A full stack growth marketer, brand builder, and tech enthusiast.
My work
Right offer, wrong place.
While working at a prominent SaaS brand, I undertook hundreds of different offer experiments designed to increase trials, improve conversion rates and facilitate upsell. Here are some examples:
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- Created a tailored offer program based on the customers propensity to convert.
- Created a tailored offer program designed to increase conversion rates in specific regions, factoring in regional prices and tax rates.
- Increased conversion rates by 37% introducing an offer, which had already tested poorly, into a different step within the funnel. Test, test, test.
- Created a churn reduction process which utilised tiered offers based on a pre-churn questionnaire, turning around 8% of churners.
- Achieved 21% improvement in conversion rate using the same offer, but positioned and worded differently. Don't rest on your winners - iterate.
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You can measure brand.
Performance marketing is well and good. But is it achieving your brand objectives? More importantly, is it sustainable?
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Utilising test and control states and adding additional YouTube layers in specific areas, I was able to achieve a provable 17% increase in brand awareness using a YouTube only strategy. Brand investment is scary, and traditionally difficult to get signed off. But this catapulted the importance of digital media to brand within the business and was the catalyst for the creation of our first 'proper' brand campaign.
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So next time your boss tells you they don't see a payback in brand. Run an experiment and prove them wrong.
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Content as a competitive advantage.
YouTube is the second biggest search engine in the world. More than ever, campaigns need to consider the interrelationship between your SEM and YouTube strategies as lines continue to blur.​
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The key insight for this campaign was that most new entrants to our industry discovered the hobby they want on YouTube and by extension, learned the products they need in this content. They then go into traditional search to continue to the purchasing journey.
Over 18 months, using dozens of talented YouTubers, a search centric title strategy, and a parallel SEM approach, we saw 38% of new customers say they had seen our product on YouTube first, up from 5%.
Furthermore, because they were pre-educated, they were some of our most engaged, well retained new customers.
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A 360 degree view of search.
SEM is a game of tiny margins. It's about extracting minuscule advantages over time that result in huge benefits when done at scale.
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I spearheaded a project that resulted in a 32% decrease in our SEM cost per acquisition. Saving the business tens of thousands every month.
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We created a ROAS model that didn't run on revenue. But rather, ran on carefully calculated values related to key steps in our customer journey. Acting as signals to help our bid strategy find more qualified leads. The result was enormous, and is a testament to the fact that quality, not quantity is key. In this instance, a focus on downstream indicators of quality ultimately drove quantity.
Social Media Loops.
We've all heard about the negative side of feedback loops and silos in social media. Powerful algorithms learn what content you like and show you more of it in the pursuit of time on the platform. It's not that different to how advertisers identify what you're into and chase you around the internet. So what if advertisers used the first route to create organic remarketing?
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I worked with a client to create an organic remarketing strategy. Create content, get a user watching 1-2 videos, then let YouTube's recommendation engine do the rest. We found that the platform itself served subsequent content better than our paid media ever could. Even better, it as organic. We didn't interrupt the users with ads. This was content they wanted to watch.
Stack Modernisation.
To support a pivot from one-off software sales to SaaS, I led a project to modernise our marketing stack. Using marketing automation, the Google 360 stack, and a first party data strategy. This formed the backbone of our always-on acquisition, retention, and advocacy strategy - using an intelligent messaging strategy to reach people with the right message, in the right channel, at the right time. When it comes to subscriptions, the marketing doesn't finish once your customers have signed up. Growth is the function of acquisition and retention. This growth engine built from the ground up transformed the business and added millions in annual recurring revenue.