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
