Available to hire
Strategic Demand Generation and Digital Marketing Manager with 13 years’ experience building scalable full-funnel pipeline generation programmes across SaaS, fintech, cybersecurity, GovTech and EdTech. I develop paid, ABM, lifecycle, content, SEO and marketing automation strategies to drive measurable commercial growth.
I combine analytical thinking, experimentation and cross-functional collaboration to build sustainable demand generation plans that improve pipeline, marketing efficiency and commercial performance across contract and permanent roles. I’ve delivered major gains in lead generation, conversions and retention while reducing spend through continuous optimisation.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Demand Generation and Digital Marketing Manager (Online, ABM & performance) at Bank of New York / BNY (B2B AI FinTech SaaS)
November 1, 2025 - June 30, 2026Built and optimised demand generation for a B2B AI/FinTech SaaS business using paid media, ABM, lifecycle marketing and CRM/marketing automation. Designed an on-lead ABM campaign to drive pipeline during quieter sales periods. Led integrated campaigns and site/brand transformation work to strengthen SEO and improve digital performance.
Key outcomes included generating £2.1m in pipeline at low spend (under £10k), increasing lead generation by 400% while reducing annual ads spend by £20k, improving LinkedIn lead quality by 72% and halving CPL at HubSpot/other campaign tooling, and improving Google Ads conversions from 1 to 23 per month with CTR rising from 0.3% to 14.8% at Plume.
Digital Marketing Manager at Bank of New York B2B AI FinTech
November 1, 2025 - June 30, 2026B2B AI/fintech product marketing and demand generation (contract, remote). Owned end-to-end integrated product marketing and demand generation, including paid media, ABM, lifecycle marketing and campaign automation. Delivered a pipeline generation uplift through persona-led ABM and audience optimisation, as well as performance improvements via SEO and landing page/website brand transformation and CTR/CPA efficiency.
Product Marketing Manager | B2B at Made Tech
June 30, 2025 - July 28, 2025As a founding member of Made Tech’s Software Division, I drove ARR through SaaS products aimed at social housing. I led marketing and events, and supported sales, customer success, and account management collaboratively with product managers and developers. Key achievements include winning the first three clients by rapid go-to-market execution, delivering multiple high-velocity product launches including the Building Safety Levy service with early press coverage, migrating CRM from Salesforce to HubSpot for better deal visibility and outreach automation, increasing MQLs from events 11x while reducing event count, and training a custom GPT model to streamline campaign messaging and sales enablement.
Product Marketing Manager | B2B at Made Tech
June 30, 2025 - July 28, 2025Founded Made Tech’s Software Division, driving ARR through SaaS products for social housing. Led marketing, events, and supported sales, customer success, and account management. Achieved winning first three clients via rapid GTM execution with new messaging aligned to product-market fit. Delivered high-velocity product launches including the Building Safety Levy service with early press coverage and industry interest. Migrated CRM from Salesforce to HubSpot, improving deal visibility and outreach automation. Increased MQLs from events 11x while reducing event count, improving marketing ROI. Trained a custom GPT model to streamline campaign messaging and sales enablement.
Product Marketing Manager | B2B at Made Tech
June 30, 2025 - July 28, 2025A founding member of Made Tech’s Software Division, driving ARR through SaaS products for social housing. Led marketing and events, supported sales, customer success and account management alongside product manager and developers. Key achievements include winning first three clients through rapid GTM execution with new messaging and collateral aligned to product-market fit; delivering high-velocity launches for multiple products securing early press coverage; migrating CRM from Salesforce to HubSpot improving deal visibility and collaboration; increasing MQLs from events 11x while reducing event count; and training a custom GPT model to streamline campaign messaging and sales enablement.
