Ellie Shiels

Available to hire

I’m Ellie a senior brand strategist with 15+ years across fintech, tech, and consumer businesses, specialising in turning customer insight into propositions and messaging that drive measurable growth.

About

I’m Ellie a senior brand strategist with 15+ years across fintech, tech, and consumer businesses, specialising in turning customer insight into propositions and messaging that drive measurable growth.

My edge is diagnosis. I identify where strategy, product, and communications are misaligned, then evolve brand foundations supported by AI-enabled workflows for insight, messaging, and content execution.

I’ve led brand resets, GTM launches, and sponsorship overhauls from inside high-pressure teams. Today I work independently with founders and leadership teams who want sharper thinking, faster output, and marketing systems that scale without growing headcount.

  • 5 years' experience
  • Joined December 2025

Languages

  • EnglishFluent
  • Spanish; CastilianBeginner

Industry experience

  • Media & Entertainment
  • Retail
  • Financial Services
  • Professional Services
  • Software & Internet

More experts in Valencia, Spain

Work experience

Fractional Head of Brand & Sponsorship · Funding CircleNov 2022 – Nov 2025 · 3 yrs 1 mo

Led full brand strategy during the shift from single-product to multi-product; built the master brand framework and five product value propositions. Directed end-to-end strategy and execution of the Prem Rugby partnership; redesigned it into a digital content engine driving 10k+ qualified leads; +19% brand consideration among SMEs; 3.7k product applications. Led the transformation from agency dependency to an in-house content and activation model with AI-driven workflows, saving £150k annually, and earning Campaign UK In-House Agency Awards shortlist recognition. Directed GTM strategy and creative direction for the launch of new finance products (including FlexiPay), enabling scale from zero to 2,000+ monthly applications; secured £650k incremental investment from the CEO using brand measurement and data to prove direct commercial impact of brand and sponsorship activity.

Senior Category Marketing Manager · The Very GroupAug 2020 – Nov 2022 · 2 yrs 4 mos

Strategic lead for brand positioning, sponsorship, and multi-product GTM strategy. Built the cross-category 'Wellness' proposition in partnership with Nike & Apple, increasing market share by 1.8% and acquiring 350+ new customers in six weeks. Drove CRM-led loyalty and premium branding initiatives.

Education

BA (Hons) Management and Business with Marketing · University of Glamorgan2006 – 2009

Certifications and awards

Data Visualization Course2019 – 2025
CIM Certified Content Marketing2013 – 2025
ASA/CAP Advertising Standards Training2017 – 2025

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