Every consumer company runs growth. Very few run it well.
The reason is almost never strategy. It’s plumbing. Behind every growth team sits a tangle of data schemas, event taxonomies, attribution tables, and warehouse logic that must be correct before anyone can run a meaningful experiment, optimize a campaign, or even answer the question “did that even work?” The people who build and maintain this layer – the ones who truly understand how the data connects – are the hardest to hire, the most expensive to retain, and the first bottleneck in every growth organization we’ve ever seen.
We know this because we’ve lived it. Between us, we’ve led and built growth functions at companies like Snap and Uber, and we’ve interviewed hundreds of candidates for growth roles over the years. The pattern is always the same: companies can find creative talent, they can find media buyers, but finding the person who can architect the data foundation underneath – the “plumber” – is excruciatingly difficult. And without that plumber, everything downstream is guesswork.
This is not a new problem, but it is a newly solvable one. We’re entering the era of what Andrej Karpathy calls Software 3.0 – agents that don’t just answer questions but autonomously do the work, maintain their own knowledge bases, and get smarter with every cycle. Applied to growth, that means an AI system that can learn a company’s data schema, structure and label it, and then keep maintaining that foundation as the business evolves – recursively compounding its understanding over time. What used to be a six-month, multi-headcount project can now be deployed in weeks. And the right data foundation doesn’t just save money on headcount. It makes every growth dollar smarter, every experiment more trustworthy, and every analyst more dangerous.
That’s why we’re excited to announce our investment in Hilbert.
Hilbert is building AI growth agents for consumer companies. They start where it matters most – structuring and labeling the data that growth teams need to operate at scale. Once that foundation is in place, Hilbert layers on analytics, operations, and – increasingly – execution, allowing teams to co-create growth strategies on top of clean, reliable data. TLDR: Hilbert lays the plumbing, automates the trading, and continuously brings forth high-value opportunities for teams to act on – bringing best in class growth practices to every company that needs them.
What’s been remarkable to watch is the range of companies pulling Hilbert in. They’re working with some of the biggest retailers in the world and winning against legacy marketing clouds with billion-dollar sales orgs. At the same time, some of the fastest-growing AI-native companies are choosing Hilbert. And once Hilbert maps a customer’s data schema and deploys agents on top of it, they become deeply embedded in how a company runs its growth function – the kind of infrastructure that, once it’s working, nobody wants to replace.
At the heart of all of this are Naz and Ceyda. Naz built Getir’s entire growth function from scratch and scaled it across nine countries – she’s the person who was on call for every metric, in every market, obsessive about the data in a way that made her team the analytical backbone of a multi-billion-dollar business. Ceyda is the operational backbone – the person who injects urgency into everything and makes sure the machine actually runs. Together with co-founders Ozgur and Cenk, they’ve been the growth team, the data team, and the ops team at a company that scaled at breakneck speed. They’ve felt every pain point they’re now solving.
We’ve spent a lot of time with this team, and honestly, they’re the reason we’re writing this post. We’ve seen what separates growth orgs that compound from ones that churn – and Hilbert is encoding that kind of visceral knowledge into a product. We’re thrilled to be along for the ride.
Hilbert is hiring – join them.
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