Working across Acquisition and influencing the Product roadmap. Because Onto is a subscription, I also work closely with our Retention team on the customer experience. (see more experience on my LinkedIn)
B2CE-CommerceB2BD2COther
Chris Winterhoff
Growth Marketer / Helping companies grow from $1 to $100million in revenue
London, United Kingdom (+00:00 UTC) Englishfrom Dusseldorf, Germany
Usually responds in 1 day
Free
Price per hour
30 min
Time Blocks Available
4.97
30 reviews / 39 sessions
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Next availability
Not available in the next 30 days
Bio
Hiya, I'm Chris and I've helped grow startups and scale-ups for the last 8 years. I've worked both on early stage startups searching for Product-Market Fit as well as those startups that need to scale efficiently. Here are some of the things I've achieved: - At GetAgent, a real estate agent comparison website, I joined as employee #3 and helped grow the supply side (estate agents) from 500 to 6000 registered agents (that's 35% of the UK market). I also drove the demand side from 400 monthly leads to over 3000 a month. - At Patch, a houseplant ecommerce site, I joined when we were at £2,000 daily revenue and by the time I left were getting sales of £20,000 a day. - At Mashroom, an end-to-end landlord software tool, I joined pre-launch and struggled (this was a tough one) through to Product-Market fit. By the time I left we'd undergone rigorous customer research and found a scalable growth strategy for the business. - I'm currently at Onto, an electric car subscription, where we've grown the business into the largest consumer electric car fleet in the UK and are launching internationally.
Expertise
Go to market strategy
All four of my previous startup roles have been about finding and optimising the Go To Market strategy across one or many different marketing channels.
Growth marketing
Spanning Product and Marketing, I've worked intensively on growth marketing throughout my time in startups. I've managed large marketing budgets (across digital and offline media) on one side and worked with Product teams to make sure the customer journey once they hit the website was spot on.
Product market fit
I was the first senior growth hire at Mashroom tasked with finding product market fit for the end-to-end landlord solution. I set up a major customer research project to help us find the needs and pain points of landlords (our prospective customers). The goal was understand the current competitive landscape from their point of view and see how we could mould our product messaging on our ads and throughout the customer journey to resonate with landlords.
User research
I was the first senior growth hire at Mashroom tasked with finding product market fit for the end-to-end landlord solution. I set up a major customer research project to help us find the needs and pain points of landlords (our prospective customers). We designed and set up a series of customer surveys and customer interviews to accomplish this goal. This helped us inform the product and marketing strategy.
Toolkit
Google Ads
12 years of experienceThe first marketing channel I worked on since the early days of 2015. It's not changed a huge amount although they are trying to get people to use their 'blackbox' bidding systems more and more. Incrementality testing is key here to make sure that these bidding systems are not overindexing on easy sales you'd be getting anyway (via retargeting or branded keywords).
Facebook
11 years of experienceBrilliant 'discovery' platform that is still the best marketing channel for generating demand for your product. Strategies here have changed a fair bit over the years from being hyper targeted to now running very broad audiences where the creative leads in terms of who the platform targets. Great for B2C and B2B discovery and demand generation.
Google Analytics
14 years of experienceStalwart of Analytics tools. Basic to set up and will carry a long way to help with marketing channel attribution in the early days. However, the longer the conversion window is the less accurate it will be. Also not a substitute for a proper product analytics tool which can carry personal data and help with identifying drop off points in the customer journey.
Hotjar
9 years of experienceGreat tool for heatmaps and monitoring individual customer journeys across different devices. Not a replacement for proper product analytics tools though (which I've unfortunately seen a few times too many).
Supermetrics
9 years of experienceGreat tool to extract data from marketing channel platforms and databases/CRM systems alike. It's expensive but worth the money in the early days to get data quickly into excel/google sheets and create reports.
Youtube
9 years of experienceYouTube is another great discovery channel (like Facebook) that can work well for educating consumers on more complex product offerings. It's a tough one to track on a last click basis but certain tests and methodologies will help establish whether this is a channel that a business should invest in.
Industries
B2C
I've also worked on B2C strategies for all of the following: - GetAgent (getting homesellers to explore estate agents with us) - Patch (selling plants to consumers) - Mashroom (getting new tenants into our properties) - Onto (selling a electric car subscriptions to consumers)
E-Commerce
I spent 2+ years at Patch selling houseplants online through our webstore. I'm also currently at Onto selling car subscriptions to people who want an electric car.
B2B
I've worked on B2B strategy for all of the following: - GetAgent (building up estate agent supply) - Patch (selling plants to businesses/offices) - Mashroom (gaining landlords as customers) - Onto (acquiring businesses who want to offer electric cars to employees)