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Work Background
WoolroomInterim Chief Growth Officer
Jan. 2024 - Sep. 2024Oakham, England, United KingdomDriving Global Expansion & Strategic Growth for Woolroom
At Woolroom, a B2C omnichannel wellness brand, I crafted an insight-driven, differentiated brand strategy for international expansion across the UK, US, and Canada, with tailored messaging and a focused rollout plan. Optimised vendor partnerships to boost organic reach and budget efficiency. Unified the board around a strategic vision for profitable growth. Delivered a comprehensive growth strategy and expansion infrastructure.Transformed siloed operations into a collaborative, aligned culture. This journey positioned Woolroom for sustainable growth and stronger global market presence.
Sheppardess GlobalGrowth & Marketing Interim Consulting
Jul. 2023I work in partnership with visionary, courageous business leaders & ambitious teams to supercharge their growth & marketing strategies. Renowned for transformative outcomes, my energy, enthusiasm and a fresh perspective to every challenge. I provide a tried and tested, results-driven approach, laser focused on client success. Together we swiftly tackle inefficiencies and friction, fostering a culture of collaboration and alignment, maximise ROI and build a rock-solid foundation for sustainable, growth.
Admiral Business Interim Chief Growth Officer
Jun. 2023 - Dec. 2023Cardiff, Wales, United KingdomRevitalising Growth for Admiral Business
At Admiral Business, I led cross-channel teams to reverse declining revenue for this B2B insurance platform for small businesses in the UK. By rebranding 'Toolbox by Admiral' to Admiral Business with a refined audience and insight-led value proposition, we positioned the brand for stronger market impact.
Launched data-driven town halls and integrated campaigns to drive engagement and action.
Optimised vendor partnerships, enhancing budget efficiency. Set new benchmarks for CPA, SEO, social lead generation, and CLV, fueling sustainable growth.
This turnaround was powered by insights, alignment, and a clear vision for the brand’s potential.
Trust PaymentsGlobal Group Head, Marketing
Jan. 2022 - Dec. 2023London Area, United KingdomIn just 6 months, our marketing team delivered a £2.9M boost in revenue - a 223% increase from the prior 12 months. Here's what made it possible:
Engagement-Driven Growth: +56% website traffic and a 198% jump in social media engagement fuelled our brand’s visibility, reaching 7M more people with PR placements.
Unified Strategy & Platform: We built an internal marketing intranet and content platform for seamless collaboration, driving alignment and agility across teams.
Sales Enablement Wins: Insight-driven pitch decks secured £multi-million enterprise deals, validating our strategies and boosting revenue.
Brand Transformation: We stabilised a fragmented brand post-acquisitions, building a new strategy that unified our message and strengthened brand loyalty.
Culture of Collaboration: Transformed a siloed function into a team with a culture of “wingmanship” prioritising trust, collaboration, and a safe space for innovation.
LeslieVP of Marketing (PANDEMIC)
Jan. 2021 - Dec. 2022United KingdomBuilding a Brand from Scratch in the Midst of a Pandemic
As interim marketing leader for a B2B FinTech startup, my focus was on rapid brand establishment and driving revenue in challenging times. In just a few months, we secured £1.25M in seed funding, doubled our revenue, and achieved a 100% increase in organic search with a 132% jump in site traffic. I drove brand alignment across B2B, B2B2C, and D2C channels, setting the stage for acquisition by The Fetch Group. Key to this success was creating unified brand assets, optimising our CRM, and enhancing sales enablement tools - empowering the team to scale quickly and efficiently.
HumanableCXAdvisor, Sales & Marketing (PANDEMIC)
Jan. 2020 - Dec. 2021United KingdomFueling Growth for a SaaS Customer Engagement Platform
As a marketing advisor during the pandemic, I led brand development and multi-channel digital engagement for a customer engagement SaaS platform. Starting with zero-budget campaigns, we established a UK subsidiary brand presence and crafted customer-centric messaging that amplified reach. By launching a strategic, multi-channel online presence, we drove strong engagement and secured a £30M ARR through a white-label distributor partnership - proving that with the right approach, impactful growth can happen on any budget.
Global Payments Inc.VP Marketing, Multinational Commerce
Jan. 2017 - Dec. 2019London/DublinDriving Global Success for an eCommerce & Unified Commerce Platform
I led the multinational GTM strategy and execution for eCommerce and Unified Commerce across the EU and US, rebranding and integrating for maximum impact. I led the global eCommerce and multinational Marketing team whilst also restructuring the UK regional marketing team (covering mid market & SMB target audience) providing succession management. After redesignation of budgeted funds to a £300K sport sponsorship investment, we achieved £5M in media exposure, with ROI exceeding the contract value in year one. To streamline our approach to our multinational audience, we developed digital sales enablement tools, fostering stronger collaboration between product and sales teams. Through ABM initiatives, we generated millions in revenue for key retail and hospitality clients.
I led the global rebrand integration of Realex Payments (€115M acquired gateway) and was honored to join GP's Global I&D Advisor Council, as 1 of 22 selected from 24,000 employees.
SeqrCMO & Board Member
Jan. 2016 - Dec. 2017United Kingdom / SwedenDriving Global Impact in Digital Finance for SEQR, Seqr Go!, & MeaWallet
As Global Marketing Leader across 16 markets, I shaped B2B and D2C strategies for SEQR, Seqr Go!, and MeaWallet in the digital finance space.
MastercardHead of Marketing, EMEAA
Jan. 2015 - Dec. 2016United KingdomDriving Growth and Brand Positioning Across EMEAA for Cash Passport
I led B2B and B2B2C marketing across EMEAA, fueling demand and revenue growth with co-branded campaigns and events that strengthened Cash Passport’s brand across the region.
