An experienced Senior Commercial & GTM Strategy Executive with 14 years of experience helping B2B and SaaS organisations solve complex growth and governance challenges. I focus on pioneering product-led growth (PLG) governance and architecting resilient Go-to-Market strategies that bridge the gap between technical product value and commercial revenue.
I specialise in executive-level stakeholder enablement, content strategy, and cross-functional leadership. I thrive in high-stakes environments, whether driving alignment between Product and Engineering teams to create policy playbooks or delivering content policy for major institutions like the Ministry of Finance.
I've worked with innovative brands including Metaphysic, Zumo, and Al Jazeera Children, leveraging tools like topical SEO and digital analytics to deliver tangible results. My recent impact includes leading a commercial transformation that doubled critical CTA conversion rates (from 2.1% to 4.3%) and achieving 12x growth in blog users in just four months.
Experience: 11 years
Yearly salary: $80,000
Hourly rate: $50
Nationality: 🇬🇧 United Kingdom
Residency: 🇬🇧 United Kingdom
Experience
Social Media Manager
Metaphysic 2023 - 2025
Transformed Metaphysic's digital presence, directing a product-led growth strategy that drove a 12x increase in blog users (from 844 to 10,848 in four months) and sustained high engagement with bounce rates consistently below 55%. Leveraging SEO and insights into trending AI topics, solidified organic search as a primary acquisition channel and expanded global reach across diverse demographics.
Community Growth Manager
Zumo 2022 - 2023
Crafted and executed a product messaging framework that distilled complex DeFi features into self-serve tutorials for B2B and B2C audiences. Piloted targeted social sharing campaigns and partnered with product and marketing teams to run growth experiments.
Head of Marketing & Content Creation
Soy Türkiye 2021 - 2022
Led a multi-channel buyer’s journey strategy that broadened market reach and increased engagement across varied demographics. Crafted targeted messaging sensitive to cultural nuances, ensuring content resonated with both local and international audiences.
Co-Founder, General Manager & Social Media Executive
NOMAD Coffee 2019 - 2020
Built and scaled a successful coffee brand by developing creative, community-focused strategies. Conceived and launched a direct-to-door subscription model, creating a new revenue stream during the COVID lockdowns. Cultivated a loyal customer community, leveraging authentic storytelling to build lasting relationships.
Photographer & Social Media Officer
Al Jazeera Children 2014 - 2016
Led visual storytelling across digital platforms, creating compelling content that boosted audience engagement. Served as lead photographer for major multi-event campaigns, delivering consistent, high-quality coverage under tight deadlines. Designed and produced keynote presentations for strategic client pitches.
Skills
copywriting
digital-marketing
marketing-strategist
product-marketing
social-media