Morgan Schofield

I Help Web3 Blockchain Businesses Grow From Launch to Scale | Head of Growth 💻 | 10+ years in PPC, CRO, SEO, SMM 🚀

London, United Kingdom (+00:00 UTC) Englishfrom London, United Kingdom
Usually responds in 3 days
Free
Price per hour
Not available
Time Blocks Available
4.99
85 reviews / 104 sessions
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-
Next availability
Not available in the next 30 days

Couldn’t recommend Morgan enough! I was beyond impressed by his ability to identify key areas of focus for us, and quickly suggest clear, actionable takeaways. Morgan’s industry knowledge is second to none, and so I’m grateful for our first session. If you need an experienced marketer to help you with the next steps in your strategy, Morgan is your guy!

Indie

Morgan was incredibly helpful and thoughtful in sharing his expertise and recommendations. Very actionable and specific. Friendly, great conversation. Highly recommend!! 🌟🌟🌟🌟🌟

Matt Winn

I just wrapped up a call with Morgan and I'm going to book another one because he had so much value to provide. Having someone from a Web3 background is so refreshing because they understand the limitations and opportunities presented by the space. His insights helped me understand which services of ours should be differentiated as a separate package, how to deal with clients who go cold, how to actually track KPIs in Web3, and above everything: how to create content that gets you eyeballs on Twitter

Adonis Cyril

Bio

Data-led, technical marketer with $10m+ spent and 8+ years experience across SEM, SEO, SMM, CRO & CRM. Focused on the blockchain / web3 space since 2012. Previous to Salad, I led Marketing at Reality Gaming Group, launching NFT projects. I cut my teeth as the blockchain and ICO marketing lead at Ladder growth agency, launching several ICOs with raises exceeding $40M. I consult for DAOs for fun. Other accolades: Launched Doctor Who: Worlds Apart blockchain game to $200k+ MRR. Overcame ad platform bans and increased MQLs by 75% of a top-100 blockchain. Increased paid account acquisition by 400% for large gambling exchange, while decreasing CPA to 1/10th of goal. Doubled event ticket sales for Crypto Summit 2018. Decreased CPA of a premium E-Comm company by 1/4, validating unit economics and allowing them to expand globally. I'm here to share knowledge about strategic growth and the detailed process around growing businesses. I'm excited by anything blockchain, NFT or tokenization-related. In what little spare time I have, I'm a ski instructor, crossfitter and wakeboarder. Let's connect!

Expertise


  • Growth marketing

    While at Ladder growth agency, I led a team of designers, developers and strategists to thrive in the uncertainty of blockchain and fin-tech marketing. We discovered and innovated smart methods to 'hack' growth in an industry rejected by common advertising channels (see: Google & Facebook crypto ad bans) We implemented new tools like Blockspring (also a client of mine) to allow us shortcuts to the targeting data we required.

  • PPC strategies

    I've created and executed full-funnel strategy plans as a junior analyst up to senior manager. I've designed company processes for successful +ve ROI PPC campaigns scaling & optimization. I've worked with small-budget lean startups, to $100k+/mo corporate organisations, spending $10MM+ in my career so far across Facebook, Google, LinkedIn, Microsoft, Twitter, Reddit, Quora, Apple Ads, Snapchat, BuySellAds and more.

  • Product market fit

    I have worked with the strategizer 'business model canvas' and 'value proposition canvas' for many years, including for my own e-commerce business. I love working with a lean methodology to ensure any growth strategy I build is targeting the right areas for growth and starts as small experiments scaling into larger tests. As well as regularly applying 80:20 principle to prioritise. I love the work of Jim Collins, Clayton Christensen and Steve Blank.

  • Technology and tools

    I've adopted numerous MarketingTech tools and worked in multiple configurations across 40+ client's companies. I've seen enough technology stacks and the issues with them to be able to help give some guidance in the majority of scenarios.

Toolkit


  • ActiveCampaign logo

    ActiveCampaign

    10 years of experience

    I've used Activecampaign much like Mailchimp, Klaviyo and Pardot. To manage, automate and target CRM emails, newsletters and behavioural prompts for activation, retention and referrals. A great MarTech tool and easy to use with other tools.

  • Google Ads logo

    Google Ads

    13 years of experience

    Google Ads is one of the staples of paid marketing and taps into a multitude of formats and ad networks. I built Salad's Google Ads account from <$1k/mo to $100k+/mo in 3 months, while maintaining a very profitable LTV:CAC. Over my career so far, I've spent in excess of $6mm across 40+ clients. I'm proficient at kickstarting, optimising and scaling. I can help you audit and benchmark your current activity and develop a strategy to optimise the ROI of this channel amongst your marketing stack.

