At UCD Professional Academy, I lead B2B digital marketing strategy, an in-house team of seven and multiple agency relationships, with responsibility for €3.5m in annual marketing investment. Campaigns have driven 5–10% annual revenue growth while reducing CPA 7% year over year.
At Digital Marketing Institute, I led global digital marketing across North America, EMEA, LATAM and APAC. Campaign optimisation and conversion improvements reduced cost per SQL by 30%, from €250 to €175, while media-attributed pipeline grew by an average of 20% year over year.
At J2 Global, I led EMEA Digital Marketing and Channel Development for B2B cloud SaaS products, focusing on customer acquisition, ARR growth and CAC efficiency. During my time there, the customer footprint grew to over 3,000 business customers across EMEA and revenues grew to $45m.
Across my career, I’ve worked in digital acquisition, conversion optimisation and marketing across SaaS, EdTech, travel and financial services. In recent years, I’ve automated paid media workflows using AI while retaining human controls at key decision points, and I’ve developed repeatable workflows using Claude Skills, Artifacts, code generation and make.com.
