What I offer
Go to market strategy
Reviewing market data and past performance, identifying your target customer(s), understanding how to reach them, setting KPIs/objectives, defining your proposition / messaging, developing your communication channel plan (new and existing customers) and allocating budget.
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Marketing Leadership
Growth / marketing org design, team evaluation, coaching / development, team building, strategic planning, leadership of delivery, marketing agency procurement, budget management, exec team alignment
Board Advisory
Providing board advisory with a particular focus on navigating commercial growth challenges and supporting marketing / commercial teams as they scale. The transition from startup to scale-up requires commercial teams with different skills, mindsets and experiences to be effective.
Experiences
Fractional CMO - seed stage B2B marketplace
3X customer acquisition at 30% lower cost per acquisition (CPA) for Hyra - a seed stage construction equipment hire marketplace.
Established data-driven orientation by setting up KPI framework, dashboards and management reviews
Fundraising advisory and support
Interim Marketing Director - B2C home insurance scale-up
Led value creation strategy for the acquisition of Corgi – £50m home insurance business
Rapidly turned around customer acquisition performance through rebranding and new go-to-market strategy
Generated £7m gross margin through cross-selling to energy customer base. Owned intercompany relationship
Marketing Director - Insurtech scale-up
Led growth for Zego - series C auto insurtech backed by top VCs (Balderton, DST, Latitude, LocalGlobe)
Increased B2C customer acquisition >70% at 20% lower customer acquisition cost (CAC)
Launched B2B lead generation and grew to 800 marketing qualified leads (MQLs) per month
Entered 3 new markets
Chief Marketing Officer - Marketplace scale-up
Led growth at JustPark - the leading digital marketplace for parking/EV charging
Secured long-term growth by rapidly building a network of 1,000 EV chargers
Grew customer acquisition >20% and ROI >30% despite Covid headwinds
Increased lifetime value >20% through CRM and new product launches
Head of Marketing - Energy scale-up (OVO Energy)
Led marketing at OVO Energy during rapid organic growth phase (Series B+)
Grew direct-to-consumer (DTC) sales from £20m>£120m
Launched energy app and achieved >£70m revenue run rate in <6 months with DMA award-winning campaign
Increased customer retention from 75% to 90% through CRM