  • Ahrefs logo

    Ahrefs

    10 years of experience

    Ahrefs is my SEO tool of choice and I love that you can trial for a 7-day period without paying for a full month (usually I'm performing 1-of audits or checking benchmark data for SEO research). I use it primarily for keyword research alongside other tools and find it's data most reliable. It's great for linkbuilding too and targeting partner publications. I use alongside SEMrush, spyfu and other analytics tools

  • Asana logo

    Asana

    15 years of experience

    I LOVE Asana! I am an Asana power user and manage my personal and professional life using this tool. Since I was in engineering school I learnt the power of gantt charts and critical path analysis. Combined with a 'effective executive' mindset and 80:20 principle, you can become super productive in shorter amounts of time. I even onboarded my girlfriend - she loves it too!

  • Buffer logo

    Buffer

    11 years of experience

    I've used Buffer personally and professionally to manage organic posts and schedule content for well-coordinated release. I've also used Hootsuite and other social media management tools. We can discuss how you're currently using tools like this and how to scale beyond organic posts

  • BuySellAds logo

    BuySellAds

    10 years of experience

    This is one of my favourite 'rare gem' channels. I developed a strong relationship with the BSA team while scaling crypto company clients during the ICO rush. For targeting highly educated designers, developers and marketers, this channel proved its ROAS achieving <$0.05 cost per click and 6% CTR (a rarety in display advertising)

  • Facebook logo

    Facebook

    11 years of experience

    I've scaled Facebook campaigns from $1k up to $300k monthly budgets and seen huge ROI for 40+ clients using this advertising channel. I've spent upwards of $3MM across my clients and have been featured on Ladder's blog (http://bit.ly/31IeI2u) for a campaign that returned a 300% ROI, 11% CTR and 10/10 creative relevancy score. Let's discuss your Facebook ads strategy and how to grow this channel amongst your marketing stack

  • Google Analytics logo

    Google Analytics

    12 years of experience

    The backbone of any marketing suite. Google Analytics is probably the best 'free' web data tool out there. I've worked with 40+ clients, all with GA installed to some degree.

  • Google Analytics Experiments logo

    Google Analytics Experiments

    10 years of experience

    Aka. Google Optimize, a powerful and 'free' tool for A/B/n tests. Easy to setup through GTM and easy for non-coders to create experiments and use other CRO tools. I can help you set up your experiments and target conversion rate optimisations on your pages.

  • Google Data Studio logo

    Google Data Studio

    9 years of experience

    I've used Google Data Studio since Ladder migrated all our clients across for ease of reporting setup and dashboard readability. I love creating dashboards that call out the most important metrics, especially when speaking to high, C-level stakeholders about the growth of their company and what steps are next. I can help you connect your data sources and setup reporting.

  • Google Tag Manager logo

    Google Tag Manager

    10 years of experience

    I've used Google Tag Manager with 40+ clients, I am competent at basic event tracking setups and working with developers for more advanced needs. I have used custom JS and HTML tags for full-funnel tracking.

  • Heap logo

    Heap

    8 years of experience

    I love Heap for quick semantic search on data that would take longer to build a dashboard in Data Studio/ reporting software or go digging in GA. I'm continuing to use and test this tool for myself over the coming months.

  • Hootsuite logo

    Hootsuite

    12 years of experience

    I've used Hootsuite personally and professionally to manage organic posts and schedule content for well-coordinated release. I've also used Buffer and other social media management tools. We can discuss how you're currently using tools like this and how to scale beyond organic posts

  • Hotjar logo

    Hotjar

    10 years of experience

    I've used Hotjar as my go-to for click tracking, heatmaps and user journey recording. Hotjar can provide very useful insights and enables you to visually view people's cursor movements as they navigate your freshly built pages.

  • Hubspot logo

    Hubspot

    10 years of experience

    I have worked in depth with HubSpot to manage new sales leads (SQLs) and client retention while at Ladder growth agency. We were getting 300+ leads a month through inbound marketing, and I'm familiar with the various workflows needed to integrate HubSpot with other services, including attributing marketing for the full funnel. I used hubspot to manage investor leads and partnership opportunities at Reality Gaming and I now use the marketing and sales packages at IOHK.

  • Intercom logo

    Intercom

    12 years of experience

    Intercom is a great tool for customer engagement and chat bots. Its super easy to deal directly with customer requests and funnel them to the answers they're looking for. In the blockchain space where there's a large technical barrier to entry, its a great tool for helping prospects understand your value proposition and follow up with them after a request.

