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Work Background
UNiDAYSB2B Marketing Director
Jun. 2023London, England, United KingdomCreated the B2B marketing strategy with global remit across Europe and North America. Built up the team from scratch. Responsible for brand awareness, ABM, content marketing, product marketing, proposition and messaging, demand generation working with commercial, new business and customer success teams - Developed and implemented B2B marketing strategy aligned with business objectives, driving awareness for UNiDAYS brand
- Designed compelling pitch decks and media packs to effectively communicate UNiDAYS' value proposition to prospective and existing commercial partners
- Delivered pipeline of over £20m incremental revenue, implementing a targeted ABM & content strategy, resulting in SQLs from major brands such as META, HBO, Just Eat, Costa, StarBucks and McDonalds
- Achieved £5m additional revenue post SQL through lead scoring, nurture and marketing automation. Introduced new brands on the platform such as Decathlon, Pizza Hut, Sony, Dyson, Puma and Shark Ninja
- Launched revenue initiatives targeting SME/SMB accounts, designing scalable partnership model and commercial processes resulting in additional £1m revenue in less than 2 months
eBayHead of Product Marketing / Seller Success, eBay UK
Jul. 2021 - Apr. 2023London, England, United KingdomResponsible for c. $250M revenue across eBay Ads UK Products, accountable for the multi-channel GTM strategy, Product Marketing, Product adoption, ABM, Lifecycle strategies for eBay UKs Promoted Listings products - Successfully launched eBay Ads Promoted Listing Advanced, a new CPC product for sellers in the UK, achieving c.$41M revenue since launch
- Created, executed and optimised multi-channel lifecycle strategies using a data-driven approach increasing product adoption by +23% and user life-time-value by +15%
- Created digital performance marketing strategy for new customer acquisition achieving 9:1 ROI
- Presented on webinars and at live events to tens of thousands of sellers across the UK as subject matter expert of eBay’s Promoted Listings
- Established global best practices and playbooks for eBay Ads product launch & adoption coordinating multi-disciplinary teams at US head office (San Jose) and EU regional offices (Berlin, Dublin)
- Designed data, tracking & reporting to measure product and campaign performance with test & learn
- Led and mentored a team of 16 marketers, analysts and customer experience agents
Dynamis LtdDirector of Marketing
Apr. 2014 - Jun. 2021London, United KingdomBusinessesForSale.com (Dynamis Ltd) is the world’s largest online classified ads portal with c. 1.8 million visitors monthly. Led a team of 7, based in London and Sydney. Member of the board, with P&L responsibility. - Designed and delivered effective multi-channel and digital marketing strategy, increasing website traffic by 15% in the UK, 26% in Canada and 20% in Australia in 2020
- Owned the global product and UX roadmaps producing epic specification in collaboration with technical and design teams. Achieved +25% life-time value on core products in 2020
- Optimised e-commerce pages and increased the page conversion rates by 50% in the UK, 70% in the US, 70% in Australia during 2020
- Created the roadmap for and delivered a new enquiry process with a recommendation engine resulting in an 30% increase of enquiries
- Redesigned the brand guidelines to unify the tone of voice and align storytelling and messaging on the website and campaign collaterals
- Owned PR, advertising and events strategy to increase brand awareness, attracting national and local press coverage, TV interviews and the attention of Local MPs
- Built and mentored a team of 7 responsible for Account based marketing, Branding, Performance marketing, SEO, Social, Content marketing, CRM and email.
Dynamis PlcHead of Marketing
Apr. 2011 - Mar. 2014London, United Kingdom- Developed and implemented SEO Strategies in line with Google algorithm updates, SEO channel accounting for 90% of total website traffic
- Created customer journey maps, segmentation and personas to plan for the content strategy, product roadmap and roll-out
- Managed all digital channels: PPC, SEO, Display, Affiliates & Partner networks, Social media (Facebook, Youtube, Instagram, Linkedin, Twitter)
- Monitored customer satisfaction and service levels through surveys and customer feedback
- Conducted Conversion Rate Optimization (CRO) projects, A/B and Multi-Variance-Tests, improved analytics & reporting for digital performance to gain user insights
easyJet HolidaysPartnership Manager
Jan. 2011 - Apr. 2011A partnership between EasyJet and the Low Cost Holiday Group to bring package holidays to EasyJet’s product portfolio. Successfully set-up and launched the EasyJet Holidays Partner channel, working with affiliate networks and direct partners such as Travel Supermarket, Icelolly.com, Teletext Holiday. Launch exceeded targets and achieved more than £3million in monthly revenue within its 3rd month
eMarketing SolutionMarketing Manager
Nov. 2008 - Dec. 2010Founded in July 2008 this boutique marketing agency quickly gained national and international clients until it’s eventual sales to Neutron Ventures in 2010. At this boutique marketing agency, gained UK based and international clients and developed marketing and digital strategies for large accounts, such as CD Wow, SweatBand, RIU Hotels & Resorts.
AffiliateFutureHead of Key Accounts & Integrations Manager New York office
Jun. 2007 - Oct. 2008Tasked with launching AffiliateFuture and its client’s campaigns to the US and managing multi million pound budgets across all performance marketing channels whilst attracting new clients. AF NYC quickly grew from strength to strength expanding clients like Virgin Atlantic to regional sales in excess of $24million per month and gaining new existing clients like Qantas Airlines.
AffiliateFutureHead of Key Accounts
Aug. 2004 - May. 2007Responsible for strategy, execution, reporting and development of clients like MyTravel groups, Virgin Atlantic, Singapore Airlines, Barceló Hotels & Resorts and more each with multi million pound monthly budgets.
AffiliateFutureTechnical Sales Integration / Account Manager
Jan. 2003 - Aug. 2004
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