Deep Growth

Director

Research and Growth

The earth is not flat. And neither should your acquisition ads' performance be.

Having worked in-house for years, I take an in-house view to Growth. We audit, sometimes do research and come up with a roadmap to growth for our clients. Whether through acquisition campaigns (usually Google or Meta Ads) or via work on customer journeys. Our audits usually uncover a nugget or two that can unlock growth.

Testimonials at https://startupmarketer.co/about/ otherwise all other info is on https://researchandgrowth.com

Growth Director

Lintbells | Home of YuMOVE

Meta Ads Consultant

The Electric Car Scheme

Paid Search Acquisition

arena.online

Paid Search Consultant

Perceptycs

I'm no jack of all trades, so in some cases I partner with individuals and teams who pack a punch.

Growth Advisor

LIMINAL

Paid Acquisition Consultant (Meta + Google)

Sweaty Betty

Onto

Did you hear that? Neither did I. Electric cars are quiet beasts. 

As Europe's largest electric car subscription services, Onto helped thousands of B2C and B2B customers drive electric cars for the first time. Having raised more than £340 million in funding, my job was to sensibly spend a big portion of that money.

Working with a team of talented individuals we drove digital and offline campaigns (e.g. Linear TV) and as well as improved the customer journey on web and app. As a monthly subscription business, no sentence was complete without a mention of our LTV:CAC ratio.

Head of Growth

Most companies with £1,000+ customer LTVs experience poor performance on paid acquisition because they're using the wrong playbook.

They're using DTC and ecommerce strategies - optimising for quick conversions, pumping out generic creative which lead to high CACs and low quality leads.

Long conversion cycles require a fundamentally different approach.
At Deep Growth, we work with B2B companies and high-LTV B2C businesses to align your acquisition strategy with how your customers actually buy.
Over the past 10 years, I've worked with companies on profitable growth when sales cycles stretch beyond 30 days:

→ Ben (Employee Benefits Platform)
Led a transformation project to move upmarket into enterprise, reworking their Google Ads strategy and prospect experience while optimising HubSpot dashboards for longer, complex sales cycles. This proof of concept changed how they approach enterprise acquisition.

→ The Electric Car Scheme (Electric cars as employee benefits)
Scaled their Paid Search beyond previous limits by building custom offline conversion automations between Pipedrive and ad platforms. Restructured accounts to focus on what actually drives pipeline, not just leads. Result: Record YoY growth.

→ Onto (Car Subscription)
Faced the challenge of introducing an entirely new concept to the UK market. Built a rapid creative iteration machine that produced contextual ads helping drivers understand car subscription without the hard sell. Became Europe's largest car subscription company by seeding the benefits of car subscription  across Meta, Google, and Reddit.

Our Deep Growth methodology is built specifically for long conversion cycles.
We focus on three core pillars:

✓ Platform Architecture - Setting up Google and/or Meta to track what matters: pipeline influence, not just last-click conversions. Attribution that actually reflects your sales cycle.
✓ Journey Optimisation - Mapping the real conversion journey and optimising touchpoint for progression.
✓ Contextual Creative - Developing ads that plant seeds early, nurture consideration, and accelerate decision-making when prospects enter their buying window.

The uncomfortable truth about high-LTV advertising:
The best prospects aren't ready to buy today. They might not even know they have a problem yet. But when they are ready - in 3, 6, or 12 months - you need to be the obvious choice.
This requires patient capital, better tracking, and creative that educates without preaching.
Unlike other agencies we optimise for more than just MQLs.

Ready to fix your paid acquisition?
DM me with your challenges.

Chris Winterhoff

Freelance (Self employed)

Helping early stage startups find PMF and drive sustainable user growth. Advising, workshops and coaching for teams at Blinkist, Miro, Exponential View, Coopah, Financielle & more. B2B and B2C saas

What I love:
🎁 Product-led growth
🪄Finding product-market fit
👂 User research & JTBD
🥨 Building growth models
⚙️ Growth strategy
🧩 Setting KPIs/OKRS/Key metrics
🗺️ Setting up a growth process
🔍 Behavioural analysis
⚖️ Prioritisation & testing
🏗️ UX design and research
💸 Monetisation tests

Fractional Head of Growth, PLG

Techscaler

Startup Mentor & Workshop Host

Barclays

Eagle Labs Startup Coach

GrowthMentor

35 mentees and counting 💫 1:1 mentoring on growth, startups & product

Mentor

OPUS

Member

Peanut

🏆 Fast Company's Most Influential Companies 2023
🏆 TIME's Most Influential Companies of 2022
🏆 Apple's Best Apps of 2021 

B2C mobile app activation, monetisation, localisation and growth. Built out web presence, led CRO and CRM changes.