Product Marketing Manager | B2B at Made Tech
June 30, 2025 - July 28, 2025As a founding member of Made Tech’s Software Division, I drove ARR through SaaS products for social housing. Part of the GTM team, I led marketing and events, and supported sales, customer success and account management alongside product and development teams. Achievements include winning first clients through rapid GTM execution, delivering high-velocity product launches securing press coverage, migrating CRM from Salesforce to HubSpot improving deal visibility, increasing MQLs from events by 11x while reducing event count, and training a custom GPT model to streamline campaign messaging and sales enablement.
Demand Generation & Product Market Marketing Manager at Made Tech / B2B Social Housing SaaS (Education / UK & UAE)
November 1, 2023 - June 30, 2025Owned B2B demand generation and lifecycle marketing across paid media, SEO/content and marketing automation. Managed integrated campaigns and performance reporting, including website and brand transformation to improve SEO and digital effectiveness. Delivered event and education programme growth by scaling acquisition campaigns and lifecycle programmes.
Key outcomes: increased LinkedIn MQLs by 72%, reduced CPL by 50% and CPA by 28% via ongoing campaign optimisation, built a scalable demand generation engine to improve programme fill rates from ~40% to full capacity, and reactivated 17,000 dormant contacts through segmented nurture campaigns to generate new sales. Improved event-driven SQLs by 20% while reducing event investment by £30k.
Demand Generation Manager at Made Tech
November 1, 2023 - June 30, 2025B2B education demand generation and digital marketing (contract, remote). Led integrated marketing and digital campaign programs across the UK and UAE to strengthen commercial growth and improve client retention/recurring revenue for executive education programmes. Built scalable acquisition and lifecycle marketing initiatives to increase enrolments while reducing acquisition costs. Reported commercial impact including LinkedIn lead growth, reduced CPL and CPA, improved programme pipeline fill and reactivation of dormant contacts through segmented nurture campaigns.
Digital Marketing and Product Manager | B2B / B2C at Hult EF
September 30, 2023 - July 28, 2025Built a scalable lead-generation engine for £3k+ leadership courses targeting senior executives in the UK and Middle East. Owned messaging, sales collateral, creative assets, and sales training, maintaining a centralized Notion hub for course information. Achievements included reducing LinkedIn ads CPL by 50%, increasing MQLs by 72% while cutting cost per acquisition by 28%, activating a dormant 17k email list with strong engagement, repositioning product messaging and leading a website rebuild improving traffic by 50%, and supporting sales training to improve customer lifetime value and sales enablement.
Digital Marketing and Product Manager | B2B / B2C at Hult EF
September 30, 2023 - July 28, 2025Built scalable lead-gen engine for leadership courses priced £3k+ for senior execs in UK and Middle East. Owned messaging, sales collateral, creative, and sales training, maintaining a centralized Notion hub for course info and assets. Reduced CPL from LinkedIn ads by 50%, increased MQLs by 72% while cutting CPA by 28%. Activated a dormant email list achieving a 33% open rate and 5% CTR. Repositioned product messaging and led website rebuild driving 50% traffic growth. Supported sales training delivery to improve customer LTV and sales enablement.
Digital Marketing and Product Manager | B2B / B2C at Hult EF
September 30, 2023 - July 28, 2025Built a scalable lead-gen engine for £3k+ leadership courses for senior execs in the UK and Middle East, managing messaging, sales collateral, creative, and sales training, while maintaining a centralized Notion hub. Reduced CPL from LinkedIn ads by 50%, increased MQLs by 72%, activated a dormant email list achieving strong open rates and CTR, repositioned product messaging, led website rebuild increasing traffic by 50%, and supported sales training to improve customer LTV and sales enablement.
Digital Marketing and Product Manager | B2B / B2C at Hult EF
September 30, 2023 - July 28, 2025Built a scalable lead-generation engine for leadership courses targeting senior executives in UK and Middle East. Owned messaging, sales collateral, creative and sales training while maintaining a centralised Notion hub for course info and assets. Achievements include reducing CPL from LinkedIn ads by 50% within two months, increasing MQLs by 72% with reduced acquisition costs, activating a dormant 17k email list with strong open and CTR rates, repositioning product messaging, leading a website rebuild for 50% traffic growth, and supporting sales training to improve customer LTV and enablement.
