Oversees all marketing initiatives. Responsibilities included:

• B2B Marketing: Create a pre-Sales strategy to help lead generation and relationship building with our key, priority merchants.
• Event strategy: Ensure presence, participation and leadership at key retail events annually, as well as host our own B2B events.
• PR & Comms: Work closely with our global PR team and PR agency regarding corporate communications around Klarna in Spain
• Partnerships Management: Manage relationships with multiple long-standing relationships we have with trade organisations, media partners, etc
• Digital Marketing: set the strategy for our digital marketing agency to execute always-on campaigns as well as one-off campaigns on LinkedIn, Twitter, Facebook and Instagram

Reporting to CMO

Setting up a new Marketing department to service each of our 6 markets (Denmark, Norway, Spain, Sweden and Germany + UK)

• Set up MarTech stack: Implementation of Salesforce and Pardot across the organisation to build a lead generation funnel and link to our sales CRM
• Content Marketing Strategy & Calendar: Daily content calendar organised around 4 strategic content pillars with month-long campaigns scheduled until the end of the year, including articles, interviews, social media posts, videos and white papers
• Local media support: Call for tender and selection process of local PR agency for each of our markets, coordination of activities across all of them
• Management: Managed and led team of full-time marketeers & freelancers. Set KPIs to track performance of content in email marketing campaigns, media campaigns, blog, social media, and landing pages.
• Budgeting & Planning: Allocation of resources across our activities and studios

Reporting to CEO

Creation of a Marketing department from scratch to meet our ambitious sales goals. Signed 3 new key accounts, exceeding our forecast by +50%. Personally hired and managed 9 people (6 direct reports), including talent development, retention, performance tracking, etc. Established a 3-part strategy across our 5 international offices with overarching goals and specific tasks:

1. Thought Leadership: become the point of reference for Behavioral Science in the Global South. Disseminate the findings from our research so that the Busara brand becomes synonymous with high quality Behavioral Science.

• Content marketing & social media community building. Grew audience +40% into an active community of professionals and academics.
• Creation of LinkedIn account and management of Twitter, audience growth 20%
• Creation of a blog with bi-monthly posts for our non-academic findings, guest editorials from clients or partners and sub-brand "Off The Record" to share specific research findings
• Creation of a monthly e-mail newsletter "The Behavioral Lens", sent to existing and potential clients, sign-ups via our social channels
• Product development of an online database presenting 5 years of our research with optimized search functionality. 300 Leads generated, 14% conversion rate
• Rebrand of the Busara brand, across all international offices and platforms, to align with our global expansion strategy (released September 2019). Lead the conceptualisation, ideation, development & delivery across all channels and all international offices and platforms, to align with our global expansion strategy. Project completed 100% in-house.
• Event management to establish thought leadership, grow brand equity and increase opportunities for collaboration
• Securing speaking positions for senior staff at global conferences such as Women in Data Science, Social and Behavior Change Communication (SBCC) Summit, etc.
• Annual (one-off) "Busara at 5", presenting 5 years of our work, inviting all clients and partners to date, 300 guests attended event in Nairobi

2. Industry Partnerships: seek value-adding partnerships with strategic clients across the continent. I believe growth rarely happens in isolation, and that by combining efforts with partners we would together grow the scope of the industry at large.

• Monthly "Think Tanks" of 60-80 academics, students, professionals to discuss current issues (e.g. "Machine Learning of the Future)
• Launch of online and blended Education initiatives
• "Behavioral Science in the field", in partnership with MIT
• "Behavioral Skills for Public Policy Leadership", partnership with Strathmore University.

3. External Endorsement: leverage other platforms, clients and communities to speak of our benefits on our behalf – this generates more trust and is more reliable than us praising ourselves, while also improving our SEO.

• International & Local Press Relations, working with a global PR agency to target large donors, other non-profits and new clients
• Quarterly "Press breakfast", activating local press with updates from our research findings, subsequently published in leading papers

1. "Bloom at Work" (mobile application) : Led the strategy, build, launch and implementation. Personally signed the first 5 accounts pre-launch, allowing us to be profitable within 2 months. Current user base of 20,000 employees across various prestigious companies. Responsibilities included:

• Strategic planning & product road maps
• Detailed brand brief, selection of and collaboration with dedicated brand agency to create our visual identity and all communication materials
• Management of an expansive team of 12 developers and freelancers, 10 people remote.
• User testing & data analysis
• Go-to-market strategy including social media and SEO
• Sales and CRM
• Successful launch to market & client onboarding

1. "Feed Me Feedback"(e-learning course): Creation & deployment of a certifying e-learning course designed for Senior Managers. 12,000 people have completed the course to date, 1,000 average monthly sign-ups ≈ 250,000€ monthly revenue for client. Responsibilities included:

• Competitive analysis and selection of the learning software (360 Learning)
• Detailed brand brief, selection of and collaboration with dedicated brand agency to create our visual identity and all communication materials
• Management and centralisation of a team of 6 freelancers (illustrators, designers, educational designers and content creators)
• Content audit & course design
• User testing & feedback
• Successful launch to market & client onboarding