Growth Product Lead

Ferly

Led cross functional growth squad to run hypothesis-driven experiments across the whole product lifecycle. Results: 
- 7X increase in conversion funnel KPI (to double industry benchmark)
- 3X QoQ revenue
- 40%+ increase in app store conversion

Set OKRs, analysed statistical AB tests, researched behavioural analytics, ran lifecycle and performance marketing channels (FacebookAds, In fluencer Marketing, Push noti cations, Email marketing, In-app)

Growth Lead

Growth Associate

what3words

Growth Manager, Product

Kekst CNC

Crisis communications and change management, internal communications and employer branding, and innovation, science and technology communications for diverse clients across FMCG, energy, banking and industrials

Senior Associate

Associate

Intern

16/16 Creative Space and Boutique Residence

Operations and Marketing Associate

I write deep dives on product growth. Fractional Head of Growth & Mentor for early stage start ups

Living vicariously through the world's leading product teams 🕺🪩

How? 

By reverse engineering the products of great companies. I write deep dives on product-led growth, UX and user research. Writing helps me free up brain space, develop my craft and get an extra layer deeper into user psychology.

I also enjoy interrogating how we work, how to focus and be productive to free up time for the other things in life. 

Have a read on Medium: https://medium.com/@rosiehoggmascall

Talks, podcasts, awards:
- Medium Day 2024
- SubscriptionX 2024
- App Leader 2023
- Top Testing Influencers 2023 & 2024
- Pricing and User Research for Growth - In Growth we Trust 2023
- The art & science of a mobile user research - Business of Apps 2023
- How to test with low sample size - Experimentation Nation Conference 2023
- Monetising subscriptions - App Promotion Summit 2023
- App Monetisation Masterclass - App Masters 2023

Rosie Hoggmascall

Had an incredibleeee time speaking at Now Next Product at Trainline's HQ on Tues  - great crowd, great questions, and a lil' bit of pub afterwards too 🍻

I talked through the three rungs of retention, Prama Ayalasomayajula from HubSpot showed how product feedback is flawed, Benji Portwin talked on his journey with ADHD and Trainline's Matthew DesLauriers shared on his product thinking with trainline's B2B arm.

Thank you Paul Pechey for the invite & leading the session, Nick Cochrane and Adam Goodall for organizing and all the wonderful crowd ✨ 

So many nice DMs and chats after too 😭

Rosie Hoggmascall 

Growth @ Fyxer AI | Product growth analyses @ growthdives.com

Last year’s Spotify Wrapped was described as “boring”, “half-baked”, a “flop” 🥞
So… how’s this year?

What I'm seeing:
🤌 A visual identity so textured I can almost feel it through the screen
🎁 16 total features (6 fan faves plus 10 new ones like artist sprint and party)
⬇️ A feed-like scroll taking over from stories, pulling you deeper instead of hopping stop-to-stop
👉 a new level of interaction design
👯‍♀️ New social proof and more ways to feel connected
🧅 A UX with loads of layers and exit points, but it still manages to guide you through

I'm still getting my head around it, unpicking the layers like an onion as I type.

Full analysis out this afternoon at growthdives.com - sign up to read the full scoop 🤸‍♂️

What I do know for sure, is that my music age is a lot younger than I expected. 

Nice to by in my early 20s again. yolo

What's yours 😬

I've never felt more seen by a landing page 😭 


When your house is freezing, the boiler won't turn on, and you need help. Going onto Checkatrade and the search bar already says:

"Boiler won't turn on" 

🗡️ ❤️

Few things make you feel more understood than a landing page that captures your exact panic in the moment.

I don't even need to type. 

Just hit search and book someone within minutes.

The search bar copy rotates between things like 'gas boiler service', 'paint my lounge', 'EV charge installation'

I bet these defaults are: 
- Updated seasonally, based on what the big issues at that time of year are 
- Based on the top searches in the platform 
- Use real language from customers searching 

And it works. 

Electrician booked in for this week ✅ Thank god.

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Chris Winterhoff

Rosie Hoggmascall

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