Head of Marketing - Europe
I started my journey at Indeed where I helped scale our international paid search-only markets across Europe and Asia into multi-million dollar omni channel campaigns which incorporate CTV, DRTV, Podcasts, OOH, Terrestial Audio, Direct Mail. After Indeed, I spent several years in B2B SaaS where I currently support brands looking to expand their paid-search only channel mix into new digital and offline tactics. Since 2021, I have supported founders, startups, and early-stage marketers with developing tangible strategies to help scale growth and brand marketing efforts in measurable ways. On GrowthMentor, I can help you with: ✔️ How to approach testing and experimentation for net-new channels ✔️ Developing a test-and-learn strategy for offline advertising ✔️ How to prioritize marketing efforts both paid and unpaid ✔️ Support with programmatic video, audio, and podcast sponsorships ✔️ Recommendations for tactics exploring TV, Radio, OOH, Direct Mail ✔️ Conversion rate optimization ✔️ How to remove marketing silos between Growth and other departments ✔️ Reacting vs responding as a communication principle in the workplace
Whether it's digital banners, online video, audio advertising, out of home, or direct mail, I've worked across a variety of different media tactics which has helped me develop a set of concepts on branding and how to match the message to the media type.
I've coached a variety of individual contributors both inside and outside my direct line of reporting as well as students on how to think about a career in growth marketing, how to work abroad, how to communicate with executives, support with managing and overcoming imposter syndrome, how to negotiate, and how to develop the right soft skills to reach the career goals they have.
We will discuss your current marketing approach. This includes me doing an audit of key areas of your website, discussing with you your ICP and working through both long-term and short-term strategies to acquire them, recommendations for going to market in terms of channel and message, as well as positioning and how to structure your messaging to resonate with your target persona(s)
I've spent 10 years working on or directly with performance and growth marketing teams, and recognize that the focus on rapid experimentation, scale, and technical expertise is essential to driving a strong growth engine for a business. That mindset has extended to work outside of Growth and supports me across all projects whether its focused on performance, brand, or product-marketing projects.
Most of my day to day involves looking into data to understand trends and behaviours and then determine if that presents a route for a new experiment or test. I enjoy "getting into the mud" of problems and working with people to figure out a way to digest ambiguity into simple programs and then provide guidance on how to move forward with an idea.
I am a huge believer in developing expertise and curiousity around reacting vs responding in the workplace which is a necessary component to moving beyond early-stage IC roles and becoming a strong mid to late-stage marketer, regardless if you prefer IC or team management tracks. It will transform how you approach challenges in growth, in marketing, and in business broadly.
Both a lover of and a user of Miro since before I started working there. Miro is a fantastic tool that allows you to brainstorm, create process maps, make presentations, and manage projects in a transparent and visual way. Personally I find its effectiveness maximized when utilizing integrations such as with Jira or Google Drive, as you can embed important projects and tasks on a central board that get updated via 2 way automated syncs.
Another project management tool I am familiar with, Monday.com is a great option for marketing teams who are able to work independently from needing to know what developers or engineers are up to. Its flexible setup and intuitive system is an easy yes from me for teams that need some unified tracking system for projects and tasks
I've used Google ads directly and indirectly over my career to launch net-new campaigns scaling from English-only into new geos. My experience here can help with experimenting with localization and also using Google as a proxy for offline advertising experiments.
While reserved usually for engineering and product teams, I've helped growth teams I've worked on and supported transition to Jira as a primary tool for task and project management, especially if they are working closely with product or engineering teams.
I've used LinkedIn across my entire work focused on demand-gen and brand targeting decision makers. I've experimented across both acquisition and brand-focused goals and can help with targeting suggestions, tactics, and share my experience on effectiveness.
We use looker internally on my teams to create both ad-hoc and ongoing reporting dashboards for our marketing programs. I've used it extensively in geo-experimentation to compare control and test groups.
I use Notion to help create information repositories and onboarding materials for my teams as well as provide centralized spaces for individuals to access information on previous experiments and roadmaps for the year.
10 years of growth marketing experience working at SaaS startups and enterprises. I have helped to build the offline growth marketing strategy internationally from scratch at Indeed, after that scaled website and lifecycle efforts at Pendo, then moved to Miro where I currently manage our brand and acquisition marketing programs to grow user acquisition and awareness with decision makers.
I have spent almost the entirety of my career in the B2B space, from focusing on SMB segments in the US and internationally to more highly specialised decision makers. I understand the more conservative test-and-learn and financially-focused minsets of leaders in this vertical and can provide helpful advice on how to approach leaders for investment into growth programs.
While acquisition marketing is my usual experience, I have taken a growth-focused mindset into brand marketing teams across my work at Indeed and Miro to ensure that regardless of the campaign goals, we apply data-driven methodologies to make the right bets in channels, media mix, and scaling plans.
In addition to channels like audio and video advertising, I have experience in executing global OOH campaigns within the US, Germany, France, UK, Belgium, Netherlands, Canada, and Switzerland. I'm familiar with OOH best practices, and can provide advice on how your team can approach OOH to align with your particular goals.
A rapidly expanding category of advertising in the B2B world due to its highly qualified audiences and breadth of inventory, I can help you work through your goals to align on a podcast advertising program whether it's sponsorships, programmatic, or a mix of the two to help you drive measurable acquisition and brand lift.
In my role, I am responsible for all marketing activities across Growth, PR, Brand, Product Marketing, Positioning, GTM, and Localization strategy for Plaud across western Europe. This includes the UK, Germany, France, Benelux, Spain, Italy, and the Nordics
Lead the global above-the-line and new channel advertising strategy for Miro, focusing on growth marketing and brand uplift in the B2B SaaS space focused ons self-service and enterprise accounts.
Managed lifecycle and website-based CRO activities to drive increased user acquisition and pipeline acceleration across smb, mid-market, and enterprise businesses within the EMEA region (UK, France, Germany, Nordics)
Oversaw $25MM USD for omni-channel acquisition campaigns (Direct Mail, SEM, Email, Radio, TV, OOH) for 6 key European markets: Germany,UK, Switzerland, France, Belgium & the Netherlands Successfully planned and launched 40+ international marketing tests across offline & online, including paid search, direct mail, radio, television, email. This includes both CRM and demand-gen programs
Lead in the creation and implementation of both organic and paid social campaigns with an annual budget of at least $2MM for the North America region surrounding 3 key IBM Analytics business solutions: IBM Cognos Analytics, Watson Analytics, and IBM SPSS.