Global Head of Digital Marketing @ American Express Global Business Travel
Hey there! My name is Gary and I’m based in New York City, USA and I love seeing businesses grow! I am currently the Global Head of Digital Marketing for American Express Global Business Travel which is a pretty imprecise title as I have a pretty big scope of responsibilities. My passion of growth marketing was a natural extension from my passion of digital marketing. The transition essentially went from digital marketing to demand generation to growth marketing. 📈 Currently, I am managing the growth marketing for our B2B SMB SaaS solution, Neo1 – scaling it up and launching it in new markets as well as managing all digital acquisition globally for our other SaaS solutions, so if acquiring customers with scale is something you want to know about – I’m your guy. 🙂 When it comes to how I can help you, I love being a trusted partner and am very skilled in: ✔ Strategic thinking and Go-to-market strategies ✔ Customer acquisition strategies and pipeline progression ✔ Brand identity and positioning ✔ Creative and campaign messaging ✔ Idea validation In my free time, I absolutely love spending time outdoors or basically doing anything adventurous. When it’s summer, you’ll find me hiking, at the beach and chasing waterfalls. Spending so much of my time behind a computer screen I find it quite cathartic to be amongst nature. Recently, I've become quite fond of the thrill of adventure and did my first sky dive. 🪂 Feel free to reach out and let's see how I can contribute to you and see you grow!
Building a go-to-market strategy is a critical element as part of any marketing strategy. It is an essential plan of how your product/solution fits the chosen audience, how you are going to target and market to that audience and then align yourself internally to ensure you're set up for success. Most recently I've co-developed a global go-to-market plan for an SMB SaaS solution in the UK and USA, and soon Australia.
I've been part of many growth marketing engagements where scaling up with velocity was required. While demand generation is my passion, growth marketing is something I learned to love as it's equally important to ensure a growing stream of revenue. I've got experience through the full growth funnel - acquiring prospects, converting them into valid users, activating and retaining them as clients through to upselling and encouraging them to be advocates of a product/service.
PPC and demand generation is my passion. I've got more than 10 years experience in this field in the following platforms Google Ads, Bing Ads, LinkedIn, Facebook, Instagram, Reddit and YouTube. I'm happy to help strategize with you so you select the most suitable channels for your campaign so you can scale with budgetary efficiency while also helping you craft a creative and branding strategy.
SEO is one of my favourite acquisition channels and is actually how I got into digital marketing back in 2010! It sounds scarier than what it is, but with the right foundations and scaling approach you can get some immediate results. What I love about SEO is that once it works - it's Free!! I'm a firm believer that SEO should be a significant source of traffic and leads to your product/service.
I think venting is extremely healthy - and done with the right person and intention it can actually be quite cathartic and even lead to positive transformations. As a person who does some serious venting - I am here for you!
I absolutely love Google Ads, I find it's an extremely effective channel that is incredibly easy to scale and optimize. As it's more of an intent based channel (as opposed to interruptive like LinkedIn, FB and IG), prospects are more warm to these ads. Having a clear and effective landing page(s) is critical for this channel.
AHREFS is a great tool, similar to SEMrush. It fuels my needs for quality data when it comes to SEO. I find it's a gold mine for long-tail SEO keywords.
Facebook and Instagram are very effective channel for (affordable) lead generation en masse. Like LinkedIn, it requires the right content, targeting and journey mapping to ensure effectiveness.
Google Analytics is the default tool I use for website analytics and intelligence. I also use it for journey mapping, identifying abandonment and opportunities for optimization.
Linked in is a B2B marketers gold mine! It's currently a significant source of lead generation. However content is the name of the game here - you've got to have the most relevant content that would resonate with your prospects.
I have been using this tool for a few years now and while my experience in it isn't stellar, I can navigate around the solution and extract required information.
Utilizing SEMrush to acquire insights on competitors and benchmarking internal success. Overall I find it useful, however it is one of many that are needed in your toolkit.
Ah the good ole WordPress - I've been using this tool for more than 10 years, building my first website, to even hosting corporate websites on it. It's a great CMS for those starting out.
I've used YouTube for recreational, professional and for acquisition for a while now - it forms part of the overall awareness play and being part of a surround sound marketing campaign.
Most recently I've been working in the FinTech arena leading growth marketing for a B2B SaaS product called Neo1 - and employee spend management solution aimed at small to medium sized enterprises.
For the past 8 years I have worked in demand generation for B2B SaaS solutions. I find the challenge rewarding achieving growth in this space and am familiar with what it takes to scale up and achieve revenue growth.
In the past 12 years, I have focused on B2B marketing, specifically B2B lead generation, demand generation, growth marketing. I've got pretty good acumen in the psychology of B2B marketing which is crucial when communicating with businesses.
I started at AmEx 7 years ago when they had a very elementary digital acquisition strategy. Since then I have owned the growth of our digital acquisition channels, post click experience, global expansion. I have also owned the growth marketing of our SMB SaaS tool; Neo1.
Here I was accountable for digital marketing strategy creation and implementation, management of staff and local and SME client acquisition and management. Tasked with advising SMBs on digital growth strategies, ranging from SEO, paid media and conversion rate optimization to ultimately increase their customer acquisition and brand exposure, while delivering a significant return on investment.
Empowered and enabled small businesses to grow their business through the use of digital marketing. Entrepreneur with focus on client acquisition and conversion, technical SEO implementation, paid search optimization, and social media marketing.
At L'Oreal I held various sales and marketing roles where I learned the foundations of sales and marketing and how they contribute to company revenue.