London, England, United Kingdom
Commercial Head of Marketing with over 10 years’ client-side experience across B2B and B2C organisations, including private equity-backed scale-ups and established businesses. Over the last five years, I’ve operated in senior leadership roles with accountability for marketing strategy, performance, brand and commercial outcomes. My background combines performance-led growth with research informed strategy and disciplined investment decision making. I’ve led marketing P&L turnarounds, delivered sustained revenue and contribution growth in challenging market conditions, and evaluated brand investment through structured testing and measurement. I’m comfortable operating in constrained environments, balancing efficiency with longer-term strategic intent. I believe effective marketing is built on a clear understanding of customers, informed targeting and positioning, and channels and investment decisions aligned to objectives, with rigorous commercial evaluation. I work best in growth-oriented organisations that value marketing fundamentals, where insight-led strategy and performance execution are aligned.
Senior marketing lead within a private equity-backed comparison business. Initially hired to lead performance marketing, expanding remit to full marketing and brand responsibility. Operating with increased autonomy following leadership changes since December 2024, with responsibility for strategy, budget and delivery. • Turned around a loss-making marketing P&L to positive EBITDA within 12 months through improved targeting, channel optimisation and investment discipline. • Delivered sustained revenue and contribution growth despite flat market conditions and rising acquisition costs. • Led research-informed positioning and messaging development to improve marketing ROI and mid-funnel performance. • Designed and delivered a large-scale regional brand test, achieving significant awareness uplift and informing future investment decisions. • Led agency selection and governance across performance, SEO, media, creative and research partners. • Redesigned and rebuilt the marketing team during a business restructure, maintaining engagement through organisational change.
Barkyn is a subscription for pets, changing the pet market and reshaping the way the ecommerce experience should feel - human, seamless & beautiful. One of 8 startups selected by Google to its Growth Program and has been highlighted by large media like Monocle. The company is operating in several European markets, becoming a loved brand online. In my role as Head of Performance, i am responsible for defining the customer acquisition strategy, the channels we explore and how, coach performance specialists and iterate on processes. The main mission is to guide scaling budgets and the number of new customers we acquire per month for our subscription based model and store sales. Specifically: • Work with the team/agencies to define and set media accounts structure and strategy - especially Google and Facebook • Be the owner of acquisition metrics - more and more granular - and act on what we need to improve • Explore new acquisition platforms • Architect the holistic acquisition strategy and amplify brand efforts alongside Head of Brand • Coach performance specialists • Define and run a roadmap of experiments, besides a fast rotation of creatives and optimisations • Channel responsibility includes but not limited to PPC, SEO, video, display, paid social.
Collinson is a $1Bn loyalty and benefits company with both B2B and B2C products and services. Specialising in customer acquisition, retention and monetisation across Loyalty, Travel Experiences, Insurance and Assistance sectors. Working within the Online Acquisition and Engagement team I am responsible for Paid Advertising for Collinson's B2C brands, Priority Pass (EMEA) and Columbus Direct (UK). Channel responsibility: Paid Search (Google & Bing), Display (Retargeting & Programmatic), Affiliate, and Paid Social media (Facebook & Instagram) In addition to paid acquisition and digital brand advertising channel ownership, i work closely with SEO, CRO, website content managers, customer retention, product marketing, creative, and offline campaign teams to drive an integrated strategy and campaigns for the business to contribute to profitable P&L's. With a focus on customer acquisition and engagement, my core responsibilities are: • Ownership of the Paid Advertising strategy and alignment to broader business objectives and P&L • Million+ £ budget and revenue responsibility • Management of performance marketing agency (Account team made up of up to 10 specialists) • Development of integrated campaigns with commercial focus • Analysis and interpretation of first and third party data to inform short term optimisation and longer term strategic planning • Working accross high traffic Ecommerce websites
As part of the Digital / Ecommerce team within Collinson's consumer marketing division, I am responsible for all B2C paid acquisition throughout EMEA for Collinson's retail brands, Columbus Direct Insurance and Priority Pass. Across the two brands, I am responsible for budget development and monitoring, strategy creation and execution, agency management, and alignment to broader teams and channels for: • Paid Search • Display remarketing and prospecting (GDN and Programmatic) • Affiliates • Paid and Organic Social Media (Facebook, Instagram, Twitter) I also manage the Social Media Executive to drive the Priority Pass and Columbus Direct strategies, whilst working with SEO, CRO and website development to ensure all channels are aligned and working towards unified objectives.
Formerly ICLP. In my role as senior online marketing executive I am responsible for the development of the global digital marketing strategy for the business. This includes management, reporting, budgeting, and ROI tracking of ICLP’s SEO, PPC, Website development, and social media activities as well as working with campaign managers at a global and regional level to support in the execution of multi-channel lead generation campaigns. Responsibilities: • Work with Global Marketing Director to create the online strategy • Manage SEO agency to develop SEO strategy, execute campaigns and report on activities • Manage PPC agency to create PPC strategy, execute campaigns and report on activities • Development and execution of social media strategy (LinkedIn & Twitter) • Management of Global website in 4 languages; CMS (Umbracco) ownership and development agency management • Support campaign managers in 9 countries with digital assets to create multi-channel campaigns • Budget management (£100k+) • Salesforce campaign tracking and lead management for online activities • Management of company intranet.
Responsibilities: • Work with Commercial Director to plan and execute all marketing campaigns and activities • Work with Commercial Director to plan and execute all internal sales strategies • Monitor and report on all sales and marketing activities • Management of company website and all online listings • Handling of customer accounts • Train and oversee internal sales team.
Responsibilities: • Co-ordinate day-to-day sales and marketing activities • Maintain and update company database of both customers and prospects • Market research • Send samples and literature to prospects • Create and organize company print literature • Undertake day-to-day maintenance of company website and monitor usage statistics.
Responsibilities: • Social Media management • Assist in the regular updating of the hotel and restaurant websites • Assisting in creation of copy for both online and offline campaign • Market research • Conduct face to face and phone consultations with potential customers • Coordination of both social and corporate events