Matmatch

My role at Matmatch is a 'full stack' growth and marketing role. It requires a mixture of strategic and operational work, from working on the go-to-market strategy for new products to getting 'in the weeds' and running experiments and using data to identify new opportunities. On top of that, I recruited and lead a diverse, talented team.

As a team, we have achieved consistent YoY user growth (from 0 to over 2.5 million annual users in three years). We also launched and learned from multiple experiments. A particularly successful one was a new website for finding equivalent materials that currently receives more than 40,000 monthly svisits from purely organic traffic.

PubLocatr

I started PubLocatr as I felt there wasn't a modern, independent, and easy-to-use tool for finding pubs in the UK.

I employed a small team of freelancers to help build the initial database of over 40,000 pubs, and positioned the site as a user-centric project - I wanted users to help add to the existing listings and keep the database up-to-date.

I gained some good initial traction through a combination of SEO and outreach to pubs, growing to 10,000 monthly users in a short time. I also worked with freelancers to build a prototype iOS app, although for various reasons I decided not to launch it.

Jamb.io

I set up Jamb.io in order to run an experiment. I had imported some clothes to resell and wanted to compare the performance and profit margins of different sales channels - my website, eBay and classified ad websites.

To drive visitors to the website, I focused on Facebook advertising. The campaigns drove some conversions, but people often seemed reluctant to buy from an unknown brand.

I found that I was able to earn a much higher margin on each item sold through my website compared to the other channels, but once advertising costs were taken into account, eBay actually delivered the highest overall profit. However, if I had decided to continue working to establish the Jamb.io brand and build a sizeable email database of customers, I believe that eventually the website would have proved more profitable. I closed down the site after moving from the UK to Germany in 2017.

Tweakker

Spirent, a company I used to work for, acquired Danish startup Tweakker just before I arrived at the company.

However, I was soon tasked with managing digital marketing for the company and creating a completely new website.

I worked closely with the head of product marketing and in a short time implemented paid search, display advertising, and remarketing campaigns to drive traffic to the newly-launched site.

Spirent

When I arrived at Spirent, one of the first things I noticed was that the Google Analytics account was not set up optimally; for example, important goals were not being tracked, UTM parameters were being misused, and a number of old filters were skewing the data. I quickly made changes to the set up and ran a couple of short training sessions with members of the marketing communications team to ensure everyone understood the basics.

After that, I owned the tool and set up reports for a number of different business units and product marketing teams. I also adopted and introduced Google Data Studio soon after it was launched. By presenting key data in a more accessible way (i.e. a clear dashboard), more people engaged with the reports and used them to make decisions.

Another key project I owned at Spirent was the implementation of a lead attribution program in Marketo and Salesforce. This helped to give clarity about where leads were coming from and, ultimately, which marketing programs were driving revenue.

Scripticious

Scripticious was born after I took over another site in order to gain exclusive rights to their products - a library of around 10 PHP website scripts.

The previous business was ailing and neglected by the proprietor, and customers were unhappy (and being vocal about it).

I therefore decided a complete rebrand had to be undertaken to rebuild the image of the business. But more importantly, I spoke to as many customers as I could and assured them that I would deliver a much improved service.

Additionally, in the process of creating the new website, I set up a fully automated digital goods delivery and licensing system to replace the existing manual process.

Sharebux

Sharebux was a website that enabled members to earn money by interacting with advertisers - often by completing a task on their website.

It was unique in the fact that each task earned them a certain amount of 'shares', which they could then choose to sell at the current rate or hold onto in the hope of the share price rising.

While the unique aspect of the site certainly attracted people, it was the growth hacking tactics used that really helped to grow the membership base quickly (note: this was around 10 years ago, long before growth hacking was even a thing!). I particularly focused on promoting a referral program that rewarded people for getting others to sign up via their unique link.

In just a few months, with very little spent in marketing, the user base grew to over 15,000 members. We also had new advertisers signing up every day. I eventually had to sell the site after it became too difficult to manage on my own.

Oneserve

I was one of the first members of the in-house marketing team at Oneserve, a B2B software-as-a-service provider. Before long I was the only person in the team and I managed all aspects of digital marketing.

As a small company, we were focused on sustainable growth and central to our marketing strategy was inbound marketing and SEO. Competing with some large multinational companies, I helped us gain top rankings for target keywords through a combination of technical SEO, a consistent blogging strategy, and link building (with a focus on guest blogging with blogs such as this one and this one.).

In addition, I helped to generate hundreds of leads with inbound marketing, utilising various forms of content marketing including white papers, eBooks, blogs and SlideShare presentations - including one that generated over 16,000 views (and counting).