Summary
Growth marketer and strategist with a career built at the intersection of behavioural science, data analysis, and digital execution. Has led international acquisition programmes across multiple markets, built and scaled independent consulting practices, and managed cross-functional teams in fast-moving B2B and B2C environments. Brings an unusual combination of analytical rigour, deep understanding of human behaviour, and hands-on execution across the full marketing stack. Equally comfortable diagnosing a conversion problem from a dataset and designing the campaign strategy to fix it.
Work history
- Led growth marketing across four international markets (France, Germany, UK, India) for LinkedIn's self-serve acquisition business.
- Owned multichannel performance analysis, weekly and quarterly reporting, and French-market localisation strategy.
- Identified a 44-point efficiency gap between lead generation and sales-qualified outcomes in the North American market, with 3,001 leads at 115% pacing generating only 250 SQOs at 71% pacing. Analysis across 30 sales agents informed strategic recommendations adopted by the team.
- Co-designed a behavioural science-driven onboarding email sequence to reduce early churn, applying loss aversion, implementation intentions, and social proof across a three-email series.
- Developed and ran an acquisition programme that delivered a +136% quarter-on-quarter increase in conversion volume by building campaigns from prospect behavioural research rather than assumptions.
- Managed a 100,000 EUR quarterly agency budget across content, localisation, and campaign execution.
- Delivered full-funnel acquisition and performance marketing strategy for 100+ clients across B2B, B2C, non-profit, and education sectors in EMEA and APAC, spanning paid media, email, CRM, and web.
- Built lead scoring models, ICP frameworks, and customer journey maps that improved MQL quality and conversion performance across a diverse client portfolio.
- Designed and implemented multichannel acquisition systems integrating CRM and automation tools, delivering an average 33% reduction in client technology costs.
- Achieved an 11% sales funnel conversion rate for a direct-to-consumer client.
- Led the full digital transformation of a fitness business from in-person to 100% online during the COVID-19 lockdown. The client received the Local Enterprise Office Businesswoman of the Year 2020 award for Business Transformation.
- Designed and delivered an AI-powered job search course for Jobcare, integrated into their national Jobnet programme.
- Promoted internally from Principal Consultant to Manager within 11 months, leading a team of five consultants across EMEA and APAC.
- Managed 40+ client engagements simultaneously across SMB, mid-market, and enterprise in B2B and B2C sectors.
- Achieved 69% client retention and secured 80,000 EUR in incremental ARR through upselling and relationship management.
- Expanded a key client account from 50 to 120 contracted hours within six months and secured 170,000 EUR in ARR renewals.
- Introduced team development and satisfaction initiatives subsequently adopted as benchmarks by HR.
- Contributed to productising the services offering in collaboration with the Product Marketing team.
- Worked in e-commerce during the early growth years of Amazon and eBay.
- Moved into customer success and service delivery at Zynga, managing player experience across mobile titles including Looney Tunes Dash.
- Worked cross-functionally with game studios across EMEA, bridging support operations and product teams.
Academic background
Dissertation (graded 80%): "The Missing Piece: How Behavioural Integration Unlocks AI Personalisation in B2B SaaS."
Research used the Gioia methodology and drew on 11 in-depth expert interviews across B2B SaaS, AI, and marketing leadership to examine why advanced AI capabilities often fail to translate into strategic or commercial value, and to identify the behavioural and organisational conditions required for effective AI personalisation. Findings were recommended for academic publication and published as a preprint on SSRN.
Specialised in strategic management, digital marketing, and consumer behaviour.
Consultancy project: developed a market entry strategy for an Irish B2B SaaS company expanding into the US market, covering cross-border digital marketing and business development.
Graduated top of class. Awarded the Gold Medal for Academic Excellence.
What I bring
Diagnosing acquisition problems from data, identifying where a funnel breaks down and why, and translating analysis into campaigns and strategies that fix it. Across international SaaS, consulting, and e-commerce contexts.
Applying principles from behavioural economics and psychology to campaign design, onboarding sequences, and personalisation strategy. Grounded in both academic research and real-world execution.
Building and auditing marketing technology stacks for efficiency. Designing automated workflows, email sequences, and CRM integrations that reduce manual work and improve conversion performance.
Designing and conducting qualitative research at academic standard. Comfortable with interview-based methodologies, thematic analysis, and translating findings into practical frameworks.