Passionate about data, measurement, and continuous testing to optimise creatives, audiences, keywords, and individual channels. My hands-on experience spans across all digital marketing disciplines, with proven success in various projects and industries:

• SEO: I bring a strong technical focus, optimising websites for speed and core web vitals, conducting market and keyword research, and implementing GAP analysis and content strategies. I’ve achieved significant success in ranking sites highly in SERPs, consistently generating leads. Notably, I led an end-to-end project to improve reputation management and developed a custom CMS with super-clean HTML output for local SEO, significantly boosting visibility for key sellers.

• PPC: With extensive experience in optimising and scaling PPC accounts in highly competitive markets, I scaled spend from £10k to £250k per month at Paymentsense. At Harbour Rock Capital, I took over PPC management from an agency, becoming the first competitor to market in Google Discovery, Performance Max, and Video. My expertise includes keyword strategy, technical implementation, conversion tracking, and reporting, with some scripting experience for programmatic stop-loss, burn-rate reporting, and budget automation.

• SMM: I’ve managed substantial budgets (circa £80k-£100k per month) in Facebook Ads, building bespoke monitoring and tracking systems for audience and creative analysis. I have extensive experience in cyclic testing, A/B and multivariate testing, and programmatic system development to pull marketing API data into custom dashboards and databases. My experience extends to other social platforms, including Instagram Ads, LinkedIn Ads, and Twitter (X) Ads.

• Social Media: I’ve led organic social marketing efforts across all platforms, creating content calendars, pushing out timely content, and developing tracking systems for organic lead generation. I built a bespoke solution for recognising key engagement signals, which helps steer content direction effectively.

• Email/SMS: I introduced Salesforce Marketing Cloud and developed comprehensive marketing and transactional communication journeys to nurture client engagement. I solved complex data issues, implemented AI learning, and executed split-testing for dynamic content. Additionally, I enabled seamless data exchange between systems to improve business workflows and deliver reactive communications, such as SMS follow-ups for missed calls.

• Native Advertising: I’ve tested various native platforms, including Outbrain, Taboola, Adroll, Bing Native, and Google Discovery. While success varied due to product constraints, I integrated data reporting into a broader bespoke dashboard system, ensuring comprehensive campaign analysis.

• Strategy & Implementation: I’ve overseen digital marketing strategies from concept to execution, with a flexible and adaptive approach. I governed the strategy and implementation at Paymentsense, scaling it from a startup to the UK’s largest merchant services company. I’ve also developed and rolled out multiple strategies across different platforms, creating multi-touch systems to maximise ROI and align with commercial objectives.

Effective data analysis and timely communication are pivotal to success in any marketing strategy. My experience spans a wide range of CRM systems, including:

• Salesforce: At Harbour Rock Capital (HRC), I integrated intelligence-driven analysis into Salesforce to enhance targeted advertising efforts. By evaluating key demographic data and optimizing campaigns across multiple touchpoints in the client journey, I contributed to more efficient and effective marketing strategies.

• Salesforce Marketing Cloud: As the project lead for its implementation at HRC, I successfully set up the system, resolved complex database issues using advanced SQL, and incorporated journey builds and data analysis into our processes. By integrating multivariate split testing and AI-driven insights, I improved communication timing, resulting in a 25% uplift in email open rates.

• Bespoke Systems: At HRC, I initially developed early dashboards and data tracking tools in Excel, which evolved into a comprehensive 'Marketing Dashboard.' This tool handles tracking, analysis, data integration, reputation management, budgeting, asset management, and performance reporting. When an off-the-shelf solution isn't available, I often create custom applications to meet our needs.

While primarily a marketer, I've had a passion for coding since age 10 and have developed proficiency in 11 programming languages, including some niche and legacy ones. My coding skills have proven invaluable in enhancing technical solutions, such as creating VBA-powered tools in Excel that streamline processes and save countless hours in my marketing roles.

Over the years, I've developed numerous websites for both personal and business use. Though I often leverage WordPress—where I've developed a deep expertise—I’ve also built custom CMS systems from scratch using .NET (MVC 5 framework). My technical acumen extends to developing bespoke web applications, such as a comprehensive marketing dashboard system, and creating custom WordPress plugins using PHP, which includes a digital onboarding solution that significantly improved efficiency.

In summary, while my core identity is as a marketer, my full-stack development experience spans multiple languages and database systems, adding a valuable technical edge to my marketing capabilities.

