Experience

Vertigo Growth

• United Kingdom
• Marketing Services
• 1 - 100 Employee

• Founder

  • Jun 2017 - Present

  Vertigo Growth is your business’ new growth function; an extension of your team to prove out growth and marketing opportunities while you focus on building your product. Founded in 2017, we bring a decade of in-house experience without the high costs, multiple stakeholders and commitments of traditional agencies, and the risks of hiring before you’ve proven value. We've worked with DTC, subscription and service-lead app and web based companies across Web3, travel, fitness, e-commerce, fintech… Show more Vertigo Growth is your business’ new growth function; an extension of your team to prove out growth and marketing opportunities while you focus on building your product. Founded in 2017, we bring a decade of in-house experience without the high costs, multiple stakeholders and commitments of traditional agencies, and the risks of hiring before you’ve proven value. We've worked with DTC, subscription and service-lead app and web based companies across Web3, travel, fitness, e-commerce, fintech and healthtech. Show less Vertigo Growth is your business’ new growth function; an extension of your team to prove out growth and marketing opportunities while you focus on building your product. Founded in 2017, we bring a decade of in-house experience without the high costs, multiple stakeholders and commitments of traditional agencies, and the risks of hiring before you’ve proven value. We've worked with DTC, subscription and service-lead app and web based companies across Web3, travel, fitness, e-commerce, fintech… Show more Vertigo Growth is your business’ new growth function; an extension of your team to prove out growth and marketing opportunities while you focus on building your product. Founded in 2017, we bring a decade of in-house experience without the high costs, multiple stakeholders and commitments of traditional agencies, and the risks of hiring before you’ve proven value. We've worked with DTC, subscription and service-lead app and web based companies across Web3, travel, fitness, e-commerce, fintech and healthtech. Show less



Flash Pack

• United Kingdom
• Leisure, Travel & Tourism
• 1 - 100 Employee

• Director of Performance Marketing

  • Oct 2022 - Oct 2023

  Owned revenue growth through direct acquisition and sales leads, across acquisition and re-purchase channels. Built and lead team of channel managers and creatives, supported by external agencies and owned growth data infrastructure. Lead the team through systematic channel testing, dropping our CAC by 30% while maintaining average LTVs. Owned revenue growth through direct acquisition and sales leads, across acquisition and re-purchase channels. Built and lead team of channel managers and creatives, supported by external agencies and owned growth data infrastructure. Lead the team through systematic channel testing, dropping our CAC by 30% while maintaining average LTVs.



Qatalog

• United Kingdom
• Technology, Information and Internet
• 1 - 100 Employee

• Head of Performance Marketing

  • Apr 2021 - Sep 2022

  Qatalog is a work hub that lets you see what people and teams are working on, and why, so folks can truly plan and work in concert. It’s more than mission control. It’s a skeleton key for unlocking the full potential of your org. As one of the initial marketing hires, I've built and coached a performance marketing team covering Paid & Organic Growth channels, brand design, marketing analytics and communities, scaling our acquisition efforts while understanding how to drive sustainable… Show more Qatalog is a work hub that lets you see what people and teams are working on, and why, so folks can truly plan and work in concert. It’s more than mission control. It’s a skeleton key for unlocking the full potential of your org. As one of the initial marketing hires, I've built and coached a performance marketing team covering Paid & Organic Growth channels, brand design, marketing analytics and communities, scaling our acquisition efforts while understanding how to drive sustainable, high quality leads for our sales team. Show less Qatalog is a work hub that lets you see what people and teams are working on, and why, so folks can truly plan and work in concert. It’s more than mission control. It’s a skeleton key for unlocking the full potential of your org. As one of the initial marketing hires, I've built and coached a performance marketing team covering Paid & Organic Growth channels, brand design, marketing analytics and communities, scaling our acquisition efforts while understanding how to drive sustainable… Show more Qatalog is a work hub that lets you see what people and teams are working on, and why, so folks can truly plan and work in concert. It’s more than mission control. It’s a skeleton key for unlocking the full potential of your org. As one of the initial marketing hires, I've built and coached a performance marketing team covering Paid & Organic Growth channels, brand design, marketing analytics and communities, scaling our acquisition efforts while understanding how to drive sustainable, high quality leads for our sales team. Show less



Pento

• United Kingdom
• Financial Services
• 1 - 100 Employee

• Head of Growth

  • Oct 2020 - Jan 2021

  Pento is the smart alternative to payroll outsourcing, offering the UK’s first fully automated payroll for SMEs. Instead of spreadsheets and back and forth emails with your external payroll provider, Pento lets you run the whole payroll in just minutes. Pento automatically calculates taxes, makes all the bank payments and reports to HMRC and pension providers. Pento already helps 1000+ modern companies in the UK and Denmark run their payroll like it's 2020. Pento is the smart alternative to payroll outsourcing, offering the UK’s first fully automated payroll for SMEs. Instead of spreadsheets and back and forth emails with your external payroll provider, Pento lets you run the whole payroll in just minutes. Pento automatically calculates taxes, makes all the bank payments and reports to HMRC and pension providers. Pento already helps 1000+ modern companies in the UK and Denmark run their payroll like it's 2020.



