Sam Gregory
Growth & Marketing Consultant
Bio
Board-level executive with over 15 years’ commercial marketing and growth experience within B2B & B2C start-ups and scale-ups across a variety of sectors, including VC and private equity backed companies. I spent seven years at Google in B2B sales, developing and sharing marketing best practice with the UK’s largest travel businesses and their agencies, helping them make better use of Google and DoubleClick products and platforms to build brand value and drive revenue growth. I then moved in-house, and have spent the last nine years building and leading marketing, growth and revenue teams for businesses at various stages in a variety of sectors, both B2B and B2C. I've led on brand and product strategy, performance marketing across a wide range of channels, partnerships, content strategy and owned/earned growth, comms and PR, and customer retention. Journeys I've been part of include: - Going from 0-1, finding product market fit and route to first revenue - Going from 1-100, evolving positioning and strengthening PMF in a rapidly changing niche B2B market (£0.5m to £32m revenue) - Going from 100-1000, scaling a challenger brand from £300m to £500m revenue in a highly competitive and commoditised mass B2C market I’m an excellent builder of teams and an inquisitive, collaborative, customer-focused leader who likes a challenge. Keen cyclist, intrepid traveller and explorer, lifelong learner.
Expertise
Building a team
Have built three teams from scratch and scaled to 10 FTEs. I can advise on team structure, how to balance FTEs with agencies and freelancers, and how to align the team objectives to support business objectives and your north star.
Go to market strategy
I've launched new products in both B2B and B2C markets, and built strategies that run from market orientation and the selection of appropriate segments to prioritise, through to tactics selection and channel roll-out.
Growth marketing
Getting set-up for growth, aligning marketing and product, structuring experimentation. I've built and led growth and marketing teams in three businesses across B2B and B2C sectors.
PPC strategies
The early part of my career was spent very hands-on in PPC, I was a search campaign optimiser at Google and managed Google and Facebook campaigns hands-on as a freelancer. I'm less hands-on these days but an advise around the fundamentals of PPC strategy.
Toolkit
Google Ads
20 years of experienceBroad experience from very hands on campaign set-up and management to more strategic oversight in recent roles. Still strong on the fundamentals but less agile with the hands on management today.
Facebook
11 years of experienceHands on campaign set-up and management as a freelancer, more recently less hands on but Meta has been a key part of the channel mix for growth in last two roles (B2B and B2C).
Google Analytics
20 years of experienceHeavy user of GA and Universal Analytics, am not overly familiar with GA4 but I'm comfortable with the features and functionality of the tool and how to get best value from it.
Mixpanel
12 years of experienceHave used in a couple of roles, mostly around understanding in-app journeys, looking for leading indicators for conversion, understanding retention / churn. Have never set this tool up, just a user.
Pardot
9 years of experienceUsed aspects of the platform, mostly around lead form creation that then fed into Salesforce. Didn't use the email tool within Pardot, overall a lite user.
Salesforce
9 years of experienceUsed Salesforce in a previous role, along with Pardot. Was not involved in setting up the platform but used it daily for reporting, lead management etc.