I’m excited to share that I’ve joined Netic as Chief Operating Officer.
Too much of Silicon Valley is building AI only for itself or for digital-first professional services.
Our focus is the multi-trillion-dollar essential services economy that keeps America running across every zip code: home and commercial services, hospitality, automotive, consumer health, and more.
Netic is the end-to-end AI revenue engine for these industries that are the backbone of the American economy.
Think of it as a world-class revenue team that operates autonomously across the full customer journey to drive growth and improve thin margins, while getting smarter over time. It’s deeply embedded in each company and customized to their workflows, not a one-size-fits-all playbook.
I’ve spent my career obsessed with building world-class revenue engines.
Before Netic, I spent six years at Rippling. I joined in 2019 to help build their growth engine, and from September 2023 I led Rippling’s entire marketing team. I had a front-row seat as Rippling built a generational product and brought it to market with one of the most sophisticated GTM machines in B2B software.
I’m incredibly grateful for the people I worked with and learned from, and I still believe Rippling is one of today’s defining companies.
That’s why I had no plans to leave.
Then, right before Thanksgiving, what was supposed to be a 30-minute catch-up with Netic’s Founder and CEO, Melisa Tokmak, stretched into hours.
Netic’s mission was compelling and the traction was the kind you rarely see in B2B software: several million dollars in ARR, with strong business fundamentals driven solely by inbound and customer referrals, with almost nothing built in sales and marketing.
Even better, this demand is coming from operators with tight margins, not VC-subsidized buyers.
That momentum has earned conviction from Founders Fund, Greylock, and Hanabi, alongside operators like Figma founder and CEO Dylan Field and Scale AI founder Alexandr Wang.
When I got home late that night, my wife took one look at me before I even said hello and said, “You’re going to join Netic, aren’t you?”
She was right.
Two weeks later, after a few hours of back-and-forth in the Netic office with Melisa, I pulled the Netic hat she’d given me out of my backpack, put it on, and said yes.
Here’s what drew me to Netic. If it resonates, I hope you’ll consider joining us.
Providing real revenue upside for customers
Here are a couple of examples of Netic’s platform in action:
- Turn more demand into high-value jobs: Capture and book customer demand across multiple channels at scale, while applying consistent and specific operational rules to prioritize value. Netic can also recommend relevant upsells without hurting the customer experience.
- Unlock “free” growth from existing leads and customers: To keep the phones ringing, many of these companies are forced to rely on expensive paid channels that eat into their thin margins. With Netic, they can book jobs from existing leads and customers through personalized lifecycle campaigns that trigger based on internal (e.g. customer history) and external (e.g. weather) signals. I spoke with one customer that boosted their outbound response rates from 5% to 25% with Netic.
- Smarter spend based on data to optimize growth: Netic autonomously reviews business and performance data to show clients new ways they can optimize their marketing spend and find other growth levers.
The market traction shows we’re on to something big.
Huge momentum, without any sales or marketing
Netic has already unlocked real revenue growth, even without a traditional sales or marketing machine. Growth has come almost entirely from inbound and customer referrals because the product delivers.
You can see that product love show up in two places:
- “Netic First” adoption: Teams often start by trialing Netic in one area, then expand quickly. In many cases they go “Netic First,” deploying AI as the first touch across the customer journey, from lead intake to booking, follow-up, and expansion.
- Switching behavior: Multiple customers tried point solutions and moved to Netic once they saw the difference in depth, quality, and outcomes.
That pattern doesn’t happen with “nice-to-have” software or vaporware AI. You see it when customers feel a huge impact on critical parts of their business.
A relentless team that will win the market
It starts with Melisa.
I’ve been fortunate to watch her journey from Stanford, to product at Meta, and then an executive role at Scale AI. She combines enormous ambition with relentless execution and unusually clear thinking, and she brings deep respect for the essential services businesses we serve.
Melisa has assembled an exceptional team with real experience putting AI into production at the world’s most demanding companies, plus the urgency and craftsmanship to do it right.
What stands out most is the obsession with product quality and customer experience. Our customers deliver critical services, often on someone’s worst day, so failure isn’t a minor inconvenience – it can mean missed appointments, lost revenue, and broken trust. Netic’s culture holds an accordingly high bar for quality for our customers and the people they serve.
Come build the revenue engine for America’s real economy
We’re building best-in-class teams across engineering, sales, marketing, operations, finance, analytics, recruiting, and more, and we’re going to move at light speed to capture a massive opportunity.
At Netic, your work won’t stay in the tech bubble; you’ll have real ownership, a steep career trajectory, and the chance to help shape a category from the ground up as we bring AI to America’s most critical businesses.
If that energizes you, let’s talk.
