Dayle Thorpe-Clarke - Growth Consultant, Consultant

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Work Background

GT SchoolHead of Growth Marketing

Sep. 2022 - Dec. 2022

World Health OrganizationGrowth & Digital Marketing Lead (Expert)

Jan. 2021 - Jul. 2022*Highlights* ✅ Designed and prototyped the go-to-market strategy ✅ Acquired 55,000+ early adopters & testers ✅ In response to the Ukraine conflict, built an online resource website for medical professionals and drove sign-ups to a critical webinar – resulting in a 409% sign-up increase in 3 days. Launched the campaign in 5 languages. *Overview* At the time, this initiative was an 80-person pre-launch, EdTech start-up built within the WHO. The project aimed to build an open-source learning platform and to develop best-in-class health courses that leverage learning science, AR, VR, and gamified learning to deliver global health impact. I was nested within the Comms and Marketing team and promoted to the most senior growth and digital marketing role within the Academy. I reported to the team lead but sat independently as a member of the senior leadership team in my division. This role was multi-faceted and truly challenged me to operate as a T-shaped marketer. *Skills and Responsibilities* ■ Built and documented processes, leveraging automation and systems for scale. I also designed and prototyped the go-to-market strategy in preparation for scaling to 36 simultaneous course launches. ■ Established a cross-functional committee to formalise our product-led growth strategy. ■ Led customer research, collected and prioritised requirements, and designed wireframes to optimise the user experience and key activation screens within the learning platform interface. ■ Responsible, along with my team lead for hiring and expanding our team. ■ Operated as a rolled-up-sleeves leader, proactively executing work, whilst defining high-level strategy and managing other consultants and cross-functional teams. ■ Developed and built an automated and scalable user testing journey – including writing copy for automated email sequences, scripting, producing, and editing videos, delivering instructions for multiple devices, and providing feedback questionnaires.

World Health OrganizationDigital Marketing Consultant (Specialist)

Aug. 2020 - Jan. 2021

Design Thinkers Academy LondonMarketing & Data Analyst

Jun. 2019 - Jul. 2020London, England, United KingdomI am responsible for developing and refining acquisition strategies, identifying growth opportunities from data and optimising the sales funnel for friction and leakage. I also established and led the digital transformation efforts. ■ Analysed historical data to establish KPIs, optimise PPC spending & identify sales funnel friction. Pairing data with insights from sales, I drove the project to define our market segments, developing brand personas and customer journey maps in the process. This analysis also led to me suggesting a "refer-a-friend" retention scheme. and after quantifying conversion rates along the funnel, setting monthly MQL targets to meet sales targets. ■ Spearheaded digital transformation – working with sales to streamline data entry processes (in Salesforce) and to improve the online customer experience. I introduced email automation that directly boosted revenue. ■ Led CRO project (A/B testing landing pages, on-page optimisations) and eventually led the UX research for an entirely new eCommerce site. This included internal user interviews and wireframing a custom checkout flow. I carried out technical research to create a spec for the website brief. I was also responsible, alongside my colleague, for reviewing applicants to hire a developer. ■ Designed and led internal workshops: Team Social Media for B2B employees & Lead Generation using Sales Navigator. ■ I led internal research for a brand refresh, designing a team survey which was mapped alongside client feedback to draw out themes for an interactive workshop. I distilled findings from this workshop into a creative brief for an external copywriter. ■ Managing PPC campaigns which drive £200K+ annual revenue, introduced tracking and attribution modelling to evaluate PPC. I also established LinkedIn as a profitable PPC channel from scratch. My role also included managing social accounts for the business, creating ad content, event photography and co-developing the course prospectuses.

TrelisGrowth Marketing Consultant | Design Thinking Coach & Facilitator

Jan. 2019London, United KingdomTrelis is my consultancy company, which I founded in 2019. I grew my business to a six figure company in 2 years. ❇️ Lead generation and sales for my own consultancy led to me securing a single account worth more than $200,000. 📈 ❇️ Delivered strategic and tactical workshops with eCommerce founders, focusing on analytics and data exploration to improve conversion rates. Boosted a luxury fashion brand sales by 192% within one week with zero ad spend. ❇️ Developed and executed acquisition strategies for B2B, D2C, and B2B brands, helping my clients to secure partnerships and customers that include: Farfetch, Warner Music, Wolf & Badger, and Selfridges. ❇️ Mentored and delivered workshops on LinkedIn Lead Generation, Customer Acquisition, Community Building and Design Thinking with several London-based startup accelerators – including OneTech who distributed funds for and managed Google's Black Founder Fund.

MeasureGrowGrowth Marketer

Jun. 2018 - Dec. 2018Croydon, United Kingdom*Highlights* ✅ 14x ROI on a client’s LinkedIn Lead Generation campaign ✅ Built an out-of-hours customer service chatbot that generated £50K+ ✅ Implemented a local SEO strategy to restored clients' Top 3 ranking on Google. *Role Overview* Using both traditional and unorthodox growth marketing strategies, I helped fast-growing B2B and B2C brands generate leads and revenue. Clients included: Escape the City, EventsTag, Adzooma, UENI and GoSquared. A significant portion of my work was the setup and running of lead generation campaigns. I worked directly with founders and C-level execs reporting to them weekly. *Skills and Responsibilities* ■ Lead generation campaign design: Establishing goals, selecting targeting criteria, identifying prospects, and developing campaign messaging. ■ Experimentation and Optimisation: Daily monitoring of data and performance to improve and optimise campaigns. ■ Account management: I was the main point of contact for 18 accounts, 10 of which ran simultaneously. ■ Reporting: I created summary reports to give clients a round-up of their campaign’s success each week. ■ Delivered monthly invoice figures for my accounts and developed in-house docs to streamline onboarding ■ Produced SEO audits and reports. Implemented Local SEO strategy. ■ Used tools like HotJar and Funnelytics to diagnose sales funnel leaks and improve on-page conversion rate.

DominoGoldArtist & Marketing Associate

Jan. 2014 - Apr. 2018London, United Kingdom*Highlights* ✅ Raised €20k of investment personally ✅ Amassed over 100K (Soundcloud) plays in total and over 30k on YouTube and 25K on Vimeo (selected as a Vimeo Staff Pick) ✅ Secured a premiere in Clash magazine *Skills & Responsibilities* Throughout this time I worked internally as both artist and marketing associate for my manager’s roster and for my own project, developing a Soundcloud presence, building relationships with music bloggers, and driving plays on Soundcloud and YouTube. I was responsible for creating visual content, running Facebook Ads, creating video treatments and creative briefs for videographers, and liaising with key partners e.g. WAVO *Role Overview* We were managed by Clive Black (former MD of EMI Music). I was the vocalist and guitarist in a 2-piece duo. The band was offered a number of deals/partnerships - most notably a joint venture deal with Island Records, but unfortunately, that creative partnership ended.