Digital Marketing Strategist - Chartered Management Institute - London, UK
(2024-12)
Strategic ownership of digital acquisition, performance marketing, and MarTech for a global professional membership organisation - aligning channel strategy with revenue growth and membership targets.
- Architected and led an integrated digital growth strategy across paid search, paid social, organic, CRM, and web channels - aligning all activity to corporate revenue and membership acquisition objectives.
- Directed a £500k+ annual media and technology budget, setting strategic spend allocation across channels to maximise ROI, minimise CAC, and sustain profitable growth.
- Led and mentored a cross-functional team of performance marketers, designers, and developers - setting priorities, reviewing output, and building capability across the function.
- Established a structured experimentation framework across ads, creative, landing pages, and audience targeting - embedding a test-and-learn culture that drove continuous conversion improvement.
- Directed CRO strategy across digital customer journeys in collaboration with the web team, driving measurable gains in conversion performance from paid and organic traffic.
- Owned MarTech strategy and integration - overseeing analytics architecture, CRM alignment, and marketing automation to improve attribution accuracy, personalisation, and reporting transparency.
- Strengthened agency governance and vendor accountability frameworks, improving delivery standards, strategic alignment, and cost efficiency across external partners.
- Built board-level performance reporting infrastructure tracking CAC, CLV, pipeline contribution, and ROAS - enabling data-driven investment decisions at senior leadership level.
Senior Performance Marketing Strategist - Global Overview LLC - London, UK
(2024-01 - 2024-12)
Directed digital growth strategy and performance marketing for a portfolio of clients across UK and international markets, owning channel strategy, commercial outcomes, and client relationships.
- Led end-to-end digital acquisition strategy for multiple clients - directing channel mix decisions across Google Ads, LinkedIn, Meta, and content, aligned to each client's growth and revenue objectives.
- Designed and implemented structured creative and messaging testing frameworks, identifying highest-performing acquisition angles by audience segment and funnel stage.
- Directed CRO strategy across client landing pages and conversion funnels, improving lead quality and reducing cost per qualified lead through iterative experimentation.
- Owned client budget strategy across multiple accounts - advising on spend allocation, channel prioritisation, and investment decisions to maximise lead quality and profitability.
- Built strategic performance reporting frameworks for client stakeholders, translating channel data into commercial insight and informing go-to-market decisions.
- Partnered with client Sales, Product, and Leadership teams to align digital acquisition strategy with ICP definitions, sales priorities, and broader business objectives.
Digital Marketing Specialist - Hays PLC - London, UK
(2023-06 - 2023-12)
Led digital acquisition strategy across multiple high-volume recruitment verticals, driving improvements in lead quality, pipeline efficiency, and marketing ROI.
- Directed paid acquisition strategy across Google Ads and LinkedIn for multiple recruitment verticals - setting channel priorities, audience frameworks, and optimisation roadmaps.
- Led lead quality improvement initiatives through audience strategy refinement, negative targeting, and landing page alignment - increasing MQL conversion rates and reducing wasted spend.
- Developed ad copy and creative testing strategy across Google Search campaigns, establishing best practices in messaging structure, USP positioning, and CTA optimisation.
- Oversaw conversion tracking and attribution strategy via Google Tag Manager, ensuring accurate measurement of lead contribution across all paid channels.
- Delivered executive-level performance reporting, translating channel analytics into revenue impact narratives for senior stakeholders and informing future budget decisions.
- Collaborated with Sales leadership on MQL prioritisation strategy, improving pipeline velocity and the commercial effectiveness of the marketing-to-sales handover.
Senior Paid Media Specialist - AdMax Local LLC - Bangalore, IN
(2019-01 - 2021-12)
Led paid media strategy and digital transformation for a large-scale multi-location franchise model, directing high-volume campaign portfolios and building scalable performance infrastructure.
- Directed paid media strategy across Google Search, Display, and Meta for a large franchise network - owning channel architecture, budget allocation, and performance optimisation frameworks.
- Designed structured ad copy and creative testing programmes, establishing systematic processes for identifying highest-performing messaging combinations across campaigns and locations.
- Led continuous performance improvement initiatives across CPCs, Quality Scores, and ROAS - implementing granular segmentation strategies and advanced bid management frameworks.
- Directed automation strategy across high-volume campaign portfolios - implementing Smart Bidding frameworks and automation rules to scale efficiently without sacrificing performance.
- Oversaw local lead generation strategy across franchise locations, directing Meta retargeting and prospecting campaigns alongside Google to drive qualified pipeline at location level.
- Built performance reporting and analytics infrastructure in Looker Studio, providing location-level and portfolio-level strategic insights to senior business stakeholders.
Digital Marketing Analyst - DotMappers IT Pvt Ltd - Bangalore, IN
(2014-06 - 2018-06)
Founding marketing hire responsible for designing and building the company's entire digital growth function from zero - owning strategy, execution, and commercial outcomes across all channels.
- Designed and built the company's full digital acquisition strategy from scratch - spanning Google Ads, LinkedIn, SEO, and content - generating a significant share of the company pipeline within the first 18 months.
- Led B2B paid acquisition strategy across Google Ads and LinkedIn, targeting key decision-maker audiences and building a cost-efficient lead generation engine for an early-stage business.
- Developed and directed SEO and content strategy, building organic traffic growth that reduced over-reliance on paid channels and improved blended CAC over time.
- Architected HubSpot CRM and marketing automation infrastructure, designing lead scoring models, nurture workflows, and full-funnel tracking from first touch to closed-won revenue.
- Built the company's first end-to-end attribution and analytics framework in Google Analytics, giving the founding team clear visibility of channel contribution to pipeline and revenue.
- Owned all digital marketing strategy, reporting, and analytics, presenting performance insights and commercial recommendations directly to the founding leadership team.
