Toni McLelland MSc FRSA

1st Life Group

A London based boutique business consultancy specialising in working with Third Sector, Social Causes, NGOs and Social Entrepreneurs. We are experienced troubleshooters and turnaround specialists assisting you to navigate change, crisis as well as business development for futureproofing. I have a particular passion for services serving vulnerable groups and young people as well as social impact, mobility and justice.

www.1stlifegroup.com | +44 (0)203 504 0250 | info@1stlifegroup.com
Refer to client testimonials on linkedin and website

Management Consultant- Social Causes & Social Entrepreneurship

Queen of Compassion - we work with organisations and businesses to become more Compassionate 
Explore our 7 step guide which includes an audit and action plan
Or get in touch if we can assist with our 4Ps approach (Purpose People Planet Profit (Performance)
https://1stlifegroup.com/services/the-compassionate-business/

Founder - The Compassionate Business and Compassionate Leadership

The Sporting Club

Member and Co Host of The Sporting Club Wales twice monthly 'Coffee Mornings' in Cardiff. Supporting the Vision and Mission of Sporting Club UK invited guests are able to join us for 'Coffee Conversation and Connection plus Co Work in our exclusive members lounge in Cardiff. Membership includes access to members lounges and exclusive events across the UK plus networking and business opportunities.

The Sporting Club | Wales Ambassador & Co Host | Member 

Careers Wales

Board Member and serving Committee Member for The Impact and Performance Committee
Promoting DEIB, Compassionate approaches, measuring impact and ensuring there are suitable opportunities for professional and business development in all communities across Wales

Non Executive Director

UK Government Wales/Llywodraeth DU Cymru

Business Mentor - Social Entrepreneur Start Ups

Llywodraeth Cymru / Welsh Government

Big Ideas Wales-Business Role Model. Speaker & Facilitator for Social Entrepreneurship and Start Up Programmes for schools, colleges and universities. Inspirational talks, workshops, business planning & Start Up advice with a focus on public interest causes

Business Wales - Start Up & Social Entrepreneur Programme

The RSA (The royal society for arts, manufactures and commerce)

Working at the heart of innovation with other changemakers and leaders who are catalysts for improvement and change in social causes.

RSA Fellow

ForbesBLK

Member

Business Advice Australia

Business advisor and consultant to Start Ups and Social Entrepreneurs with a particular interest in Social and Public Causes, Social Impact, Social Justice and Social Mobility.

Business Consultant-Start Ups & Social Entrepreneurs

G100: Mission Million

UK Chair - Business Consulting 

Della Leaders Club

Honorary Board Member & Business Mentor- Della Leaders Club- Risk & Crisis Management - Management Team | London
Mentoring, assisting and empowering social entrepreneurs with business- assessing risk and managing crisis

Honorary Board Member & Mentor- Risk & Crisis Management 

✨Critical Friend for C-Suite Leaders & Boards in Social Causes✨Change & Crisis Specialist✨Business Mentor for Social Entrepreneurs & Start Ups✨Queen of Compassion & DEIB Veteran with 30+ years wisdom & #TonisFairyDust✨

I'm a straight-talking Business Mentor / consultant with specialist knowledge of Social Causes. As a business turnaround specialist I assist boards & C-Suite to navigate crisis & embed change for sustained business growth. 

As Queen of Compassion DEIB underpins my work & I use my 5Ps (Purpose People Planet Profit or Performance) to futureproof business, this comes from years of strategic experience leading large multidisciplinary teams & multi-million-pound budgets in central government, PLC, private & charitable causes. 

SO WHY ME?

When you engage me as a business mentor or consultant, you get:

✨ 3 decades of strategic business experience in DEIB, criminal justice, SEND, disability, social care &  high-profile public critical incidents (e.g.London riots, Grenfell, bombings)  
✨Understanding of compliance, regulatory inspection, safeguarding & business continuity (most business mentors don't know these areas well)
✨A passion for social entrepreneurs to be paid for their cause
✨Appreciation of my unique 5 pillar assessment ‘BLEND’ Model, DEIB & Compassion for lasting results.

