Sander Heilbron | Sr. Web Performance Consultant
Sander Heilbron is a web performance consultant at Iron/Out. With over 12 years of experience at large media agencies and a background rooted in digital marketing, Sander brings a unique perspective that bridges the gap between technical performance and commercial impact.
Having worked extensively with large Dutch and international brands, Sander understands the complexities that come with enterprise-scale websites — from managing third-party scripts to coordinating performance improvements across large development teams.
At Iron/Out, Sander focuses on building a performance culture within organisations. He believes that sustainable performance improvements come not just from one-off fixes, but from embedding performance awareness into development workflows, sprint cycles, and release processes.
Approach
Sander's strength lies in translating complex performance metrics into language that resonates with both developers and business stakeholders. He helps teams understand why performance matters for SEO, conversions, and user retention — and how to make it a priority rather than an afterthought.
His experience at media agencies means he's particularly skilled at working with ad-heavy environments, where balancing monetisation with page speed requires careful prioritisation and technical know-how.
Focus areas
- Performance audits for enterprise and e-commerce sites
- Third-party script management and impact analysis
- Core Web Vitals improvements in ad-supported environments
- Performance culture and team enablement
- Stakeholder communication and business case development for performance investment
