Description

I help startups and SMEs turn scattered marketing into clear momentum through marketing audits, brand strategy, GTM planning, and growth advisory.

I’m best suited for founders and teams who have a product, website, or early traction, but are unsure why their marketing is not converting into enough leads, signups, demos, or sales.

My work focuses on finding what is blocking growth, then building a clearer path forward through positioning, messaging, audience clarity, channel prioritisation, website clarity, and practical 30–90 day marketing plans.

I’ve spent 7+ years building marketing functions, launch strategies, brand systems, and growth campaigns across SaaS, AI, edtech, consumer startups, and SMEs. I’ve worked as a founding or first marketer, which means I understand the messy early-stage reality: unclear positioning, limited budget, too many priorities, and the need for marketing that actually supports growth.

Core services:

Marketing Foundation Audits · Brand Strategy & Messaging Playbooks · GTM Strategy Sprints · Fractional Marketing Advisory

Best fit for:

Startups, SaaS companies, AI tools, edtech brands, SMEs, and founder-led businesses that need senior marketing thinking without hiring a full-time marketing lead.

Industry field of expertise

Languages

English
Fluent

Workplace preferences

Remote only

Primarily works remotely

The Campus App
Head of Marketing / Founding Marketing Lead
EDUCATION AND E-LEARNING
February 2025 - Today (1 year and 4 months)
First and sole marketing hire for a Gen Z student social platform. Led full rebrand, GTM strategy, and community-led growth from pre-launch through live market.
‣ Built the entire marketing function from zero — brand architecture, messaging systems, onboarding flows, lifecycle communication, ambassador programs, and multi-channel GTM — as the sole marketer for 15+ months. Drove the V2 test launch strategy that ranked the app #12 in Portugal's App Store (Social Networking) within days using 100% organic marketing — validating the brand and community acquisition playbook. ‣ Achieved +1,200% month-over-month increase in installs and 2,000+ account sign-ups through community-led acquisition, referral-driven growth loops, and campus activation strategy. ‣ 70% referral rate achieved, validating strong peer-to-peer advocacy — one of the strongest organic virality signals for an early-stage consumer app. ‣ 27% average conversion rate maintained throughout, significantly outperforming typical early-stage consumer app benchmarks. ‣ Built and optimised onboarding and retention systems delivering strong early engagement metrics:
▶ 628 cross-platform downloads in month 1
• · 91% install retention rate ▶ 22% Day-1 retention
• · 9% Day-7 retention
◦ · 15% DAU/MAU stickiness ▶ 4.5 average app opens per user per day
‣ Designed a community-led growth infrastructure integrating referral mechanics, creator-style content systems, campus activations, and emotionally driven brand storytelling. ‣ Contributed to product development by identifying student behaviour gaps and unmet community needs through user research, market analysis, and platform feedback loops — bridging marketing and product from day one. ‣ Designed core website experiences and landing page systems in Figma, aligning product storytelling, UX direction, and conversion-focused design
Marketing Brand content Market analysis Communication Product Marketing
Listen2It
Senior Marketing Manager
November 2023 - September 2024 (10 months)
audio Owned GTM strategy, full-funnel marketing, and product marketing execution as sole senior marketer.
‣ Owned end-to-end go-to-market strategy and execution, driving a 20% uplift in customer engagement and a 15% improvement in conversion rates over 10 months. ‣ Led product-focused marketing across website, blog, helpdesk content, and email campaigns — increasing content output velocity while maintaining brand consistency. ‣ Partnered with UX and product teams to redesign onboarding communication flows, reducing early-user journey friction and improving activation rates. ‣ Conducted competitor analysis, user journey mapping, and beta-phase customer research to sharpen positioning and go-to-market messaging.
Go-to-Market (GTM) Strategy Product Marketing Marketing Analytics Digital Marketing
SmartCue • · Recipeat
Freelance GTM Consultant
January 2023 - September 2023 (8 months)
Delivered a Product Hunt launch for SmartCue that achieved #2 Product of the Day — 700+ upvotes and 3,000+
website visits — building a reusable early-stage launch playbook deployed across all three engagements.
‣ Contributed to a 20% increase in customer engagement and 15% improvement in conversion rates through
campaign optimisation and audience-focused communication strategies.
‣ Built brand messaging systems, onboarding communication frameworks, and positioning architecture from scratch for
each product — moving from brief to live assets in under 6 weeks per engagement.
‣ Executed social media, content marketing, lifecycle email, and cold outreach campaigns to support acquisition and
activation goals across three distinct product categories (SaaS, AI image generation, food-tech).
‣ Conducted competitor analysis, user journey mapping, and beta testing to improve product positioning and customer
experience for each client.
Product Marketing Marketing Analytics Digital Marketing Marketing and Communications Planning