Growth & Marketing Management
Marketing strategies and systems for growth, from pipeline to e-commerce
Owning positioning, pipeline, and execution from first touch to revenue — 8+ years across B2B SaaS, E‑commerce, Wines, Packaging.
Toolbelt
About
Close to the number, close to the founder
I'm a growth-focused marketer with 8+ years of experience across B2B SaaS, e-commerce, wines, and packaging, working at the intersection of strategy, execution, and revenue.
I've led marketing in both high-growth and transition phases: from rebranding and repositioning a legacy media-tech company moving to SaaS (marketing-sourced pipeline up 34% YoY), to building and scaling Shopify-based businesses from scratch. Most recently, as a paid media specialist, I helped a B2B packaging e-commerce go from 0.3× to 14× blended ROAS while YoY sales growth rose from +17% to +39%, on less ad spend. I'm used to working close to founders, CEOs, and sales teams, owning everything from ICP definition and messaging to demand generation, lifecycle, and reporting.
My background combines hands-on execution (paid media, SEO, email, CRM, automation) with strategic ownership of pipeline, budgets, and performance. I care about marketing that is measurable, commercially grounded, and directly tied to business outcomes. I work best in environments where marketing is expected to drive growth, not just activity.
My philosophy
Marketing is the bridge between real customer problems and products that genuinely solve them.
- Trends fade; fundamentals compound.
- If the product doesn't solve it, growth is rented.
- Strategy + execution, not firefighting.
What I do best
- Demand gen & ABM for B2B SaaS
- E-commerce strategy and growth
- CRM, automation & lifecycle
- Positioning, messaging & GTM execution
Skill set
Education
Certifications & languages
Project Highlights
Five contexts, one throughline: numbers you can point to
100metros
Jun 2026 – Oct 2026Context
A WooCommerce packaging store serving B2B and B2C buyers, with paid campaigns built around traffic rather than purchases and blended ROAS sitting at 0.3× from January to May.
Action
Paid media specialist, working alongside the marketing director, who owned overall e-commerce performance. Helped rebuild conversion tracking (WordPress plugin to Google Tag Manager, Meta Conversions API and Google Tag Gateway on Cloudflare) and relaunched Google and Meta on a sales objective and target CPA. Also fixed the Merchant Center feed, reorganised the Meta catalogue, ran bulk imports (8,000+ variations) and planned the Shopify migration.
Outcome · Q3 2026 vs. January–May
- Helped lift blended ROAS from 0.3× to 14×, while YoY e-commerce sales growth rose from +17% (Jan–May) to +39% (Jul–Sep) and monthly ad spend fell 18%
- Google Ads: Search by product category while the Merchant Center feed was limited — ROAS from 0.3× to 10×, with CTR tripled to ~9%
- Meta Ads: sales campaign by catalogue category — purchases up 36×, cost per purchase down 97%
TransMedia Dynamics
May 2023 – Dec 2024Context
Legacy media-asset-management software transitioning to SaaS, with marketing reporting to the CEO.
Action
Owned marketing strategy, budget planning, CRM administration and key trade shows — running ABM and inbound demand generation across the UK, US and Australia, and leading the rebrand and website migration alongside an external agency, with content for email, social, web, PR and sales enablement.
Outcome
+34% YoY growth in marketing-sourced SQL pipeline (£1.97M → £2.65M), and stronger brand recognition and consistency at major industry trade shows.
Loving Cats Worldwide
Jul 2025 – Nov 2025Context
Operational restructuring and digital transformation, with underdeveloped revenue and e-commerce performance across fragmented marketing, sales, and operations systems.
Action
Led end-to-end growth and operations — rebuilt e-commerce operations, created and ran the new Shopify store, developed the ticketing flow, and ran paid media, email marketing, influencer partnerships, and product and partnership initiatives.
Outcome
- Revenue up 3.2× (+220%) in the first 30 days after relaunch
- ~3.5× ROI on an average daily ad spend of ~€130
- Scalable foundations across events, sponsorships, and DTC revenue
FozTua
Aug 2023 – PresentContext
Strong product quality, but limited digital presence and under-leveraged direct-to-consumer and brand communication channels.
Action
Built and manage the full Shopify e-commerce operation, and lead digital strategy, growth marketing, paid campaigns, SEO, CRM and lifecycle email, plus collaboration and partnership initiatives — with a strong focus on organic growth and brand consistency.
Outcome
- +36% Instagram follower growth, with direct revenue driven by organic and paid multi-channel campaigns
- Full Shopify store delivered in 3 months
- Sustainable marketing foundation aligned to premium positioning
Band Matrix
Apr 2026 – PresentContext
A personal tool built to solve one problem: finding artists that sit at the sonic midpoint between two or three bands you already love, and turning the result into a playlist.
Action
Designed and built the full product solo — frontend, backend, API integrations, and deployment. It cross-references Last.fm, Spotify, Deezer, and MusicBrainz through a custom scoring engine built on a 6-axis genre vector system (Acoustic↔Electronic, Mellow↔Heavy, Mainstream↔Experimental, Slow↔Fast, Bright↔Dark, Underground↔Popular), deployed on Cloudflare Pages with a D1 cache and a server-side Deezer proxy for artwork resilience.
Outcome
- Fully functional public tool, no login required
- Mood-converged recommendations and exportable playlists, up to 50 tracks
- Zero frameworks — vanilla JS and Cloudflare Workers, fully serverless
What I do
Growth, demand generation & revenue marketing
I'm not a channel specialist. I focus on how everything connects: message → channel → conversion → revenue.