Growth · GTM · Account Management

Turns audience insight into revenue.

I've built growth systems from scratch at two startups — joined as an early employee, left both with the metrics to prove it. My edge: I start with how people think, then build the funnel.

See the work → Get in touch

8→52

Student acquisitions in year one,
~40% YoY growth sustained

30+

University accounts across
4 global markets

3%→25%

Activation lift achieved
in two weeks

3×

B2B visibility growth as
revenue scaled $10M→$50M

Career

Built from the ground up. Twice.

Both companies were startups when I joined. I helped scale them. That pattern — finding leverage early, building systems that compound — is how I operate everywhere.

2025

Cambium Carbon · Climate Tech Startup

Growth Marketing Manager

Own the full growth engine at a climate tech startup — paid acquisition, onboarding, lifecycle automation, and performance reporting. Rebuilt activation from first principles.

3% → 25% activation 15% CAC reduction 22% demo lift Full-funnel ownership HubSpot · GA4 · Paid Ads

2022

In-Country · Global Education (Series C)

Senior Account Marketing Manager

Stepped up from managing one university to managing thirty — across the US, UK, Ireland, and EMEA. Responsible for the GTM, campaigns, and student recruitment targets of each account across South Asia. If their numbers slipped, that was on me. Also led B2B growth: LinkedIn and email campaigns that tripled enterprise visibility as the company scaled from $10M to $50M in revenue. Keynoted IACAC 2023 in Miami on navigating AI for university applications.

30+ accounts $10M → $50M revenue 3× B2B visibility Keynote · IACAC Miami 2023 5 source markets

2020

In-Country · University of Limerick Portfolio

Country Manager — India

Ran the University of Limerick's entire India operation — student outreach, 30+ annual events, partner relationships, and end-to-end conversion. Built deep enough expertise in studying in Ireland that I was brought in to teach a course for aspiring career counsellors at IC3 Institute.

5,000+ students reached annually 28% conversion lift 30+ events/year IC3 Institute — course facilitator

2019

In-Country · University of Limerick Portfolio

Country Advisor — India

Employee #6 at what would become a 70+ person company across two countries. Started on the ground in India — building relationships with schools, counsellors, and students, and finding the right messaging for this audience from scratch. Grew UG acquisition from 8 to 52 students in year one through 60 roadshows, structured outreach, and lifecycle follow-up that actually worked.

8 → 52 students, year one ~40% YoY growth sustained 60 roadshows in 12 months Employee #6

2016

University of Kent · UK

BSc Psychology

Learned how people actually think, decide, and behave — which turned out to be the most useful thing I've brought into every role since.

Consumer behaviour Social psychology Research & statistics

Two startups. Both from the beginning.

I joined In-Country as employee #6 when they had no Indian market presence and no playbook. I left when they were 70+ people across two countries. Then I did it again at Cambium Carbon. Building from scratch is where I'm most useful.

6th

Employee at In-Country

70+

People when I left

$10M

Revenue when I joined

$50M

Revenue at exit

Selected Work

Research · USF × Alethea

The Hidden Cost of Belief

Led a 3-month mixed-method study into how corporate misinformation spreads — 25+ academic papers, 9 consumer interviews, 650-person RCT. Findings: 1 in 3 had seen the misinformation; 53% would share a believable rumour. Delivered a 4-step playbook integrated into Alethea's Artemis platform.

AI-Assisted Build

This Portfolio

Designed and built with Claude as a coding partner — from initial structure through every iteration. No template, no website builder. Proof that I don't just talk about AI workflows; I use them.

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GTM Strategy

B2B SaaS Launch Playbook

Defined ICP, messaging hierarchy, and launch strategy for a SaaS product entering a crowded market. Brought product, sales, and marketing into a single coherent narrative.

Positioning

Fintech Brand Repositioning

Shifted brand voice from corporate-cold to human-first. Led messaging workshops, audience research, and a full copy overhaul — realigning the brand with the people actually using it.

Campaign

Donor Engagement — Social Impact NGO

End-to-end campaign strategy grounded in empathy-led storytelling. 3.2× uplift in CTR by speaking to why donors give — not just what they give to.

Published · JGM 2025

Micro-Influencer Marketing & Teen Skepticism

Peer-reviewed paper examining how teen viewers' skepticism shapes brand attitudes and purchase intent in influencer campaigns. Published in the Journal of Global Marketing.

Skills & Tools

Full-funnel. Both ends.

From audience insight to paid acquisition to lifecycle automation to stakeholder reporting. My psychology background means I always start with the human before I touch the data.

Growth Strategy

Full-funnel acquisition, A/B testing, CAC reduction, pipeline growth, CRO

Lifecycle & CRM

Behavioural segmentation, onboarding flows, reactivation programs — HubSpot, Salesforce

Paid Acquisition

Google, LinkedIn, Meta — audience targeting, creative testing, bid strategy, budget optimisation

Go-to-Market

ICP definition, messaging hierarchy, launch playbooks, sales-marketing alignment

Account Management

30+ university accounts across 4 client markets and 5 source markets — stakeholder leadership, executive reporting

Analytics

GA4, Mixpanel, Tableau, SQL, R — funnel dashboards, cohort analysis, KPI tracking

Consumer Research

Netnography, survey experiments, ANOVA, regression, thematic analysis, mixed methods

AI-Assisted Workflows

Using AI daily — briefs, content, analysis, experimentation velocity. Building with it, not just talking about it.