I work with science-led and technology companies at commercialisation stage — helping founders translate technical credibility into commercial traction.
Your technology is strong, but your commercial narrative isn't keeping pace with where the business needs to go.
Investors understand the science, but question the market opportunity — and you're not sure how to close that gap.
Sales cycles are long because buyers can't internalise the value fast enough. The product is good. The message isn't landing.
Marketing activity is happening but it isn't connected to commercial outcomes. Busy, but not moving the needle.
With 18+ years of senior marketing experience across B2B and B2C — in digital health, data, cybersecurity, and technology — I work with founders and leadership teams on the problems that sit between a breakthrough technology and a scalable business.
Having lived and worked across five countries in Europe and Asia, I bring both strategic depth and the cultural fluency that international growth requires. Based in Zürich, working across Europe, available for remote and hybrid engagements.
Griffioen is Dutch for griffin — the creature with an eagle's vision and a lion's grounded authority. It turns out the name fits.
"Liz brings rare clarity and commercial focus. She bridges strategy and execution, quickly identifies what really moves the needle, and leads teams to deliver results."
"Liz consistently demonstrated strategic insight, professionalism, strong autonomy and reliability. She is solution-oriented, deeply committed to quality, creative, and analytical."
"Liz is very skilled in distilling highly technical challenges, and proposing very practical, pragmatic approaches to enhance our commercial focus within one quarter."
Most engagements start with a single conversation about where you are and what you're trying to solve. No deck required.
liz@lizgriffioen.comArticles and perspectives from 18 years in the field. Subscribe to be notified at launch.