VP - Strategy and Content, FX Marketing - Citi - E14
(2022-08 - 2026-08)
Develop and execute marketing strategies to promote FX products and solutions, in alignment with business growth objectives and client segmentation.
- Partner with senior stakeholders, including product specialists, sales, trading and banking teams, to develop/ shape compelling content translating complex market and investment narratives into client-centric insights across multi-channel formats (publications, campaigns, digital content)
- Created and managed high-impact content programmes, including proprietary publications, case studies, and thought leadership, enhancing client engagement and market positioning
- Collaborated across a matrixed global organisation to deliver integrated campaigns, ensuring consistent messaging and alignment across regions and channels
- Delivered global media exposure and industry recognition through multiple award wins
- Lead end-to-end execution of integrated marketing initiatives to drive client activity and deepen relationships
- Contribute to digital marketing initiatives, supporting content distribution and engagement across Citi websites to strengthen brand presence and client engagement
- Measure and report on marketing performance, using data insights to refine strategy and improve outcomes
- Ensure all marketing activities adhere to Citi's regulatory and compliance standards, working closely with Public Affairs, Legal and Compliance partners
Senior Marketing Manager - Informa Financial Intelligence - London, SE1
(2019-05 - 2022-07)
Defined and delivered integrated marketing strategies across institutional financial products, aligning content, digital, and event activity to growth objectives and client needs. Successfully launched 6 new products in 2 years, doubled lead generation YoY and increased marketing generated revenues, tracking funnel conversions.
- Partnered with market specialists and thought leaders to develop high-value content programmes, cascade and activate business objectives, driving engagement through data-driven insight, campaigns, and industry perspectives
- Led global, multi-channel demand generation programmes, doubling lead generation and significantly increasing marketing-driven revenue through data-led optimisation. Created multiple new marketing automation nurture flows and marketing subscriptions to support acquisition and retention programs
- Implemented performance frameworks (MQL–SQL–Revenue), using insight-led reporting to refine targeting, improve ROI, and demonstrate marketing impact to stakeholders
- Increased brand visibility and client engagement through always-on and campaign-based digital strategies, delivering a 69% uplift in web traffic
- Became a member of the Informa Intelligence Marketing Leadership Council to support various marketing operations initiatives
Senior Marketing Manager - Blackbird plc - London, SW19
(2017-12 - 2018-10)
Led brand repositioning and go-to-market strategy, combining PR, events, partnerships, and digital channels to elevate market presence and investor engagement.
- Delivered integrated thought leadership and content initiatives to support repositioning, increasing share of voice and market differentiation
- Built and segmented a new global prospect database of over 12,000 prospect contacts across within 6 months, to support targeted engagement and growth strategies
- Set up a marketing support team in Philippines
- Created the new brand identity within 12 weeks, including launch of www.blackbird.video, resulting in £5million in new investment funding and a share price increase of 32% within 3 months, the first significant increase in over 3 years
Global Digital Marketing Manager/ EMEA Marketing Manager - DocsCorp plc - London, EC3
(2015-09 - 2017-09)
Executed global demand generation and content strategies across digital channels, driving a 46% increase in lead generation with web store and demand generation accounting for 61% total leads. Increased License trials by 43%, and total revenues increased by 20% from previous year. The client base increased by 28% to 700,000 users through successful international enterprise product rollouts.
- Developed client-centric content in collaboration with multi-regional, cross-functional stakeholders, enhancing engagement across industries and client segments
- Optimised campaign performance through data analysis, A/B testing, and marketing automation (Marketo), improving conversion and client acquisition. measuring from CTR-CPL-CPA
- Delivered regional marketing strategies across EMEA, integrating events, PR, digital, and reseller marketing within a matrixed environment
Head of Marketing - PeaSoup Hosting - Weybridge, KT13
(2015-02 - 2015-05)
Startup dissolved
Senior Marketing & Communications Manager - XLN - London, SW1P
(2012-11 - 2015-02)
Delivered integrated marketing campaigns across events, digital, and offline channels, aligned to acquisition and retention objectives.
- Managed cross-functional stakeholder engagement, ensuring alignment between product, sales, HR and marketing initiatives
- Led complex rebrand and go-to-market programmes, enhancing positioning, customer and employee experience
- Successfully project managed a large scale, complex rebrand project which included new websites, marketing collateral, automated trigger and push communications, activation marketing
- Launches included a Wi-Fi pilot, new office opening (Sheffield), recruitment campaign & onboarding
Marketing Communications Manager - AIRCOM International - Leatherhead, Surrey KT22
(2007-07 - 2012-10)
- Managed global event strategy, including speaker programmes and thought leadership agendas, increasing brand visibility and deal conversion
- Delivered digital content and multi-language marketing assets to support international growth and client engagement through regional acquisition and retention programs
- Developed company websites including corporate website, extranet, partner and employee portals
- Optimised event ROI through cost efficiencies and targeted engagement strategies, directly supporting pipeline and revenue generation
Senior Account Manager - Beechwood Creative - KT2, Surrey
(2006-08 - 2006-12)
Sales and New Business Development Manager roles - Computer Futures, Morgan McKinley, Duplex Communications, Infolog
(1998-06 - 2004-06)
I started my career in sales, recruiting IT professionals for financial and professional services sectors at Computer Futures and Morgan McKinley, and progressed to NBD roles at brand and digital agencies including Duplex Communications and Infolog, pitching concepts to a broad spectrum of sectors including property developers and film companies.
