Graham Gordon

Marketing should create commercial advantage, not simply generate activity. Over the past 25 years I have built and led marketing functions across retail, ecommerce, and financial services, connecting with customers in both B2B and B2C spaces. For me, marketing isn't just campaigns or budgets, it's about driving real business results: revenue growth, stronger customer relationships, and market expansion.

I bring together brand, performance, and CRM as one system rather than separate disciplines, staying close enough to the detail to remain hands-on while leading teams and reporting at board level. I'm passionate about breaking down silos, building high-performing teams, and turning marketing from a cost centre into a genuine growth engine.

Head of Marketing - Wex Photo Video - London, UK

(2014-03)

Retail & E-commerce business. Built and led marketing functions across strategic vision, execution, team leadership, and data-driven operational results.

• 35% increase in digital channel revenue: orchestrated a four-year performance marketing roadmap aligned to company revenue targets, scaling from a lean team of two to twelve
• £32M to £123M in annual revenue over 12yrs, architected a commercial strategy linking every marketing decision to CAC and lifetime value
• £380K in new B2B pipeline within 12 months: identified and captured an untapped corporate segment through targeted market intelligence
• Ran B2B and B2C growth side by side, each governed by its own commercial scorecard, CAC and pipeline velocity for B2B, conversion and AOV for B2C
• 17% sales increase in six months: championed a year-long brand repositioning that redefined market differentiation during a volatile trading period
• A 12-person, multi-disciplinary marketing function, built from the ground up: spanning performance, CRM, and creative, including scaling an in-house creative team from one designer to three
• Directed creative vision personally in the early stages, then built and empowered a team to carry brand consistency forward at scale
• Built the battlecards, pitch decks, and outreach content that equipped B2B sales teams to close deals directly
• Ran full agency RFP processes end-to-end and held the Epsilon retargeting partnership to yearly proof-of-value testing since 2018, cementing commercial discipline across every agency relationship
• Directed the selection and API integration of Salesforce, DotDigital, N8N, and Asana, unifying the martech stack with zero disruption to live campaigns
• Forged the connective layer between marketing, sales, product, and customer success, lifting conversion by 2.8% and average order value by 6%
• Directed YouTube and TikTok content mapped to funnel-stage KPIs, from awareness through to conversion, engineering a full-funnel video strategy
• Managed a £2.8M total marketing budget, including £600k in quarterly Google Ads investment across Search, Shopping, and Performance Max
• Directed Meta and TikTok paid social to strict commercial thresholds: a £15–£24 CAC, a 3.0 ROAS, and a 3-month payback
• Rebuilt CRM segmentation strategy from the ground up, driving 7% year-on-year growth and a 16% lift in repeat purchases
• Built the affiliate channel from zero into a low-CPA acquisition pillar through the Awin/ Impact partnership
• Replaced legacy OTS metrics with GA4 tracking and Meta incrementality testing, exposing true ROAS beyond platform-reported numbers
• Rejected margin-eroding, short-term acquisition tactics in favour of long-term equity, lifting customer lifetime value by 13%
• Restructured product pages and niche content for AI answer engines, reinforced by 78k Trustpilot reviews, to future-proof organic visibility
• Shaped board-level investment decisions through clear performance and KPI reporting

Head of Marketing - Loans2Go - London, UK

(2013-01 - 2014-03)

Finance sector. Operated as trusted partner to executives and regulators in a highly regulated consumer finance business.

• Brand integrity safeguarded in a high-scrutiny environment: operated as trusted partner to executives and regulators, leading crisis communications within a highly regulated consumer finance business
• £3.8M budget commanded: negotiated high-value supplier contracts to improve commercial outcomes
• Optimised e-commerce performance through SEO, PPC, and analytics, substantially reducing CPC and lifting sales
• Launched a customer-facing app that streamlined the loan evaluation process, including self-service payment management

Growth Marketing Manager - PayPal - London, UK

(2012-01 - 2013-01)

Finance sector. Applied data science to diagnose and define cutting-edge, multi-channel digital customer experience.

• Applied data science to diagnose and define a cutting-edge, multi-channel digital customer experience
• Catalysed strong results from internet marketing plans spanning SEO/SEM, retargeting, and social media
• Built and maintained productive merchant alliances to support PayPal product offers and promotions
• Developed customer lifecycle strategies that lifted customer engagement by 2.5% and grew total payment volume (TPV) by £340K within 30 days
• Planned and executed customer acquisition and activation strategies that grew acquisition by 4% year-on-year
• Achieved a 3% redemption rate by designing incentive programmes across P2P, mobile, and cashback
• Maximised growth opportunities through navigation analysis, paid search landing page optimisation, and website traffic reporting
• Generated a 3% click-through rate from retargeted banner campaigns and a 2% lift in average transactions among active customers

Marketing Manager - Waitrose - Bracknell, UK

(2006-07 - 2012-01)

Retail sector. Launched loyalty scheme and built strategic value from external partnerships.

• Launched myWaitrose loyalty scheme end-to-end, from strategy and TV campaign through to execution, achieving a 65% peak BARB reach, over a million member sign-ups in its first quarter, 320,000 new customers acquired, and £680K in ROI
• Built strategic value from external partnerships, leading B2B eCRM programs with Shell, Boots, and Welcome Break, and securing a third-party revenue opportunity worth £25M over the contractual period
• Generated £3.2M in incremental sales and a c.300% product uplift through UK press promotions and new product trials

Marketing Manager - Asda - Leeds, UK

(2000-03 - 2006-07)

Retail sector. Contributed to core website development team and directed seasonal campaign planning.

• Contributed to Asda's core website development team
• 10M+ impressions delivered: directed seasonal TV campaign planning, including Q4/Christmas trading

Bachelor of Business and Marketing Management - Business and Marketing Management - Oxford Brookes University (1996 - 1999)