Jun 2023 – Present · 3 yrs

• Leading the marketing department at Ravio (Content, Growth, Demand Gen, Community, and Product Marketing) from 0 to $X ARR

Jun 2023 – Jul 2023 · 1 mo

• Set GTM foundations, clarified buyer journeys and GTM motions aligned to ICP, sharpened positioning, messaging, and pricing/packaging.

Jul 2021 – Jun 2023 · 1 yr 11 mos · London, England, United Kingdom

• Early product marketing and GTM leader responsible for defining Lune’s ICP, narrative, and PMF at the company’s earliest stage.
• 6th employee and founding marketing hire, owning all GTM foundations from first principles
• Defined Lune’s positioning, messaging, brand voice, website, and core narrative, creating the first coherent story for customers, investors, and partners
• Built the initial GTM strategy, sales narrative, enablement materials, and core marketing KPIs to support early revenue and partner conversations
• Identified and validated niche ICP segments, clarifying who Lune was for and which problems were most valuable to solve first
• Led Voice of the Customer research, synthesising qualitative interviews, quantitative signals, and industry analysis to inform product direction and strengthen product-market fit
• Partnered closely with founders and product leadership to translate customer insight into roadmap decisions, pricing conversations, and market focus

Jan 2020 – Jul 2021 · 1 yr 6 mos

• Senior Product Marketing leader responsible for building Deliveroo’s global PMM foundations, launching net-new revenue products, and scaling GTM execution across markets.
• 𝐂𝐨𝐦𝐩𝐚𝐧𝐲-𝐥𝐞𝐯𝐞𝐥 𝐏𝐌𝐌 & 𝐆𝐓𝐌 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩
• Built the strategic foundations for Deliveroo’s global Product Marketing function, including GTM frameworks, performance expectations, and operating cadence
• Partnered with senior and c-level leaders to evolve nascent B2B brand from feature-led messaging to a needs-based, differentiated value proposition
• Scaled a consistent GTM framework across the wider Deliveroo organisation, enabling faster, more predictable launches globally
• 0-1 𝐰𝐢𝐭𝐡𝐢𝐧 𝐡𝐲𝐩𝐞𝐫𝐠𝐫𝐨𝐰𝐭𝐡
• Founded and launched Deliveroo’s Restaurant Ad Platform as PMM, defining positioning, GTM, and commercial strategy
• Drove 1M incremental orders in 12 months, with 10% attributed Order Volume and a 60–70% repeat engagement rate
• Designed a commercialisation strategy that balanced restaurant success with Deliveroo’s long-term economic health
• Built feedback loops to influence the product roadmap, later replicated across three Deliveroo organisations
• Co-developed a 3-year product and growth strategy for the ad platform with Product and Executive leadership
• 𝐆𝐥𝐨𝐛𝐚𝐥 𝐥𝐚𝐮𝐧𝐜𝐡𝐞𝐬, 𝐚𝐝𝐨𝐩𝐭𝐢𝐨𝐧 & 𝐞𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧
• As IC and team lead, launched 20+ technology products globally, driving +20% adoption across target audiences
• During early COVID pandemic, took a first-to-market contactless dining proposition from ideation to launch in under 3 weeks, achieving a 6% GMV supply target
• Established a de-risked, scalable launch approach, becoming a go-to leader for complex, high-stakes initiatives
• 𝐓𝐞𝐚𝐦 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 & 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞
• Built and led global PMM team of 8 reports, setting standards for craft, execution, and cross-functional leadership
• Top 5% performer (“Greatly Exceeds”) for 3 consecutive years

Mar 2019 – Dec 2019 · 9 mos

May 2018 – Mar 2019 · 10 mos

Feb 2016 – May 2018 · 2 yrs 3 mos · London, United Kingdom

• Product Marketing lead responsible for taking a net-new SaaS product from early customer development through to commercial scale.
• Led the end-to-end GTM for a new SaaS product, owning positioning, customer development, persona-specific messaging, and sales enablement
• Generated $2M ARR within the first 18 months by aligning GTM strategy to validated customer needs and buying behaviour
• Designed and launched a company-wide Voice of the Customer programme, establishing structured feedback loops across Product, Support, and Commercial teams
• Reduced churn by 15% by embedding customer insight into roadmap prioritisation, onboarding, and retention strategy
• Company milestones during tenure:
• Shifted from bootstrapped legacy on-premise desktop solution to new SaaS product
• Acquired by ESW Capital in June 2018

Nov 2015 – Jan 2016 · 2 mos · San Francisco, CA

• Brought in as a senior contractor to strengthen Jawbone’s global lifecycle and monetisation strategy during a critical growth phase.
• Led global lifecycle email strategy across US, EMEA, and Japan, coordinating cross-functional teams on localisation, sequencing, and execution
• Expanded Jawbone’s product Welcome Series from 2 to 12 months by analysing customer usage data and mapping lifecycle engagement to behaviour
• Designed a monetisation proposal for the Jawbone UP2 Welcome Series, introducing behaviour-based email automation to upsell partner applications
• Helped establish more rigorous, data-informed lifecycle practices to improve long-term engagement and revenue opportunities

Aug 2013 – Sep 2015 · 2 yrs 1 mo

• Early marketing leader responsible for helping build Tallie’s inbound, conversion-focused marketing engine during a period of rapid growth.
• Founding member of the Tallie marketing department, contributing to the company’s transition toward a conversion-led, inbound marketing strategy
• Championed the shift to data-driven marketing, introducing best-in-class tooling, monthly A/B experimentation, and weekly multi-channel performance reporting for executive leadership
• Identified and led high-impact growth initiatives across the funnel, including free trial optimisation, product usage adoption, and reader-friendly technical content
• Managed strategic enterprise SaaS partnerships, delivering dozens of partner webinars, content campaigns, social initiatives, and tradeshow collaborations
• Led cross-functional initiatives to solve complex business problems with limited resources, including project managing a full website redesign
• Partnered across Product, Sales, and Engineering to align marketing execution with company-wide growth priorities
• Company milestones during tenure:
• Ranked an Inc. Magazine Top 50 High Growth Software Company
• Winner of a Technology Innovation Award from CPA Practice Advisor
• Merged with Certify in 2017, backed by $125M in equity funding from K1

Aug 2013 – Mar 2015 · 1 yr 7 mos

Aug 2013 – Oct 2014 · 1 yr 2 mos

Jan 2012 – Aug 2013 · 1 yr 7 mos

• Built early foundations in channel marketing, campaigns, and customer storytelling.
• Supported channel marketing foundations across webinars, events, and partner-led campaigns in a technical education market
• Planned and executed webinar programs and field marketing collateral to support customer acquisition and retention
• Interviewed customers and produced case studies to support trust-building and conversion across sales and marketing
• Managed social media and personal brand presence for the CEO, supporting thought leadership and brand visibility
• Created seasonal, thematic campaigns and promotions aligned to the CPA exam calendar and customer lifecycle

Jan 2012 – Aug 2013 · 1 yr 7 mos