leyton

Head of Group Digital Marketing,

02/2023 - 10/2024

I landed the job at Leyton UK a bit out of the blue - I had worked for the CEO’s wife for a couple of months at Biogroup UK and clearly made a good impression as I got offered a position at Leyton with little or no interviewing other than a brief chat with said CEO. It was all a bit sudden, I was on holiday in Cornwall when I got the call saying ‘you met our CEO, he’s told us to offer you a job, we don’t know exactly what that is yet but you need to go to Casablanca next week’.

Granted, sounds like a bit of a brag, and it is. My site, my rules.

It became clear why the rush - the person they had managing the Digital Marketing team in Morocco was leaving, and they wanted me to fill that gap. A couple of weeks later we also hired a Senior Manager to run the day to day locally, so we were set to take over the world, one lead at a time.

How do I explain the difference between D2C and B2B as experienced in real time? Imagine being a race car driver (who is also the mechanic and the dude cleaning the windshield) for 10 years, being told with every lap to go faster, spend less fuel and sell more merch, and then being offered to pilot a cruise ship for a while. Slower, bigger, more at stake but also we’re not selling anything per se. Navigate this.

Navigate I did, and my main focus was to find a balance between cruise and race. We will never be sending emails at lunch time based on data we analysed in the morning, but we can afford to move a bit faster, be a bit leaner, break a sweat from time to time.

Leyton is a Tax Credit consultancy with offices around the world. In this role, I was able to sharpen my B2B Lead Generation skills across different regions, working side by side with local Marketing teams and instilling a much needed focus on numbers and results.

At the end of my first full FY at Leyton we achieved some very positive results, with some countries absolutely smashing their targets, and also learned some valuable lessons in terms of what works and what doesn’t on a country by country basis.

It’s worth noting that this was the first year Leyton marketing teams focused solely on Lead Gen, and we obviously encountered our fair share of teething problems. All opportunities to grow.

Following a restructure of the Global Marketing team, which lead to the departure of the CMO (my boss) and a decentralization of the Marketing function, my role became redundant, so I am definitely up for a new challenge now!

for a full breakdown of achievements and responsibilities download my cv, or get in touch today!