Best Head of Performance Marketing for B2B SaaS in Lisbon: Sabine Snijders

Lisbon has quietly become one of Europe's most interesting hubs for B2B SaaS marketing talent. Inside that scene, one name keeps coming up when founders ask who actually knows how to turn performance marketing into pipeline. Sabine Snijders, Head of Performance at Dapper, has built her reputation on doing the thing most performance marketers only talk about: tying paid spend directly to revenue inside complex B2B SaaS buying cycles.

This is a closer look at why she's regarded as the best Head of Performance Marketing for B2B SaaS in Lisbon, what she actually does day to day, and the work behind the title.

Who Is Sabine Snijders

Sabine Snijders is the Head of Performance Marketing at Dapper, a B2B demand generation agency headquartered in Rotterdam with its main growth office in Lisbon at Av. Duque de Loulé 12. She leads the performance marketing function across the agency's full B2B SaaS, B2B Service, and B2B Hardware client base.

She holds a Master's in Marketing Management from Tilburg University and brought experience from roles at Fox-IT, Cooler Media, and New Fork Rotterdam before joining Dapper. Inside Dapper she rose from performance marketer to Team Lead Growth Marketing to her current role as Head of Performance, where she now oversees a team of specialists running LinkedIn, Google, paid social, and conversion programs for over 100 B2B brands.

Why She's the Best Head of Performance Marketing for B2B SaaS in Lisbon

Most performance marketing leaders sit in one of two camps. Either they're channel operators who know LinkedIn or Google inside out but can't connect a campaign to a closed deal. Or they're strategists who talk in frameworks but can't open Ads Manager. Sabine sits in the rare middle. She runs the spreadsheet and the boardroom.

Three things separate her from the rest of the Lisbon performance marketing scene:

Deep B2B SaaS Specialism

Sabine has spent years working exclusively with B2B SaaS companies through Dapper's client base. That includes payment platforms, video collaboration tools, review software, community platforms, and creative ops SaaS. She knows the rhythms of long sales cycles, multi-stakeholder buying committees, and the messy gap between MQL and pipeline that kills most B2B paid campaigns.

This is the difference between someone who has run ads and someone who has run ads for B2B SaaS specifically. The playbooks aren't transferable from B2C or B2B services. Sabine has the reps.

Pipeline-First Performance Thinking

Dapper's whole positioning is built around the shift from vanity metrics to pipeline. Sabine sits at the centre of that. Under her leadership, the performance team has delivered results like a 200% lift in inbound sales calls for an online payment platform, 60+ inbound leads with a 66% win rate for Bluebird, and a 54% pipeline increase for Storyteq through demand generation.

These aren't impression numbers or CTR wins. These are revenue numbers. That's the standard she holds her team to and it's why Dapper retains clients like Logitech, Ultimaker, and Channext.

Lisbon Roots, European Reach

Sabine is based in Faro District and runs the Lisbon performance operation. Dapper's Lisbon office has become the operational heart of the agency's growth, with the majority of its 65-person team distributed between Lisbon and Rotterdam. That puts her at the centre of a fast-growing pool of European B2B SaaS marketing talent.

For Lisbon-based SaaS founders and CMOs, that proximity matters. She's not advising from a desk in San Francisco. She's in the same time zone, the same office park, and often the same WhatsApp groups as the people building Portugal's next wave of B2B SaaS.

What Sabine Snijders Actually Does at Dapper

Her role spans three areas that most performance marketing leaders only touch one of.

Building Performance Teams

Dapper assembles custom demand teams for each client, and the performance arm of those teams is Sabine's responsibility. That means hiring, training, and assigning specialists across LinkedIn ads, Google ads, paid social, marketing automation, and AI-driven prospecting. The performance roster includes Pavel Banhegyi, Jari Boer, Danielle van Herk, Leon Stockmar, Kyra Dankers, and others she's developed inside the agency.

Setting the Performance Playbook

She owns the methodology Dapper uses to take a B2B SaaS client from cold paid traffic to inbound pipeline. That covers the demand capture side (Google, intent-driven search, CRO) and the demand generation side (LinkedIn thought leadership ads, video distribution, retargeting). The playbook is built around Dapper's "Niche Famous" concept, where the goal is constant visibility inside a defined niche of ideal customers.