Wise

• United Kingdom
• Financial Services
• 700 & Above Employee

• Head of Paid Media & Creative

  • Dec 2018 - Oct 2020

  Lead across our Paid Acquisition & Creative teams of over 20 marketers + creatives at TransferWise. That meant helping teams scale activity across 25+ markets globally, figure out how to launch and market new products, understand how to invest sustainable in awareness + DR activity, foster processes around best-in-class creative production, and hire and onboard amazing people to help TransferWise toward its mission.

• Paid Social Manager

  • Jan 2016 - Nov 2018

  TransferWise is an international money transfer startup based in Shoreditch (the hub of London’s startup scene), co-founded by Skype’s first employee and backed by the likes of Andreessen Horowitz, Sir Richard Branson, and PayPal founder Max Levchin. We're turning the world of financial services on its head, and we won’t stop until we’ve made international money transfers fairer and more transparent for everyone. As part of TransferWise's performance marketing team, I'm responsible for… Show more TransferWise is an international money transfer startup based in Shoreditch (the hub of London’s startup scene), co-founded by Skype’s first employee and backed by the likes of Andreessen Horowitz, Sir Richard Branson, and PayPal founder Max Levchin. We're turning the world of financial services on its head, and we won’t stop until we’ve made international money transfers fairer and more transparent for everyone. As part of TransferWise's performance marketing team, I'm responsible for driving growth via Facebook through awareness, education, conversion and advocacy. This hands-on role relies on marketing, product, creative and analytics competencies, moving from understanding opportunity to testing, learning and iterating through various approaches to drive fundamental shifts to the way we send money around the world. Fulfilling a mission of making international money transfer instant, convenient, transparent and eventually free isn't accomplishable through linear marketing; we're looking to hack the way we use digital channels to drive exponential growth.



The Marketing Academy

• United Kingdom
• Higher Education
• 1 - 100 Employee

• 2019 Marketing Academy Scholar

  • May 2019 - Mar 2020

  The Marketing Academy is a non-profit organisation developing leadership capability in talented marketers from the Marketing, Advertising and Communications industries through mentoring, coaching and immersive learning. I was selected as one of the 2019 cohort to undergo a free, highly selective, 15 day learning programme delivered over 9 months for 30 carefully selected scholars. This involved mentoring from some of the industries most insightful CMOs, CEOs & other senior leaders… Show more The Marketing Academy is a non-profit organisation developing leadership capability in talented marketers from the Marketing, Advertising and Communications industries through mentoring, coaching and immersive learning. I was selected as one of the 2019 cohort to undergo a free, highly selective, 15 day learning programme delivered over 9 months for 30 carefully selected scholars. This involved mentoring from some of the industries most insightful CMOs, CEOs & other senior leaders, executive coaching, bootcamps and lectures. In short, probably the best thing I've ever done personally and professionally. I learnt to step into what I need, by asking for more of what I'm able to help with and in doing so, believe I've become a much stronger lead and coach for my teams. Show less The Marketing Academy is a non-profit organisation developing leadership capability in talented marketers from the Marketing, Advertising and Communications industries through mentoring, coaching and immersive learning. I was selected as one of the 2019 cohort to undergo a free, highly selective, 15 day learning programme delivered over 9 months for 30 carefully selected scholars. This involved mentoring from some of the industries most insightful CMOs, CEOs & other senior leaders… Show more The Marketing Academy is a non-profit organisation developing leadership capability in talented marketers from the Marketing, Advertising and Communications industries through mentoring, coaching and immersive learning. I was selected as one of the 2019 cohort to undergo a free, highly selective, 15 day learning programme delivered over 9 months for 30 carefully selected scholars. This involved mentoring from some of the industries most insightful CMOs, CEOs & other senior leaders, executive coaching, bootcamps and lectures. In short, probably the best thing I've ever done personally and professionally. I learnt to step into what I need, by asking for more of what I'm able to help with and in doing so, believe I've become a much stronger lead and coach for my teams. Show less