  • JIRA logo

    JIRA

    6 years of experience

    JIRA is a problem child, but once given the right attention and setup, can be the perfect partner to the agile process. If you dislike it as much as I do, book a call and let's compare complaints ;-)

  • KeywordTool.io logo

    KeywordTool.io

    10 years of experience

    I've used keyword tools like this, Google keyword planner, keywords everywhere and answerthepublic to dig deeper into paid search and SEO keywords when creating content strategy to target relevant user segments. I can help you discover new keywords to target or exclude any that aren't giving meaningful ROI

  • LinkedIn logo

    LinkedIn

    11 years of experience

    LinkedIn advertising is great for B2B targeted campaigns, I've used Inmail ads for effective targeting of technical expertise and onboarding developers to blockchain projects. Can be very expensive if you're not optimising properly. Reach out to discuss strategy with this channel

  • Mailchimp logo

    Mailchimp

    13 years of experience

    I've used Mailchimp as a primary email marketing tool for newsletters and behavioural emails. I've used integrations with other CRM tools to automate and increase customer retention and referrals. Mailchimp makes automation and A/B/n split testing really easy.

  • Mixpanel logo

    Mixpanel

    11 years of experience

    I use Mixpanel in-depth with Salad to build BI dashboards, cohorts and marketing vs product data. Mixpanel is great for tracking funnel split tests and reporting on full funnel performance. Recently, they announced they're sunsetting their email tool, but it was good while it lasted.

  • Moz logo

    Moz

    10 years of experience

    Moz is a great SEO tool, I use primarily for keyword research and auditing sites market data. Another tool useful for backlink analysis. I use alongside SEMrush, spyfu and other analytics tools.

  • Pardot logo

    Pardot

    10 years of experience

    I've used Pardot in conjunction with Salesforce to automate CRM email flows and test retention and reactivation. Excellent for B2B sales and ensuring you're getting past gatekeepers.

  • Quora logo

    Quora

    10 years of experience

    I first used quora to find LSI long-tail keywords that would prove themselves in small scale tests that could be tested in parallel with Google Search ads. For clients where there's a lot of FAQs, this is a great tool to tap into a specific audience. Now they have image ads too, it's worth testing!

  • Salesforce logo

    Salesforce

    10 years of experience

    I've used Salesforce as a CRM and outbound sales tool. When combined with Pardot this is a powerhouse of customer information and great for tracking MQL, SQLs and performing automated tests

  • Segment logo

    Segment

    10 years of experience

    I have used Segment many times for multiple clients in spaces like fin-tech, gambling/gaming and blockchain. I've used it mostly when a client is mobile-centric

  • Semrush logo

    Semrush

    10 years of experience

    SEMrush is another awesome SEO tool and most features are free (usually I'm performing 1-of audits or checking benchmark data for SEO research). I use it primarily for keyword research alongside other tools and find it's data most reliable. It's great for linkbuilding too and targeting partner publications. I use alongside Ahrefs, spyfu and other analytics tools

  • Trello logo

    Trello

    11 years of experience

    Similar to Asana but, in my opinion, not as good. You're a little limited to the kanban board layout and to perform deeper task analysis usually requires 3rd party tools. I prefer Asana. Link with smart home automation to track tasks around the home.

  • Twitter logo

    Twitter

    10 years of experience

    I have used Twitter pretty regularly as an ads platform since working at Ladder growth agency. In the crypto ICO days, it proved itself a better source of traffic with more volume than Facebook. Worth testing and building a strategy for!

  • Unbounce logo

    Unbounce

    10 years of experience

    I've worked in depth with Unbounce and its a favourite of the designer and developer teams I worked with while at Ladder. Unbounce makes it really easy to tweak landing page tests and launch A/B/n tests on conversion optimisations. I can help you design CRO strategy and set up tests that will target drop-off points in your funnel

  • VWO logo

    VWO

    11 years of experience

    VWO is excellent for performing meaningful A/B/n tests that are statistically significant and I've used it to optimise clients landing pages. I saw one real-estate client test the positioning of their call-to-action that produced a 15% increase in MQLs. I've also used Unbounce, Optimisly and Leadpages to perform similar tests.

  • Zapier logo

    Zapier

    11 years of experience

    Zapier is great for connecting tools and APIs that don't have native integrations. I've used zapier for connecting tasks in Asana to strategy plans in Airtable and connecting IFTTT to fire events when conditions are met. I can help you set Zapier up and ensure you're thinking about automating processes.

Industries


  • Blockchain

    I started mining Bitcoin in 2012. I've focused my career on blockchain and Web3. In my experience so far, I've helped ICOs raise $40mm, I launched Doctor Who: Worlds Apart NFT game and I've worked with exchanges, Defi projects and Blockchains. Currently, I'm Head of Ecosystem Growth at Input Output Global.

