Copyright © 2021

Jason van der Merwe

Growth Engineer Home Cook Runner

Connect With Me
About Me

Hello there! My name is Jason van der Merwe, but many folks call me Json. I currently lead several engineering teams at Strava. My engineering background is primarily in iOS development.

When I'm not working, I'm either cycling, running, cooking or building something. I'm currently building furniture for my house and learning various woodworking techniques.

Expertise
  • Mobile + Fullstack Development
  • Growth Engineering & Leadership
  • Experimentation Culture
  • Mentoring & Managing Engineers' Career Growth
  • Aligning Technical Capabilties with Business Priorities
Interests
  • Running & Cycling
  • Travel
  • Cooking & Cocktails
  • Beginner Woodworking
  • Photography
Experience
  • 2022 - now

    Strava

    Director of Engineering, Growth

    Responsible for the Lifecycle Teams within our Growth Org, which recently expanded to include an Insights and Optimization sub org. I continue to ensure operational efficiency within the Growth Org, but also focus on how our org collaborates with teams across Strava.

    I am the engineering leader responsible for overall hiring training and process and I work closely with our Talent Team to improve our processes.

    Since we don't have a Head of Growth role, I fulfill some of those responsibilities, ensuring that our Growth Org leadership layer collaborates regularly to ensure that the overall org is moving in the right direction. I seek to create moments of collaboration and alignment between functions where there is an opportunity for that to result in greater impact on the business. I spend time every week reviewing business results and looking at areas that we aren't invested in to ensure that we understand the opportunity cost of the areas we are focused on.

  • 2022 - now

    Strava

    Dublin Engineering Site Lead

    Asked to help open our Dublin, Ireland office and lead engineering out there. Responsibilities include working with the Talent Team to hire our first engineering and product teams in Ireland, establish an employer brand and create an office culture.

  • 2020 - 2022

    Strava

    Senior Engineering Manager, Growth

    Responsible for the entire Growth Engineering organization, totalling six teams. Manage 5 managers and a Staff Engineer. Responsible for the technology vision, strategic positioning and execution of the Growth Engineering Organization. Led a company wide project to redesign our mobile navigation patterns and major app surfaces, resulting in an increased free and paid engagement.

    I led exercises on creating the org structure that allowed our team to grow from a singular team to an org comprised of 5 teams (and beyond) with a leadership layer above. The Growth org is around 70 people now with around 30 engineers, around a quarter of the overall engineering org. In 2021, I was directly responsible for hiring 22 engineers.

    I also filled in as the MAU Product Lead while we were hiring for this role. I was in this temporary role for 9 months. I was responsible for finding ways to grow MAU through Activation and Reactivation. When I started, we hadn't invested in retention of winbacks. I helped the team understand the winback space, we doubled our team size, and shipped dozens of experiments, with several resulting in key retention increases for winbacks. We did this while continuing to invest in new user retention.
  • 2018 - 2020

    Strava

    Engineering Manager, Growth

    Responsible for the Growth Activation Team and the Growth Communications Platform Team. Managed 7 engineers, ranging from early career to staff level. Led company wide, 6 month project to move our subscription paywall. Also led a project to build a new explore feed of suggested content. Completed the MVP in 10 weeks.
  • 2017 - 2018

    Strava

    Senior iOS Software Engineer & Engineering Lead, Growth

    Designed the second generation of our experimentation infrastructure and implemented the iOS client. Part of a 4 person engineering team that redesigned our analytics framework and client libraries. Helped the iOS team transition from MVVM to Clean Swift code patterns.

