Role: Director of Strategy
Project: Scaling WeTransfer Advertising (WTA)
Challenge: The WeTransfer advertising model was constrained in its ability to scale outside of key markets.
Task: My task as Director of Strategy was to oversee a program of diagnosis, strategy and execution, with the ultimate goal of optimising the WeTransfer Advertising delivery model, in order to operationalise a commercial team and approach which would enable maximum scale and position the brand for an initial public offering.
Impact:
- Diagnosed, planned, and executed two annual strategic planning cycles across Marketing, Sales, and Customer Success, driving scalable growth.
- Achieved €5million in incremental revenue by launching new pricing and packaging proposals in emerging markets.
- Delivered 30% revenue growth in FY2022 through new investment in key workstreams (Customer Marketing, Commercial Enablement, and Systems).
- Launched the first b2b marketing program for WeTransfer Advertising, with oversight of a global budget to grow brand awareness and demand from the UK market
- Created a b2b event activation with Jungle and The Outernet London to drive brand awareness and demand from a UK audience of media buyers
- Built a robust data strategy by collaborating with research partners to create proof points for a new go-to-market launch, enhancing sales and marketing alignment.
- Oversaw the delivery of customer segmentation, targeting and positioning.
- Delivered a pricing & packaging review.
- Acted as interim Chief of Staff to the Leadership team during IPO preparations, aligning cross-functional teams and business priorities.
- Established the Advertising product roadmap including mobile web, app, outdoor, event partnerships, and email