Senior Growth Director at Rocket Lawyer (2024-09 – 2026-03)
US-headquartered legal technology platform offering subscription-based legal services to consumers and small businesses. 250+ employees globally, operating across UK, US, France, Spain, Netherlands and Brazil.
- Owned the UK direct-to-consumer P&L in full, delivering £4.8m subscription revenue in 2024, the platform's highest-performing year on record, with full accountability for customer acquisition, conversion, retention and contribution margin.
- Grew customer lifetime value 2.5x (£40 to £100) by quadrupling annual subscription adoption from 10% to 40% of the total member base, through repositioned pricing architecture, campaign strategy, and cross-channel messaging alignment, validated through an experimentation programme and measured via chargeback and refund rate.
- Improved monthly retention from 80% to 85% by re-engineering lifecycle infrastructure on Segment and Iterable; implemented cohort-based trigger logic (Week 1/Month 1) and validated lift through holdout group testing.
- Directed £300k/month in marketing investment across paid social (Meta), paid search (Google), SEO and CRM; owned budget forecasting and monthly reallocation decisions against revenue targets, improving CAC efficiency while growing subscriber volume.
- Built a partnerships and affiliate channel (Xero, Google Workspace) that increased perceived product value, supported retention improvement and extended customer payback period.
- Resolved first-party data gap created by cookie consent changes and preserved 95%+ marketing attribution accuracy with zero campaign disruption.
- Led a 6-person cross-functional team and managed agency and contractor relationships across paid media and CRM, setting direction against commercial targets, holding partners to CAC and ROAS accountability, and running weekly performance-vs-plan reviews across unit economics (CAC, LTV, ROAS, contribution margin).
Growth Director at Rocket Lawyer (2020-01 – 2024-12)
- Led launch of Brazil market activation (2022) defining go-to-market strategy, audience segmentation, and performance measurement frameworks. Designed measurement framework before go-live: defined CAC targets by channel, created cohort-based retention tracking, and implemented weekly performance vs. plan reviews.
- Partnered with Adobe (2023) to co-build and launch a new incorporation service - a strategic product expansion that opened a new revenue stream.
- Managed integrated performance marketing across paid social (Meta), paid search, SEO, CRM, affiliate and content channels, diversifying the customer acquisition mix and improving conversion rates across key customer journeys.
Head of Marketing at Rocket Lawyer (2018-01 – 2020-12)
- Scaled SEM investment 50% year-on-year while maintaining ROAS by restructuring bid strategy, ad architecture, and audience targeting.
- Built a consumer search insight programme that directly shaped product prioritisation and content strategy, establishing the team's first systematic link between audience intent data and roadmap decisions.
- Launched France, Netherlands, and Spain, defining GTM strategy, segmentation, and performance frameworks for each market.
Digital Acquisition Manager at Rocket Lawyer (2016-01 – 2018-12)
- Built the SEM function and account structures, transitioning the business from negligible search spend to a high-performing, scalable acquisition engine with defined ROI targets.
- Established the technical SEO foundation and content framework, driving the organic traffic growth that became the platform's primary low-CAC acquisition lever.
Content Marketing Executive at Rocket Lawyer (2012-01 – 2016-12)
- Applied a legal background (BA Law, LPC) to produce technically credible content at pace. Produced the legal guides, ebooks, and documents that established Rocket Lawyer UK's SEO authority and audience trust, content still driving organic acquisition a decade later.
