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Gessica Higgins

@gessicahiggins

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Marketing & brand strategist building growth and brand engines for consumer brands.

Italy

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What I'm looking for

I’m looking to lead marketing strategy end-to-end—brand, digital, growth and go-to-market—using data-driven decision making, PLG and funnel optimization to deliver measurable commercial impact while aligning marketing, product and sales.

I’m a marketing strategist and brand expert with 6+ years of progressive experience, from marketing intern to Strategy Director. I’ve led full marketing restructuring and growth strategy, tracking measurable commercial impact like 30% market expansion, 90% organic traffic growth, and 18% MQL-to-SQL improvement through structured planning, digital execution, and data-driven decision making.

As Head of Marketing (Interim), I redesigned funnel architecture and inbound strategy, built Product-Led Growth (PLG) initiatives, and implemented performance tracking frameworks (CAC, pipeline monitoring). Previously, at IBN Coaching, I was promoted into Strategy Director and served as a de facto General Manager—owning strategy, marketing, product development, operations, HR, IT, and partnerships—leading multiple course launches, a full rebrand and market expansion, and end-to-end hiring. I’m currently completing an MBA in International Business, researching consumer behaviour and the impact of AI-generated advertising on brand perception.

Experience

Work history, roles, and key accomplishments

Head of Marketing (Interim)

Deskbee

May 2025 - Oct 2025 (5 months)

Led full marketing restructuring and growth strategy for a B2B SaaS workplace management platform. Improved MQL-to-SQL conversion by 18% in 60 days and increased inbound lead volume by 25% through funnel redesign and Product-Led Growth initiatives.

Funnel Architecture Product Led Growth Brand Messaging

Strategy Director

IBN Coaching

Feb 2021 - May 2025 (4 years 3 months)

De facto General role: owned strategy, marketing, product development, operations, HR, IT and partnerships across a €500k+ B2C and B2B education company. 4–6 direct reports across 4 teams.

• Wrote and presented annual business plan solo to founder/CEO, focusing on strategy, commercial targets, operations and budget.
• Led full company rebrand and market expansion, growing reach by 30% and driving

Estrategia Empresarial Estrategia De Marketing Operações Strategy Análise De Negócios High Performing Teams Marketing Melhoria De Processos Life Coaching

General Manager (Volunteer)

Xtreme Leader — IBN Coaching

Jan 2017 - Jan 2025 (8 years)

Built and led a 50+ person volunteer organization across two tiers with accountability for operations, team development, logistics, and programme delivery. Grew programme enrollment by 400% through structured community outreach and content strategy.

Logistics team development Content Strategy Community Outreach

Marketing Director

IBN Coaching

Feb 2020 - Feb 2021 (1 year)

Only marketing hire, built the entire marketing function from zero, reporting directly to the CEO.

• Led digital transformation during COVID-19: migrated full course catalogue to Hotmart in weeks, maintaining revenue continuity and implemented a hybrid modality.
• Grew organic website traffic by 90% and social media following by 30% in year one.
• Executed integrated campaigns driving 20% custome

Web Content Creation KPI Reporting Strategic Planning Data Analysis Content Management Performance Metrics Marketing Leadership Brand Development Content Creation Marketing Campaign Management Event Planning Social Media Marketing Market Research Brand Management Social Media Project Management Digital Marketing Media Strategy Advertising

Market Research & Operations Intern

Dell Technologies

Jan 2019 - Jan 2020 (1 year)

Conducted market research and customer analysis to support commercial strategy within a global Fortune 500 environment. Contributed to performance reporting and operational process improvement across the business unit.

Market Research performance reporting Process Improvement

Digital Marketing Intern

IBN Coaching

Apr 2017 - Jul 2018 (1 year 3 months)

As a digital marketing intern, I supported the planning and execution of impactful events like workshops and webinars, enhancing brand awareness and engaging target audiences. I created and curated compelling content for social media channels, including Facebook, Instagram, and Twitter, to drive audience interaction. Additionally, I assisted in developing marketing materials such as flyers and ema

Canva Adobe Illustrator Online Marketing Public Engagement Email Marketing Brand Awareness Social Media Content Creation Event Coordination

Volunteer

Ubuntu Projekt

Jan 2019 - Present (7 years 6 months)

Participated in a community development programme. Strengthened cross-cultural adaptability and gained international perspective across four countries.

Cultural Adaptation

Education

Degrees, certifications, and relevant coursework

MIB Trieste School of Management

Master of Business Administration (MBA), International Business

2025 - 2026

Pursuing an MBA in International Business with research on consumer behaviour and the impact of AI-generated advertising on brand perception and purchase intent.