Work

Trade Nation — Head of Lifecycle Marketing

Leads lifecycle marketing and CRM for a globally regulated retail CFD broker, with ownership of client engagement, retention, in-funnel conversion optimisation, and team. Coordinates across sales and customer service to align the post-acquisition journey.

Capital.com — Head of CRM

Led CRM, Marketing Ops, and Product Marketing for a globally regulated fintech operating across multiple regions, with ownership of lifecycle strategy, tooling, experimentation roadmap, and revenue targets.

• Implemented a new CRM strategy generating ~$2M in monthly incremental revenue (~5% of total company revenue), validated by a multi-month holdout test.
• Increased onboarding rates by 7%, resulting in tens of thousands of additional funded clients.
• Orchestrated reactivation campaigns delivering a 7X ROI, contributing ~$500k/month in incremental value.
• Collaborated with Data Science to develop propensity, volatility, and churn models across 18 million users, enabling hyper-personalised automation.
• Directed all product launch strategies, standardizing the go-to-market process for new features.

Atom Learning — Revenue Operations Lead

Established the Revenue Operations function for an EdTech scale-up (UK-based, Series A / £12m ARR) during its transition to profitability.

• Partnered with the C-Suite to drive a 25% YoY revenue increase through the implementation of RevOps fundamentals.
• Designed and delivered the core strategic reports used to define company strategy for the 2024 fiscal year.

CyberSmart

Rapidly promoted to build the RevOps function, acting as the bridge between Marketing, Sales, and CX. Supporting leadership with investor decks and dashboards.

• Key owner in quarterly OKR setting process across the business
• Built the internal data warehouse and BI function using DBT and SQL, enabling real-time commercial analytics.
• Renegotiated vendor contracts and optimised the tech stack, reducing martech costs by ~40%.
• Architected Salesforce workflows to manage the full pipeline, facilitating a 2x increase in revenue across new and existing customer bases.
• Implemented “3VC” (Volume, Velocity, Value, Conversion) metrics to track full-funnel performance from Prospect to Customer.

Paymentsense

Owned and ran the B2B email marketing and CRM strategy and implementation across the business. Primarily focused on delivering growth and revenue by lead generation and conversion and reducing existing customer churn.

• Led the RFP and implementation of a new Marketing Automation platform, integrating with our internal CRM and data warehouse, thus allowing us to create an email and CRM strategy
• Created new onboarding journey, significantly improving customer NPS by +34 points and reducing calls to our retentions team
• Created automated program which recovered over £500,000 in outstanding debt