  • 2015 - 2017

    Strava

    iOS Software Engineer

    iOS engineer on the Growth Team. Shipped over 50 AB tests that reduced friction in new user flows and built features such as social sharing and activity tagging. Helped the broader iOS team transition to using MVVM. Rebuilt new user flows in Swift from ObjC.
  • 2013 - 2015

    Alsop-Louie Partners

    Associate

    Responsible for seeking out deals that stemmed from Stanford University, either by professors or students. Conducted due diligence on potential deals, utilizing my mathematics and machine learning/AI background to udnerstand and evaluate the technology of potential companies.
Education
  • 2011 - 2015

    Stanford University

    Bachelors of Science, Computer Science Engineering

    My concentration was on Artificial Intelligence and Machine Learning. I also pursued a secondary major in Mathematics and Computational Sciences.
Growth Posts

I've spent the last 7 years of my career working on product led growth at Strava. Throughout this time, Strava has grown from less than 10MM users to over 100MM. I write about the lessons I've learned, what has worked for us and some of my perspectives on how to build a successful Growth organization. My hope is that other teams can learn something from my experiences.

I also do advising for companies who are looking towards product led growth to help their business grow. If you're interested in how I might be able to help, please connect with me on LinkedIn.

  • 01
    • June 20, 2022
    • Growth Orgs

    What's the Purpose of a Growth Team?

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • 02
    • July 01, 2022
    • Feature Education

    Building a Feature Education Coordination Platform

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • 03
    • June 11, 2018
    • Hypothesis Driven Iterative Development

    Case Study: Building Features with an Iterative Approach

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • 04
    • Sept 7, 2022
    • Strava: Tech for Good

    An Interview with Ireland's Business and Finance Magazine

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • 05
    • Sept 3, 2022
    • Growth Technology

    A Crash Course in Deeplinking

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

Food

I like to make food. I have a website dedicated to the recipes I've come up with. Go over to Food by Json if you're intrigued. Otherwise, enjoy these photos of food that I've made.

  • Shishito Peppers

    With a sweet sriracha aioli, a perfect starter.

  • Chicken Crepe

    With Spinach Pesto and Balsimc Glaze

  • Brioche French Toast

    With Chantilly Cream and Strawberries

  • Crispy Skin Salmon

    Over Avocado Puree & Coconut Rice

  • Gnocci

    Served with sauted mushrooms

  • Empanádas

    Filled with lamb, beef, onions and many spices.
Travel

I love traveling! It's such a great way to explore other cultures and ways of life. Travel offers such amazing perspectives on our own lives. I was lucky enough to travel extensively as a kid and now I try to travel as much as I can.


This section of my website is dedicated to some of those adventures. I hope that my explorations will pique someone's interest and they will go somewhere they've never gone before. Maybe that person will be you!

Favorite Places
  • San Francisco, California
  • Sea Ranch, California
  • Mexico City, Mexico
  • Barcelona, Spain
  • Grindelwald, Switzerland
  • Cinque Terre, Italy
Travel Coverage
North America45%
South America20%
Europe70%
Asia25%
Africa10%
Oceania10%
  • Barcelona, Spain 2017

    Walking to the Bunkers Del Carmen

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • Mexico City, Mexico 2017

    Biking through the Zócalo

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • Lost Coast Trail, California 2018

    Backpacking 26 miles along California's most rugged coastline

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • Colmar, France 2016

    A French town with German architecture

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • Grindelwald, Switzerland 2016

    Hiking from the shoulder of the Eiger back to town

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

  • Emigrant Wilderness, California 2018

    Bear lake shows off the area's quintessential beauty of granite, high alpine lakes

    Cavani is a leading web design agency with an award-winning design team that creates innovative, effective websites that capture your brand, improve your conversion rates, and maximize your revenue to help grow your business and achieve your goals.

    In today’s digital world, your website is the first interaction consumers have with your business. That's why almost 95 percent of a user’s first impression relates to web design. It’s also why web design services can have an immense impact on your company’s bottom line.

    That’s why more companies are not only reevaluating their website’s design but also partnering with Kura, the web design agency that’s driven more than $2.4 billion in revenue for its clients. With over 50 web design awards under our belt, we're confident we can design a custom website that drives sales for your unique business.

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Copyright © Jason van der Merwe, 2022