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B2B and B2C marketing and commercial growth leader with 15 years building demand engines, market share, and partner ecosystems across telecoms, consumer technology, energy and SaaS. Experienced in full-funnel GTM execution—ICP definition, sales enablement, pipeline governance, and conversion—grounded in measurable commercial outcomes and board-level investment decisions. AI-enabled operator who designs and personally runs practical sales and outreach systems (lead qualification, competitor-informed messaging, objection handling) to improve booked meetings, cadence, and conversion quality. Delivered major market-share turnarounds in the UK and DACH (EcoFlow and Huawei) and built commercially focused marketing functions and dashboards to drive revenue accountability.…B2B and B2C marketing and commercial growth leader with 15 years building demand engines, market share, and partner ecosystems across telecoms, consumer technology, energy and SaaS. Experienced in full-funnel GTM execution—ICP definition, sales enablement, pipeline governance, and conversion—grounded in measurable commercial outcomes and board-level investment decisions. AI-enabled operator who designs and personally runs practical sales and outreach systems (lead qualification, competitor-informed messaging, objection handling) to improve booked meetings, cadence, and conversion quality. Delivered major market-share turnarounds in the UK and DACH (EcoFlow and Huawei) and built commercially focused marketing functions and dashboards to drive revenue accountability.

Justin Costello

Marketing Strategist, Marketing Automation Specialist, Growth Marketer, +6

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B2B and B2C marketing and commercial growth leader with 15 years building demand engines, market share, and partner ecosystems across telecoms, consumer technology, energy and SaaS. Experienced in full-funnel GTM execution—ICP definition, sales enablement, pipeline governance, and conversion—grounded in measurable commercial outcomes and board-level investment decisions. AI-enabled operator who designs and personally runs practical sales and outreach systems (lead qualification, competitor-informed messaging, objection handling) to improve booked meetings, cadence, and conversion quality. Delivered major market-share turnarounds in the UK and DACH (EcoFlow and Huawei) and built commercially focused marketing functions and dashboards to drive revenue accountability.…B2B and B2C marketing and commercial growth leader with 15 years building demand engines, market share, and partner ecosystems across telecoms, consumer technology, energy and SaaS. Experienced in full-funnel GTM execution—ICP definition, sales enablement, pipeline governance, and conversion—grounded in measurable commercial outcomes and board-level investment decisions. AI-enabled operator who designs and personally runs practical sales and outreach systems (lead qualification, competitor-informed messaging, objection handling) to improve booked meetings, cadence, and conversion quality. Delivered major market-share turnarounds in the UK and DACH (EcoFlow and Huawei) and built commercially focused marketing functions and dashboards to drive revenue accountability.

Available to hire

B2B and B2C marketing and commercial growth leader with 15 years building demand engines, market share, and partner ecosystems across telecoms, consumer technology, energy and SaaS. Experienced in full-funnel GTM execution—ICP definition, sales enablement, pipeline governance, and conversion—grounded in measurable commercial outcomes and board-level investment decisions.

AI-enabled operator who designs and personally runs practical sales and outreach systems (lead qualification, competitor-informed messaging, objection handling) to improve booked meetings, cadence, and conversion quality. Delivered major market-share turnarounds in the UK and DACH (EcoFlow and Huawei) and built commercially focused marketing functions and dashboards to drive revenue accountability.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Work Experience

Commercial Consultant | AI-Enabled Sales & Lead Generation at Independent

February 1, 2026 - Present

Designed and personally operated AI-assisted outreach and sales enablement systems connecting demand generation to revenue growth. Built ICP and account-profiling workflows using product fit, competitor positioning and buying-centre mapping to prioritize high-value targets. Developed sales-enablement workflows including pre-call briefings, competitor intelligence, conversation angles and objection-handling frameworks to improve qualification and conversion. Implemented an outreach system for WebWisp that used real-time analysis of target offerings and competitor ranking gaps to sharpen messaging and objection handling, lifting booked meetings by 32% within the first month.

