London, England, United Kingdom
I’m an experienced B2B growth marketer, particularly in entrepreneurial, fast-growing companies in the SaaS technology and consultancy sectors. I’ve played an integral part in the 10x ARR growth and 6x top-line growth of these businesses. I thrive in building global marketing teams from the ground up and guiding them to success in a commercially connected, goal-driven way. I have a particular knack for keeping everyone grounded and focussed amidst the disruption of start-up/fast-growth businesses. I put this down to my ability to set direction, filter distractions, be adaptable, foster good relationships and willingness to ‘get stuck in’. A marketing operator that gets the plan off the page, I am skilled in people management; strategy, planning and budgeting; branding and creative; demand generation, events and digital; PR and communications; and marketing operations.
Managing a team of 15 marketers across Design, Brand & Comms, Digital, Demand Gen, Content Marketing and Product Marketing. Driving revenue growth for Marketing SaaS and services.
Following £41 million equity investment, the marketing team tripled in size and formed specialist functions. Having primarily focussed on demand generation, I opted for change and chose to lead the brand function, creating market distinction and amplifying as part of a brand-to-sales philosophy. • Rearchitected and rebranded OrgVue as the business completed its transition to a global SaaS provider • Named in PRovoke Media’s Innovator 25 EMEA list (2021) recognising ingenuity and creativity in brand communications • Guided the development of thought-leading content within an integrated campaign framework. Working closely with Demand Generation, 80% of MQLs were generated with these outputs • Worked with Product Marketing to create messaging and assets to support each stage of the enterprise buyer journey – from epiphany to purchase • Revised narrative and directed all copy for new website, including on-going (mainly blog) content to improve SERPs. Achieved page #1 rankings for target keywords • Ran regular PR campaigns, e.g. partnerships with CEBR and WIRED, to generate national coverage (America and UK). Ian King live Sky News interview was a highlight • Established relations with key industry influencers, analysts and customers for public advocacy via webinars, speaker appearances, podcasts and awards • Conducted brand research, setting future performance benchmarks on awareness, recall, consideration and competitor comparison • Scaled capability and capacity through the appointment and management of agencies for PR, content, research, brand and design
Joined the company in a newly created role to bring structure and discipline to a team of four. Translated the business’s growth ambitions into immediately actionable plans and longer-term projects, including preparation for a funding round. Navigated change, conflict and resistance as the company transitioned from a consulting to SaaS business. • Delivered individual marketing plans to drive awareness and sales for three areas of the business, predominantly through events, webinars, thought-leadership, partner marketing, search and outbound prospecting • Set up the demand generation infrastructure (Hubspot), processes and activities to deliver 1,500 MQLs/quarter • Rejuvenated positioning, messaging and collateral for three products: OrgVue, SupplyVue, Analytics Solutions • Uplevelled team with content marketing and campaign manager hires • Introduced robust budget planning, reporting and control
Promoted to lead the global marketing function, including relocating to New York to launch the business in North America. Focussed on developing and scaling the marketing function, finding efficiencies, and replicating successes in new markets. Being predictable in how the team worked and aligned cross-functionally was important as the business grew. • Devised divergent strategy and plans as North America focussed on launch and growth, the UK on enterprise client expansion and opening mid-market segment • Realigned and grew the team to support by region and speciality: events, PR, operations and field marketing (US) • Evolved inbound lead-to-sales process to feed the newly formed Sales Development (SDR) function. 75% of all sales meetings converted from MQLs • Introduced outbound marketing programme and launched an open Masterclass programme to boost mid-market segment • 61 total events across the mix, including new client-partnered symposiums (New York Life and MetLife) • High quality and reputation of webinars saw registration numbers reach 2,000 • US edition of “Wake up your mind” book makes Amazon and Wall Street Journal bestsellers lists • Refreshed brand identity with greater B2B persona focus • Launched new websites with improved navigation of new products and solutions, including Parent Gym site
First senior marketer hired to professionalise the function in a small, but ambitious company of 40 employees. Ran all day-to-day activities whilst also establishing the foundations for growth, including new platforms and experienced appointments, growing the team from one to five members. • Delivered 6 integrated thought-leadership campaigns, generating 5,500 MQLs/year, 40% of which new logos • Implemented Pardot marketing automation to manage and track the marketing-to-sales funnel, introducing new standard of collaboration between sales and marketing functions, communicating in hard MQL-SQL metrics and results, e.g. US events generated $885K opportunities in FY16, a potential 687% ROI • Built Mind Gym’s profile as the expert voice on the psychology of learning and behavioural change. Secured regular columns in Forbes and The Sunday Telegraph, interviews on BBC Breakfast, as well as features in Time, Fortune, The Financial Times • Renewed brand identity, providing globally consistent messaging and guidelines to work to • Rebuilt website to target North America in addition to UK • Grew awareness and reputation: o Produced year-round mix of events: 45 total webinars, summits, roundtables, tradeshows, executive dinners (won ‘best new exhibitor’ and then ‘best in show’ in consecutive years at ATD – a major 20K-visitor event) o 147 press features o 6 industry awards
Deliver an integrated marketing plan for TradeDoubler’s largest region, the UK and Ireland. Promote the affiliate and display platforms, foster stronger relationships between advertisers and publishers to generate commercial opportunities. • Worked with Country MDs to devise and execute local marketing plans with full budget control • Wrote op-eds, case studies, newsletters and website content • Partnered with in-house experts to run PPC campaigns • Managed programme of 14 exhibitions, speaking opportunities, in-house workshops per year • Created sales collateral: templates, case study library, product sheets, brochureware, etc.