Turning AI into real marketing performance

Marketing AI & Innovation Lead

Leading the AI transformation of a 150+ person marketing organisation. Owns a €300,000 annual programme budget and translates AI capabilities into measurable commercial and operational outcomes across multiple business units.

• Built and presented an 18-month AI vision and strategy to the management team, partnering with each marketing team to establish AI-related OKRs and live trials — embedding accountability at team level
• Deployed Jasper AI across 50 marketing professionals, achieving 100% adoption and 90%+ active usage within months of launch — delivering €250,000 in annual cost savings and cutting content production from 3 hours to 20 minutes per asset
• Implemented Monday.com to streamline cross-functional planning, reducing the planning cycle from months to weeks and saving an average of 10 hours per person monthly
• Established an AI governance framework covering 150+ employees, defining guardrails for agentic tool deployment — since adopted by other marketing units across the business
• Leading a cross-functional team of 5 agent builders developing internal AI agents targeting operational inefficiencies, with external agent deployment targeted for early 2027

Senior Marketing Manager, Customer Engagement

Owned GTM and customer engagement strategy for the Analytical Products portfolio (SciVal, Scopus, Scopus AI), managing a €50,000 paid media budget across LinkedIn and Spotify to drive product awareness and renewal performance across a global enterprise user base.

• Designed and executed A/B tested paid media campaigns comparing human-created vs. human+AI content, generating commercial insights while positioning Elsevier as a thought leader
• Launched a podcast + paid media programme from concept to live in 3 months — reaching 30,000 senior users via email, 500,000 paid impressions, 70% open rate, 20% CTR, 10% forward rate
• Mapped end-to-end user journeys across 12+ SaaS products, translating behavioural data into GTM strategy for onboarding and renewal
• Contributed to exceeding annual renewal revenue targets by an average of 10% across the SaaS suite

Marketing Owner · Senior Digital Marketing Manager

Led a 5-person product marketing squad with full P&L accountability for retention across the University Research Administrator and Leader segment. Managed a €500,000 annual budget spanning paid media, contractors, events, and sponsorship.

• Built and launched a product certification programme from zero — 400 annual completions, with certified users recording an NPS 10 points higher than non-certified peers
• Led full marketing transformation from siloed waterfall to agile squads — reducing campaign timelines by 50%
• Developed a new value narrative and brand story for the SaaS solutions suite, adopted across all marketing, events, and sales training for 5,000+ employees

Senior Digital Marketing Manager · Certified Scrum Master

Owned end-to-end customer lifecycle marketing for the Research Leaders and Funders segment, managing a €100,000 budget across in-product messaging, paid media, and organic social.

• Designed and launched 200+ in-product campaigns, resulting in a 200% increase in feature adoption and 50% reduction in support tickets
• Managed end-to-end social strategy for the Elsevier Impact Conference, producing 200+ pieces of content across pre-, during-, and post-event phases
• Built organic and paid media programmes driving 2,000+ webinar sign-ups, contributing to pipeline and product feedback loops

Senior Product Marketing Manager, Scopus

Embedded product marketing partner to the Scopus Product Management team, developing differentiated value propositions and GTM strategies across Research Offices, librarians, and academic researchers.

• Developed segment-specific messaging frameworks, translating complex product capabilities into commercially relevant narratives for distinct audience decision drivers
• Partnered with product and sales to align GTM execution across launches, collateral, and sales enablement materials

Product Marketing Manager, SciVal

Owned end-to-end product marketing for SciVal, an enterprise big data analytics platform serving university research offices, governments, and funding bodies globally. Managed a €150,000 budget across campaigns, events, and customer programmes.

• Partnered with product under shared OKRs across 3 major and 12 minor releases — contributing to doubling the business from ~$20M to ~$40M ARR
• Designed and produced the inaugural SciVal & Scopus User Conference — 200 European customers, NPS of 20, 4.7/5 satisfaction, 37 renewal conversations, $2.8M in cross-sell opportunities generated
• Built multi-segment GTM programmes across universities, governments, and funding bodies with tailored messaging and retention campaigns per segment

Marketing Communications Manager

Developed and executed integrated marketing communications across Elsevier's scientific publishing portfolio. Designed and launched Elsevier's first chemistry challenge in collaboration with publishing partners — generating 500+ submissions in its inaugural year, 500% above target.

Co-Founder

Built and launched BeanTrails, a B2B advertising platform connecting local advertisers with coffee drinkers through compostable cup media — bringing hyper-local brand storytelling to independent cafes while helping businesses reduce landfill through sustainable materials.