Experience

  • Akord

    Marketing Director
    akord.com

    I met the founder of Akord through Growth Mentor and loved the mission so much I choose to join the company. Built on the Arweave blockchain, permanent storage has many applications, from the preservation of humanity's most important data to the hosting of truly decentralized and provably neutral web apps.

    Blockchain
  • IOHK

    Head of Ecosystem Growth
    iohk.org

    I led a growing team of content creators, social media experts and designers to launch exciting products into the Cardano community and support the flourishing ecosystem of projects. Input Output is a builder of the Cardano blockchain and a research-based, exponential organisation (ExO), crafting the next generation of decentralised technologies; self-sovereign identity, digital ownership and privacy blockchains. 🏆 == Achievements == 🏆 » Launched Essential Cardano as a community source of truth for Cardano technical content, from zero to 50k+ backlinks and 300k+ readership. » Led the content launch for Lace Web3 wallet, from growth strategy planning to the ongoing SEO-driven content campaign, from zero to 60k+ downloads in one month. » Supported the launch of Midnight data-protection infrastructure devnet. Defining clear language/market fit and acquiring the first cohort of developers testing the alpha version network. » Led content workflows across several industry events, including Consensus, RareEvo, and IOG ScotFest ✍️ == My Contributions == ✍️ » Developed SEO, intent-based search, and organic growth marketing processes. » Promoted adoption of LLM tools and prompt engineering to increase workflow efficiency. » Hired and onboarded permanent and freelance team members. » Mentored strategic thinking for addressing a Web3 audience. » Tailored standard operating procedures (SOPs) - applied company-wide. » Led the social media organic content and channel selection. » Data dashboards for organisational-wide transparency on growth & north star metrics. » Supported legal marketing safeguarding systems, accounting for SEC regulatory uncertainty. » Transitioned my team to Atlassian suite tools (JIRA & Confluence) » Created the organisational quality standard for JIRA workflow templates; applied company-wide. » Coached website conversion rate optimisation (CRO) for multiple conference events signups.

    BlockchainMarTechMachine LearningIoTFinTechCloud ComputingDTCB2CB2BSaaS
  • Salad Technologies

    Marketing Director
    salad.com

    Salad's ComputeSharing network incentivses gamers to share their idle PC-power in return for gaming rewards. 🏆 Achievements 🏆 » Created a highly successful paid media & PPC strategy, executed across multiple channels and scaled to over $100k/mo spend, while exceeding 3x ROAS at <$0.60 CAC. » More than doubled performance on the annual North Star goal, in half the time; $6mm annualised revenue, 100k+ MAUs and $500k+ MRR - in 6 months. ✍️ My Contributions ✍️ As Marketing Director, I wore many hats; defining, managing and executing growth strategy, allocating resources and mentoring teammates. » I performed a full-funnel, deep-dive audit of Salad's marketing stack and performance. » Built quarterly strategic blueprints. » Produced, executed and iterated on the resulting tactical plan. » Setup tracking and analytics best practices. » Created and shared automated reporting dashboards for transparency across the organisation. » Improved agile project management processes to increase pace of creative testing. » Implemented best conversion-rate optimised (CRO) practices for the transition from salad.io to salad.com. » Hired and managed video design talent to promote a video-first design strategy; relevant for the gamer audience. » Hired and managed freelance resources to increase project momentum. » Led organic SEO content efforts based on search demand and intent. » Increased SEO domain ranking for Salad.com with technical-SEO improvements. » Owned the paid media funnels, media buying, audience research and creative iteration process. » Hired and managed PR agency, with over 150 gaming and PC publications. » Worked closely with the product and engineering team on conversion funnels and referral loops. » Surveyed customer base for value-proposition canvas feedback. » Mentored the marketing team on data-driven growth methodology.

    B2BB2COther
  • DappRadar

    Marketing Strategy Advisor
    dappradar.com

    Strategic advisor to DappRadar senior management team focused on acquisition and retention channels. I deep-dive audited their site and built strategy plans, identifying key tactical funnels, that they then executed and proceeded to raise $5mm in May 2021.

    SaaS
  • Reality Gaming Group

    Head of Growth Marketing
    realitygaminggroup.com

    At Reality Gaming Group we're focused on the culmination of technologies and building the future of online commerce and interactions. We have a flagship AR game platform that is built on blockchain technology to enable a new type of asset that is permeating the licensing space. I lead the growth team, focused on B2B partnerships and scaling the success of our Reality Clash game and sale of in-game assets.

    SaaSB2BB2COther
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