Caroline Szewczyk

I have over 16 years’ experience in marketing, I started out in the not-for-profit sector then spent the last 11 years focused on performance marketing and driving measurable results for B2C businesses. I’ve worked across a variety of industries, including: gifting, skincare, beauty, crafting, petcare, groceries, & femcare. My recent achievements: - I helped drive a 35% YoY increase in profit in Peak through optimising paid search towards profit. - I implemented Marketing Mix Modelling which helped me to best understand the incremental impact of each channel and to justify spend on new channels with the Board. - I drove a 650% uplift in winback campaigns for a subscription startup by re-designing the whole experience for returning customers. - I drove 85% YoY growth by setting the performance marketing strategy for a scale-up.

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  Building a team

  I've built teams in a number of roles, managing the work through both agencies and in-house, and also the transition between the two. I can advise on team structure and also how to coach and support your teams to get the best out of them. Also, having worked with a variety of agencies I can advise on how best to select and manage them to make sure they do a great job!

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  Email marketing

  I have managed email programmes hands-on and later progressed to managing email/CRM teams as part of my growth and marketing roles. I can advise on both workflow programs and broadcast emails, targeting, personalisation and tools.

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  Growth marketing

  I've led growth teams in several B2C startups and scaleups, with ownership of a broad range of channels across organic and paid, with focus on both acquisition of new customers as well as retaining existing ones, and growth in terms of profit as well as top line revenue.

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  PPC strategies

  I have over 10 years' experience managing multi-million pound PPC budgets, primarily on Google and including Google Shopping (and now the dreaded PMax). I love to talk about where PPC is the right choice, but also where it might not be, and the best approaches to achieving incremental growth through this channel.

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  SEO

  I've had ownership of SEO in several businesses with a variety of challenges. I'm open to sharing the different approaches to resolving those SEO challenges, as well as my experience of managing agencies, in-house teams, consultants and hybrid set-ups.

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  Venting frustration

  Growth is tough, I hear you! Working in growth in a startup can also be very lonely. I'm here to hear you vent, and to brainstorm problem-solving if that's what you want.

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  Google Ads

  16 years of experience

  I've had responsibility for Google Ads campaigns in my roles for the last 12 years, managed through both agencies and in-house. I can help from a strategic perspective - when to run Google Ads and how to understand the true value of your campaigns.

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  Facebook

  11 years of experience

  Facebook has played a key role in the channel mix in my last few roles. A focus for me has been proving the value of this channel in businesses that report on last click.

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  Google Analytics

  20 years of experience

  I've used Google Analytics for reporting in all my roles over the last 16 years. (I'm less familiar with GA4) Also happy to discuss the limitations of using this as your main reporting tool.

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  Supermetrics

  7 years of experience

  I've used Supermetrics (and also Funnel) in my last few roles to pull data through to one place for easy analysis and visualisation, both with data warehouses and also just simple spreadsheets.

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  E-Commerce

  I've worked in e-commerce for over 11 years, from startup to scale-up and more established businesses too. I now work as a growth consultant with D2C startups and scale-ups to help them to figure out the best ways to grow.

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  Pet

  I was Digital Marketing Lead at Petplan, the UK's no. 1 pet insurer, and Petplan Equine horse insurance for four years. I also led digital marketing for Fetch, a pet supplies retailer owned by Ocado. I'm an animal lover and have a horse, George, who I ride in my spare time, so I love working with pet-related businesses.

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  Beauty

  I was Head of Growth at Skin + Me, a UK-based subscription skincare startup. I also previously led on digital marketing for Fabled by Marie Claire, a premium beauty ecom partnership between Ocado and Marie Claire magazine.

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  Gift

  I was Head of Growth at Virgin Experience Days, an experience gifting scale-up. I also led on digital marketing for Fabled by Marie Claire, a premium beauty ecom partnership between Ocado and Marie Claire magazine, where gifting was a key driver of the business.

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  Non Profit

  In my early career I worked in digital marketing for a number of non-profits, including working on both Red Nose Day and Sport Relief for Comic Relief.