Case studies
Real problems, real results.
Three stories from recent work: the problem the business had, what I did about it, and what changed.
At a glance
- Comfi: cost per lead down 97.6%
- Upfront: content turnaround cut from 40 days to 2
- Hype: now stocked in Dubai retailers
01 · Comfi
Cost per lead down 97.6%.
As Head of Marketing (contract)
The problem
Ad budget was being allocated on tracking that didn't reflect reality. Money was going to the wrong channels and cost per lead had climbed to around $598.
What I did
I found and fixed the tracking, so every lead traced back to where it came from. Then I moved spend into the channels the clean data showed were working, and overhauled the brand's positioning on LinkedIn.
The result
$598 → $14
Cost per lead
- Lead volume and quality held steady
- LinkedIn audience grew from 3K to 14K
02 · Upfront
Content in 2 days, not 40.
As Head of Marketing (contract)
The problem
A lean team needed more content and more pipeline, without the budget for a bigger team. Each asset took around 40 days to produce, and only two target accounts were being actively worked.
What I did
I built an AI content pipeline on Claude, ChatGPT and Gemini, and an account-based marketing engine on Clay to find and work the right accounts. I also led the product marketing for a new product line.
The result
40 → 2 days
Content turnaround
- Creative production costs down 70%
- Target accounts grew from 2 to 20
- 34% better SDR-to-opportunity conversion
- 50% of target accounts moved onto the new product line
03 · Hype
From UK favourite to Dubai shelves.
UAE market entry
The problem
The product was well known in the UK, but the UAE is a different market. Buyers here are more price sensitive and expect different things, so the UK playbook wasn't going to land.
What I did
I ran focus groups with working mums in the UAE to understand how they would actually use the product, what mattered to them, and what they wanted to see from it.
The result
In store
Stocked in Dubai retailers
- Product offering improved using what customers told us
Got a problem like these?
Tell me what's not working and I'll tell you honestly how I'd approach it.