My aim is straightforward
I want to help businesses become very successful. I strongly believe that using clever marketing strategies can create really interesting stories and deliver growth.
Make it stand out.
Marketing creates compelling stories that resonate with audiences. I've helped many businesses achieve their goals, witnessing their growth firsthand.
These success stories inspire me to deliver exceptional results for every client I work with.
Footprint Design
PE funded
I led a strategic effort to craft the perfect narrative, secure impactful press coverage, and curate compelling content that ultimately facilitated the company in winning one of the largest projects in the Liverpool area. This achievement was the result of meticulous research, a deep understanding of the objections and a thorough comprehension of the project's intricacies.
By leveraging this knowledge, we employed the most effective tactics to navigate the system successfully and position Footprint Design as the ideal choice for the project. Through our efforts, we not only showcased the company's capabilities but also demonstrated our ability to deliver exceptional results in challenging environments, solidifying Footprint Design's reputation as a trusted and innovative design firm.
Floe oral care
Pre-seed
During my time at Floe Oral Care, I was responsible for spearheading the marketing strategy for the Floe Oral Test Kits. This involved setting up and executing a commercial partnerships model with dental practices, successfully onboarding 10 practices. Additionally, I developed a cohesive messaging framework to promote the new product effectively.
I strategically engaged key influencers in the dental industry, gaining their support and advocacy for the Floe Oral Test Kits, helping to onboard 10 key influential dental practices in the UK
I played a pivotal role in designing user workflows to ensure a seamless experience for customers. Overall, my efforts contributed to the successful launch and promotion helping them prove proof of concept to drive toward their seed round.
Nimbla
Series B
I developed a comprehensive plan that empowered the team to drive the partnership with Barclays forward. This plan encompassed various strategies, from crafting a compelling narrative to securing impactful press coverage and curating engaging content.
By meticulously researching market challenges and understanding the intricacies of the project, I provided the team with a roadmap for success. Leveraging this knowledge, we implemented effective tactics to navigate the partnership's complexities and position Nimbla as the preferred choice for the project.
From national roll-out strategies to engaging champions and maintaining network engagement post-roll-out, every aspect was carefully outlined to guide the team in driving the partnership forward. Through personalised communication, operational efficiency, and continuous monitoring, I ensured that the team was equipped with the tools and resources needed to execute the plan effectively.
As a result, we established a solid foundation for future collaborations and set the stage for mutual growth and success between Nimbla and Barclays.
Capitalise.com
Series B
I led the launch of Capitalise for Business, a partnership with Experian that made funding more accessible for small businesses. Within the first year, we generated over £30,000 in monthly revenue, which was a significant milestone in our mission to democratise financial opportunities.
To ensure clear messaging, I developed communication guidelines for Capitalise. I defined the brand's tone of voice and crafted messaging that resonated with our target audience.
I also led a marketing team that focused on cultivating partnerships, implementing direct marketing initiatives, and organizing events. Our goal was to make funding accessible to all small businesses.
We worked together for two years to drive change in the industry. The language used is simple and familiar. The text is direct and concise, with short sentences that flow easily. The active voice is used to increase clarity, and unnecessary language is avoided. The meaning of the original text is preserved.
kriya - formally marketfinance
Series B
I led a diverse commercial marketing team, overseeing various channels like digital marketing, branding, creative services, and PR. My role involved direct reporting to the CEO.
I initiated a direct marketing channel that generated over £100 million in working capital applications from SMEs within nine months. Additionally, I managed the collaboration between MarketFinance and Barclays, providing 1 million small businesses access to working capital, resulting in over 2,000 referrals and contributing to 50% of new business revenue.
I spearheaded MarketFinance's inaugural above-the-line marketing campaign, showcasing the brand on national radio and TV for four weeks. This campaign led to a significant increase in lead flow and brand search volumes, resulting in an additional £2 million in advanced funds for SMEs.
Furthermore, I orchestrated the rebranding of MarketFinance from a selective invoice finance provider to a multi-product finance provider, relaunching the business as MarketFinance in October 2019. This transformation paved the way for expansion into new markets and the establishment of strategic partnerships for future growth.
Starling Bank
New business unit
I launched Starling Banking Services, a cutting-edge platform designed to empower corporates, e-money institutions, government entities, and fintech companies. This initiative provided seamless access to the UK's faster payment scheme and Starling's Banking-as-a-Service capabilities through APIs, enabling organisations to leverage real-time banking solutions tailored to their needs.
Xero - South Africa
Launching into South Africa
I worked closely with Xero's senior leadership team to develop and execute their marketing strategy in emerging markets like South Africa and Ireland. It was an exciting opportunity to manage a multi-million dollar budget and deliver a digital-led strategy, working with a team of digital specialists. I enjoyed recruiting new accountants and bookkeepers into the Xero partner program and creating campaigns that helped these partners grow their practices and migrate small businesses from competitive solutions to Xero.
Apart from the GTM channel marketing activities, I got to increase brand awareness and share of voice using out-of-home advertising and events. One of the highlights was organizing our accounting partner events that attracted more than 1,200 attendees in their first year. It was great to be a part of such a vibrant and dynamic team!
Xero UK
First 60 employees
I was instrumental in streamlining the client onboarding process, which led to a significant boost in conversion rates from 21% to over 30%. I worked as part of the team that drove 60% year-on-year business growth.
I worked closely with the Product Marketing team to craft compelling thought leadership content and led the strategic messaging efforts to transition from accounting software to a comprehensive business platform. I developed tailored offerings for niche market segments, which increased the adoption of Xero as a business platform.
As an interim member of the senior management team, I orchestrated and measured all marketing initiatives for the UK, spanning both small business and accounting sectors. My successful launch of Payroll in the UK market and execution of go-to-market plans for strategic partnerships with key accounts such as the Royal Bank of Scotland, Santander, and iZettle.
I spearheaded the first out-of-home activity for the Xero brand in the UK, resulting in a 20% increase in trial volume.
