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Case Studies

Access tried and tested marketing to scale your business

B2B Marketing Achievements 

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Kapow Primary

Objective

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  • Turn around the fortunes of this failing inside sales Edtech  primary school brand within six months

 

Actions 

 

  • Changed business model from inside sales to eCommerce after conducting significant market analysis and feedback

  • Repositioned brand & messaging to make it appear more accessible and in-tune with the market and target persona

  • Created pricing model and introduced a free trial mechanic with automation

  • Redeveloped website and all channels with a new brand toolkit. 

  • Designed a go-to-market lead generation strategy around quality content which delivered over 400-600 MQLs and significant eCommerce revenue

  • Installed marketing automation to nurture all leads 

  • Created a facebook social ambassador programme and hired a paid agency 

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Success

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  • Kapow Primary achieved further investment in Oct 2019

  • Kapow Primary smashed all revenue target expectations and delivered +400% YoY growth in 2020

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drum cussac

Objective

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  • Hire team, put the strategy in place, turn around and scale this heritage RiskTech brand and reposition it for a successful exit from Root Capital

 

Actions 

 

  • Executed, at pace, a complete brand refresh across all channels involving web development, social, and all sales collateral.

  • Hired an amazing marketing team across content, Marketing & PR 

  • Launched NPS, achieving a record high of 44% in year two.

  • Developed marketing automation that took the company from generating 10 MQLs a month to 400-600 

  • Developed a series of lead magnet content from thought leadership whitepapers, thought pieces, PR material through to blogs, infographics, and videos. 

  • Ran webinars, business breakfasts, speaker panels and trade show events

  • Generated over £2 million into the pipeline and over £800K of closed-won value

  • Took a brand that never won RFPs to winning RFPs & being asked to respond to RFPs.

  • Delivered ongoing industry press peaking at 37 pieces across one month

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Success

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  • Drum Cussac successfully exited Root Capital in November 2019 and was sold to Garda World

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AVADO

Objectives

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  • Restructure and refocus the existing global team (DACH, USA, APAC, UK), so the members perform better, share learnings and resources.

  • Drive pipeline revenue, manage Google relationship and improve CPA of all paid activity. 

 

Actions 

 

  • Put in place all of the global team OKRs, methods of sharing best practice, communication process, global video meetings, slack channel and success metrics 

  • Created and rolled out global strategy and framework for success 

  • Managed a global team of 12, achieving 100% retention. 

  • Launched US office delivering £7 million into the pipeline 

  • Achieved a few business firsts; working with Google from a cobranded conference through to webinars 

  • Introduced a gold, silver, and bronze ABM strategy, which generated over £500K of additional upsell revenue. 

  • Launched two new products across the globe; pricing, positioning & go to market approach

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Success

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AVADO was on course for its most profitable year during my tenure with an enthused and focused global marketing team.
 

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Digital Theatre+

Objectives

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  • Turn around the fortunes of this distressed Edtech SaaS business by increasing the performance of the marketing function and scaling the business in the USA.

 

Actions 

 

  • Created strategy and restructured team / hired team

  • Put in place robust and scalable lead generation programs across inbound, introducing new channels and marketing automation

  • Grew inbound revenues from 33% to 88% reducing the need for self –gen activity. in June 2020, inbound marketing revenues were up 438% yoy.

  • Grew customer base by over 39% year on year in the USA. 

  • Delivered first of its kind automated retention and on-boarding programmes resulting in over 40% retention revenue from the automated renewal process.

  • Developed a series of customer insight research initiatives to drive audience insight in the US

  • Delivered new content types to encourage adoption amongst the audience, which have been adopted by the in-house content team as the “norm.”

  • Created a true one team culture between marketing and sales 

  • Delivered record-breaking leads and revenues delivering millions 

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Success

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  • Digital Theatre+ secured further funding in 2019 and 2020 of £millions.

  • The marketing team were shortlisted for Team of the Year by the Chartered Institute of Marketing in 2020

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The Knowledge Engineers

Objectives

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  • Working with the sales team to overhaul one existing digital product and launch eight more new sales products

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Actions 

  • Working with the sales team and CEO to develop a range of new products and go-to-market materials within three months

  • Updated and overhauled functionality, look and feel of their primary product, so it was automated and took less human resources

  • Launched all products via email, social and paid

  • Trained sales teams on all products hosting a series of Q&A

  • Developed webinar series around the new product range 

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Success

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The Knowledge Engineers were acquired by AVADO and still has some of the products today which I helped launch in place

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Spark Brighter Thinking

Objective

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  • Turn around the fortunes of this loss-making agency, outsource low skill work abroad and retain and extend agreements on key accounts. 

 

Actions 

 

  • Restructured agency, outsourcing 40% of its work and cutting significant cost

  • Put new leadership team in place to drive culture and excellence

  • Created employee feedback and happiness team to increase retention and staff morale

  • Created employee communications

  • Set up global task teams across EMEA to manage key account work at peak times

  • Ran daily agency stand-ups with key members 

  • Put a customer charter and new business departments in place

 

Successes

  • Retained and grew all key accounts including one of the few global Microsoft agencies that delivered against all odds when the launch of Office and Windows clashed resulting in huge resource demands and 1000s of briefs.

