Ireland
Seasoned and results-driven marketing leader with 18 years of experience across B2B and B2C -- primarily in a B2B SaaS environment. Full funnel expertise with a special focus on demand generation; previously responsible for 100K+ monthly global leads at HubSpot. Delivers impact where it matters most, whether at a startup or scale up. ⇨ Demonstrated success in achieving business targets ⇨ Skilled at developing high-performing, happy teams ⇨ Particular talent for turning chaos into an organised, well-oiled machine ⇨ Special interest in stakeholder management and cross-team alignment The areas where I excel include: ✯ Product-led growth ✯ Content strategy ✯ Growth marketing strategy ✯ Conversion optimisation ✯ Team leadership & internal alignment ✯ Partner and influencer marketing ✯ Automation ✯ Monetisation
Hired and developed a team of people across content, acquisition, design, research, and data analysis. Promoted from Marketing Director to CMO within 8 months. - Implemented a SEO strategy that saw the two highest months of organic traffic in company history - Implemented CRO strategy that increased lead conversions by 233% - Reduced average customer acquisition cost by 10% through paid channel optimisation and effective organic growth - Developed a self-serve design platform for partners, significantly reducing the cost and resources required to support the partner community to grow - Secured co-branded partnerships with 4 of the most prominent influencers in the industry driving massive brand awareness and significantly boosting brand credibility - Provided leadership training and ongoing coaching on how to deliver tough feedback effectively to our leadership team
As the Marketing Director, my team and I partner very closely with our Sales team to develop effective marketing strategies that align with our revenue targets. Focus areas include organic growth, CRO, sales enablement, automation, and optimising our advertising efforts to reduce the cost per lead and increase ROAS.
Led a team of 40+ marketers and managers globally responsible for attracting and converting a qualified audience across all content channels. Generated more than 2M leads per year. - Managed a budget of $12M per annum in an efficient manner - Oversaw conversion rate optimisation and A/B testing across all channels - Increased leads from the newly acquired Hustle newsletter by 20% in the first six months (2M subscribers) - Generated 2M monthly organic views and increased lead CVR by 300% on a newly created YouTube channel - Managed all four english HubSpot blogs, generating 12M monthly visits and 50K leads monthly - Led the partnership marketing program resulting in 15K+ monthly leads - Launched and grew the HubSpot Podcast Network from 0 to 10M monthly downloads within 6 months
Built and led a team of distribution marketers, content creators, and optimisation specialists to generate user signups for Sales Hub and HubSpot Academy. Built the messaging and influencer marketing strategy that established Sales Hub into the market and accelerated its growth trajectory. Drove new Academy growth in non-English regions by establishing and executing scalable processes for use by regional teams. Leveraged product-led growth strategies to triple monthly signups to HubSpot Academy. - Grew Academy users 3X, from 5K to 15K+ users per month in the first year and exceeded all targets thereafter - Increased Academy referral signups by 800% and built the top referral source for all of HubSpot through product-led growth - Generated 10X leads in the first month of overseeing the acquisition strategy for Sales Hub - Won ‘The Great Manager Award’ which is a global recognition awarded to a very small percentage of the manager+ community within HubSpot
In this tenure, I established the partnership marketing program for EMEA from the ground up by collaborating with brands such as LinkedIn, Twitter, and Evernote, while accomplishing all lead targets. I built the persona and content strategy for the new sales product line and collaborated with sales teams to develop sales enablement assets. A few key accomplishments in this tenure include: • Exceeded annual target by 10X in the first year by building the co-marketing program for EMEA. • Designed and developed the MakeMyPersona prospect-generating tool, one of the top demand drivers globally with the highest close rate. • Regular speaker at HubSpot events across Europe.
In this role, I efficiently managed all aspects of marketing communications with the primary focus on lead generation through content and automation. I planned and managed customer and prospect events as well as oversaw and contributed to the company blog. A few key responsibilities in this tenure include: • Concepted and executed a creative re-engagement campaign that closed one of the largest deals in the company’s history. • Created sales enablement collateral and ensured lead volume for the sales team. • Executed all social media marketing and managed the email marketing programme.
Responsible for new membership sales, customer retention, and marketing. Ideated and independently executed a corporate marketing campaign going into businesses to pitch our corporate membership offering. Concepted and ran a direct mail campaign which resulted in a significant uptick in new memberships. Partnered with the General Manager to plan customer events bringing fresh and innovative ideas to the table.