Working with larger businesses in organisational development i'm the safe, experienced lead having assisted household names such as, Coca-Cola, BBC, Home Office, Ministry of Justice, MIND & NHS. 

So yes, I’m the person you want on board in a crisis.! My clients describe me as a"critical friend" i'm compassionate, straightforward & described as Fairy Dust personified. 

Notable achievements include:

🎯Identified >£1 million uncharged fees in an audit for PLC company<2 weeks.
🎯An ‘outstanding’ inspection for The Ministry of Justice < 6 months in post
🎯Cut agency staff expenditure by 80k per month (£1 million loss per annum)<2 months.
🎯Delivered diversity training for the Met Police for Stephen Lawrence Macpherson Inquiry 
🎯Assisted a start up from minus deficit to £117k in 8 months

I take time to understand people whilst inspiring, supporting & empowering. Although working with larger corporations, I share my learning, experience & gifts with social entrepreneurs starting out on their journey.

SO ARE YOU :-

✔️An organisation requiring specialist advice or inclusive approaches
✔️Looking to develop business acumen to lead an organisation well or secure a C Suite| Board role 
✔️A social entrepreneur| Start Up wanting advice (ROI< 2 months)

Perhaps curious about my 'BLEND' Model or need some #TonisFairyDust? 

If you need a committed, compassionate business mentor or management consultant with decades of experience, making a difference & impact call +44 (0)203 504 0250

Critical Friend & Business Mentor - Social Causes & StartUps 

A London based boutique business consultancy specialising in working with NGOs and Social Entrepreneurs. We support business in DEIB, Social Impact, Social Justice, Social Mobility areas, and Public Interest Causes. In layman's terms it could be organisations, coaches and consultants who provide services for vulnerable groups e.g Disability, Specialist Education, Social Care and Criminal Justice. 

Work with us if you are:-

💎Organisation- navigating change, crisis, or need to introduce DEIB & Compassionate Leadership
💎Social Entrepreneur or Start Up- Looking to develop your service offer and gain clients
💎A Professional looking to advance professionally in this area to a C Suite or board role

When you work with us you will become a market leader differentiating you from the crowd, we will futureproof or grow your business with the application of the 4Ps People Purpose Planet and Profit (or performance) with clear strategies and practical assistance with support to gain clients and grow.

www.1stlifegroup.com | +44 (0)203 504 0250 | info@1stlifegroup.com

Refer to client testimonials on linkedin and website

Zack Fediay

AltGrowth

Growth marketing agency helping startups and growth-stage ventures automate, scale up, and win. 

Step 1: Quick wins
Step 2: Automation and AI agents
Step 3: Content galore
Step 4: Scale up
Step 5: Profit.

Chief Growth Officer

Cimphony

Cimphony started out as a client and poached me to lead growth and sales. 

Primarily used AI marketing and outreach strategies to drive leads, signups, and customers at nearly 10x the rate before I had joined.

Vibe coded ai-pact.com which converted at 30%

Designed notlegaladvice.io and built a flow to convert signups at a higher rate than any other channel. 

Played around with 20+ other growth tactics, leading to 30% growth month over month.

Fractional Chief Revenue Officer

Integrated Reality Labs 

Won our main keyword on Youtube, Google, App store, and AI search. User growth went like 📈

Gated

Gated builds technology to help humans stay focused in a noisy digital world. Take back control of your attention and create your Gated profile at www.gated.com

Advisor

PatPat

- Set up and managed SMS Marketing channel which drove 9X ROI & quickly became the best performing channel.
- Helped grow Instagram to over 1.2m followers and utilized stories as a sales generation channel.
- Managed FB Ads Team & App Marketing Team in China and helped determine the best strategy for both teams.
- Tested dozens of top of the funnel channels determining viability by overall ROI.

Growth Marketing Director

OhmConnect

- Took over managing Facebook Ads from an agency and brought down CPA by 33% while increasing spend to $100K+/month.
- The first quarter I started, we acquired 45% more customers than in the previous best quarter.
- Tested and iterated on AdWords, Facebook Ads, Reddit Ads, Key Content Partnerships, growth hacks and many more to drive down CPA and create sturdy streams of customer acquisition.
- With demographic constraints (California only), found crucial new channels of acquisition as to minimize ad fatigue.

