Carolina

A full-stack digital marketing agency, servicing businesses across DTC, B2C and B2B Key achievements:

· Contributed to the strategy across several client businesses to grow their brand, drive quality website traffic and increase conversions YoY

- Ecommerce retailer:

o Grew the revenue coming from middle of funnel generic campaigns by 61%, after employing a full funnel strategy

o Drove higher volume of quality traffic to the website, growing users by 25% and sessions by 24%, whilst growing revenue during sale bottom of funnel activity by 6%

o Achieved an MER of 7% vs benchmark of 5% for H1 2023

· During my first 4 months in the business, I designed and implemented the progression framework to be used for appraisals and career growth

· Introduced the MER metric as a means to educate clients on the importance of looking at the wider marketing mix when thinking about marketing investment and the need to move away from ROAS dependency

Responsibilities:

· Improving the quality that paid marketing at Silvertip offers to their clients

· Working with clients to understand their business goals, and work alongside them to devise intelligent strategies based on data-driven results

· Achieving agreed growth targets for clients

· Organising and leading regular communications with clients and delivering clear and consistent results: bi-weekly, weekly, quarterly

· Developing & communicating the best practice for the client services team

· Researching current best practices from external sources/newsletters/LinkedIn across: paid social, PPC, other performance marketing channels

· Development of team: training and 1-2-1s with direct reports, setting high expectations of performance

· Developing and ensuring client roadmaps are in place

· Aligning the companies product strategy with the overall business strategy

Cybersecurity SaaS, B2B go-to-market approach focusing on the SME space Key achievements: · Whilst managing a budget of nearly £750k per year, I drove all the activities that support brand awareness and demand generation, across paid search and paid social.

· During my first 6 months in the business, I managed to reduce the CAC from £800 to £276, bringing the CAC:LTV ratio to 1:13

· With a mix of increasing budgets, account optimisation and channel experimentation, the company revenue grew by around 26% per quarter, primarily from direct customer acquisition via paid channels, at the height of the pandemic

Responsibilities:

· Working directly with C-suite level (CGO and CEO) · Developing a performance marketing strategy that drives growth

· Working with all paid media channels (PPC, display, paid social) to acquire new customers

· Managing paid media budgets to maximise commercial impact

· Monitoring results of campaigns against defined company objectives in line with unit economics

· Defining a clear roadmap for optimisation and growth long term across our GTM channels

· Leading all B2B demand generation marketing activities

· Analysing effectiveness of CRO testing and A/B testing to inform copywriting and landing page strategies

· Developing a scalable and highly automated set-up for further investment in performance marketing

· Working cross-functionally with Product, Sales, Content and Marketing Operations to drive overall team performance and maximising impact on the business

· Leading a demand generation team, consisting of a paid social specialist and senior copywriter

· Optimising the CyberSmart website to improve the user journey and engagement

Conversational analytics SaaS technology, focusing on the B2B enterprise space

Key Achievements:

· Increased monthly MQL to SQL conversion rate from an average of 6% to 30% through paid social activity

· Marketing-led acquisition increased despite focus on reducing monthly budget by 60%

Responsibilities:

· Managing and running Facebook and LinkedIn paid social campaigns · Working with HubSpot to create lead nurture workflows, landing pages and forms

· On-site SEO optimisation to improve the user experience and path to conversion

· Identifying new lead generation areas according to buyer persona and industry needs/solutions

· Driving brand awareness through social media to promote gated content and product features

· Creating and executing email marketing campaigns to compliment overall inbound strategy

· Extrapolating our customer database for growth hacking procedures

· Providing detailed analysis and commentary on performance metrics to the wider team

· Supporting in creation of joint SEO-PR campaigns and SEO content marketing