Marketing Manager at Hult EF
September 1, 2023 - September 10, 2025Built high-velocity GTM marketing across multiple new products; tested messaging and formats; led early press coverage; migrated CRM to HubSpot; built lead generation engine; managed campaigns and partnerships.
Demand Generation Manager (Education / B2B+B2C) at Hult Ashridge Education (Hybrid)
April 1, 2023 - September 30, 2023Executed integrated demand generation for education programmes, delivering paid media, SEO/content and marketing automation to drive qualified pipeline. Led ABM and multi-channel acquisition and lifecycle programmes, including ICP and audience segmentation and conversion optimisation.
Outcomes included designing an on-campus/on-lead ABM approach that increased LinkedIn MQLs and improved CPL/CPA via campaign planning and automated follow-up. Built reactivation and re-engagement programmes to generate new sales via segmented nurture.
Digital Marketing Manager at Hult Ashridge Education
April 1, 2023 - September 30, 2023Developed and executed digital marketing and lead generation for education programmes in a hybrid setup. Oversaw advertising and marketing communications activities, focusing on performance improvements through optimisation across channels and lifecycle conversion activities.
Digital Marketing Manager | B2B at Panaseer
March 31, 2023 - July 28, 2025Led the brand refresh and website rebuild for an enterprise cybersecurity scaleup, shaping messaging, UX, and content alongside design teams. Supported demand generation through LinkedIn ads, increasing leads by 400% while reducing annual ad spend by £20k. Key projects include designing a multi-layered retargeting campaign, completing a high-impact 4-month brand and website refresh, producing monthly channel performance reports to inform data-driven decisions, and leading optimisation across paid media, SEO, content, and web channels to drive growth and innovation.
Digital Marketing Manager | B2B at Panaseer
March 31, 2023 - July 28, 2025Led brand refresh and website rebuild, shaping messaging, UX, and content with design and content teams. Supported demand generation through LinkedIn ads, boosting leads by 400% while cutting spend. Reduced annual ad spend by £20k, increased lead volume, and lowered CPL via targeted optimization. Designed and executed multi-layered retargeting campaign increasing lead gen by 400%. Managed 4-month brand and website refresh project improving UX, messaging, and conversion. Produced monthly channel performance reports shaping data-driven marketing decisions. Led optimization across paid media, SEO, content, and web driving innovation and sustained growth.
Digital Marketing Manager | B2B at Panaseer
March 31, 2023 - July 28, 2025Led brand refresh and website rebuild shaping messaging, UX and content. Supported demand generation through LinkedIn ads, boosting leads by 400% and cutting spend. Reduced ad spend by £20k while increasing leads and lowering CPL through targeted optimization. Designed multi-layered retargeting campaign increasing lead generation by 400%. Project managed a high-impact 4-month brand and website refresh improving UX, messaging and conversion. Produced monthly channel performance reports shaping data-driven decisions. Led optimization across paid media, SEO, content and web driving innovation and growth.
Digital Marketing Manager | B2B at Panaseer
March 31, 2023 - July 28, 2025Led brand refresh and website rebuild shaping messaging, UX and content with design and content teams at enterprise cybersecurity scaleup. Supported demand generation through LinkedIn ads, increasing leads by 400% while cutting annual ad spend by £20k. Designed and executed multi-layered retargeting campaign, project managed 4-month brand and website refresh, produced monthly channel performance reports shaping data-driven marketing decisions and led optimization across paid media, SEO, content and web driving innovation and sustained growth.
Brand Manager at Panaseer
March 1, 2023 - September 10, 2025Led the brand and website refresh for Series-B enterprise cybersecurity scale-up, shaping messaging, UX, and content, while driving MQLs through LinkedIn and retargeting campaigns.
