With over 15 years of experience across marketing, e-commerce, and strategic partnerships, I’m a commercially driven marketing leader with a focus on measurable growth and strategic brand development. I’ve led successful campaigns across both B2B and B2C sectors, including global marketplaces, fintech, and the international wine trade — always combining insight, creativity, and performance optimisation. In my most recent role, I led the full marketing and growth strategy for a community-focused technology platform, overseeing end-to-end campaign execution and demand generation. Before that, I headed marketing and partnerships for a fintech company specialising in digital asset protection. I’ve also developed international marketing strategies for trade organisations and scaled multi-market campaigns for a leading global e-marketplace, achieving a 150% increase in SME acquisition and a threefold rise in regional traffic.

Adriana Alyon-Shaw

With over 15 years of experience across marketing, e-commerce, and strategic partnerships, I’m a commercially driven marketing leader with a focus on measurable growth and strategic brand development. I’ve led successful campaigns across both B2B and B2C sectors, including global marketplaces, fintech, and the international wine trade — always combining insight, creativity, and performance optimisation. In my most recent role, I led the full marketing and growth strategy for a community-focused technology platform, overseeing end-to-end campaign execution and demand generation. Before that, I headed marketing and partnerships for a fintech company specialising in digital asset protection. I’ve also developed international marketing strategies for trade organisations and scaled multi-market campaigns for a leading global e-marketplace, achieving a 150% increase in SME acquisition and a threefold rise in regional traffic.

Available to hire

With over 15 years of experience across marketing, e-commerce, and strategic partnerships, I’m a commercially driven marketing leader with a focus on measurable growth and strategic brand development. I’ve led successful campaigns across both B2B and B2C sectors, including global marketplaces, fintech, and the international wine trade — always combining insight, creativity, and performance optimisation.

In my most recent role, I led the full marketing and growth strategy for a community-focused technology platform, overseeing end-to-end campaign execution and demand generation. Before that, I headed marketing and partnerships for a fintech company specialising in digital asset protection. I’ve also developed international marketing strategies for trade organisations and scaled multi-market campaigns for a leading global e-marketplace, achieving a 150% increase in SME acquisition and a threefold rise in regional traffic.

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Language

English
Fluent
Portuguese
Fluent
Spanish; Castilian
Fluent

Work Experience

Head of Marketing (Freelancer) at International Wine Challenge
August 1, 2024 - November 13, 2025
Developed and executed regional marketing strategies across eight regions, driving a 15% increase in online brand visibility and a 25% uplift in lead-to-entry conversions. Grew the organic social media following by 37.5% and video views by 400% through high-performing influencer partnerships. Boosted customer retention by 20% via personalised email lifecycle campaigns and improved PPC and organic ROI by 15% in three months. Increased brand presence by 15% through innovative digital strategies and partnerships with wineries.
Marketing Director (Freelance) at Independent / Freelance Marketing Consultant
December 1, 2022 - November 13, 2025
Developed and executed comprehensive marketing strategies across multiple clients; implemented a 360-degree outreach approach to drive leads and conversions; guided brand tone and compliance; improved brand perception by around 10%.
Head of Marketing at Coincover
March 1, 2022 - November 13, 2025
Designed influencer and affiliate programs to generate traffic and conversions; led a 360-outreach strategy increasing lead generation by 15%; improved SEO/SEM, brand awareness, and social media presence; coordinated cross-channel campaigns across digital platforms.
Senior Growth Marketing at World First UK
June 1, 2021 - November 13, 2025
Developed and implemented demand generation and growth strategies; led B2B events and digital campaigns, boosting SMB acquisition by 20% and enhancing overall pipeline; established strategic partnerships across regions.
Marketing & Business Development Manager at Alibaba UK
September 1, 2011 - November 13, 2025
Led UK and global marketing and business development initiatives; built partnerships and growth programs; contributed to a significant increase in SMB acquisition and site traffic; managed key partners and budgets across campaigns and events.

Education

Behavioural Science and Credibility Analysis at University of Manchester, UK
January 11, 2030 - March 1, 2025

Qualifications

Google Ads App Certification
January 11, 2030 - November 13, 2025
Advanced Digital Marketing (PPC / Adwords / SEO)
January 11, 2030 - November 13, 2025

Industry Experience

Media & Entertainment, Software & Internet, Professional Services, Travel & Hospitality, Retail