Case Studies

The problem

Phoenix Group was heading into a public listing and needed three things at once before the offer window closed: retail-investor demand, a credible corporate brand, and a live product story. I joined pre-IPO to lead growth and the digital side of the transformation.

What I built

• Ran the retail-investor marketing campaign for the IPO: a $370M raise at a $3.3B valuation, paired with a complete corporate rebrand.
• Directed the rebrand and shipped the new corporate website in 11 days to support the offering.
• Launched the UAE's first cloud mining platform, iOS and Android apps in 5 weeks, with dynamic pricing, FIAT and USDT payments, and a live BTC ROI calculator.
• Supported the $FAH token (ERC-20) launch and led a cross-functional team of 7 across marketing, sales, and product.

The problem

parcelLab was an early-stage B2B SaaS entering the UK with no growth function. As the first growth hire, I had to build demand generation and pipeline from nothing, then scale it across three markets as the company raised.

What I built

• Built B2B demand generation across Google, LinkedIn, and Meta that lifted conversion rates 125% and generated 60% of the sales pipeline.
• Ran a strategic ABM program (one-to-one, one-to-few, one-to-many) that sourced 5 enterprise wins worth $2M+ in ARR and lifted average deal size 34%.
• Tripled lead-generation efficiency while cutting cost per lead 40%, with HubSpot automation that cut the sales cycle 15%.
• Promoted to Head of Growth, directed expansion into European, US, and Middle Eastern markets and led growth teams across three markets.