Marketing Manager / Brand & Website Lead at Panaseer
March 1, 2023 - September 10, 2025Led the brand and website refresh for a Series-B enterprise cybersecurity scale-up, shaping messaging, UX and content while driving MQLs through LinkedIn and retargeting campaigns.
Mentor at Digital Boost
January 1, 2023 - PresentMentor twice a week offering guidance on marketing, sales and go-to-market strategy to solo entrepreneurs; some mentees attend one-off sessions, while others engage regularly.
Mentor at Digital Boost
January 1, 2023 - PresentMentor twice weekly on marketing, sales and go-to-market strategy for solo entrepreneurs; some sessions offered as one-off consults and others as ongoing coaching.
Digital Marketing Manager at Panaseer (Cybersecurity SaaS)
December 1, 2021 - March 31, 2023Directed marketing strategy and operations for a cybersecurity SaaS business in a period of growth and transition to scalable marketing. Led product marketing, demand generation and customer marketing initiatives to strengthen commercial growth, client retention and recurring revenue.
Commercial outcomes included increasing Google Ads conversions from 1 to 23 per month, improving CTR from 0.3% to 14.8% while halving CPL, delivering SEO improvements across multiple commercial terms and supporting retention and revenue growth through digital marketing and customer engagement initiatives.
Demand Generation Manager at Panaseer
December 1, 2021 - March 31, 2023B2B cybersecurity demand generation (remote). Developed and ran audience-optimised ABM and paid acquisition efforts including onsite and campaign targeting refinements. Delivered performance uplift through ABM campaign design, landing page and brand transformation, and follow-up automation to improve targeting efficiency and generate pipeline.
Marketing Manager | B2B / B2C at Plume
September 30, 2021 - July 28, 2025Collaborated with the Managing Director to transform Plume from a web agency into an award-winning LMS SaaS brand, doubling ARR in 12 months. Led content creation, paid advertising, sales support, and account management to drive growth and retention. Key achievements include improving client retention from 50% to 80% through targeted campaigns, exceeding revenue targets by 58% with sales funnel strategy, increasing monthly Google Ad conversions from 1 to 23 while halving cost per lead, boosting Google Ads CTR from 0.3% to 14.8% via continuous optimization, and creating SEO-optimized content ranking on page one for industry terms.
Marketing Manager | B2B / B2C at Plume
September 30, 2021 - July 28, 2025Collaborated with Managing Director to transform Plume from web agency to award-winning LMS SaaS brand doubling ARR in 12 months. Led content, paid ads, sales support, and account management to fuel growth and retention. Improved client retention from 50% to 80% with targeted campaigns and service innovation. Helped sales funnel strategy exceed revenue targets by 58%. Increased monthly Google Ad conversions from 1 to 23 and halved CPL in two months. Boosted Google Ads CTR from 0.3% to 14.8% through continuous testing and optimization. Created SEO-optimized content ranking on page one for key industry terms.
Marketing Manager | B2B / B2C at Plume
September 30, 2021 - July 28, 2025Worked alongside the MD to transform Plume from a web agency into an award-winning LMS SaaS brand, doubling ARR in 12 months. Led content, paid ads, sales support and account management to fuel growth and retention. Improved client retention from 50% to 80%, contributed to sales funnel strategy exceeding targets by 58%, increased Google Ad conversions significantly while halving CPL, boosted CTRs through continuous optimization, and created SEO-optimized content ranking on page one.
Marketing Manager | B2B / B2C at Plume
September 30, 2021 - July 28, 2025Worked alongside the MD to transform Plume from a web agency into an award-winning LMS SaaS brand, doubling ARR within 12 months. Led content, paid ads, sales support and account management to fuel growth and retention. Key achievements included improving client retention from 50% to 80%, contributing to sales funnel strategy surpassing revenue targets by 58% in 2020, increasing Google Ad conversions from 1 to 23 while halving CPL, boosting Google Ads CTRs from 0.3% to 14.8%, and creating SEO-optimised content ranking on page one for key industry terms.
