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Work Background
BizzdesignChief Marketing Officer
Jan. 2024 - Jan. 2025Amsterdam | DublinA Main Capital Partners portfolio company, Bizzdesign is the global leader in enterprise architecture software. I led a high-impact, high-performing, and results-driven marketing organisation. As CMO, I transformed Bizzdesign’s marketing function, driving qualified pipeline acceleration, material ARR growth, and significant expansion of enterprise customer acquisition within one year. I implemented a full-funnel demand generation strategy, evolving from tactical lead-gen to integrated, multi-channel campaigns targeting large enterprise customers, directly influencing ~70% of new business pipeline and attributable revenue. I scaled and optimised the marketing organisation, overseeing Product Marketing, Digital, Performance, Integrated Campaigns, Operations, Brand, and Content, ensuring strategic alignment and execution excellence. I also led global brand elevation efforts, launching high-impact campaigns that strengthened market positioning and competitive differentiation. Following two successful mergers, I was promoted to Group CMO, overseeing an expanded organisation. Owned and managed the global marketing budget, maximising ROMI while improving efficiency and lowering CAC.
LearnWorldsGlobal Vice President Marketing
Jan. 2022 - Dec. 2023Dublin City, County Dublin, IrelandLearnWorlds, an Insight Partners Portfolio Company.
I have the privilege of building and leading a world-class global SaaS Marketing and Sales function
here at LearnWorlds, where we are delivering phenomenal growth for the business where I have created an integrated demand generation and revenue marketing engine. Performance management of seven teams in the Marketing and Sales division. Design and execution of a full go-to-market strategy for LearnWorlds, taking ownership and ensuring successful implementation. Build, lead and manage the Business Development Team, assembling a group of domain leaders and expert individuals across Product Mktg., Performance Mktg., Affiliates, Campaigns, Content, SEO, Events, Analytics, and Sales. Established integrated demand generation and revenue marketing engine, driving consistent and predictable growth of month over month. ( Combination of Marketing Led and PLG motions). Shifted positioning of LearnWorlds from serving small and medium-sized businesses to targeting mid-sized and smaller enterprises with a premium product. Introduced innovative strategies in 2023, including establishment of new truly integrated campaigns team and implementation of vertical marketing programs, resulting in creation of net-new revenue funnels and sustained growth for the business.
ZendeskGlobal Director - Growth Marketing
Jun. 2019 - Jan. 2022County Dublin, IrelandBuilt and led a high-performing revenue global marketing team for Zendesk.
Creating a new digital marketing function to maximize conversions and revenue (MRR & ARR).
Partner with Product Marketing in the creation of personas, target audience identification, segmentation pricing and messaging strategies.
Own the A/B testing of positioning, product content, messaging, benefits and pricing. Key responsibilities. Responsible for ~12% (SMB) and ~17% (MID) in marketing attributable bookings/revenue.
Own central strategy for the lead acquisition funnels of Paid Media, SEO, Social & Content.
Strategy, planning, modeling, plus hands-on execution to deliver on targets.
Own the web acquisition strategy/experience for www.zendesk.com across 11 territories.
SageSenior Director – Global Digital Marketing.
Aug. 2018 - May. 2019County Dublin, IrelandIn this role I hired, built and led new digital functions in Digital/Revenue Marketing. Specifically, Paid Media, Paid Social, SEO, Website Optimisation, Attribution and e-Commerce globally @ SAGE.
Focused on devising and delivering strategy and operational plans to unify ways of working via true collaboration across these functions, delivering best-in-class capability over end-to-end prospect journeys to purchase.
SageDirector - Digital Marketing & Optimisation - Global Digital Marketing
Dec. 2016 - Aug. 2018Leopardstown - Dublin - IrelandLed a cross-functional Web and Digital Revenue Marketing team tasked with delivering high performing web destinations ( sites, mobile apps and landing pages ) and conversion rate optimisation (CRO) programs globally for the SAGE portfolio of cloud solutions. Primarily focused on optimising the conversion journey for cloud prospects through our perpetual end-to-end digital demand engines. Owning the web strategy and properties for Accounting and Financial solutions.
SageSenior Manager - Web Marketing - Global Cloud Accounting Solutions
Jan. 2016 - Dec. 2016Leopardstown - Dublin - IrelandOwned both the digital acquisition marketing and web strategy for the new flagship accounting solution across Europe at SAGE. (EMEA)
Established a platform that consistently delivered consistently high quality lead volume plus a foundation for the lead/mql demand generation engine. Led SEO, Paid Media, Social, Web Optimisation and Web Analytics functions in this role. Management of the website presence consisting of a suite of global web properties that continually pushed the boundaries of what was technically possible.
Led a team of expert web and digital professionals across in a dynamic, startup environment
SageManager - Web Marketing - Global Cloud Accounting Solutions
Aug. 2015 - Dec. 2015Leopardstown - Dublin - IrelandWeb Strategy Marketing Manager at the heart of bringing digital excellence to web production.
SAGE began driving a transformation in go-to-market strategy for Sage Cloud Solutions. This position was at the forefront of that transformation.
Owned the online marketing strategy and web development road map for the flagship Accounting solution, Sage Live globally. ( EU and US ). Led digital professionals across Web Development, SEO, Paid Media, Social, Web Optimisation and Analytics.
Sage TechnologiesManager - Web and Digital Development @ Sage
Aug. 2011 - Jul. 2015Citywest - Dublin - IrelandDelivered high volume, complex web and digital projects where my remit involved owning and driving the online strategy and web development roadmap for the global CRM Cloud product. My unique mix of technical and digital experience enabled me to apply fresh ideas and innovative techniques to directly contribute to the growth of the cloud product business. Key responsibilities involved the development and management of a suite of fourteen best in class global lead generation websites in six languages plus a vibrant global social customer Community platform.
Image NowDigital Director - Marketing and Digital Strategy
Jun. 2005 - Jul. 2011DublinDirectBrand / Image Now - Digital Marketing Agency.
Owned, led, conceived, developed, executed and managed crucial technical marketing, web and digital projects and campaigns for B2B and B2C customer acquisition and revenue generation for diverse clients such eircom, DAA, RTE, Microsoft, AA, HP, Telefonica, Three, EY and Bulmers. Extensive client-facing experience in B2B and B2C.
Played a pivotal role in ensuring Directbrand secured over 11 industry awards in 4 years.
Xilinix Europe - Dublin - IrelandSenior Web/Digital Solutions Owner - eCommerce
Jun. 2004 - Jun. 2005Citywest - Dublin
Essilor of America Brussels BelgiumWeb eCommerce Solutions Manager/ Developer
Jan. 2003 - May. 2004Brussels Area, Belgium
University of New South Wales - Sydney - AustraliaDigital Experience. Senior Frontend (Web) and Backend (BD) Product Owner
Jan. 2002 - Jan. 2003Sydney, Australia
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