My expertise after 15+ years leading global operations with 200+ stakeholders, cross-functional teams of 50+ and budgets up to $100M/year, is mostly on Strategy and how to mobilise an organization to effectively execute it.

Although I have been the first hire in the Marketing team, worked in startups of less than 10 people and been able to build a Marketing function from scratch, most of my experience is from Series C+ to organizations with over 10,000 employees across the world.

Why hire a Performance Marketer that has executed hands-on keyboard in the past with a current focus on Strategy as a Fractional:

Data-driven decision-making

• Focus on quantifiable results: I lead team prioritization towards marketing activities that produce measurable outcomes. I am can interpreting complex data across channels because I have executed them hands-on in the past, and using it to guide strategy.

• Maximize ROI: Having developed Attribution modeling for Decathlon, dashboards enabling a 40% increase in subscription revenue for MasterClass and transformed Sony’s 9-figure Advertising budget forecast into a sophisticated finance tool, I can optimize marketing budgets to ensure the highest possible return on investment. This includes identifying underperforming channels and reallocating resources to areas that generate the most revenue.

Efficiency and speed

• Operational expertise: Coming from a hands-on background, I understand the day-to-day tactical operations of marketing. I can build the right systems and processes to create a scalable marketing "machine" and get high-impact strategies executed quickly.

• Agile and adaptable: As a Performance Marketers I am accustomed to working in fast-paced environments, rapidly testing hypotheses, and pivoting strategies based on data. This agility is crucial for adapting to constantly changing markets, new technologies, and evolving customer behaviors. Having worked with automation for 14+ years, this is especially relevant today with AI adoption.

Holistic business alignment

• Connects marketing to revenue: I can effectively communicate the value of marketing in terms that Executives and Finance leaders understand. I connect marketing metrics directly to financial outcomes like revenue growth and market share, and work closely and effectively with my Finance, Business Planning and Operations partners - able to maintain a <3% deviation from forecast target.

• Integrates across departments: The role of a Fractional Senior Marketer is deeply cross-functional, and a performance marketing background facilitates this. I am skilled at breaking down organizational silos to align marketing efforts with the objectives of sales, product, and finance to create a unified customer journey.

• Balances brand with performance: While driving short-term revenue, I also understand the importance of building long-term brand equity. I use data insights to inform creative storytelling, crafting engaging brand messages that also drive measurable business results.

Team leadership and development

• Empowers and mentors the team: A former hands-on marketer has a practical understanding of how marketing roles work. I can mentor junior team members and hire the right mix of generalists and specialists needed to execute strategy.

• Attracts talent: A Senior Marketing Fractional who has been in the trenches is often better at attracting and retaining talent because they speak the same language as the marketers they lead. I can build a high-performing team quickly by hiring skilled individuals from their network.

I have worked with 5 startups, from pre-seed to Series D.

· Onfido: Tech, Cybersecurity, SaaS, B2B, late stage startup, ~200 employees (acquired)

· MasterClass: Tech, EdTech, Education, B2C, late stage startup, ~100 employees

· Kokoon: Tech, Electronics, Wellness, Pre-Order, B2C, early stage startup, 10 employees (Philips partner)

· Intelligent Reach: Agency, MarTech, Automation, Media, B2B2C, early stage startup, 15 employees (acquired)

· Apartments in Barcelona: Hospitality, Travel, Tourism, B2C, early stage startup, 5 employees (acquired)

I have consistently delivered 20-45% increase in revenue within 3-6 months across B2C, B2B, Retail and Agency.

Notable results in B2B SaaS for Onfido: with prior negative trend, reached 110% increase in Enterprise Qualified Leads year-over-year, resulting in Business revenues of 130% vs 2018. They have recently been acquired by Entrust for $650M.

*Please consider this is not a guarantee I can give to all my clients as each Business faces different challenges and circumstances.

To ensure a successful partnership, avoid investment waste and distractions from strategic work, focus on results rather than tasks.

• Define clear goals. Establish a specific and measurable "North Star" for a Fractional Senior Marketer to aim for. This allows them to focus their limited time on the most impactful activities.

• Set expectations upfront. Clearly define the Fractional's role (Scope of Work), their key responsibilities, and how often you will check in.