Head of Brand at Plume
September 1, 2021 - September 10, 2025Led the brand and website refresh for SaaS LMS brand, transforming Plume from a web agency into an award-winning LMS SaaS brand, doubling ARR in 12 months; planned and executed content, paid advertising, sales support, and account management to drive growth and retention.
Marketing Lead at Plume
September 1, 2021 - September 10, 2025Led the brand and website refresh for a SaaS startup; delivered multi-channel marketing and ABM initiatives, designed a 4-month brand and website refresh, and produced monthly reports and sales collateral. Increased Google Ads conversions from 1 to 23 and halved CPL through data-driven optimization.
Digital Marketing Manager at Plume (B2B/B2C E-learning SaaS)
August 1, 2019 - September 30, 2021Managed advertising and marketing communications including paid media strategy, SEO/content, website optimisation, marketing automation/CRM analytics and attribution, and email marketing. Delivered full-funnel demand generation, conversion rate optimisation, lead nurturing and ICP/audience segmentation.
Commercial outcomes included increasing Google Ads conversions from 1 to 23 per month and improving CTR from 0.3% to 14.8% while halving CPL. Delivered SEO strategy for first-page rankings across multiple commercial search terms, increased qualified inbound traffic and exceeded annual revenue targets by 58% while improving client retention from 50% to 80%.
Marketing Lead (Product acquisition & digital marketing) at Made Tech / B2B Social Housing SaaS (UK & UAE)
August 1, 2019 - September 30, 2021Led cross-functional marketing strategy and execution, managing budgets and agencies and coordinating stakeholder delivery. Delivered integrated thought-leadership campaigns and digital marketing programmes for multiple products.
Key outcomes: 287% more impressions than forecast for thought-leadership campaigns, increased product landing page traffic 10x within six months, and increased organic engagement by 236% after paid campaigns ended.
Digital Marketing Manager at Plume
August 1, 2019 - September 30, 2021B2B/B2C e-learning demand generation and digital marketing (remote). Led paid media strategy, SEO/content and conversion improvements to increase Google Ads conversions and improve CTR while reducing CPL. Worked on website optimisation, marketing automation/CRM analytics and email marketing to support full-funnel demand generation, including ABM and lifecycle re-engagement and ICP/audience segmentation.
Education
Degree at University of Greenwich
January 1, 2016 - June 30, 2016Advertising and Marketing Communications at University of Greenwich
January 1, 2016 - June 30, 2016Advertising and Marketing Communications at University of Greenwich
January 1, 2016 - June 30, 2016Advertising and Marketing Communications at University of Greenwich
January 1, 2016 - June 30, 2016Leadership development program at Hult EF
April 1, 2023 - September 1, 2023 at Advertising and Marketing Communications University of Greenwich
January 1, 2016 - July 16, 2026Certificate at Google Ads + Google Analytics (Advanced)
January 1, 2016 - July 16, 20262-day boot camp at Sales Management (Sandler 2-Day Sales Management Bootcamp)
January 1, 2016 - July 16, 2026Certificate at Moz SEO Essentials
January 1, 2016 - July 16, 2026Course at HubSpot (CRM)
January 1, 2016 - July 16, 2026Course at Marketing Automation and CRM (Sandler / HubSpot mentioned in skills & certs list)
January 1, 2016 - July 16, 2026Qualifications
Advanced Google Analytics
January 1, 2022 - December 31, 2022Google Ads Fundamentals
January 1, 2022 - December 31, 2022Google Ads Display
January 1, 2022 - December 31, 2022Advanced B2B LinkedIn Ads
