Growth Strategy & Scaling

Develop comprehensive growth strategies that identify market opportunities, define expansion roadmaps and align tactics with revenue goals. Experience in scaling customer acquisition programmes at Pilot Software, developing data-driven campaigns that reduced CAC and expanded market reach across new verticals.

Lead Generation & Funnel Optimization

Design and optimise lead generation funnels, email nurture sequences and conversion workflows. Implemented automated lead qualification, drip campaigns and conversion triggers at Academy of Digital Arts; created targeted campaigns for ADA short courses and B2B partnerships.

Customer Acquisition Strategy

Develop multi-channel customer acquisition strategies combining paid, organic and partnership channels. Manage paid campaign optimisation (PPC, social, search ads) and performance tracking to drive cost-efficient customer acquisition and scale revenue growth.

Brand Management
 

Lead brand positioning, messaging evolution, and brand communication strategy across campaigns and channels. Managed brand transition (Shaw Academy to Upskillist), developed brand guidelines and created consistent messaging frameworks that strengthened brand equity.

Conversion Rate Optimization

Optimise conversion rates across marketing funnels, landing pages and customer journeys through testing, analytics and user experience improvements. Track conversion performance and iteratively refined campaigns to improve lead quality, deal velocity and revenue outcomes.

Performance Analytics & ROI Measurement

Design performance tracking frameworks, build ROI dashboards and conducts data analysis to measure campaign effectiveness and inform strategic decisions. Established ROI frameworks at Pilot Software tracking lead flow, customer lifetime value and budget allocation impact.

Budget Allocation & Campaign Optimization

Manage annual marketing budgets, allocate spend across channels and campaigns and optimises budget deployment based on performance data. Directed paid social, PPC and search ads budgets while optimising spend to maximise ROAS and support revenue growth targets.