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I help SaaS and subscription businesses identify and fix the biggest conversion and monetisation gaps in their growth funnel. My work focuses on diagnosing where users drop off, from acquisition through to activation and conversion, turning those insights into prioritised experimentation roadmaps. I’ve both led and executed funnel optimisation work that increased self-serve revenue by 20%, and built end-to-end growth systems that improved lead generation and conversion visibility by over 40% year-on-year. Typical engagements include: * Holistic, full-funnel audits * Identification of friction points and missed “aha” moments * Prioritised A/B testing roadmaps tied to measurable outcomes * Recommendations across pricing, onboarding, lifecycle, and messaging I’m hands on, data-driven, and focused on delivering changes that translate directly into revenue impact.…I help SaaS and subscription businesses identify and fix the biggest conversion and monetisation gaps in their growth funnel. My work focuses on diagnosing where users drop off, from acquisition through to activation and conversion, turning those insights into prioritised experimentation roadmaps. I’ve both led and executed funnel optimisation work that increased self-serve revenue by 20%, and built end-to-end growth systems that improved lead generation and conversion visibility by over 40% year-on-year. Typical engagements include: * Holistic, full-funnel audits * Identification of friction points and missed “aha” moments * Prioritised A/B testing roadmaps tied to measurable outcomes * Recommendations across pricing, onboarding, lifecycle, and messaging I’m hands on, data-driven, and focused on delivering changes that translate directly into revenue impact.

Shirin Bradfordfield

PRO

Growth Marketer, Product Marketer, Marketing Strategist, +2

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I help SaaS and subscription businesses identify and fix the biggest conversion and monetisation gaps in their growth funnel. My work focuses on diagnosing where users drop off, from acquisition through to activation and conversion, turning those insights into prioritised experimentation roadmaps. I’ve both led and executed funnel optimisation work that increased self-serve revenue by 20%, and built end-to-end growth systems that improved lead generation and conversion visibility by over 40% year-on-year. Typical engagements include: * Holistic, full-funnel audits * Identification of friction points and missed “aha” moments * Prioritised A/B testing roadmaps tied to measurable outcomes * Recommendations across pricing, onboarding, lifecycle, and messaging I’m hands on, data-driven, and focused on delivering changes that translate directly into revenue impact.…I help SaaS and subscription businesses identify and fix the biggest conversion and monetisation gaps in their growth funnel. My work focuses on diagnosing where users drop off, from acquisition through to activation and conversion, turning those insights into prioritised experimentation roadmaps. I’ve both led and executed funnel optimisation work that increased self-serve revenue by 20%, and built end-to-end growth systems that improved lead generation and conversion visibility by over 40% year-on-year. Typical engagements include: * Holistic, full-funnel audits * Identification of friction points and missed “aha” moments * Prioritised A/B testing roadmaps tied to measurable outcomes * Recommendations across pricing, onboarding, lifecycle, and messaging I’m hands on, data-driven, and focused on delivering changes that translate directly into revenue impact.

Available to hire

Wellington, New Zealand

I help SaaS and subscription businesses identify and fix the biggest conversion and monetisation gaps in their growth funnel.

My work focuses on diagnosing where users drop off, from acquisition through to activation and conversion, turning those insights into prioritised experimentation roadmaps.

I’ve both led and executed funnel optimisation work that increased self-serve revenue by 20%, and built end-to-end growth systems that improved lead generation and conversion visibility by over 40% year-on-year.

Typical engagements include:

Holistic, full-funnel audits
Identification of friction points and missed “aha” moments
Prioritised A/B testing roadmaps tied to measurable outcomes
Recommendations across pricing, onboarding, lifecycle, and messaging

I’m hands on, data-driven, and focused on delivering changes that translate directly into revenue impact.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Head of Digital at Kami

December 23, 2023 - Present

Led Kami’s digital marketing function; accountable for funnel performance and revenue; managed a 3-person team; set up data-driven marketing programs and alignment with product and sales.

Head of Growth & Self-Service at Optimal Workshop

July 1, 2021 - December 23, 2023

Set acquisition, activation, and monetisation strategy across marketing and product; revenue generation; go-to-market leadership; ownership of onboarding flows and pricing/packaging changes to move users into paid and higher-value plans.

Growth Marketing Manager at Optimal Workshop

September 1, 2018 - July 1, 2020

Established first growth team; set up and scaled growth marketing experimentation practices; managed website migration; scaled marketing team from 3 to 6 people; built strategy for improved performance, efficiency and transparency.

Growth Product Manager at Optimal Workshop

July 1, 2020 - July 1, 2021

Oversee customer acquisition and activation across self-service portfolio; improve onboarding and conversion from trial to paid; set up first growth product team of engineers and designers; define road map of experiments to drive revenue.

Digital Engagement Specialist at Wellington Tourism

May 1, 2016 - September 1, 2017

Led digital engagement initiatives; undertook user research-based initiatives to improve UX and SEO, and managed campaigns across web, social and email.

Digital Coordinator at Plunket

January 1, 2015 - May 1, 2016

Coordinated digital initiatives; contributed to digital marketing efforts and asset management.

Head of Growth & Self-Service at Optimal

July 1, 2021 - December 1, 2023

Spearheaded Optimal's first growth team, defined and scaled growth marketing experiments, managed website migration and CRM migrations, and built scalable growth processes to improve performance, efficiency and transparency. Expanded the marketing team from 3 to 6 and set a roadmap for self-service growth.

Board Member at Landlord Studio (Onboard Program)

January 1, 2024 - December 31, 2025

Board member contributing to onboarding program oversight and quarterly governance training; supported governance and strategic guidance for startup growth.