My CV
10
Years marketing in SaaS and technology, with leadership roles since September 2020
20
Sales people transformed from telesales to field account
based sellers
$194
Cost per lead (CPL) for i-nexus vs inherited $1,200 CPL in 2021
$1.1m
New ARR generated in 12 months for Glide
My experience
Work
SaaS
- London, UK (Remote)
- Reporting to CEO
- Senior management member
- Managing five people
2021 - Present
HEAD OF MARKETING
Overseeing the go to market growth of i-nexus, a SaaS strategy software provider, I transformed the marketing function from sales-led to customer-centric.
My leadership has been vital to the business' post-Covid success and rebuilding confidence in the role of marketing through product marketing and operational rigor for the management of marketing at a senior management level.
I have repositioned the business to focus on more down market opportunities. This flowed into an agile marketing strategy that connects inbound, demand gen, and solid product marketing to create trust, demand, and sales leads for the business.
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Highlights
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Launched an award-winning strategy podcast - "The Strategy Hero"
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Managed through two restructures and acute planning cycles to recover and build performance
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Increased SQLs 22% year on year, building a 2021 pipe of $2,128,551 vs $1,056,886 in 2020
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Inherited a function that achieved $98k new ARR via $290k budget in 2020. Due to prior year’s results, a revised budget of $160k was given, however, Marketing achieved $565k new ARR from this in 2021
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Won five G2 awards for Best Support and High Performer in 2021-2023
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Overhauled Gartner analyst relations, utilizing Gartner best practices to inform our GTM, supporting Chief Executive Officer with analyst briefings, and Chief Product Officer with new product validation
2020 - 2021
- Bristol, UK (Remote)
- Reported to CCO
- Business unit management member
PRODUCT MARKETING MANAGER
Technology
Overseeing GTM and field marketing of Glide Business, a B2B telecoms provider, this role was central to the merger of three broadband companies - harmonizing the business division's product portfolio, processes, and revenue generation.
Significant time was spent working with the Heads of Sales, Infrastructure, Business Excellence, and Product, as well as the Chief Commercial Officer, to plan, execute, and track a coordinated infrastructure build, and overhaul field sales.
This omnichannel marketing strategy was designed to penetrate highly competitive markets that valued traditional business values such as local, community presence.
Highlights
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Repositioned Glide Business as a premium technology provider amidst a red ocean industry
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New market analysis, price point planning, and creating a quality scoring model for investing $3.6 million infrastructure budget
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Achieved Best Infrastructure 2020 for broadband provider award show the ISPAs
2019 - 2020
SENIOR MARKETING MANAGER
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Supporting the Head of Marketing and Chief Product Officer with growing brand, revenue creation, and supporting new product development for a strategy software SaaS.
My time in this role focused on introducing inbound and content marketing to the organization, shifting them away from their founder-led sales strategy.
I spearheaded product marketing, taking a product through beta, revising packaging and pricing, and working with Gartner.
This role involved managing six marketers across brand, content, campaign, events, and community marketing.
Highlights
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Developed and deployed annual digital, content, and social media plans, overseeing daily management of operational marketing on an interim basis for five months
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Content and SEO strategy, execution, and reporting – introducing inbound strategy with 50+ pieces of content across buying journey, covering the pillar and cluster approach, involving webinars, video, events, lead magnets etc.
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Launched a significant refresh of products in the summer of 2020, with accompanying collateral, campaigns, and customer communications.
2018 - 2019
MARKETING MANAGER
Supporting the GTM and field marketing of the Glide Business B2B telecoms business unit to drive growth and support venture capital buy-out.
My primary focus was to introduce inbound, content, and search engine marketing to the organization - something that they had not worked on due to their founder-led and field sales strategy.
This role involved the management of two Marketing Executives, and supervised design, paid media, and web agencies, with myself reporting to the Head of Marketing for the business division.
Highlights
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Campaign management and copywriting in digital and print, generating a 133% increase (60-140) of SQLs and a 71% increase in monthly web traffic in four months (1,400 to 2,400)
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Achieved Best Business Broadband 2018 for broadband provider award show the ISPAs
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Controlled a $305,000 digital marketing budget for paid media, SEO, content, PR, and marketing technology stack
2016 - 2018
DIGITAL MARKETING MANAGER
SaaS & professional services
Milton Keynes, UK
- Reported to Head of Marketing Operations
- Managed three people
Working in Sodexo's UK Employee Engagement division, this role covered employee engagement software and services.
This role focused on developing SEO, demand and lead generation, and a content strategy to increase market share vs. a key competitor.
Inside the Operational Marketing team, I managed junior staff, including two Marketing Executives, internal Sales Development Representatives, as well as SEO, Paid, and content agencies to support lead and demand generation targets for the business units,
Highlights
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Oversaw positioning, persona, messaging, and content development across the buying journey
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Project management responsibilities included working with Sales Development Representatives (SDR) and Business Development Representatives (BDR) to conduct value stream analysis of marketing to sales to customer processes, identifying and cutting waste from the process
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Event marketing, including Marketing Week’s Festival of Marketing, involves brand, design, project management, and lead generation
Education
2017 - 2018
DIPLOMA: PROFESSIONAL MARKETING
CIM Academy, UK
A diploma designed to equip students with strategic marketing skills centered on:
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Strategy formulation
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Tactical marketing
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Messaging
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Brand management
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Innovation
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Reporting and data storytelling
2012 - 2013
POSTGRADUATE DEGREE: LLM INTERNATIONAL
DEVELOPMENT, LAW, AND HUMAN RIGHTS
A postgraduate law degree centered around international law, economics, philosophy, and human rights covering:
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Legal philosophy
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Economics
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Human rights
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International Criminal Law
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Storytelling
Warwick, UK
2008 - 2011
UNDERGRADUATE DEGREE: LLB LAW
An undergraduate law degree centered around foundational legal knowledge, with a specialism in democracy and judicial review, covering:
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Contract law
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Land law and equity
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Legal philosophy
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Employment law
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Constitutional law
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Human rights
Reading, UK
Skills
Product marketing
Go-to-market planning
Lead generation
Sales enablement
Growth marketing
Demand generation
Brand management
Content marketing
PR
PPC and SEO
ABM campaigning
Financial management
Project management
Reporting
Process mapping, governance, and optimization
Influencer marketing
Customer marketing
Systems
HubSpot CRM
HubSpot MAS
Moz SEO
Wordpress CMS
Ahrefs SEO
Smartsheets
Demandbase ABM
Asana project management
Salesforce
Verblio content
Sales Navigator
Expandi
G2
Gartner Tech CEO
ChatGPT
Gartner Digital Markets
Zapier