Valerie So

Senior marketing professional with directly attributed revenue of £1M in 2025. Experienced in go-to-market strategy, lifecycle, acquisition and retention across B2B SaaS and subscription businesses. Track record of translating customer and market insight into strategy that delivers measurable commercial results.

Senior marketing manager (growth) at Centellic (2024-03 – Present)

Promoted from product marketing manager

• Delivered £240k new business + £780k renewals = £1M directly attributed revenue through insight-led, segmented campaigns (2025)
• Led a global growth marketing team of 4 (including 2 managers) across 8 subscription brands
• Owned full subscriber lifecycle strategy: acquisition, onboarding, engagement and renewal
• Built and optimised automation workflows (Pardot, Salesforce) to improve lifecycle performance
• Shaped GTM and messaging strategy using product usage, customer insights, audience segmentation and competitive analysis

Product marketing manager at Centellic (2022-07 – 2024-03)

• Secured 30%+ of annual renewal revenue up to 4 months ahead of target (Q1 2024)
• Grew product usage by 21% and usage per active subscriber by 15% in a single quarter (Q4 2022)
• Developed and launched GTM positioning for Lexology, the group’s fastest growing brand
• Built full lifecycle campaigns from onboarding to renewal across 8-10 subscription brands
• Led subscriber migrations and brand consolidations across the portfolio
• Adapted strategy continuously based on customer insights, cohort performance and market trends

Marketing manager at Flo Group, acquired by Accenture (2018-07 – 2022-07)

• Increased landing page visits by 418% through email campaign optimisation
• 70% more new website visitors and 40% more pageviews annually while maintaining a 10% bounce rate (GA, Tag Manager, Search Console)
• Built and managed the website end-to-end including design, content and tracking (WordPress)
• Grew LinkedIn followers by 41% and organic reach by 51% through content engagement strategy (2020-2021)
• 80% increase in website traffic during COVID through digital-first digital campaign pivot
• Supported sales enablement: proposition development, collateral creation and bid responses

BSc in Language Sciences and Psychology – University of Reading (2018)