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Ellie builds brands that convert. With 15 years experience working across established fintech, tech and consumer businesses, she is known for finding the gap between business strategy and what customers actually care about, then turning that into propositions, content systems and campaigns that move numbers. She has led in-house teams through brand resets, product launches and sponsorship overhauls and now helps companies modernise their marketing with AI-enabled workflows and sharper customer insight.…Ellie builds brands that convert. With 15 years experience working across established fintech, tech and consumer businesses, she is known for finding the gap between business strategy and what customers actually care about, then turning that into propositions, content systems and campaigns that move numbers. She has led in-house teams through brand resets, product launches and sponsorship overhauls and now helps companies modernise their marketing with AI-enabled workflows and sharper customer insight.

Ellie Shiels

Brand Strategist, Growth Marketer, Product Marketer, +3

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Ellie builds brands that convert. With 15 years experience working across established fintech, tech and consumer businesses, she is known for finding the gap between business strategy and what customers actually care about, then turning that into propositions, content systems and campaigns that move numbers. She has led in-house teams through brand resets, product launches and sponsorship overhauls and now helps companies modernise their marketing with AI-enabled workflows and sharper customer insight.…Ellie builds brands that convert. With 15 years experience working across established fintech, tech and consumer businesses, she is known for finding the gap between business strategy and what customers actually care about, then turning that into propositions, content systems and campaigns that move numbers. She has led in-house teams through brand resets, product launches and sponsorship overhauls and now helps companies modernise their marketing with AI-enabled workflows and sharper customer insight.

Available to hire

Ellie builds brands that convert. With 15 years experience working across established fintech, tech and consumer businesses, she is known for finding the gap between business strategy and what customers actually care about, then turning that into propositions, content systems and campaigns that move numbers. She has led in-house teams through brand resets, product launches and sponsorship overhauls and now helps companies modernise their marketing with AI-enabled workflows and sharper customer insight.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Spanish; Castilian

Beginner

Work Experience

Fractional Head of Brand & Sponsorship at Funding Circle

November 1, 2022 - November 1, 2025

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 at The Very Group

August 1, 2020 - November 1, 2022

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.