I help businesses of all sizes move to strategically led marketing to make it more effective. Whether it’s better contribution to revenue or profit or improving channel performance and campaign ROI, I have *evidenced* success making marketing perform better. Lots of businesses *think* their marketing is strategic, but often its tactically led because “strategy” is confused with tactical planning. By making it *actually* strategic, I’ve got businesses: > £1.9 million new recurring revenue in less than nine months > £9 million pipeline contribution in a single year from content marketing > £5 million year-on-year revenue growth over five years for a product portfolio > 6-7% profit increases per sale within a year > Brand awareness increase from 79% to 82% over three years I use my 17+ years of applied experience and postgraduate qualifications to help you avoid the mistakes that damage effectiveness, creating no-nonsense tailored solutions that combine the evidence-based fundamentals of marketing with relevant contemporary best practices. I can support you with developing (or creating) strategy to make sure everything has direction and focus; assessing operations to find efficiencies; and planning with optimisation and continuous improvement in mind. ----- Need to bridge this into execution? I have no problem being hands-on: I’m not one of those consultants that’s ‘above’ getting involved in the action. Have a campaign that needs doing? I can deliver it for you *and* apply the efficiencies and optimisations I know, so you put less in and get more back. ----- If you have a one-off project or want ongoing support, whether it’s a full end-to-end marketing programme or just individual areas that need looking at, let’s talk.…

Kyle Sheldrake

I help businesses of all sizes move to strategically led marketing to make it more effective. Whether it’s better contribution to revenue or profit or improving channel performance and campaign ROI, I have *evidenced* success making marketing perform better. Lots of businesses *think* their marketing is strategic, but often its tactically led because “strategy” is confused with tactical planning. By making it *actually* strategic, I’ve got businesses: > £1.9 million new recurring revenue in less than nine months > £9 million pipeline contribution in a single year from content marketing > £5 million year-on-year revenue growth over five years for a product portfolio > 6-7% profit increases per sale within a year > Brand awareness increase from 79% to 82% over three years I use my 17+ years of applied experience and postgraduate qualifications to help you avoid the mistakes that damage effectiveness, creating no-nonsense tailored solutions that combine the evidence-based fundamentals of marketing with relevant contemporary best practices. I can support you with developing (or creating) strategy to make sure everything has direction and focus; assessing operations to find efficiencies; and planning with optimisation and continuous improvement in mind. ----- Need to bridge this into execution? I have no problem being hands-on: I’m not one of those consultants that’s ‘above’ getting involved in the action. Have a campaign that needs doing? I can deliver it for you *and* apply the efficiencies and optimisations I know, so you put less in and get more back. ----- If you have a one-off project or want ongoing support, whether it’s a full end-to-end marketing programme or just individual areas that need looking at, let’s talk.…

Available to hire

I help businesses of all sizes move to strategically led marketing to make it more effective. Whether it’s better contribution to revenue or profit or improving channel performance and campaign ROI, I have evidenced success making marketing perform better.

Lots of businesses think their marketing is strategic, but often its tactically led because “strategy” is confused with tactical planning. By making it actually strategic, I’ve got businesses:

£1.9 million new recurring revenue in less than nine months
£9 million pipeline contribution in a single year from content marketing
£5 million year-on-year revenue growth over five years for a product portfolio
6-7% profit increases per sale within a year
Brand awareness increase from 79% to 82% over three years

I use my 17+ years of applied experience and postgraduate qualifications to help you avoid the mistakes that damage effectiveness, creating no-nonsense tailored solutions that combine the evidence-based fundamentals of marketing with relevant contemporary best practices.

I can support you with developing (or creating) strategy to make sure everything has direction and focus; assessing operations to find efficiencies; and planning with optimisation and continuous improvement in mind.

Need to bridge this into execution? I have no problem being hands-on: I’m not one of those consultants that’s ‘above’ getting involved in the action.

Have a campaign that needs doing? I can deliver it for you and apply the efficiencies and optimisations I know, so you put less in and get more back.

If you have a one-off project or want ongoing support, whether it’s a full end-to-end marketing programme or just individual areas that need looking at, let’s talk.

