Paul Johnson

Working with the CMO and CEO, designing a B2B growth strategy and GTM to drive high quality lead performance across paid social, LinkedIn and HubSpot to create email automations, workflows and email sequences across different customer segments.

To date, achieved 30% conversion increase across the customer funnel, whilst implementing a GTM plan across 12 month period, whilst working with sales to develop lead nurture flows, cold email flows and retention flows.

LinkedIn has seen an increase in paid ads conversion by 150% through conversion rate optimisation.

Developed a new website with dedicated landing pages for customer personas and specific buying challenges to enhance the customer journey through the sales cycle.

Working with the CEO to develop a new strategy for growth across international markets, with a key focus on increasing MRR and minimising customer churn. Achieved 900% growth in two years working as a fractional growth consultant.

I delivered a breakthrough piece of work that encompassed partnerships within the video streaming and broadcasting industry, creating referrals and reseller communities, whilst developing a GTM plan that focused on key verticals across sports, music, performing arts, wellbeing and fitness, and levelling up the entire customer experience across website and email to provide a dedicated knowledge base to improve customers own experience of live streaming and broadcasting.

The growth generated, played a significant part in InPlayer being acquired by JWPlayer for $450m.

Brought in by Piper PE following their investment into Wattbike as a parachute CMO to support the CEO and CPO on devising and executing marketing for the UK, AU and USA markets

Spearheaded the development of a new DTC website, which not only included a full website refresh with new customer journey’s, but added a new shop designed to sell branded merch and cycling paraphernalia, helping to increase AOV by 30% and saw CLTV rise by 80%.

Introduced an email marketing strategy, which saw the deployment of Klayvio and coupled with the new website, took share of sales related to email marketing to 15% from 3% in a ninth month period.

Developed a new approach to Meta and Google Ads, by introducing a test and learn culture to optimise ads towards conversions, helping to increase CVR from 0.5% to 1.75%, lowering CAC and increasing revenue attributable to advertising.