Description

A high performing marketer with over 15 years experience working across; sectors, territories, business scales, B2C and B2B, both client and agency side. Early on in my career I worked in small teams in the environmental and charity sector, where I was hands-on across the full marketing mix. I then pursued an interest in digital marketing, driving both student acquisition and engagement for a university. Since then much of my career has been in banking, having worked for; Nationwide Building Society, Investec and now Starling Bank. At Starling I have been behind every product and feature launch since 2019.

I have an entrepreneurial mindset, having grown-up in a large family with both parents founding successful businesses. I have a proven track record of driving growth and lifetime value through data-driven acquisition and performance marketing. Outside of my corporate career, I have had numerous side projects; building websites for friends, supported the growth of my husband's architecture practice, built a yoga business teaching pre/postnatal classes, supported my father on the marketing of his fermentation retirement business and had a holiday rental side hustle.

I can support on the following projects; marketing strategy, planning, growth hacking, product-led-growth, engagement, measurement, target audience, product-market-fit, competitor intelligence, positioning, messaging, comms planning for demand gen and loyalty. I am very organised, pragmatic, agile to change, contentious, hard working, commercially and creatively minded, collaborative, strategic and also hands-on. I have a proven track record for success - delivering results, having a positive impact and forging positive relationships in each role I have had. I care deeply about what I do. I’m motivated by having a purpose and being able to make a difference. I'm looking for new opportunities and experiences, where I can learn and help other businesses to succeed.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Starling Bank
Head of Product Marketing
BANKING AND INSURANCE
January 2022 - Today (4 years and 5 months)
London, United Kingdom
Key achievement: leading a team to deliver Starling's first product marketing campaigns for our joint account and children's debit card. Channels; OOH, radio, podcasts, Youtube, CRM, social, PR and content. Both campaigns exceeded performance targets.

Work with senior leadership to craft product marketing plans that align with business objectives and drive growth, forecasting marketing's contribution.

Determine the product marketing strategy; target audience, value proposition, messaging, positioning, journeys, competitor analysis and marketing approach.

Conduct research and analyse internal data to discover audience insights that will shape marketing strategy and influence the product roadmap. Examples; consumer research, NPS tracking, user testing, customer interviews, email surveys, staff focus groups.

Responsible for overseeing the GTM strategy of all new products, features and propositions. Includes; the bank's first savings products, innovative features e.g. hide references, virtual cards, bulk payments, payment link and improvements to spending insights.

Own product performance and embed a measurement culture and best practice across the department. Leverage tools to optimise product uptake and usage, channel performance and make data-driven decisions.

Champion an initiative to remove the monthly fee for our family proposition and introduce incentives. New pricing provides a competitive edge in the market for our acquisition campaign and the ability to reward existing customers to drive advocacy.
Starling Bank
Head of Growth
BANKING AND INSURANCE
July 2019 - January 2022 (2 years and 6 months)
London, United Kingdom
Key achievement: contributed to the growth of business banking, growing from c.60k accounts in July 2019 to c.475k accounts and a market share of 7% by the end of 2022 (target 450k by the end of 2023).

Develop the business marketing strategy and work with channel owners on; business and accountancy events, third party content collaborations, paid acquisition, partnerships, acquisition direct mail, CRM engagement comms, PR and social media.

GTM lead for all products. Business; Euro and USD accounts, first subscription product for bookkeeping, third party partnerships (e.g. Quickbooks, SumUp), Online Bank, overdrafts and loans. Personal; Euro account, debit card for children, debit card for carers.

Lead an audience mapping exercise to identify our target audience, develop personas and gain insight to shaping our marketing approach. Include; demographics, perceptions, motives and behaviours. Based on customer data, web analytics and Global Web Index.

Pivot during the pandemic to launch lending and facilitate the government backed loans (£2bn lent). Our priority was to support our customer's changing needs through regular comms, helpful tools and product innovation e.g. cheque imaging, card for carers.

Instrumental in launching Starling's first referral scheme. Developed the strategy, gained buy-in, established an incentive partnership (Trillion Trees), worked with product and engineering to determine the CX, project managed the build and led the marketing launch.

Involved in Starling's first business TV ad campaign 'Feel Good About Money' and subsequent campaign 'Help Businesses Fly,' aimed at raising awareness and consideration.

Built strong cross-functional relationships across the bank, proved the role and value of marketing in an engineering-led business. Act as the lynchpin between marketing, product, banking teams. Work closely with data, compliance, legal, operations and customer service.
OtherLevels
Senior Digital Marketing Consultant
TECH
May 2018 - July 2019 (1 year and 2 months)
OtherLevels is a sophisticated marketing platform for web, mobile and app. It allows brands to increase conversions and improve the CX through relevant, timely and personalised engagements. Messaging channels; app push, web push, onsite and in-app targeted content (inbox, interstitials).

Reporting to the General Manager (EMEA), I owned the account management of well-known brands and led a team responsible for client success. This involved managing senior relationships, informing strategic marketing activity, inspiring best practice, supporting tech implementation, delivering training, influencing product development and helping our commercial team acquire new business.

Key achievement: instrumental in helping clients realise value from the platform. This has contributed to account growth, all existing clients renewing and multi-year deals.

Designed and implemented acquisition, onboarding and retention journeys. Applied re-targeting, personalisation, event-triggers, geo location, decisioning and automation.

Worked with a Gaming brand to launch a multi-channel conversion optimisation campaign that drove a 12% uplift, resulting in 1670 extra new user registrations per month.

Combined behavioural data and first party data to reach the right person, at the right time, on the right channel. Worked with a Lottery brand to double their contactable base.

Analysed results and optimised performance through testing to achieve a 55% engagement rate for a Sportsbook brand. Report direct attribution, uplift and ROI.

Involved in the launch of a new product that combines odds feeds, match event feeds and user behavioural data in real-time to automate ‘in-play’ messaging at scale.

Built in-depth knowledge of our client’s business and developed a strong network. Identified growth opportunities for clients to progress their engagement strategies.