January 1, 2022 - December 31, 2022The complete Conversion Rate Optimization course
January 1, 2022 - December 31, 2022Complete SEO training for WordPress
January 1, 2022 - December 31, 2022SEO Essentials Certification
January 1, 2022 - December 31, 20222-Day Sales Management Bootcamp
January 1, 2022 - December 31, 2022Advanced Google Analytics (Google)
January 11, 2030 - July 28, 2025Google Ads Fundamentals (Google)
January 11, 2030 - July 28, 2025Google Ads Display (Google)
January 11, 2030 - July 28, 2025Advanced B2B LinkedIn Ads (Udemy)
January 11, 2030 - July 28, 2025The complete Conversion Rate Optimization course (Udemy)
January 11, 2030 - July 28, 2025Complete SEO training for WordPress (Udemy)
January 11, 2030 - July 28, 2025SEO Essentials Certification (Moz)
January 11, 2030 - July 28, 20252-Day Sales Management Bootcamp (Sandler Training)
January 11, 2030 - July 28, 2025Advanced Google Analytics (Google)
January 1, 2020 - December 31, 2020Google Ads Fundamentals (Google)
January 1, 2020 - December 31, 2020Google Ads Display (Google)
January 1, 2020 - December 31, 2020Advanced B2B LinkedIn Ads (Udemy)
January 1, 2020 - December 31, 2020The Complete Conversion Rate Optimization course (Udemy)
January 1, 2020 - December 31, 2020Complete SEO training for Wordpress (Udemy)
January 1, 2020 - December 31, 2020SEO Essentials Certification (Moz)
January 1, 2020 - December 31, 20202-Day Sales Management Bootcamp (Sandler Training)
January 1, 2020 - December 31, 2020Advanced Google Analytics (Google)
January 1, 2022 - December 31, 2022Google Ads Fundamentals (Google)
January 1, 2022 - December 31, 2022Google Ads Display (Google)
January 1, 2022 - December 31, 2022Advanced B2B LinkedIn Ads (Udemy)
January 1, 2022 - December 31, 2022The complete Conversion Rate Optimization course (Udemy)
January 1, 2022 - December 31, 2022Complete SEO training for WordPress (Udemy)
January 1, 2022 - December 31, 2022SEO Essentials Certification (Moz)
January 1, 2022 - December 31, 20222-Day Sales Management Bootcamp (Sandler Training)
January 1, 2022 - December 31, 2022Mental Health First Aid Certification
January 11, 2030 - September 10, 2025Mental Health First Aid (MHFA)
January 11, 2030 - September 10, 2025Google Ads + Google Analytics
January 11, 2030 - July 16, 2026Advanced B2B LinkedIn Ads Conversion Rate Optimization
January 11, 2030 - July 16, 2026SEO for WordPress
January 11, 2030 - July 16, 2026Moz SEO Essentials
January 11, 2030 - July 16, 2026HubSpot CRM (and/or marketing automation) course
January 11, 2030 - July 16, 2026Sales Bootcamp (Sandler 2-day sales management)
January 11, 2030 - July 16, 2026Product Marketing Management (advanced)
January 11, 2030 - July 16, 2026Advanced Copywriting (behavioural psychology)
January 11, 2030 - July 16, 2026AI and LLMs (course)
January 11, 2030 - July 16, 2026Diversity and Inclusion (CPD)
January 11, 2030 - July 16, 2026CPD Career Mentorship
January 11, 2030 - July 16, 2026Google Ads + Google Analytics (Advanced)
January 1, 2016 - July 16, 2026LinkedIn Ads Conversion Rate Optimisation
January 1, 2016 - July 16, 2026Moz SEO Essentials
January 1, 2016 - July 16, 2026Sandler 2-Day Sales Management Bootcamp
January 1, 2016 - July 16, 2026Sales Management (Sandler) and AI/LLM training (as listed)
January 1, 2016 - July 16, 2026Marketing Automation and CRM Bootcamp (as listed)
January 1, 2016 - July 16, 2026Industry Experience
Software & Internet, Education, Professional Services, Government, Non-Profit Organization, Real Estate & Construction, Media & Entertainment, Other, Financial Services, Telecommunications, Computers & Electronics
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