Established brand positioning across EMEAA and launched key programs with partners like Reisebank in Germany and Canada Post. Aligned MPMS marketing communications with Mastercard Global, supporting cohesive brand strategy. Delivered direct-to-consumer campaigns for Cash Passport and collaborated with Mastercard Travel Rewards to introduce a new loyalty program to resellers in Brazil. Founded the EWLN Peterborough circle, supporting European women’s leadership.
It was a rewarding journey of strategic alignment and impactful marketing
MastercardGlobal Products & B2B Marketing
Jan. 2014 - Dec. 2015United KingdomGlobal Rebranding for Mastercard's Cash Passport™
I led the global rebranding initiative for Mastercard’s Cash Passport™, transforming it into a streamlined, globally aligned brand with increased engagement and operational efficiency.
Rebuilt the Cash Passport™ brand, enhancing global engagement with targeted redesigns and customised branding across generic, co-branded, and white-label programs.
Unified the brand by rebranding Access Prepaid Worldwide to Mastercard Prepaid Management Services, strengthening brand cohesion.
Boosted operational efficiency through streamlined workflows and improved cross-regional collaboration. Launched impactful marketing campaigns with distributor partners in the UAE and Canada. This rebranding journey drove strong alignment and growth across markets.
INIKA Organic AustraliaGlobal Marketing Director
Jan. 2012 - Dec. 2014United Kingdom Driving Global Growth & Impact for a Natural and Organic Cosmetics Brand As global marketing lead, drove a 24% increase in UK retail sales and a 200% spike in eCommerce growth through multi-channel marketing. Developed global brand guidelines, story, and messaging platform to unify our voice across markets, developed seasonal colour stories and global activity calendar.
Launched products in John Lewis (Oxford Street) and on QVC, achieving 1,000+ sales per minute.
After acquisition by The Total Beauty Network, Melbourne, I was the sole team member retained to support sales and marketing transitions - a rewarding end to an impactful journey.
The Travel Network GroupGroup Marketing Director and Acting MD. Board Member
Jan. 2010 - Dec. 2011United KingdomTransforming a PE-Backed Travel Consortia in a Volatile Market
As a leader in a subscription-based travel consortia, delivered +35% YOY EBITDA growth while reducing staff expenditure by 15%, despite a challenging market.
Embedded consumer marketing campaigns, serving over 800 independent travel agents and driving +80% membership participation and +30% partner contribution.
Launched Ski & Cruise Clubs, negotiating enhanced member commissions that increased Group revenue. Initiated and led the strategic rebrand of TTA Worldchoice to The Travel Network Group, elevating our brand in the industry.
Thomas Cook GroupHead of Marketing
Jan. 2009 - Dec. 2010United KingdomTransforming D2C Travel Business Marketing for Remarkable Growth I led the reinvigoration of a D2C travel business, increasing NP by 7.5M through a strategic brand evolution. Using insight-led repositioning, customer-centric narratives, and data-driven lifecycle marketing with predictive analytics, we achieved >300% ROI on integrated campaigns.
+75% customer acquisition and +33% retention with over £1M in YOY operational savings.
Cut brochure mailing costs by 50%, redirecting savings to fuel customer acquisition and advocacy.
Recognition: 🏆 2009 Winner - 4 British Travel Awards
🏅 2009 Finalist - CIM Marketing Excellence Awards (Marketer of the Year, Hotels & Leisure)
Thomas Cook GroupHead of Direct Marketing
Jan. 2008 - Dec. 2009United KingdomLed Thomas Cook direct marketing function.
15 brands across Specialist Travel, Independent Travel, Financial Services, D2C, Sports Divisions
JML (John Mills Limited)Marketing Consultant
Jan. 2007 - Dec. 2008United KingdomTransforming JML Direct into a Multi-Channel Shopping Destination At JML Direct, I spearheaded the development and launch of a CRM program focused on deepening customer relationships and enhancing engagement. Through RFV segmentation and a full audit of customer touchpoints, we gained valuable insights that helped reposition JML from a TV shopping channel into a true multi-channel shopping destination. Response rates soared above 5%, proving that a data-driven, customer-centric approach can deliver powerful results.
Ideal Shopping DirectHead of Marketing
Jan. 2005 - Dec. 2007United KingdomBuilding a Brand and Team from the Ground Up at Ideal World I had the privilege of rebuilding the Ideal World marketing team from scratch, revitalising the brand through data-driven insights and achieving impressive results: +48% sales revenue, +33% response rate, and +£10 increase in average order value. Key highlights: Developed the B2B proposition for Create & Craft, including packaging, sales, and event collateral.
Launched USP, a monthly internal magazine to boost employee engagement.
Introduced 'Live' category-specific events, ensuring brand consistency across all channels.
Secured 40 minutes of free coverage on The Chris Moyles Show for the infamous 'Wolf Fleece jacket.'
Hosted an episode of The Apprentice at Ideal World in 2006.
A rewarding journey of brand-building, team empowerment, and memorable moments!
i-to-i TEFLMarketing Lead
Jan. 2004 - Dec. 2005United KingdomReporting directly to the CEO, I led, developed and executed a marketing and PR strategy that helped shape a meaningful travel D2C business. Our national lead generation campaign won the Bronze Award for Effectiveness at the 2005 DMA Awards, validating our approach to impactful and efficient marketing. This journey ultimately led to the company’s acquisition by TUI, a testament to our team’s dedication to growth and purpose-driven travel experiences.
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