Croud

Highlights

• Promoted on average every 1.3 years at a digital marketing agency, starting as an intern and leaving as Client Strategy Director, managing a team of 4 and the agency's most valuable clients
• Restructured Google Search for a Texas home-services brand, growing lead volume 13% year over year
• Was a key senior member of the US launch team, which grew from 4 to 50 staff and won clients such as The Athletic and AMC Networks
• Nominated for Search Engine Land's Search Marketer of the Year in 2018, as Associate Director of Biddable Media, after doubling revenue while ROAS rose 5%
• Led paid acquisition for BRD, a cryptocurrency wallet later acquired by Coinbase, across 50+ international markets against an aggressive cost-per-install goal
• Doubled year-over-year revenue for fashion brand Vestiaire Collective, an online catalogue of 500,000 products, across Google Shopping, Google Search and Meta ads, while lifting ROAS by 5%
• Took accessories brand MZ Wallace outside the US for the first time, launching its ads in international markets and doubling its ad budget
• Launched the telehealth service for hospital system NewYork-Presbyterian, as Strategy Director across its search, social and SEO

My remit

As Client Strategy Director in New York, I managed a team of 4 and was responsible for the agency's top tier of clients, coordinating quarterly business reviews with their senior stakeholders. I got there through 6 roles in 7 years, promoted on average every 1.3 years, moving from London to the newly opened US branch along the way.

Channels and budget

For BRD, a mobile crypto wallet later acquired by Coinbase, I bought app installs globally on a six-figure monthly budget against aggressive CPI targets. For Wood Bridge Home Solutions, a Texas window, siding and patio installer, I ran Google Search for lead generation.

What I built or changed

When Croud took BRD over, it ran only Apple Search Ads. My team launched Facebook and in-app networks such as AppLovin, both net new. I evaluated AppsFlyer, Adjust and Branch as the measurement partner, chose AppsFlyer, and optimised to deposits, a post-install event. For Wood Bridge, I restructured the Google Search account.

Results

I helped grow the US division from 4 to 50 staff, winning clients including DKNY, The Athletic and AMC Networks. Wood Bridge's restructured account grew lead volume 13% year over year, a strong result on a mature account. I was nominated for Search Engine Land's Search Marketer of the Year in 2018.