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Charles User

@charlesuser17

Performance Marketing Leader at Morrisons, delivering ~£450m annual revenue from a £13.5m+ portfolio at ~35× blended ROAS.

United Kingdom

Message

At Morrisons, I’m accountable for a £13.5m+ performance marketing portfolio delivering ~£450m in annual revenue at ~35× blended ROAS. I created a new affiliate framework that improved ROAS to 50×+, saved £900k+, and unlocked £1.5m+ in reinvestment potential.

I also built a full-funnel CRM lifecycle that delivered 20–40× ROAS and expanded annual revenue scope from £8m to £29m. By shifting capital toward higher-margin growth channels, I sustained revenue scale despite budget cuts and introduced LTV-based controls tied to incremental ROAS.

Previously at TalkTalk, I helped grow digital contribution to more than 30% of revenue and delivered £10m+ through integrated digital strategy. Across other roles, I’ve improved acquisition and conversion performance through paid media, SEO, and lifecycle marketing, working with commercial, finance, product, and analytics teams.

Experience

Work history, roles, and key accomplishments

Current

Head of Performance Marketing

Current

Morrisons

May 2025 - Present (1 year 5 months)

Owned a £13.5m+ performance marketing portfolio, delivering ~£450m annual revenue at ~35x blended ROAS across affiliates, PPC, CRM, paid social, and display. Created a new Affiliate Framework, improved ROAS 100% to 50x+, saved £900k+, and unlocked £1.5m+ reinvestment potential.

Head of Digital Marketing

TalkTalk

Jul 2022 - Apr 2025 (2 years 9 months)

Led commercial growth strategy across Search, Social, SEO, Affiliates, Display, and Website, driving profitable customer acquisition and market share growth. Increased digital contribution from low-20s to 30%+ of total business revenue, delivering £10M+ revenue through integrated digital strategy.

Digital Marketing Search Social SEO Affiliate Display Websites Customer Acquisition Lead Generation CRO Google Analytics PPC Paid Social Affiliate Marketing Team Leadership Sprint Planning Agency Management

Senior Paid Media Manager

Knowlton

Aug 2021 - Jun 2022 (10 months)

Executed integrated digital strategies for agency clients across Meta, LinkedIn, YouTube, and TikTok with +£610,000 p/a marketing spend. Achieved +155% increase in return on ad spend and +137% increase in monthly sales.

Paid Media Meta LinkedIn YouTube TikTok Google Ads Paid Social A B Testing Test and Learn Media Strategy Client Management New Business Development

Senior Marketing Manager

Empresaria

Oct 2020 - Jul 2021 (9 months)

Led digital strategy across 6 international brands, partnering with Managing Directors to execute global marketing campaigns. Increased brand awareness by +200% and user engagement by +90% through targeted content strategies.

Digital Strategy Brand Awareness Content Strategy SEO Thought Leadership Webinars Google Analytics Brand Partnerships Marketing Campaigns

Marketing Manager

Orangetheory Fitness

Jan 2019 - Sep 2020 (1 year 8 months)

Owned six-figure digital marketing budget across PPC and Paid Social, driving growth for a leading fitness franchise. Increased PPC sales potential by up to 700% and overall digital sales by 114%.

PPC Paid Social Digital Marketing Budget Management Campaign Optimization Lead Generation Social Media Content Marketing Instagram Facebook

Marketing Manager

Tipton Training

Oct 2017 - Dec 2018 (1 year 2 months)

Led PPC strategy and Google Analytics performance reporting, using data insights to optimise campaigns. Managed a £150K+ annual media planning and buying budget across digital and print channels.

PPC Google Analytics Media Planning Media Buying Lead Generation Content Marketing Social Media Agency Collaboration