Open to opportunities

Sam Roads

@samroads

Message

B2C marketing leader with a strong background in startups and games.

United Kingdom

Message

What I'm looking for

I'm seeking a role that fosters creativity and innovation, with opportunities for growth.

I'm a seasoned B2C marketing leader with extensive experience in startups, gaming, and education. Over the years, I have successfully launched products, built and led high-performing teams, and driven significant growth across various channels including paid, organic, email, social, and CRM. My notable achievements include developing a viral app with over 500,000 installs, creating a BETT award-winning edtech platform, and managing the official Lord of the Rings Facebook game.

In my recent role as Senior Marketing Manager at Opera Software, I expanded the marketing team and led strategic initiatives that resulted in a remarkable 60% year-on-year user growth and doubled website traffic. I pride myself on my ability to blend creativity with data-driven strategies, ensuring that marketing efforts not only resonate with audiences but also deliver measurable results. My journey has also included teaching digital marketing on behalf of Google and self-publishing three graphic novels through Kickstarter, showcasing my diverse skill set and passion for storytelling.

Experience

Work history, roles, and key accomplishments

Current

Campaign and Communications Strategic Lead

Current

Kaleidoscope

Jan 2025 - Present (5 months)

Joined Kaleidoscope on a six-month contract to improve their digital presence and support their under-resourced marketing team. Rebuilt two websites, audited their content, and delivered hands-on SEO and structural improvements.

Digital Presence Content Auditing SEO Structural Improvements Traffic Increase

Growth Marketer

Martian Lawyers Club

Jan 2024 - Present (1 year 5 months)

Rebranded the game from a confused committee product into something with a distinct voice and strong visual identity. Handled everything from video and social to PPC and SEO, and redesigned the Steam funnel to boost conversions.

Video Marketing Social Media Marketing PPC SEO Conversion Rate Optimization Lead Generation Marketing Automation

Senior Marketing Manager

Opera Software

Jan 2021 - Present (4 years 5 months)

Expanded the GameMaker marketing team from 3 to 8, and led major strategic projects including a new pricing model, a push into US education, and a large localisation effort for Brazil. Delivered 60% year-on-year user growth and doubled website traffic.

Team Leadership Strategic Planning Pricing Strategy Market Expansion Localization Website Traffic Budget Management

Senior Marketing Manager

Medify

Jan 2020 - Present (5 years 5 months)

Managed a team of 8, delivering a 2:1 ROI on a £200k ad spend. Improved Google search position from ninth to third and won a BETT Award for Higher Education Digital Services.

Team Management ROI Optimization Digital Servicing Marketing Strategy

Marketing Manager

Learna

Jan 2019 - Present (6 years 5 months)

Built a four-person internal marketing team, boosting the next cohort by 12%. Trained team members in SEO, with one going on to found their own agency.

Team Building Agency Marketing Strategy

Growth Marketer / Digital Project Manager

Mrs Wordsmith

Jan 2017 - Present (8 years 5 months)

Increased Facebook ROI by a factor of four. Transitioned into a project manager role, overhauling the tech stack, introducing agile practices, and building a four-person dev team.

Paid Social Facebook ROI Project Management Agile Methodologies Team Building Marketing Engineering Liaison

Lead Trainer

Google Digital Garage

Jan 2016 - Present (9 years 5 months)

Co-led a team of nine marketing trainers, delivering digital skills to SMEs across Wales. Ran sessions of up to 120 attendees, adapting complex topics for business owners with no previous experience.

Team Leadership SME Public Speaking Content Adaptation

Editor in Chief

Creative Screenwriting Magazine

Jan 2014 - Present (11 years 5 months)

Edited 30 freelance journalists, grew monthly readership by 30,000, and helped the brand trend on Reddit through targeted viral content. The Washington Post described the magazine as the #1 for screenwriters.

Freelance Management Readership Growth

Marketing Director / Founder

Microcosm Games / Harlequin Games / M.E. Games / GSI

Jan 1994 - Present (31 years 5 months)

Founded and ran four interconnected games studios, leading on creative, finance, and marketing. Secured three rounds of angel investment and managed a team of 12, designing and marketing the official Facebook game for Lord of the Rings.

Founding Creative Direction Financial Management Marketing Leadership Angel Investment Team Management Game Design Design Awards

Education

Degrees, certifications, and relevant coursework

Cardiff University

Bachelor of Music, Music Composition

Studied Music Composition at Cardiff University, focusing on various aspects of musical creation and theory. This program provided a strong foundation in compositional techniques and musical analysis.