Skip to main content

Selected marketing and growth results

Six engagements from operating and advisory roles.

idealo Italy (Axel Springer)

Country Manager · 2022-2025

A 180% P&L improvement over three years

idealo is a B2B2C price comparison marketplace, part of Axel Springer, operating across six European countries. E-commerce retailers pay per click to list their products; consumers browse and compare for free. Over three years, the Italian business moved from a 6-digit loss to a 7-digit profit.

Context

The Italian business started with a -40% profit margin. Paid acquisition needed tighter commercial control, while B2B client growth required new marketing and pricing.

What I did

  • Led a 24-person cross-functional team across Sales, Brand, Performance marketing and Content/SEO
  • Led the acquisition of 200+ more net B2B clients on the platform through B2B marketing and new pricing
  • Reduced paid web CPL through changes to targeting, bidding and budget allocation
  • Connected acquisition and commercial decisions to profitability, improving the P&L over three years
  • Worked with product leadership on a new coupons business concept, including the business plan and MVP

Results

Profit margin
Before-40%After+20%
P&L
Before6-digit lossAfter7-digit profit (+180%)
Paid web CPL
Before€0.23After€0.11
Net B2B clients on the platform
Before-After200+ more

Atolls (Global Savings Group)

Head of Content & SEO · 2017-2020

3× organic traffic, 4× monthly revenue - without increasing paid spend

Atolls, then Global Savings Group, operates coupon, cashback and deal platforms connecting over 12,000 retail brands with consumers. Revenue comes from affiliate commissions. The UK market operated across three domains.

Context

Organic traffic had plateaued at 50,000 daily views and average search position sat around 5. The merchant portfolio covered 500 brands, leaving the platform invisible for thousands of high-value searches. Revenue was capped by organic reach, while paid channels were too margin-thin to compensate.

How I led the team

  • Hired and led the team that built SEO and content operations for three domains with a performance-first framework, mapping every page to a keyword cluster ranked by commercial value
  • Grew the internal team to 18 and reorganised responsibilities around account value and performance
  • Coordinated content production with an external team while retaining analysis and optimisation internally
  • Expanded the merchant portfolio from 500 to 1,500 brands over two years through market and competitor analysis
  • Restructured internal linking across 4,000+ pages to concentrate domain authority on high-value commercial queries
  • Implemented structured data across landing pages to capture Google featured snippets
  • Led the team’s shift from editorial output to performance accountability, with in-house experts focused on ranking and revenue

Results

Daily organic views
Before50,000After150,000
Average search position
Before~5After~2
UK monthly earnings
Before€500KAfter€2M+
UK merchant GMV
Before€18MAfter€40M

ResumeCoach

Entrepreneur-in-Residence · 2017

From idea to paying customers in under two months

ResumeCoach is a B2C SaaS platform helping job seekers build professional resumes. The team had an idea, but no product, brand or users. The goal was a live, revenue-generating product, fast.

Context

Most early-stage launches take months to reach a first paying user, and many produce low conversion rates because acquisition and conversion systems are built only after launch. ResumeCoach needed speed and commercial validation at the same time.

How I led the team

  • Led a 12-person cross-functional team to launch the paid product in under two months
  • Shaped the MVP and US go-to-market approach with the team, reaching 45% registration and 5% paid conversion in the first month
  • Set up analytics, A/B testing and attribution from day one so optimisation started immediately
  • Built the registration and conversion flow around a specific target rate
  • Aligned product and marketing to ship fast and iterate weekly rather than optimise before launch

Results

Time to launch
Live in under 2 months from concept
Registration rate
45%
Paid conversion
5% in month one

Movinga

Growth PM · 2016-2017

55% more qualified leads from the B2C funnel

Movinga is a marketplace connecting consumers with professional moving companies across Europe. Backed by Index Ventures, Earlybird and Rocket Internet with over €90M in funding, the company was in rapid growth and preparing for Series B expansion.

Context

Conversion from visit to qualified lead was low. Increasing paid spend at that conversion rate would have driven CAC up proportionally. Before expanding to new European markets, the funnel needed to perform better with its existing traffic.

What I did

  • Ran a full funnel audit and user journey mapping, leading a cross-functional team of product managers, developers and designers
  • Built a structured A/B testing programme across landing pages, registration forms and CTAs, documenting hypotheses and results before scaling changes
  • Set up multi-channel attribution to identify channels driving registrations with the highest downstream quality
  • Built localised campaign variants for the EU market expansion

Results

Conversion rate
Before2%After6%
Markets
BeforeGermanyAfterMulti-EU expansion
Landing pages
Before1 homepageAfter15 A/B-tested pages

Reloom

Growth Advisor · 2026 - ongoing

Building organic search from zero in an emerging AI category

Reloom is an early-stage AI-powered sustainability marketplace. Starting from zero organic presence, the goal is to build compounding search traffic in a category where search terms are still evolving.

Context

Building SEO authority in a competitive emerging category requires a different approach from established markets. Broad keywords are locked up. Content volume alone does not produce rankings. The strategy needs to match actual search behaviour and intent.

What is being done

  • Keyword and intent mapping built from actual search data in the sustainability category
  • Content architecture structured to build topical authority progressively, starting with lower-competition, high-intent queries
  • On-page optimisation and internal linking structured around commercial query clusters
  • An early AEO layer added to capture AI-driven search results alongside traditional organic rankings

Results

Early-stage signals
Being tracked and iterated on

Status: Ongoing. Early-stage signals are being tracked and iterated on.

Creative Clicks

Business Development Lead · 2020-2021

Managing a €1M performance marketing budget for a B2B advertising platform

Creative Clicks is a performance marketing agency running CPA, CPM and CPI campaigns across programmatic, social, display and affiliate channels. The role combined business development leadership with direct management of one of the agency’s largest accounts.

Context

Large-scale multi-channel campaigns generate data across dozens of signals. Without a unified view of the funnel, budget decisions are made on incomplete information. CPAs rise, CVR drops and the highest-spending channels are not always the most efficient.

What I did

  • Managed investment of €1M+ across programmatic advertising, affiliate networks and display
  • Built end-to-end funnel visibility in PowerBI, from first impression to paid subscription, covering all channels in one view
  • Worked with product and creative teams to test landing pages and creatives, optimising CPA while protecting conversion quality
  • Identified key conversion drop-offs and led fixes with the technical team
  • Led and hired a team of two account managers, two performance marketing managers and one designer

Results

CLV/CAC targets
Consistently achieved and exceeded
CPA
Significant reductions while maintaining conversion quality
Attribution
End-to-end visibility across all channels
Budget allocation
Data-driven decisions replaced channel-by-channel reporting
Delivery
Multi-country campaign coordination across one platform

Numbers are confidential.

Discuss the situation in your business

Past results give context for my experience. The starting point for your project is your own baseline and the problem you need to solve.

Book a free intro call
Connect on LinkedIn