Lisbon, Lisbon, Portugal
Growth-driven marketing leader with over 15 years of experience in - 10 in B2B, 6 in SaaS, 8 in leadership roles from Head of Marketing to CMO. Skilled in building marketing teams from the ground up and equally comfortable in both strategic and hands-on roles. Deep expertise in Performance Marketing (5+ years), Lifecycle Marketing (10+ years), and Product-Led Growth (PLG) (6+ years), with a proven track record of tripling revenue, improving marketing ROI by 700%, and executing high-impact GTM strategies. Experienced in leading global marketing efforts, scaling teams, driving international expansion, and aligning marketing with business objectives to accelerate ARR growth. Experience driving revenue growth in SaaS lifecycle (PLG and non-PLG), leading marketing for subscription-based businesses in fintech, development tools, and business productivity tools - contributing to their growth at different stages, from pre-seed to Series A. Currently leading tl;dv's growth from $2M-$10M ARR. I have a passion for Product-Led Growth and as a Marketer I thrive working together with Product teams. Am a proud Reforge evangelist and while my expertise lies in Demand Generation, as a generalist, I have hands-on experience in every major marketing channel from SEM, and SMM to Community, Content, Product Marketing, or SEO. I have successfully built and led marketing teams of up to 10 people and thrive in high-growth, fast-paced environments. Specialties: performance marketing, lifecycle marketing, product marketing, growth, email automation, inbound marketing, lead generation, SEO, PPC, performance marketing, lifecycle marketing, account-based marketing, monetization, and growth loops. Previously lived and worked in London and Dublin. Currently based in Lisbon. I think positively, creatively, and critically to improve processes and deliver solutions to current and foreseeable problems. My international experience has equipped me with adaptability, perspective, empathy, resilience, and cultural and emotional intelligence. I am passionate about leadership, mentoring, coaching, empowerment, and accountability. I believe in balancing strategic thinking and hands-on execution.
Leading digital marketing strategy and execution for WebPros, a global SaaS and web hosting powerhouse powering 85M+ websites across 900,000+ servers worldwide, with a portfolio of 8 industry-defining brands - including cPanel, Plesk, WHMCS, SolusVM, NIXStats, XOVI, SocialBee, and Sitejet. Reporting to the VP of Marketing, I own the full digital marketing function across WebPros brands, driving demand generation, performance marketing, branded campaigns, and digital growth strategy at scale. Core focus areas: - Digital Strategy & Leadership - Defining and operationalising WebPros' digital marketing roadmap, aligning multi-brand strategy with commercial growth objectives across a SaaS and web infrastructure portfolio - Demand Generation - Designing and executing highly targeted, cross-channel campaigns to drive traffic, trial initiation, and direct conversion across storefronts - Performance Marketing & ROI Optimisation - Full budget ownership, cost-per-action reduction, A/B and multivariate testing frameworks, and data-driven decision-making across paid, owned, and earned channels - Branded & Co-branded Campaign Management - Collaborating with Portfolio Marketing and field teams to execute partner and brand-level campaigns aligned to revenue targets - Marketing Technology & Infrastructure — Overseeing the martech stack including HubSpot, SemRush, GA, Looker, SocialBee, and web properties; driving database health, organic growth, and user engagement - Team & Agency Leadership - Managing and developing a team of digital marketing professionals and external agency partners, with active coaching and professional development - Cross-functional Collaboration - Working across GTM, RevOps, field, and partner teams on integrated go-to-market execution, social, email, and SEO/content initiatives
- Leading the Marketing team as the first hire. - Cross-regional mkt with regional country managers. - SEO and Digital PR strategy. - Content creation - Website CRO - Growth reporting & analytics. - Sales enablement - Partner programs - Lifecycle email
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Probono advisor sessions on Marketing strategy for startups
Softr is a SaaS Web App Builder for entrepreneurs and teams. It operates in a PLG model. · Refactored existing Paid Search, expanding structure for scaling and optimizing bidding and developing dynamic landing pages. Managing over 50k monthly spend. · Built the first Growth actuals vs forecast report and geared our efforts towards measurable impact with multiple tracking improvements. · Implemented multiple lifecycle email sequences (Primary + Secondary + Terciary onboarding, Cancellation and Reactivation flows). · Experimented with paid social (LinkedIn + Facebook) · Developed and implemented a content strategy leveraging AI content generation to fill in the gaps in our regular content output.