Jacob Shand

I find the growth a business is missing - then align proposition, brand, customer experience, marketing and commercial execution to capture it. International marketing and commercial leader with 25+ years growing consumer, technology, fitness, media and service businesses. Equally comfortable setting strategy in the boardroom and building the team, systems and campaigns that make it real.

Career spans B2C, B2B, SaaS, marketplaces, subscriptions and multi-site operations across the UK, New Zealand and international markets.

Executive Director, Strategy & Growth at fibodo (2025-09 – 2026-09)

Self-employed engagement. Rebuilt the commercial architecture for a fitness technology platform: product portfolio, proposition, pricing and routes to market.

• Secured five strategic education partnerships and created a new licensed fitness programme and supporting platform proposition.
• Developed advanced opportunities with three national gym chains and more than six local authorities; led a two-person commercial team.

Fractional CMO & Growth Adviser at MAD: London (2022 – Present)

Independent platform for fractional leadership and growth projects across wellness, SaaS and services.

• UKFM Services: doubled monthly sales from £350k to £700k in 12 months as fractional Sales & Marketing Director; led a team of eight.
• Sustainable Wellness Group: built positioning, product architecture, B2B go-to-market, CRM nurture, reporting and lead-to-cash foundations.
• Skedadle: helped scale the platform to 130,000 users against a 100,000 target through a focused micro-influencer engine.

Head of Business Development - USA at Wexer (2021-07 – 2022-09)

Digital fitness SaaS | Team of 4. Delivered 30% YoY revenue growth and secured 20+ national enterprise accounts across new verticals, including ClubCorp and Eat The Frog.

• Built segmentation, enterprise pricing, co-branded acquisition and onboarding approaches; strengthened forecasting and executive account management.

Head of Neighbourly at Stuff (2019-09 – 2021-06)

Media and community technology | Team of 36. Led product, technology, design, marketing and commercial performance for New Zealand's leading neighbourhood platform.

• Reduced customer churn by 90%, grew active users 20% from 750,000 to 900,000 and increased digital revenue by 50%.

Head of Marketing at Burger King New Zealand (2017-08 – 2019-09)

NZ$250m QSR business | NZ$25m budget | 6 direct reports / 18-person function. Increased like-for-like daily sales by 20% through sharper segmentation, proposition, media, promotions and customer experience.

• Led digital transformation: selected the CRM platform, recruited the specialist capability and directed the loyalty app and self-service kiosk rollout.
• Connected marketing with franchise, supply and restaurant operations to turn national demand into consistently delivered customer experiences.

Senior Director, UK at The Beachbody Company (2016-02 – 2017-06)

Fitness and consumer wellness | Team of 12. Repositioned the UK operation from trainer-led distribution to a scalable B2B model with gyms and studios.

• Increased monthly course delivery, locations and trained-instructor capacity by 150%; introduced clearer CRM and commercial reporting.

UK Marketing Director / Global Product Marketing at Les Mills International (2009-09 – 2016-02)

6 direct reports / 12-person team. Delivered 20% YoY UK revenue growth and expanded annual live-event participation from 2,000 to more than 20,000.

• Increased social engagement by 1,000% after rebuilding the strategy, content discipline and community approach.
• Led GTM for five global launches - three GRIT programmes, CXWORX/LES MILLS CORE and SH'BAM - winning an international export marketing award for SH'BAM.
• Led and activated the Reebok x Les Mills partnership in the UK while maintaining global brand consistency across local markets.

Co-founder at Wellbeings (2020 – 2022)

#1 podcast

Founder & Director at The Coolstore (2007 – 2010)

NZ Retail Awards finalist

National Promotions Manager at MediaWorks / The Edge (2006 – 2007)

Achieved #1 station

National Product & Promotions Manager at McDonald's New Zealand (2004 – 2006)

NZ$20m budget and record sales

Strategic & Digital Marketing Manager at BMG Music (1999 – 2004)

Multiple #1 albums

Bachelor of Communication Studies in Communication Studies – Auckland University of Technology

Diploma in Audio Engineering in Audio Engineering – SAE Auckland