My approach to data analysis is driven by a commitment to precision and efficiency, utilising advanced tools and custom-built solutions to transform raw data into actionable insights. I have extensive experience with industry-standard tools such as Google Analytics, Tableau, and advanced Excel coding, which I leverage to streamline processes and enhance decision-making.

• Google Analytics: I have deep expertise in configuring and interpreting Google Analytics data, allowing me to track and measure user behaviour, optimise website performance, and fine-tune marketing strategies. By setting up custom dashboards and reports, I provide teams with clear, actionable insights, facilitating data-driven decision-making.

• Tableau: With a strong proficiency in Tableau, I create dynamic, visually compelling dashboards that enable stakeholders to interact with data and uncover trends and opportunities. My work with Tableau includes integrating data from multiple sources, developing complex calculated fields, and automating the refresh and distribution of reports to ensure timely access to critical information.

• Advanced Excel Coding: I have harnessed the power of Excel through advanced VBA coding to develop bespoke tools that significantly enhance data analysis capabilities. These tools have automated repetitive tasks, reduced analysis time, and enabled more sophisticated data manipulation and visualisation. My custom Excel solutions have saved businesses countless hours and facilitated more informed decision-making.

• Custom Tool Development: When existing tools fall short, I build custom applications tailored to specific business needs. For example, I developed a comprehensive marketing dashboard that integrates data tracking, analysis, and reporting into a single, user-friendly platform. This system not only accelerates the analysis process but also ensures data accuracy and consistency across the board.

• Automation of Processes: My focus on automation has led to the creation of solutions that streamline workflows, reduce manual effort, and improve accuracy. Whether through scripting in Excel, automating data pulls in Tableau, or integrating API data into Google Analytics, my automated solutions have consistently delivered efficiency gains and allowed teams to focus on strategic initiatives rather than manual data handling.

I am passionate about fostering a culture of innovation and collaboration, where team members are empowered to excel and grow. My leadership style is centered on inspiring performance, driving continuous improvement, and nurturing talent through mentorship, training, and knowledge sharing.

• Inspiring Innovation: I believe that innovation is the cornerstone of business success, and I encourage my teams to think creatively and challenge the status quo. By creating an environment where new ideas are valued and tested, I have successfully led teams in developing cutting-edge solutions that drive business growth and competitive advantage.

• Driving Performance: My approach to leadership is results-oriented, with a strong focus on setting clear goals, providing the necessary resources, and holding team members accountable for their performance. I’ve consistently driven productivity improvements by identifying and eliminating bottlenecks, streamlining processes, and leveraging data to inform decision-making.

• Fostering Collaboration: Collaboration is at the heart of effective teamwork, and I prioritise open communication and cross-functional cooperation. By promoting a collaborative environment, I ensure that all team members are aligned with the company’s goals and are working together towards shared success. I also facilitate regular knowledge-sharing sessions to keep the team informed and engaged.

• Talent Development: I am committed to the growth and development of my team members. Through tailored training programs, hands-on mentorship, and ongoing feedback, I help individuals build their skills and confidence. My efforts in talent development have led to significant improvements in team performance and have prepared team members for future leadership roles.

• Mentorship & Knowledge Sharing: I take pride in being a mentor to my team, providing guidance and support to help them navigate challenges and achieve their professional goals. I also promote a culture of continuous learning by encouraging the sharing of best practices, new ideas, and industry insights, ensuring that the team remains at the forefront of industry developments.

Rebranded from Portafina in July 23

Directed the client acquisition team at this leading financial advisory firm, specialising in pensions advice.  Managed a £3m budget across digital and offline channels, lead a team of 7 and ensured adherence to all financial regulations.

Key Achievements

• Budget Expansion & Management: Scaled the digital marketing budget from £360k to £1.3m within two years, integrating an additional £1.8m direct mail budget. Achieved while maintaining acquisition cost and quality targets.
  
  
• Team Growth & Development: Scaled team from 1 to 7, integrating digital marketing and sales while mentoring and upskilling staff. Drove a 30% increase in team productivity by building tools to streamline bottlenecks in efficiency.
  
  
• PPC Management: Transitioned PPC in-house, resolving agency issues and driving substantial growth. Scaled from £7k to £60k pm+ while reducing CPA’s and improving quality. First to market on sub channels (Google Discovery, Google Performance Max).
  