• Provide access and support. Treat them as an integral part of your leadership team by giving them access to critical data and insights for them to deploy the strategy you want them to execute. Ensure your internal team is ready to support the execution of the new strategies.

• Communicate effectively. Schedule regular check-ins within the hours agreed to discuss high-level strategy and review KPIs. This provides visibility without interfering in execution.

Of course. Please reach out and let me know what you are looking to solve for and/or services you'd like to know more about as well as the financial options you'd like to see from me.

I usually work on retainer and can provide a Basic, Standard, Premium format (Scope of Work) for you to be able to determine the best way forward considering the current business financial commitments, and the growth Goals you'd like to achieve. If you'd like to discuss alternatives, get in touch.

It's important to have a very clear P&L to understand if you have the level of budget that will make a Fractional hire a timely investment or not.

If you believe a Growth Marketing expert would outweigh the immediate financial strain, after reviewing the numbers and doing the relevant research on your specific circumstances, reach out.

The best conditions for a startup to hire a fractional senior marketer are:

• When you have secured initial funding and need to establish a marketing foundation but can't afford a full-time executive.

• After achieving initial product-market fit, a fractional can help build the necessary marketing foundation for further growth.

• For businesses at an inflection point needing to scale, pivot, or navigate rapid growth while developing a strong marketing infrastructure,

Why a Fractional Marketing expert:

• Cost-Effective Expertise: You get the strategic insight and experience of a senior leader without the significant expense of a full-time salary and benefits package, paying only for the hours or scope of work you need.

• Strategic Guidance & Alignment: Fractional marketers provide high-level strategy, align marketing efforts with overall business goals, and ensure tactical execution serves the bigger picture.

• Speed & Flexibility: They can be engaged quickly without long recruiting delays and can adapt their time commitment to fit your specific growth stage and needs.

• External Objectivity: Bringing an outside perspective, a fractional marketing expert can offer unbiased insights and help navigate internal politics to drive actionable improvements.

• Team Building & Infrastructure: They can help build your internal marketing infrastructure, provide training and coaching to existing teams, and guide the development of necessary marketing systems.

• Strategic Oversight for Agencies: If you work with external marketing agencies, a fractional marketing consultant provides the necessary strategic direction and internal oversight to ensure those efforts are effective and aligned with your goals.

Additional considerations:

• Mindset: View the engagement as a long-term investment, not a short-term tactical project. Consider the ROI.

• Clear Objectives: Be clear about your goals, priorities, and expected outcomes to ensure the fractional's efforts are focused and impactful.

• Finding the Right Fit: Understand if you need a "thinker" (strategic advisor) or a "doer" (hands-on leader) to find the right resource who matches your specific needs.

My entire philosophy is built on ensuring that the value I provide is sustainable long after my engagement ends.

My approach is structured around three key phases:

Phase 1: High-Impact, Low-Effort Audit

My first priority is to quickly identify the most impactful, lowest-effort opportunities for your team. Within the first two weeks, I'll assess your current marketing function to find immediate wins that will have a tangible impact on your KPIs.

For example, I'll audit your existing tech stack to identify underutilized tools that can be automated to immediately free up team bandwidth. Or, I'll analyze your current marketing channels to pinpoint low-hanging fruit for conversion rate optimization. The goal is to get a quick win on the board that proves the value of this partnership and builds momentum.

Phase 2: Building Sustainable Systems

Once the initial wins are implemented, my focus shifts to creating a robust, long-term framework. This is where your team's education and empowerment become my top priority. I'll transform our initial recommendations into a repeatable playbook for your team. This playbook will cover everything from data-driven decision-making and forecasting to process automation and strategic planning.

By building these systems, I ensure that the growth isn't dependent on my presence. Your team will have the tools, knowledge, and processes to continue executing and scaling the marketing function past my time.

Phase 3: The Knowledge Transfer and Transition

The final phase is all about a seamless transition. I will provide hands-on coaching and mentorship to key members of your team, ensuring they are fully comfortable with the new systems and tools. I can also help you with a hiring plan to fill any gaps in your team.

My goal is to be a strategic partner who builds a marketing engine that runs on its own, well beyond my engagement.