Reuben O’connell

In 2023 I collaborated with Wandering Wheels, a UK-based campervan conversion company, to create a starter SEO strategy. Like most SEO work, the aim was to improve visibility and generate organic traffic for their site. At the time, most of their traffic came from social media and referral sites. Steady, but not enough to drive business value. With no prior SEO experience in-house and a low domain authority, the challenge was to deliver quick wins and quality traffic while setting a scalable framework for continued growth.

- Joined to scale demand generation, improve inbound lead conversion rates (to opps) and improve marketing contribution to revenue through continuous experimentation and testing.

- Ran ABM and industry-focused campaigns across LinkedIn Ads and Google Ads

- Built various experiments on different touchpoints in the lead acquisition funnel to optimise and improve demand capture

- Led experimentation and improvements on the Guider website such as content structure/information architecture and utilising untested acquisition methods, which improved the number of inbound opportunities five-fold.

- Project managed and led the development and launch of a new lead generation website, working closely with an external agency

- Overhauled marketing analytics stack and data pipeline across GA, Hubspot and other tools, resulting in better insights into acquisition efforts and reliable data about intent signals from target companies.

- Collaborated closely with Sales, Customer Success and Product teams to back acquisition strategies with data and insights from prospects, existing customers and end-users, ensuring our messaging and positioning was effective and honing in on the pain points that the Guider platform solves for L&D teams.