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Language

English
Fluent

Work Experience

Senior Marketing Manager / Head of Marketing at KS Marketing
November 1, 2022 - Present
Freelance and fractional roles with various UK SMEs; designing, implementing, and managing marketing functions; implementing account-based marketing (ABM) programmes. Grew pipeline for clients through sales-marketing alignment and lead management; improved per-sale profitability and funnel conversion; developed and managed website and social media marketing; led teams and agencies for stronger segmentation, brand management, and attribution.
Senior Marketing Manager, Insight and Development at Cengage Learning
April 1, 2018 - August 1, 2022
Strategy and execution for a crucial product portfolio; contributed to continuous improvement and digital transformation. Delivered £1.9m new revenue in 9 months through the Gale Accelerate project; managed a small team with strong gains in lead generation and SQLs; improved campaign ROI and market positioning across EMEA; enhanced customer insight and cross-functional collaboration for retention and growth.
Marketing Manager (FTC) at Cengage Learning
October 1, 2016 - April 1, 2018
Strategy and execution for product portfolio; planning and managing multi-channel campaigns; contributed to lead generation, funnel optimization, and cross-functional marketing initiatives during a fixed-term engagement.
International Marketing Manager (FTC) at Hodder Education
February 1, 2016 - October 1, 2016
Led international marketing efforts on a fixed-term basis; developed global campaigns and market insights to support growth in education markets.
Global Marketing Manager at Cambridge University Press
October 1, 2013 - January 1, 2016
Oversaw global marketing strategy for the product portfolio; enhanced GTM, ABM, brand positioning, and cross-channel activation across regions.
Marketing Executive at Cambridge University Press
January 1, 2012 - October 1, 2013
Managed early-stage marketing initiatives; content marketing, events, and channel collaboration to drive product awareness and pipeline.

Education

MiniMBA at MiniMBA - Brand Management
September 1, 2020 - December 1, 2020
MiniMBA at MiniMBA - Marketing
April 1, 2020 - July 1, 2020
MA at University of East Anglia
September 1, 2007 - September 1, 2008
BA at University of East Anglia
September 1, 2004 - June 1, 2007
A-Level at South Kent College
September 1, 2002 - June 1, 2004
GCSE at Southlands Community Comprehensive
September 1, 1996 - June 1, 2001

Qualifications

MiniMBA - Brand Management
September 1, 2020 - December 1, 2020
MiniMBA - Marketing
April 1, 2020 - July 1, 2020

Industry Experience

Education, Professional Services, Media & Entertainment, Real Estate & Construction, Government
    paper Gale Accelerate | Product development that delivered over £1.9m in nine months

    To address a business-critical strategic priority, I led a cross-functional project to stabilise yearly revenue.

    I developed the proposition and branding, while working collaboratively with sales and product teams on the go-to-market (GTM) plan, sales enablement, and post-sale account-based marketing (ABM) programme.

    From a blank sheet of paper, it made over £1.9 million new recurring revenue in nine months.

    paper Archives Explored | Content marketing platform

    A content marketing platform that I devised, implemented, and managed for over five years.

    I created long- and short-form written content, video, and a podcast; repurposed existing content; and commissioned content from internal colleagues and external partners.

    With over 600 pages by the time I left, it added over £9 million to the pipeline in its final year alone, and after five years it had become the second largest lead generation channel.

    paper Customer Orientation | Market research for continuous improvement

    With stagnating contributions, I was tasked with improving strategy development and tactical planning as part of my continuous improvement remit.

    I introduced a quantitative market research project, designing the survey and working with an agency on distribution and provisional analysis.

    Achieving a representative sample in multiple world regions, it delivered results with a CI of 10% and CL of 90%. It improved strategy and planning in several ways, particularly in identifying an unexpected competitor and re-evaluating positioning based on the customer priorities when making purchase decisions.

    paper Performance Meaasurement | Better reoprting and attribution

    With fragmented measurement, I was tasked with improving performance measurement for the marketing function.

    AIready serving as the marketing lead on the digital transformation project that included Salesforce implementation, I created a framework for integrated digital and offline marketing that allowed more comprehensive tracking of marketing activity.

    This project led to better reporting and attribution, allowing the company to see marketing’s influence of opportunities and its commercial contributions, and track them back to campaigns and activities.