Email and CRM marketing is an essential part to growing any business, so in my past roles I have always been involved in setting up transactional and behavioural email campaigns, figuring out how to measure results and set up the right tool stack.
I learned the most about email marketing at Ace & Tate, where I learned how to combine branding and campaign efforts with testing email strategies that perform well in terms of online growth.
This is what I’ve spent most of my waking hours on in the past few years: running experiments to grow startups. In that time, I’ve spent a lot of times setting up marketing campaigns, setting up landing pages, analytics, figuring out how to optimise user flows and everything else that comes with it.
During my time at We are Off the Record I noticed one common thing at every startup: their analytics setup was broken somehow. Naturally I spent a lot of time fixing this, diving into Segment, Data warehousing, Mixpanel, Amplitude and how to set up tracking in digital products.
This taught me a lot about how to get a data driven mindset into an organisation, as well as the technical part of implementing analytics tools with developers.
At Ace & Tate I was responsible for managing online campaigns for the European market. By focussing on the right metrics and testing continuously, we managed to improve performance constantly while expanding to new countries and increasing total spend.
Over the years, I have built up a similar understanding of SEM, SEO and offline channels with my work at We are Off the Record.
Most of my work at We are Off the Record was helping startups with their growth strategy.
I plugged into growth teams, helping them with:
- Modelling growth for their business, finding out what metrics drive growth.
- Laying out the strategy, OKRs and team setup.
- Helping teams keep a sharp focus on the right metrics and work efficiently.
Although I've never had any formal design training, during my previous roles I was always designing landing pages, onboarding flows and experiments.
When I worked at Ace & Tate, I set up a CRO team and ran experiments on the Ecommerce website. I worked on interviewing end users, experiment design and a bit of frontend development.
During my time at We are Off the Record I helped teams experiment with marketplaces, SaaS apps and Ecommerce, focusing on how to improve their process and get results with the right testing culture.
On my own, I can lay out a strategy, design experiments, implement tests and analyse the results.