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Commercial and GTM leader with a track record of building data-driven growth engines across B2B SaaS/DaaS and consultancy in the healthcare and social care sector. Previously Head of Marketing, then Head of Sales & Marketing, and currently Commercial Director, driving revenue, margin, pipeline velocity and forecast accuracy through integrated demand, account, and customer success motions. Known for owning brand and communications strategy, embedding CRM adoption (including Pipedrive), and leading GTM planning and market expansion (e.g., Spanish market). Adept at cross-functional leadership across product, sales and marketing, delivering ROI-focused multi-channel growth, lifecycle marketing, and board-level commercial performance reporting.…Commercial and GTM leader with a track record of building data-driven growth engines across B2B SaaS/DaaS and consultancy in the healthcare and social care sector. Previously Head of Marketing, then Head of Sales & Marketing, and currently Commercial Director, driving revenue, margin, pipeline velocity and forecast accuracy through integrated demand, account, and customer success motions. Known for owning brand and communications strategy, embedding CRM adoption (including Pipedrive), and leading GTM planning and market expansion (e.g., Spanish market). Adept at cross-functional leadership across product, sales and marketing, delivering ROI-focused multi-channel growth, lifecycle marketing, and board-level commercial performance reporting.

Dan Madden

Digital Marketer, Growth Marketer, Marketer, +3

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Commercial and GTM leader with a track record of building data-driven growth engines across B2B SaaS/DaaS and consultancy in the healthcare and social care sector. Previously Head of Marketing, then Head of Sales & Marketing, and currently Commercial Director, driving revenue, margin, pipeline velocity and forecast accuracy through integrated demand, account, and customer success motions. Known for owning brand and communications strategy, embedding CRM adoption (including Pipedrive), and leading GTM planning and market expansion (e.g., Spanish market). Adept at cross-functional leadership across product, sales and marketing, delivering ROI-focused multi-channel growth, lifecycle marketing, and board-level commercial performance reporting.…Commercial and GTM leader with a track record of building data-driven growth engines across B2B SaaS/DaaS and consultancy in the healthcare and social care sector. Previously Head of Marketing, then Head of Sales & Marketing, and currently Commercial Director, driving revenue, margin, pipeline velocity and forecast accuracy through integrated demand, account, and customer success motions. Known for owning brand and communications strategy, embedding CRM adoption (including Pipedrive), and leading GTM planning and market expansion (e.g., Spanish market). Adept at cross-functional leadership across product, sales and marketing, delivering ROI-focused multi-channel growth, lifecycle marketing, and board-level commercial performance reporting.

Available to hire

Commercial and GTM leader with a track record of building data-driven growth engines across B2B SaaS/DaaS and consultancy in the healthcare and social care sector. Previously Head of Marketing, then Head of Sales & Marketing, and currently Commercial Director, driving revenue, margin, pipeline velocity and forecast accuracy through integrated demand, account, and customer success motions.

Known for owning brand and communications strategy, embedding CRM adoption (including Pipedrive), and leading GTM planning and market expansion (e.g., Spanish market). Adept at cross-functional leadership across product, sales and marketing, delivering ROI-focused multi-channel growth, lifecycle marketing, and board-level commercial performance reporting.

Skills

Experience Level

Expert

Expert

Expert

Expert

Work Experience

Commercial Leadership Team Member / Commercial Leader at Carerwood

February 1, 2020 - February 1, 2026

Member of senior leadership team, jointly responsible for company vision, strategic planning, and commercial performance across SaaS and consultancy divisions. Developed and executed integrated commercial strategies to deliver revenue, margin and growth targets. Designed and embedded an account management framework (“GROW”: Goals, Retention, Opportunities, Wow factor) to systemise renewals and upsell performance. Jointly led the company’s largest-ever enterprise data deal with a US investor and B2B SaaS marketing leader.

Commercial Director at Carerwood

February 1, 2020 - February 1, 2026

Led commercial strategy and performance across B2B SaaS/DaaS and consultancy, delivering data-driven market intelligence to the health and social care sector. Built and led integrated teams spanning demand generation, account management, and customer success, achieving >250% ARR growth. Owned brand and communications strategy with consultative, data-led value proposition messaging. Championed CRM (Pipedrive) adoption and implemented BI tooling to improve conversion efficiency and revenue reporting accuracy. Introduced lead scoring, pipeline forecasting, and healthcare-score tracking across B2B channels. Developed GTM strategy for multiple product launches since 2021 (messaging, positioning frameworks, competitive analysis, and sales enablement). Drove entry into the Spanish market with localisation, market research, positioning, and lead generation. Co-led creation of a new enterprise DaaS proposition with product leadership and expanded revenue.

Marketing Director at citrusHR

May 1, 2018 - January 1, 2020

Led marketing and sales activity during a period of rapid MRR growth for a subscription-based HR software and services platform serving SMEs. Increased MRR by 73% YoY while reducing CAC, enabling scalable and efficient growth. Built and led an integrated sales and marketing team of eight. Developed and delivered the company’s first ROI-driven multi-channel marketing framework. Boosted organic traffic by 275% YoY via SEO and content marketing. Led GTM strategy and implementation for new product launches, including a major payroll offering.

Head of Marketing at Living Map

March 1, 2017 - May 1, 2018

Led marketing for a B2B digital mapping and data platform serving enterprise clients across multiple verticals. Developed GTM strategy and competitive positioning frameworks across facilities management, museums, and cities verticals. Built scalable outbound campaigns and core sales toolkits for use across Europe and North America. Secured a strategic channel partnership agreement with a major international partner.

Head of Marketing (additional role) at CitrusHR (listed in resume chronology)

January 1, 2017 - Present

Head of Marketing at Zenstores

January 1, 2016 - March 1, 2017

Drove consistent MoM MRR growth by building a highly segmented, conversion-optimised user journey. Doubled average revenue per user through targeted lifecycle marketing. Developed Zenstores’ brand identity and community through customer research, content marketing, and performance advertising.

VP Marketing at Coull

February 1, 2014 - December 1, 2015

Led global B2B marketing during significant revenue growth for a B2B video ad tech platform operating across North America and EMEA. Managed a team across two continents and owned full marketing budget, strategy, and execution across C-suite brand activity, lead generation, PR, events, and partner marketing.

Strategic Marketing & Commercial Adviser (Member/Advisor) at Strategic marketing and commercial adviser to early-stage SaaS startups (SETSquared)

January 1, 2014 - Present

Strategic marketing and commercial advisor to early-stage SaaS startups at one of the UK’s top technology incubators.