecting with the Convert team, and keeping customer understanding central.
- **2025-04** — Convert updated its retrospective on the 2023 Google Optimize April Fool’s prank, crediting Dennis with the original idea.
- **2025-02** — His 2018 privacy essay was updated on Convert’s blog; the original publication date remains February 1, 2018.

## Links

- Website: https://www.convert.com/
- LinkedIn: https://www.linkedin.com/in/dennisok/
- Twitter/X: https://twitter.com/dennisvdheijden

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Profile page: https://yespress.io/dennis-van-der-heijden
Published by YesPress — https://yespress.io
Last updated: 2026-10-22