London, England, United Kingdom
Marketing leader with 10+ years’ experience driving growth through performance marketing, partnerships, and go-to-market strategies across global markets. Strong background in digital marketing (Meta, Google Ads, LinkedIn, Programmatic, SEO), with a focus on ROAS optimization, customer lifecycle management, and data-driven decision making. Proven track record in leading cross-functional teams, optimizing customer journeys, and delivering measurable impact across paid, owned, and earned channels. Driving partnerships that unlock new growth channels and support acquisition, engagement, and revenue, using marketing automation and AI to scale impact and continuously optimize performance.
• Lead end-to-end planning and execution of integrated marketing campaigns (ATL, BTL, trade), aligned with EU business objectives. • Drive performance optimization across paid digital and retail media channels (Meta, Google Ads, YouTube, LinkedIn, Criteo), leveraging full-funnel metrics (CTR, conversion, engagement) to enhance lifecycle communication effectiveness. • Deliver high-performing paid media campaigns (Meta), exceeding targets (+136% impressions, +129% reach, +51% CTR) and driving incremental sales. • Own marketing budget planning and forecasting, allocation across paid, owned, and earned channels to maximise ROI. • Lead PR management, influencer marketing and media relations to expand brand reach and earned media impact. • Report on campaign, product category, and budget performance to senior stakeholders. • Lead and develop a team of 5, driving performance and delivering lifecycle communication strategies to support product launches and brand growth. • Collaborate with global and EU teams on CX initiatives and customer journey projects, integrating lifecycle marketing into end-to-end experience design.
• Designed and executed annual marketing strategies for key verticals (Digital, Manufacturing, Built Environment), leading budget planning and forecasting in alignment with the company’s 5-year strategic growth plan. • Delivered integrated multi-channel marketing campaigns, leveraging content (articles, blogs, white papers, videos, case studies, PR) and channels including social media, events, web, and exhibitions • Led creative and content agencies to develop high-impact marketing campaigns and collateral. • Planned and executed event marketing campaigns, leveraging the full marketing mix (digital, PPC, social media, PR, direct marketing) • Managed campaign execution timelines to ensure on-time delivery and maximum impact. • Utilized marketing tools (Google Analytics, Sprout Social, Pardot, EPiServer) to track performance and generate insights.
• Led NPD (new product development) and innovation pipeline, managing end-to-end product development and launch processes aligned with brand strategy and business KPIs. • Planned and executed integrated marketing campaigns across paid, owned, and earned channels. • Managed paid media strategy and budget allocation across key platforms to maximize ROI and conversion. • Drove online sales growth (app & web) by improving digital funnels and executing performance-driven campaigns. • Built strategic partnerships to increase brand reach and sales volume. • Conducted market research and brand health tracking to inform marketing strategies. • Built brand awareness through creative and digital agencies, social media communication, PR, brand partnerships, influencer marketing and campaigns.
• Delivered full-funnel marketing strategies for heavy equipment lines, including customer segmentation and buyer journey mapping. • Managed cross-agency teams to roll out lifecycle-aligned communications (events, PR, digital), increasing engagement KPIs. • Oversaw marketing budget and optimized investment based on campaign performance data. • Developed the strategic narrative for Caterpillar’s global Fuel Consumption campaign, presenting the framework to international dealers and enabling multi-market adoption through localized executions.
• Built three new product lines and developed 5 year’s strategic marketing plan, positioning, brand strategies and forecast in-line with company’s strategy. • Delivered brand and financial business performance based on the company’s performance metrics. • Led agency partners in the creative development of promotions, shopper marketing, packaging, and communication projects, as well as sales and marketing collateral. • Led new product and line extension development launch and relaunch processes in line with corporate targets through analyzing consumer expectations, market trends and competitor actions. • Analyzed and monitored sales, market performances and marketing budget with full responsibility. • Executed promotion and shopper marketing tactics by analyzing and synthesizing consumer and customer data, providing actionable recommendation.