Zipcar

• United States
• Consumer Services
• 300 - 400 Employee

• Mobile & Social Marketing Manager, International

  • Sep 2013 - Dec 2015

  My role gives me ownership over social and mobile as acquisition and retention channels, as well as their importance as mediums through which the rest of the business can deliver. This role also more broadly covers online marketing acquisition, conversion optimisation across our desktop experience, and acting as product owner for our mobile web experience. Specific responsibilities and achievements include: • Building, managing and optimising mobile member acquisition campaigns for 5… Show more My role gives me ownership over social and mobile as acquisition and retention channels, as well as their importance as mediums through which the rest of the business can deliver. This role also more broadly covers online marketing acquisition, conversion optimisation across our desktop experience, and acting as product owner for our mobile web experience. Specific responsibilities and achievements include: • Building, managing and optimising mobile member acquisition campaigns for 5 markets (install to sign-up) across a portfolio of platforms. By focusing on LTV of mobile-acquired members, I’ve produced CPAs 4x lower than on desktop, while contributing to a 5% increase in reservations via the app. • Implementing a mobile member remarketing strategy via push and in-app to complement our current CRM automations. • Owning app store placements, managing editorial relationships with Apple & Google, and ensuring app reviews are actioned on. • Working with our mobile product owners to deliver on marketing initiatives within the app, whether SDK implementation or new product features (mobile referral, new sign up flows). • Building, managing and optimising desktop social prospecting campaigns for 5 markets, reducing prospecting CPA's by over 60%, halved our CPC and produced business leads twice as likely to convert. • Working closely with content agencies to define and optimise on a social content strategy to deliver on our member-focused engagement and advocacy KPIs. • Overseeing an in-house social customer service and community management team. • Reporting on this activity to the wider team using platforms, GA & our own database, then analysing it and providing meaningful and actionable insights. • Working with a conversion optimisation agency to define, test and implement desktop and mobile web site enhancements across 5 domains. • Championing the importance of mobile across all channels, and working with channel owners to ensure optimal conversions. Show less My role gives me ownership over social and mobile as acquisition and retention channels, as well as their importance as mediums through which the rest of the business can deliver. This role also more broadly covers online marketing acquisition, conversion optimisation across our desktop experience, and acting as product owner for our mobile web experience. Specific responsibilities and achievements include: • Building, managing and optimising mobile member acquisition campaigns for 5… Show more My role gives me ownership over social and mobile as acquisition and retention channels, as well as their importance as mediums through which the rest of the business can deliver. This role also more broadly covers online marketing acquisition, conversion optimisation across our desktop experience, and acting as product owner for our mobile web experience. Specific responsibilities and achievements include: • Building, managing and optimising mobile member acquisition campaigns for 5 markets (install to sign-up) across a portfolio of platforms. By focusing on LTV of mobile-acquired members, I’ve produced CPAs 4x lower than on desktop, while contributing to a 5% increase in reservations via the app. • Implementing a mobile member remarketing strategy via push and in-app to complement our current CRM automations. • Owning app store placements, managing editorial relationships with Apple & Google, and ensuring app reviews are actioned on. • Working with our mobile product owners to deliver on marketing initiatives within the app, whether SDK implementation or new product features (mobile referral, new sign up flows). • Building, managing and optimising desktop social prospecting campaigns for 5 markets, reducing prospecting CPA's by over 60%, halved our CPC and produced business leads twice as likely to convert. • Working closely with content agencies to define and optimise on a social content strategy to deliver on our member-focused engagement and advocacy KPIs. • Overseeing an in-house social customer service and community management team. • Reporting on this activity to the wider team using platforms, GA & our own database, then analysing it and providing meaningful and actionable insights. • Working with a conversion optimisation agency to define, test and implement desktop and mobile web site enhancements across 5 domains. • Championing the importance of mobile across all channels, and working with channel owners to ensure optimal conversions. Show less