  • The agency delivered an 11 point profit swing under my management.

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B2C Marketing Achievements 

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Digital Theatre

Objective

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  • Deliver revenues at the lowest CPA / CAC and drive profitability so all upside revenues fed back into the B2B edTech product to drive core growth.

 

Actions 

 

  • Hired agency and reduced CAC to £50 across PPC, social, youtube and display in order to scale and deliver revenues into B2B business

  • Delivered B2C partnerships to achieve greater reach across The Telegraph, The Stage, Stagedoorapp, The Old Vic, and Illifemedia. 

  • Secured record national PR coverage across FT, Timeout, Guardian, Observer, The Times, The Stage, What's On Stage, The Daily Mail, and CNN Traveller

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Success

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Digital Theatre rental and subscriptions sales soared delivering record numbers up 100+% which enabled the growth of the B2B brand 

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Developed churn and LTV metrics to assist further investment. 

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Magnify Marketing Agency

Objective

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  • Train up the existing junior team and develop their skillset around acquisition, campaign planning, execution, and post-campaign analysis

  • Assist the CEO and grow accounts

 

Actions 

 

  • Put training series and work processes to increase performance and campaign delivery in place

  • Managed key accounts and grew revenues 

  • Ran UK-wide campaigns across 30+ retail and online and social, delivering 30% increase in footfall & revenues

  • Increased client reporting and also updates on work progress

  • Hired new agency members

  • Developed culture and staff book for agency 

  • Attended client board meetings to advise on marketing activity

 

Success

  • During my tenure at the agency, each account grew their revenue spend

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DAZN

Objective

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  • Assist CMO in hiring global team and agencies, build brand toolkit, and set up marketing infrastructure for success.

 

Actions 

 

  • Hired global agency and created the DAZN brand from early inception to the current brand proposition

  • Assisted in the hire of the global team

  • Worked with agency and delivered a global brand toolkit covering all channels from demand generation, social, video through to on-channel branding

  • Created launch marketing toolkit across all channels

  • Worked with Marketing Directors in DACH and Japan on brand with clear direction. 

  • Assisted Japan DAZN in the delivery of the launch plan 

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Success

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DAZN is now a global “sporting Netflix” OTT brand with a clear brand footprint and a lot of the work I created is still in place today

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Future Games & Film Division 

Objective

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  • Grow the film and games global digital footprint, whilst managing the decline of print revenues whilst launching other digital products to generate further revenue

 

Actions 

 

  • Hired and put in place a phenomenal marketing team including the IAB’s Digital Marketer of the Year!

  • Put all marketing plans for all brands in place

  • Put SEO, google analytics, and UX & UI at the heart of all digital projects & grew digital footprint by record metrics e.g. 1000% upwards…

  • Dominated global games market with No. 1 in key sectors across PlayStation, Xbox, Nintendo and PC Gamer across print and web

  • Repositioned key pillar brands for growth

  • Launched Future’s first of its kind consumer panel to assist insight and also drive commercial success.

  • Launched No.1 iTunes app in the film sector achieving an industry award for its best in category

  • Delivered "Oscars of the gaming industry" Golden joysticks attended by industry celebrities & achieving global PR

  • Delivered record leading global social audiences across Facebook, YouTube, Twitter, Instagram and Tumblr

  • Relaunched gamesradar.com and secured no.2 position in online global gaming 

 

Success

Future dominated the film and games market growing market share and achieving higher revenues than ever before from digital. The CEO said that I had been a transformational in terms of the digital growth of the business

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Total Film

  • No.1 iTunes app.

  • No 1. Film website overtook Empire.

  • Most successful Future plc entertainment site.

  • Grew print marketshare by 3% in print 

  • Created PR film show case events attended by celebrities 

  • Created Total Film Awards 

  • Secured global cover exclusives 

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Success

  • Total Film was the largest Digital Edition sold in Britain via iTunes & reached no.1 

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Nuts

Objective

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  • Deliver the most successful launch in the history of Time Warner to ensure continued investment in NPD and future new launches. 

 

Actions 

 

  • Worked in a secret hub to identify a gap in the market and develop MVP to test to market 

  • Developed brand and positioning.

  • Hired agencies and launched with a £10 million, achieving 70% top of mind awareness amongst males 18-35 years old.

  • Dominated the market with 70% market share. 

  • Delivered No1. Magazine. No.1 Website, TV station on SKY & Freeview Channel

  • Delivered over one million of eCommerce and partnerships revenues ranging from licensing deals, PKR Poker channel, Brand events exhibition, Fashion store, ticket channel, branded goods (watches, toiletries, games, books, calendar, mugs, games and the like!) & apps & digital editions 

  • Dominated men's lifestyle market in 00s

 

Successes

  • Achieved profitability 2 years ahead of plan & cited as Time Warner’s most successful launch

  • Won CIM launch of the year

  • PPA brand of the year

  • AOP commercial partnership

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