  
• Web Development: Rebuilt primary and subsidiary websites end-to-end, saving tens of thousands in outsourcing. Built bespoke tracking system specific to our needs.
  
  
• CRM & Analytics: Spearheaded the implementation of Salesforce Marketing Cloud (technical project lead), optimising customer journeys and enhancing data-driven decision-making across teams.
  
  
• Project Management: Launch of PensionEgg (new brand), spearheaded the project from concept to delivery. Heavily involved in rebrand from Portafina to Pension Access including website rebuild and transition of all acquisition channels.
  
  
• Marketing ROI: Developed custom dashboards and tools for data analysis and performance tracking. This cut common analysis time by 50% and allowed early indicators within paid ads to be a clear driver for dynamic budget optimisation.
  
  
• Innovative Onboarding System: Created a bespoke digital onboarding system, end-to-end development and implementation. Saving £140k+ annually in print and postage.
  
  
• Reputation Management: Successfully and consistently improved organic reputation through targeted in-house strategies. Shifted brand search sentiment from 60% to 90% positive.

Provided digital marketing and website development services to SMEs, with a focus on FinTech and B2B payment processing sectors. Managed short-term contracts while advancing personal projects, including a custom platform for managing hand-coded websites.

Key Achievement

• Enhanced Online Presence: Delivered impactful digital marketing solutions that significantly improved online visibility and drove growth for SME’s.
  
  
• High-Profile Opportunity: Recruited by Portafina (Harbour Rock Capital) due to exceptional freelance performance.

Spearheaded the strategy and execution of all online marketing channels for Paymentsense, playing a key role in propelling it from a startup to the largest merchant services company in the UK.

Key Achievements (role)

• Operations Management: Managed entire online marketing operations for 12 months, creating strategies and delivering on growth targets before establishing a high-performing team.
  
  
• PPC Scaling Success: Increased PPC budget from £10k to £250k per month, driving significant growth in a highly competitive market.
  
  
• SEO Success: Achieved and maintained top 10 SEO rankings in competitive markets, driving consistent organic traffic growth while adhering to budget targets.
  
  
• Strategic Marketing Launches: Developed and implemented initial marketing strategies for two additional founder-owned businesses.
  
  
• Team Development: Mentored 3 interns and built a team of 5 specialists, enhancing overall marketing capabilities. Interns have gone on to have excellent marketing careers.

• Internal Tool Development:  Built automation tools, user interfaces, and Excel mashups for internal use. Turning convoluted tasks into a single click to drive efficiencies.
  
  
• Sales Support Websites:  Created bespoke code management system and launched 22 extremely optimised SEO websites to support individual sales initiatives, driving local opportunities for regional sales people.
  
  
• Lead Distribution Automation:  Built an Automated lead distribution system for EPoS partners, reducing sales response time from 10 minutes to under 60 seconds.
  
  
• Expertise: Presented to an audience of over 100 people (Sales conference), multiple times, detailing the acquisition process and fielding questions.

Provided website development and digital marketing services to SMEs, effectively re-launching and revitalising their online marketing strategies.

Key Achievement

• Enhanced Online Presence: Delivered impactful digital marketing solutions that significantly improved online visibility and drove business growth for SMEs.
  
  
• High Profile Recruitment: Recruited by Paymentsense as Head of Online Marketing, selected from over 100 applicants due to exceptional performance.

Directed website development, SEO/SEM, and online marketing efforts for a compliance software company with an international client base.

Key Achievements

• Traffic Growth (Organic SEO):  Launched and optimised multiple websites, achieving 60,000 monthly organic visitors by implementing successful SEO strategies that consistently ranked in the top 10 of competitive markets.
  
  
• Custom CMS Development:  Created bespoke Content Management Systems (CMS) integrated with backend software. Drove the majority of marketing automation, lead generation and also developed and deployed a custom e-commerce system, seamlessly integrated with company databases. Efficiency saving 40% (hours) and 3x faster response.
  
  
• Cost Reduction: Led online marketing efforts, reducing advertising costs by 80% through effective SEO strategies.
  
  
• High-Value Contracts: Contributed to securing multimillion-pound contracts with Airbus and Veterans Association.
  
  
• Sales & Training: Spent time in USA training teams on company systems, client face-to-face software training on several occassions and participated in live trade shows across the UK.