Fab.com

• Technology, Information and Internet
• 1 - 100 Employee

• Social Media Marketing Manager

  • Jul 2012 - Sep 2013

  After joining the Customer Service team in London, I was relocated to Berlin during the merger of Fab UK & DE. I implemented and was wholly responsible for our European social media customer service, leading me to my role as Social Media Marketing Manager. In this position I retain sole responsibility of all of Fab Europe’s organic and paid social marketing, as well as customer service and community management. My responsibilities and achievements included: • Managing daily, weekly and… Show more After joining the Customer Service team in London, I was relocated to Berlin during the merger of Fab UK & DE. I implemented and was wholly responsible for our European social media customer service, leading me to my role as Social Media Marketing Manager. In this position I retain sole responsibility of all of Fab Europe’s organic and paid social marketing, as well as customer service and community management. My responsibilities and achievements included: • Managing daily, weekly and monthly budgets in light of both short-term KPI attainment and long-term strategic goals. • Building, delivering and optimising creative advertising campaigns across Facebook in light of performance metrics and continuous testing on both an acquisition and retargeting basis. • Working across merchandising, editorial, product and creative teams to ensure production and delivery of relevant content to our online communities in both organic and paid delivery efforts. • Exploring and growing new digital marketing opportunities and social media channels, tying these efforts into our overall marketing interests, and working with external agencies and product providers. • Manage Fab Europe's social media channels in terms of content delivery and customer service. These include 3 Facebook pages totalling over 600k members, 2 Twitter handles and 2 Google+ Pages, both in English and German. • Train, organise and oversee a global customer service team to engage with and respond to our online communities, whilst personally retaining direct involvement with responses. . • Define and ensure compliance with a set of best practice guides and KPIs for this team. Provide weekly reports to our COO and Customer Service managers on the team's performance and current social media sentiment. Show less After joining the Customer Service team in London, I was relocated to Berlin during the merger of Fab UK & DE. I implemented and was wholly responsible for our European social media customer service, leading me to my role as Social Media Marketing Manager. In this position I retain sole responsibility of all of Fab Europe’s organic and paid social marketing, as well as customer service and community management. My responsibilities and achievements included: • Managing daily, weekly and… Show more After joining the Customer Service team in London, I was relocated to Berlin during the merger of Fab UK & DE. I implemented and was wholly responsible for our European social media customer service, leading me to my role as Social Media Marketing Manager. In this position I retain sole responsibility of all of Fab Europe’s organic and paid social marketing, as well as customer service and community management. My responsibilities and achievements included: • Managing daily, weekly and monthly budgets in light of both short-term KPI attainment and long-term strategic goals. • Building, delivering and optimising creative advertising campaigns across Facebook in light of performance metrics and continuous testing on both an acquisition and retargeting basis. • Working across merchandising, editorial, product and creative teams to ensure production and delivery of relevant content to our online communities in both organic and paid delivery efforts. • Exploring and growing new digital marketing opportunities and social media channels, tying these efforts into our overall marketing interests, and working with external agencies and product providers. • Manage Fab Europe's social media channels in terms of content delivery and customer service. These include 3 Facebook pages totalling over 600k members, 2 Twitter handles and 2 Google+ Pages, both in English and German. • Train, organise and oversee a global customer service team to engage with and respond to our online communities, whilst personally retaining direct involvement with responses. . • Define and ensure compliance with a set of best practice guides and KPIs for this team. Provide weekly reports to our COO and Customer Service managers on the team's performance and current social media sentiment. Show less



The Marketing Bureau, Jersey

• Jersey

• Marketing Assistant

  • Jul 2011 - Apr 2012

  Holiday work placements at The Marketing Bureau, which involved: • Establishing a social media presence for the company across various platforms, and outlining a weekly strategy to be implemented by the firm • Inputting and analysing market research data for clients such as the States of Jersey and Vodafone Airtel, and from this information creating presentations of results for the clients. • Undertaking research into innovative advertising products and methods for Jersey Airport… Show more Holiday work placements at The Marketing Bureau, which involved: • Establishing a social media presence for the company across various platforms, and outlining a weekly strategy to be implemented by the firm • Inputting and analysing market research data for clients such as the States of Jersey and Vodafone Airtel, and from this information creating presentations of results for the clients. • Undertaking research into innovative advertising products and methods for Jersey Airport and Harbour, in preparation for an upcoming tender proposal to retain the company’s existing tender for those sites. This involved visits to these sites to gain further insight into how advertising there is operated and to what effect, and liaising with staff at these sites and representatives from advertising hardware companies. • Reviewing and editing editorial works and advertising pieces for the company’s various publications, as well as promotional newsletters. Show less Holiday work placements at The Marketing Bureau, which involved: • Establishing a social media presence for the company across various platforms, and outlining a weekly strategy to be implemented by the firm • Inputting and analysing market research data for clients such as the States of Jersey and Vodafone Airtel, and from this information creating presentations of results for the clients. • Undertaking research into innovative advertising products and methods for Jersey Airport… Show more Holiday work placements at The Marketing Bureau, which involved: • Establishing a social media presence for the company across various platforms, and outlining a weekly strategy to be implemented by the firm • Inputting and analysing market research data for clients such as the States of Jersey and Vodafone Airtel, and from this information creating presentations of results for the clients. • Undertaking research into innovative advertising products and methods for Jersey Airport and Harbour, in preparation for an upcoming tender proposal to retain the company’s existing tender for those sites. This involved visits to these sites to gain further insight into how advertising there is operated and to what effect, and liaising with staff at these sites and representatives from advertising hardware companies. • Reviewing and editing editorial works and advertising pieces for the company’s various publications, as well as promotional newsletters. Show less