Head of Integrated Marketing Communications at EcoFlow

February 1, 2025 - November 30, 2025

Owned B2C and B2B go-to-market for the UK residential solar and energy storage unit as the sole local marketing resource, with added DACH remit. Grew UK residential market share from 1.25% to 13% in the first operating year (MCS verified) and expanded installer footprints by 60% in the UK and 28% in Germany. Improved conversion architecture (landing page traffic +235% and UK Dynamic Tariff organic uplift +907%) and reduced paid-to-organic dependency. Strengthened pipeline governance via attribution modelling and time-to-lead improvements through CRM integration and installer CRM routing.

Group Head of Marketing and Communications at LHC Procurement Group

April 1, 2023 - November 30, 2024

Built a more commercially focused marketing function across the group and five regional brands following a PwC-led strategic review. Delivered a 43% uplift in qualified supplier applications for the N9 Net Zero framework—the largest recruitment response in the organization’s history. Achieved major LinkedIn spend savings through precise audience and geolocation targeting. Led brand strategy review, architecture restructure and rebrand of two regional brands approved by the board, and created a group brand performance dashboard tracking Share of Voice and Share of Search to inform demand generation strategy.

Group Head of Marketing at Eleco Plc (Elecosoft)

July 1, 2022 - December 31, 2022

Advised on brand transformation for an AIM-listed construction software group, repositioning from perpetual licensing to SaaS and cloud-based solutions across international markets. Defined SaaS brand proposition and global brand architecture with regional Managing Directors.

Freelance Marketing and Commercial Consultant at Independent

September 1, 2021 - May 31, 2022

Delivered brand strategy and go-to-market programs for multiple clients across B2C, B2B and B2B2C models, including financial services, energy, sustainability, EdTech and SaaS. Worked on brand diagnosis, situational analysis, demand generation, attribution modelling and post-campaign ROI analysis.

Marketing Director at Huawei Consumer Business Group

June 1, 2017 - August 31, 2020

Rebuilt and led the UK marketing function, scaling a two-person team to 12 and driving strategy that increased Huawei from 1.8% to 21% UK market share in the first full year. Restored carrier confidence and secured marketing investment growth from $350k to $60m through demonstrated commercial performance. Led the UK program reaching £1.4B revenue in 2018 with unaided brand awareness +330%, consideration +210% and sales growth +60%. Managed the £60m UK program and ran research using IPSOS tracking plus SEO/social listening to optimize performance. Validated strategy via product launches and stabilized share under geopolitical pressures from the US Entity List restrictions.

Marketing Manager at Huawei Consumer Business Group - Ireland

January 1, 2016 - June 30, 2017

Owned local marketing strategy with full-funnel campaigns (TV, OOH and digital) on a $1.1m budget. Repositioned Huawei Ireland from value challenger to premium brand, increased channel partner confidence and grew market share from 14% to 19%. Raised unaided brand awareness to 75%. Earned industry recognition for integrated communications work (IMC European Awards Gold).

Sales and Marketing Manager at Huawei Consumer Business Group - Ireland

January 1, 2014 - December 31, 2015

Established marketing and key account management capability during early market entry as a challenger brand with no local infrastructure. Restructured device ranging to focus on mid-tier and premium listings, increasing average device sell-in price from $46 to $138. Managed key operator accounts including quarterly sales plans, ranging negotiations, promotional offers, staff incentives, retail training and joint marketing investment. Secured national distribution across all product tiers and operators on a $300k budget, growing market share from 2% to 14% and moving Huawei from 6th to 3rd in the Irish smartphone market.

Technical Product Manager at Eircom Group

September 1, 2004 - March 31, 2013

Led go-to-market strategy for the mobile device portfolio across the device lifecycle, covering device qualification, branding, carrier launch strategy, trade/product marketing and BTL activities. Created and delivered the device go-to-market strategy for mobile broadband launch (over 50 devices/products) including MVNO launch and 3G services. Designed and implemented an EPOS tracking solution across 100% of the retail network, reducing No Fault Found device returns by 70% within two months and saving the business over EUR 2M.

Validation Engineer at IPSEN Manufacturing Ireland

March 1, 2001 - August 31, 2004

Engineering and IT systems support for production activities in a regulated pharmaceutical environment, covering large-scale manufacturing, quality control and analytical development.

Test Systems Engineer at Motorola

June 1, 1999 - March 31, 2001

Delivered new product introduction programs and test yield improvement projects with sole responsibility for the cellular distribution centre. Provided hardware and software support across consumer, corporate and government agency projects.