About Reuben
I’m a hands-on growth marketing consultant offering my expertise to B2B startups to improve lead generation. I help across three critical areas: marketing analytics, conversion rate optimisation and performance marketing/paid media.
I have worked at multiple early stage startups across B2C and B2B, from health-tech to ed-tech. Over 7 years of testing, learning and iterating brings accomplishments that makes the challenges worth it. Some highlights in that time include:
- Scaling 6-figure PPC campaigns and organic conversions for a product that unlocked safe travel during the pandemic
- Launching a lead gen strategy and building pipeline for an innovative, painless employee health screening benefit
- Boosting inbound B2B opportunities for a L&D platform five-fold, which has now been acquired
- Restructuring Google Ads accounts to surpass previous record of SQLs generated
- ...and much more
Typical projects with me include:
- Google Analytics & Google Tag Manager audit/setup and repair (plus Google Ads or paid media conversion tracking) - typically a ~3 day engagement
- B2B website audit & roadmap for A/B tests and experiments to improve conversion rate and lead generation - followed by executing this - typically ~1.5 days per week over ~3/mo
- Launching or optimising Google Ads, LinkedIn Ads or other paid media channels like Gartner - this would include auditing current activity and ads strategy, then improving the accounts to hit agreed KPIs - typically ~1-2 days per week
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- TRADEBYTEGrowth Marketing ManagerE-COMMERCEJuly 2024 - Today (1 year and 11 months)London, UK
- Launched full-funnel LinkedIn Ads strategy to ICP and retargeting audiences, generating 119 leads with a CPL of €79 (Q1 '25).
- Drove 24 sales opportunities YTD from Google Ads, on track to surpass 2024 total (31), and doubled CTR QoQ to 6.97% through ad copy testing, sitelinks improvements, and long-tail keyword targeting.
- Developed and executed growth marketing strategy covering organic and paid channels, increasing sales-qualified opportunities by 51.52% and decreasing cost per opportunity by 50% QoQ (blended, paid CPO decreased by 55%).
- Moved paid media strategy in-house, reducing blended CPL by 57% QoQ through campaign optimisations and account restructuring.
- Led A/B testing initiatives across digital channels, with tests on lead capture and high-intent web pages generating a conversion lift of 18%.
- Drove 36 SQOs in H1 '25 from Google Ads, up 9% vs. the whole of 2024.
- Wandering WheelsSEO ConsultantTRANSPORTATIONAugust 2023 - September 2023 (1 month)In 2023 I collaborated with Wandering Wheels, a UK-based campervan conversion company, to create a starter SEO strategy. Like most SEO work, the aim was to improve visibility and generate organic traffic for their site. At the time, most of their traffic came from social media and referral sites. Steady, but not enough to drive business value. With no prior SEO experience in-house and a low domain authority, the challenge was to deliver quick wins and quality traffic while setting a scalable framework for continued growth.TLDR; The results
- Over 2000 sessions generated within approximately 6 weeks of deployment
- Average engagement time of 1m 30s+
- Engaged session rate of ~75%
- Installation of GA4 and connection to GSC to analyse results and monitor search hygiene
- GUIDERDigital Marketing ManagerMay 2023 - July 2024 (1 year and 2 months)London, UK- Joined to scale demand generation, improve inbound lead conversion rates (to opps) and improve marketing contribution to revenue through continuous experimentation and testing.- Ran ABM and industry-focused campaigns across LinkedIn Ads and Google Ads- Built various experiments on different touchpoints in the lead acquisition funnel to optimise and improve demand capture- Led experimentation and improvements on the Guider website such as content structure/information architecture and utilising untested acquisition methods, which improved the number of inbound opportunities five-fold.- Project managed and led the development and launch of a new lead generation website, working closely with an external agency- Overhauled marketing analytics stack and data pipeline across GA, Hubspot and other tools, resulting in better insights into acquisition efforts and reliable data about intent signals from target companies.- Collaborated closely with Sales, Customer Success and Product teams to back acquisition strategies with data and insights from prospects, existing customers and end-users, ensuring our messaging and positioning was effective and honing in on the pain points that the Guider platform solves for L&D teams.
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Education
- Bachelor of ScienceGoldsmiths, University of London2020Bachelor of Science - BSc (Hons), Marketing