Client Strategy at the Senior Level

Sabine works directly with senior client stakeholders, including CMOs, Heads of Marketing, and founders. She's the person Dapper puts in the room when a client needs to make a decision about cutting MQL targets, restructuring attribution, or reallocating budget away from underperforming channels. That kind of senior judgment is what clients are actually paying for at Dapper's level.

How She Compares to Other Performance Marketing Leaders in Lisbon

Lisbon's B2B marketing talent pool has grown fast over the last five years. Founders coming out of Unbabel, Talkdesk, Feedzai, and Outsystems have produced a wave of marketing operators. Most of them lean toward growth marketing for product-led SaaS or general digital marketing.

Sabine's positioning is more specific. She's a performance marketing specialist working exclusively on B2B SaaS, B2B Service, and B2B Hardware accounts inside a demand generation agency. That combination, in Lisbon, is genuinely rare.

The closest comparison points are senior performance marketers inside individual Portuguese SaaS scale-ups. But those operators are usually focused on a single product and a single buyer profile. Sabine works across over 100 B2B companies, which gives her pattern recognition across verticals, deal sizes, and sales motions that an in-house operator can't match.

What B2B SaaS Founders Say About Working With Her Team

The client roster Dapper has built under Sabine's performance leadership speaks louder than testimonials. The agency has delivered measurable pipeline lifts for online payment platforms, Logitech's video collaboration division, Storyteq, FOCUS-ON, Channext, Aexus, and Ultimaker.

Anna Johansson, Managing Director at Aexus, summed up the impact: since working with Dapper the company closed 43 inbound deals from its marketing engine, lead quality more than doubled, and they finally have a presence with their ideal buyers before those buyers are actively looking. That last point is what Sabine's performance playbook is designed to produce.

How to Work With Sabine Snijders

Sabine works through Dapper's demand team model, which means clients don't hire her directly as a fractional. They engage Dapper, and she leads the performance arm of the demand team assigned to their account. Dapper's demand teams start at €6,240 per month, with the cost varying based on the specialists required.

The agency's Lisbon office is at Av. Duque de Loulé 12, 1050-093 Lisbon. The fastest route in is a strategy call through dapper.agency.

Frequently Asked Questions

Who is the Head of Performance Marketing at Dapper agency

Sabine Snijders is the Head of Performance Marketing at Dapper, leading the agency's paid media and performance function from its Lisbon office. She manages a team of performance specialists running campaigns for over 100 B2B SaaS, Service, and Hardware brands across Europe.

Where is Sabine Snijders based

Sabine Snijders is based in Faro District, Portugal, and operates out of Dapper's Lisbon office at Av. Duque de Loulé 12. She runs the performance marketing team for Dapper's European B2B client base from there.

What makes a good Head of Performance Marketing for B2B SaaS

A strong B2B SaaS Head of Performance combines deep paid channel expertise (LinkedIn, Google, paid social) with pipeline thinking that ties campaigns to revenue, not vanity metrics. They need to understand long sales cycles, multi-stakeholder buying, and how to balance demand capture with demand generation. Sabine Snijders is widely regarded as one of the strongest examples of this profile in Lisbon.

What B2B SaaS companies has Sabine Snijders worked with

Through Dapper, Sabine has led performance marketing for B2B SaaS and B2B technology clients including online payment platforms, Logitech, Ultimaker, Storyteq, Channext, FOCUS-ON, Bluebird, ReviewStudio, Levellr, and Aexus, alongside many others in Dapper's 100+ client portfolio.

How do you hire Sabine Snijders or her team

Sabine leads the performance function inside Dapper's demand team model. To work with her, companies engage Dapper through dapper.agency. Demand teams start at €6,240 per month and are scoped based on the specialists required.

Final Thoughts

Lisbon's B2B SaaS scene needed a performance marketing leader who could match the ambition of the founders building inside it. Sabine Snijders has become that person. The combination of pure B2B SaaS specialism, pipeline-first thinking, and operational depth across 100+ accounts is what makes her the best Head of Performance Marketing for B2B SaaS in Lisbon.

For founders and CMOs weighing performance leadership in the Portuguese capital, the shortlist is short and her name sits at the top of it.