All-in-one platform for research and education.

Role: Director of Integrated Marketing (previously Head of Product Marketing → Product Marketing Manager)
Remote | 2021 – Nov 2025

Business Challenge

• Managing 21+ EdTech products serving highly differentiated user roles—teachers, educators, researchers, government, and data scientists—across higher education, K–12 schools, corporate education, credentialing organisations and sports.

• Fragmented go-to-market execution across products, regions, and personas

• Heavy reliance on sales-led B2B growth

• Need to improve lead-to-opportunity conversion

• Expand into B2C revenue models

• Scale adoption in priority markets, particularly the US and Europe

Strategy

• Led go-to-market strategy for 21+ products, prioritising 8 core products while managing the wider portfolio products through targeted, lighter-weight GTM motions

• Defined positioning, messaging, ICPs, and value propositions for core and portfolio products

• Selected products and tailored strategies for 8+ key countries, with the US and Europe as primary focus areas

• Localised positioning and ran test-and-scale ABM and paid campaigns, expanding only high-performing initiatives to optimise spend

• Integrated paid media, partnerships, affiliates, webinars, and events into a unified growth engine

• Expanded beyond B2B into B2C revenue models via partners and affiliates

• Built credibility through case studies, partner-led content & webinars, thought leadership etc.

B2B Results

• Built a $9.5M sales pipeline in 2024, generating $6M in revenue

• Scaled to a $10M sales pipeline with $7.5M in revenue

• Increased US adoption from 12% (Q1) to 42% (Q4 2024)

• Earned 15+ industry awards over three years, strengthening trust and market authority
  
  
  B2C Revenue Expansion

  • Launched a B2C store integrated with Stripe

  • Built an affiliate marketing channel via Awin

  • Developed lifecycle content across the customer journey

  Outcome

  • Opened a new revenue stream for a previously B2B-only SaaS product

  • Achieved 30% customer retention in year one for B2C school products

  • Exceeded industry benchmarks for early retention