Head of Growth

Good&Co Labs Inc.

Promoted to Product Strategist after helping the app grow 3X+

Product Strategist

- Helped drive 500K new users (doubled user-base) through strategy, experimentation, and implementation of growth experiments in the first quarter I joined the company.
- Created and executed an “autopilot” growth hack that drove 20K+ users/month for less than $0.10/user.

Growth Manager

uBiome

Strategized and executed a 3-month, 57 item growth hacking plan that drove monthly revenue to an all-time high by over 30%.

•	Doubled total number of signups by the 5th month.
•	Increased conversion rate by 25% by a/b testing and implementing new copy/user flow.
•	With 20K monthly budget, managed monthly spend and tested new channels. Through analysis, showed which channels accounted for best CPA, saving money and driving up revenue.

Growth Hacker

Rodan + Fields

•  Orchestrate and carry out SEO plan which helped boost organic traffic 46% in six months and 102% YOY.
•  Utilize reputation management to drive negative search results from top 10. 
•  Spearhead the launch of our Google+ and Wikipedia pages, as well as a reddit AMA with Dr. Katie Rodan and Dr. Kathy Fields.
•  Mentor and train new coordinator to achieve trustworthiness with greater responsibility.
•  Redefine Analytics report to make pertinent business decisions

Digital Marketing Specialist

•	Organize and maintain the content infrastructure of websites.
•	Support the Digital Marketing team with the execution of all Ecommerce Marketing initiatives.
•	Work with IT department to support new launches, including conducting web testing and user testing. 
•	Actively manage and oversee our CMS platform to make necessary additions and updates to web assets, and create new web pages and landing pages as needed.
•	Work with cross-functional teams, including IT, Sales, Customer Service and Finance to support online Marketing initiatives and launches. Communicate project status to stakeholders and provide post-deployment support.
•	Proactively identify opportunities for website enhancements that are consistent with site strategy and brand standards.
•	Strategize and implement SEO initiatives to enhance ranking of websites and other assets (Facebook page, Twitter page, etc.)
•	Report on web and app Analytics, create PowerPoint presentation detailing notable changes in user activity

Web Marketing Coordinator

Talkfree.com

Head of SEO:
Individually developed and implemented SEO strategies to boost our search engine ranking for targeted keywords, including boosting our main keyword to #1 in Google (from #9). 

Head of Marketing Communication and Lead Generation through use of SalesForce and social networks (Facebook, Twitter). 

Manage Google AdWords account, and continually monitor and tweak for optimum efficiency, while building reports in Excel to prove results.

Work directly under the VP Marketing to assist in the creation and implementation of marketing campaigns, and product launches. 

Update websites with HTML and WordPress, and analyze customer activity through Google Analytics.

Digital Marketing

Growth Marketer || Marketing agency founder || SaaS growth advisor || Husband & new father || Idea guy

I like to think of myself as a creative marketer - one who quickly figures out how to drive traffic or increase conversions with minimal spend and downtime. I am currently running a growth marketing agency and advising tech startups.

Today, I am incredibly excited about the potential of AI and how businesses can implement it, use it, and benefit from it. 

- I created https://growthtrack.ai with AI to demonstrate how you can build a lead generation machine (3K+ users and growing!)
- I created https://ai-pact.com for a client which has so far driven 1K+ leads in < 3 months. 
- I use AI for brainstorming, content ideas, growth tactics, and sometimes execution. 

Some things I've done in my past life (before starting an agency):

- As head of growth, I took a biotech company from $15mm to $86mm valuation within one year.
- At a startup, I Implemented a growth hack that directly drove 40K+ new users at $.05/user. The company had been paying $2 per user before me, and this led to over $500K in revenue created that year alone. 
- At a now $500mm valued e-commerce company, I launched a new channel that became the 3rd largest and best performing channel at 8X ROI. (If you're in e-commerce I can repeat this one). 
- I launched multiple new products to top 3 on Product Hunt and drove $30K+ new revenue in less than a week with no spend. 
- Was recognized as one of the top 500 growth hackers in the world.

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Toni McLelland MSc FRSA

Zack Fediay

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