I combine all three with the attribution data needed to scale without the guesswork. My focus is turning scattered marketing activity into a single, accountable system - where every pound spent is tied directly to revenue.
Forex education & training provider | 400,000+ students trained over 20 years
Business Objective
To prove that direct-to-consumer acquisition through digital channels could scale profitably for a high-ticket online training model.
My Role
I led marketing operations to bridge the gap between product strategy and commercial delivery. My focus was on rationalizing the MarTech stack and fixing reporting infrastructure to provide leadership with accurate unit economics (CAC/LTV) data.
Strategy & Execution
Adopted industry best practices to build and test 20+ acquisition funnels, using webinar-led journeys and Zapier to automate data flows to build up qualified high-intent leads in the sales pipeline.
Combined spend data with booking attribution and revenue data into real-time dashboards, allowing for granular drill-downs into webinar costs, channel performance, and overall ROI.
Rationalized a fragmented MarTech stack of 100+ tools down by 50%, consolidating the engine around GoHighLevel (CRM), Salesforce (Revenue Reporting), and Trengo (Unified Communications).
Key Insight
Fixing attribution is only half the solution - it points to what's broken; you have to interpret and test new ideas which requires adoption of a rapid test and learn culture.
20+
Acquisition funnels launched within a structured experimentation framework
50%
Reduction in MarTech tools through stack rationalisation
96%
attribution accuracy from ad click to CRM record
👉 Example funnels: Fast Track Trader | Forex Fast Track | T-Wave AU
SaaS eLearning and Forex Trading platform | $89/month subscription
Business Objective
Scale trial-to-paid subscriptions while protecting unit economics.
My Role
Owned the end-to-end marketing operations framework, aligning acquisition messaging, CRM segmentation and lifecycle journeys so performance activity, customer data and revenue reporting worked as a single system.
Designed segmented CRM journeys across email and SMS
Prioritised warm-audience activation using existing CRM data
Supervised agency who created paid marketing campaigns
Led conversion optimisation across landing pages and onboarding
Key Insight
Warm audiences outperformed cold traffic — CRM-first prioritisation delivered stronger economics.
3x
Higher Conversion from CRM Vs cold traffic
Viable
Unit economics achieved for CRM campaigns
👉 Example asset: SmartCharts $7 Trial Offer Page
Forex trading education platform | $89/month subscription
Business Objective
Recover lost MRR from churned subscribers.
My Role
Led delivery of the reactivation funnel and introduced multi-touch lifecycle re-engagement, working closely with Product, Trainers and Customer Support.
Built multi-touch automated journeys with landing pages and webinar training
Delivered SMS-led reactivation alongside email journeys
Introduced webinar-based value re-education flows
Key Insight
Education-driven re-engagement consistently outperformed discount-only win-back tactics.
10%
Reactivation rate from churned subscribers
$15k
MRR recovered
👉 Example asset: SmartCharts Reactivation landing page
Two-sided marketplace for refurbished smartphones | Consumer-facing launch
Business Objective
Launch a two-sided marketplace brand in a competitive category with limited budget.
My Role
Owned acquisition strategy across brand, performance, influencer, PR and organic channels, working with direct reports and agencies for SEO and social.
Led growth initiatives covering CRO and product enhancements with the Product team.
Balanced brand storytelling with performance to build early trust
Built full-funnel acquisition across Meta, YouTube, TikTok and search
Integrated influencer and review-led content
PR outreach, tactical OOH and launch events
Applied E-E-A-T content strategy for organic presence
Key Insight
Brand trust accelerated performance efficiency, improving conversion economics.
4x
Return on ad spend
11,000
users acquired
£1m+
GMV in the first year
👉 Example assets: see carousel and links below
New marketplace for refurbished smartphones targeting resellers and end consumers.
Business Objective
Build professional reseller supply in a competitive marketplace dominated by established brands eBay and Back Market.
My Role
Designed the supply-side acquisition framework and outreach strategy, managing PR and specialist contractors for creative production and HubSpot automation.
PR and trade outreach to build category credibility
Industry award participation for third-party validation, winning Mobile Industry Awards and West Midlands Tech Awards
Always-on social posts about Partner Benefits to Selling on Doji
Direct reseller engagement via email and LinkedIn
Key Insight
Supply-side growth created powerful loops that fueled demand. This allowed paid shopping to scale while populating new product and comparison pages, which significantly boosted SEO rankings and organic search volume.
10m+
Editorial reach in The Sun, Daily Mail, Tech Advisor, and Stuff Magazine
15+
Active Reseller and Trader partnerships onboarded in first 12 months
👉 Example assets: see carousel below
Licensed rugged phone manufacturer (Cat® Phones, Kodak Ektra) | B2B2C and DTC model
Business Objective
Shift revenue mix toward higher-margin DTC eCommerce across Cat® Phones and Kodak Ektra
My Role
Owned the eCommerce P&L alongside Digital Director responsibilities, building in-house DTC capability while coordinating agencies and internal partners. Prioritised conversion rate and lifecycle optimisation before scaling traffic to protect unit economics.
Developed new DTC business processes including returns and repair workflows, and led the off-boarding of the incumbent white-label DTC partner as the business brought the channel fully in-house.
Managed offboarding of incumbant white label DTC partner
Created brand-compliant eCommerce for catphones.com and kodakextra.com, which was then localised across 17 markets with headless architecture
Provided product forecasts and sales commitments for planning and led pricing, UX and funnel optimisation
Introduced lifecycle CRM (cart abandonment, retargeting, win-back)
Key Insight
Continuous conversion optimisation through A/B testing and customer service insights helped remove friction points, maximizing conversion rates and unit economics. Product bundling and exclusives for CRM audiences created perceived value and drove loyalty
9x
Conversion uplift from 0.17% to 1.5%
£5m
GMV in year one across 17 markets
👉 Example assets: see carousel below
I help leadership teams replace guesswork with evidence, improve unit economics and make confident investment and scaling decisions. The growth systems I build make performance measurable, priorities clearer and commercial outcomes more predictable.
Clarity first. Scale second.
