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Fractional marketing leader and founder of Vaebi, providing senior-level growth, brand, and demand strategy to ambitious organisations across healthtech, SaaS, and regulated markets. I bring 10+ years of compounded experience spanning Head-of-level leadership, hands-on performance delivery, and commercial strategy, having led £300k+ budgets, influenced £1m+ public-sector contract renewals, and driven sustained growth across B2B and B2C environments. Through Vaebi, my team and I partner with leadership teams to bring clarity, momentum, and execution across the full funnel – from positioning and demand generation to paid media, CRM, growth strategy and thought leadership – embedding myself as a trusted extension of the business rather than a short-term supplier. Particular expertise in AIO and modern user behaviours.…Fractional marketing leader and founder of Vaebi, providing senior-level growth, brand, and demand strategy to ambitious organisations across healthtech, SaaS, and regulated markets. I bring 10+ years of compounded experience spanning Head-of-level leadership, hands-on performance delivery, and commercial strategy, having led £300k+ budgets, influenced £1m+ public-sector contract renewals, and driven sustained growth across B2B and B2C environments. Through Vaebi, my team and I partner with leadership teams to bring clarity, momentum, and execution across the full funnel – from positioning and demand generation to paid media, CRM, growth strategy and thought leadership – embedding myself as a trusted extension of the business rather than a short-term supplier. Particular expertise in AIO and modern user behaviours.

Adam Hignell

Growth Marketer, Brand Strategist, Marketing Strategist, +2

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Fractional marketing leader and founder of Vaebi, providing senior-level growth, brand, and demand strategy to ambitious organisations across healthtech, SaaS, and regulated markets. I bring 10+ years of compounded experience spanning Head-of-level leadership, hands-on performance delivery, and commercial strategy, having led £300k+ budgets, influenced £1m+ public-sector contract renewals, and driven sustained growth across B2B and B2C environments. Through Vaebi, my team and I partner with leadership teams to bring clarity, momentum, and execution across the full funnel – from positioning and demand generation to paid media, CRM, growth strategy and thought leadership – embedding myself as a trusted extension of the business rather than a short-term supplier. Particular expertise in AIO and modern user behaviours.…Fractional marketing leader and founder of Vaebi, providing senior-level growth, brand, and demand strategy to ambitious organisations across healthtech, SaaS, and regulated markets. I bring 10+ years of compounded experience spanning Head-of-level leadership, hands-on performance delivery, and commercial strategy, having led £300k+ budgets, influenced £1m+ public-sector contract renewals, and driven sustained growth across B2B and B2C environments. Through Vaebi, my team and I partner with leadership teams to bring clarity, momentum, and execution across the full funnel – from positioning and demand generation to paid media, CRM, growth strategy and thought leadership – embedding myself as a trusted extension of the business rather than a short-term supplier. Particular expertise in AIO and modern user behaviours.

Available to hire

Fractional marketing leader and founder of Vaebi, providing senior-level growth, brand, and demand strategy to ambitious organisations across healthtech, SaaS, and regulated markets. I bring 10+ years of compounded experience spanning Head-of-level leadership, hands-on performance delivery, and commercial strategy, having led £300k+ budgets, influenced £1m+ public-sector contract renewals, and driven sustained growth across B2B and B2C environments.

Through Vaebi, my team and I partner with leadership teams to bring clarity, momentum, and execution across the full funnel – from positioning and demand generation to paid media, CRM, growth strategy and thought leadership – embedding myself as a trusted extension of the business rather than a short-term supplier. Particular expertise in AIO and modern user behaviours.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Head of Marketing at Kooth Digital Health

August 1, 2023 - Present

Led marketing strategy for health tech, influencing £1m+ NHS contract renewals, managed £300k+ budgets, and achieved +20% user growth with 30% lower acquisition costs. Built a collaborative leadership style, fostered cross-functional teamwork, and delivered high-performance outcomes in a fast-paced B2B environment. Focus areas included account-based marketing, brand storytelling, and thought-leadership activation, with a strong emphasis on positioning Kooth as a trusted digital service in the health landscape.

Marketing Manager at Brand Lab 360

November 1, 2022 - August 1, 2023

First marketing hire, built a team of 8 to deliver a complete B2B brand repositioning and marketing strategy across all SEM touchpoints. Drove +250% lead generation, ran SEO-driven keyword research, and led content/PR/social campaigns with a strong focus on ROI. Collaborated with CC O and sales, delivering major outbound campaigns.

Editorial & Content Manager at Hotel Chocolat (Retail)

September 1, 2021 - November 1, 2022

Editorial & Content Manager responsible for editorial strategy and content across retail channels. Built and managed content calendars, led multi-channel campaigns, and contributed to the Velvetiser activation with a data-driven approach to audience engagement.

Senior Content Manager / Editorial Lead at Mixed In Key (SaaS)

September 1, 2016 - September 1, 2021

Senior Content Manager and Editorial Lead for £10m+ revenue generating Velvetisor campaigns; led multi-channel content/PR/social campaigns, brand storytelling, ESG reporting, CRM newsletters, and CRM-driven content. Drove significant audience growth and engagement across UK/US/Japan markets.

Founder & Copywriter at Particle Zoo Ltd

January 1, 2007 - February 1, 2016

Founder providing copywriting for adverts, marketing materials, manuals, newsletters and technical guides; Chief writer for Captain Plugins Wiki (music production and DJ education resource) with 100+ SEO articles and community management. Built relationships with artists and fans, wrote SEO content and supported product UX/UI.

Bar & Catering Roles at Various

January 1, 2005 - January 1, 2011

Early career in hospitality and catering roles, developing customer-facing skills, event coordination, and team-based operations across the UK.

Founder, MD at Vaebi Ltd

January 6, 2025 - Present

Vaebi is a fractional marketing practice built for businesses that need senior thinking, not noise. We work as an embedded partner to founders and leadership teams, bringing clarity to brand, structure to growth, and discipline to execution across paid media, CRM, SEO, and content. Our approach is pragmatic and data-led, shaped by over a decade of compounded experience in healthtech, SaaS, major retail and regulated markets, where outcomes matter and complexity is the norm. We focus on work that compounds over time – aligning strategy, systems, and delivery to drive efficient growth, reduce waste, and create marketing engines that continue to perform long after the first wins.