Google

Director

Head of Mid Market Sales France

McKinsey & Company

Digital Expert Junior Partner

- Diagnose digital media spend and identify opportunities for growth and optimization across channels such as search, social media, display, video tying into offline channels and evaluating attribution 
- Work with data scientists and advanced analytics teams to use data and analytics in marketing campaigns 
- Understand and evaluate adtech stack requirements and new developments in marketing technology 
- Lead underwriting of investments in FinTech start-ups and map FinTech ecosystem to develop investment thesis 
- Collaborated with marketing, commercial and digital functions to launch agile marketing transformations, bringing start-up ways of working to digital environments in corporates  
- Evaluate and refine value proposition for digital attackers and new digital sales channel
- Sector focus includes financial services, retail, consumer and telco/media

Digital Expert

WorldRemit

-	Evaluated competitive position and formulated strategic recommendations to board/CEO
-	Assessed pricing strategy and implemented revised pricing policy across seven markets
-	Leveraged analytics, such as econometric attribution analysis, to improve efficiency of digital marketing spend, collaborating with data scientists and marketing team
-	Engaged and negotiated with partners including leading technology firms to develop new product variations, working cross-functionally with technology, business development and the CEO 

WorldRemit offers online money transfer from over 50 countries to recipients in 120 countries. The company is disrupting a regulated financial services industry by providing a mobile-to-mobile experience at a lower cost than traditional providers. Valued at $500 million, it ranks among the leading fintech ventures in London

VP Strategy

L2 Inc.

-	Led a team of research analysts focused on European CPG and retail sectors
-	Investigated the digital competence of brands using metrics including: search visibility/SEO; email, search and display marketing; e-commerce functionality; desktop and mobile experience; presence and effectiveness on Facebook, Instagram, Twitter and Amazon platforms
-	Authored seven research reports on Beauty and Personal Care in U.K., France and Germany
-	Delivered study findings and customised recommendations to clients and at events/webinars; managed client relationships including Procter & Gamble and Kering Group
-	Collaborated with technology team to improve data collection tools

L2 provides digital analytics for global brands in sectors including beauty, retail, luxury, CPG and automotive. The company’s subscription model provides brands with access to research reports, customized recommendations and competitive benchmarking data sets to enable them to execute their digital strategy.

Europe Digital Research Lead

Tough Mudder LLC

-	Responsible for paid media planning and execution with a focus on digital including social, search, display, video; good working knowledge of Google Adwords and Facebook ad placement systems
-	Developed and executed eight-figure advertising budget
-	Implemented conversion tracking and established tests for cross-channel attribution modelling
-	Professionalized approach to digital advertising tracking and optimization including creative and audience testing
-	Developed channel management strategy for digital channels including optimization of website through SEO, YouTube and social platforms including Facebook and Twitter
-	Engaged and managed numerous technology vendors and media agencies
-	Worked cross-functionally with creative and brand teams on website, creative asset development and social community management
-	Developed strong understanding of technical issues working with tech teams on tagging etc. 
-	Conducted marketing analytics and demand-testing for new business initiatives, new international market entry and brand adjacencies
-       Developed website internationalization and localization plan for global expansion

Tough Mudder has become a leading global sports brand. The company delivers sports events in seven countries, using digital advertising and e-commerce to profitably, rapidly scale to $100m of revenues

Director of Digital Media

Aalto Invest LLP

-	Family office advisory: advised on private equity and real estate; evaluated opportunities and presented recommendations; negotiated term sheets and investment structures
-	European real estate debt: acted as primary portfolio manager for $50m fund invested in CMBS; originated and evaluated investments; delivered investor reporting and analysis
-	New fund launches: spear-headed operational and marketing aspects of new business development including driving FCA approval process and negotiating prime brokerage agreements for $20m fund 
-	Retained silent equity stake in management company following departure 

Aalto Invest was founded in 2010 by former members of Cheyne Capital’s Alternatives team. The group scaled from a $50m real estate debt strategy in 2010 to $1.5bn of assets in 2015 across four investment strategies. In 2016, Man Group purchased Aalto Invest for $205m and Aalto is now the private markets division of Man Group.

Equity Partner and Head of Business Development

Cheyne Capital

-	European real estate debt: acted as lead CMBS analyst; underwrote bond structures, loan terms and collateral; produced credit memos with recommendations and originated bonds
-	Distressed debt: represented fund in 2-year workout of multi-billion pound securitized defaulted loans secured against UK nursing homes; analysed complex legal structures and instructed legal advisors  
-	Private investments: managed liquidation of real estate and asset-backed assets from 2008-10 to realize value for investors in a challenging market environment

Cheyne Capital’s Alternative team managed $700m of illiquid assets with investments in life settlements, litigation finance, insurance-linked, shipping and real estate. The team also launched a $500m CMBS/RMBS fund in 2009

Partner

Morgan Stanley

-	Built financial models for leveraged buyouts, mergers/acquisitions and debt/equity offerings 
-	Performed valuation through discounted cash flow, comparable company and precedent transaction analyses

Deals included:
-	Irish biotech: Elan restructuring and bond issuance; responsible for corporate model 
-	US tobacco: sale of RJR packaging arm; managed sale process and valuation 
-	Russian oil and gas: attempted $40bn acquisition by US Super-major; responsible for model
-	UK utilities: £2.2n sale of Northumbrian Water; co-ordinated complex auction process

Analyst

I combine operational experience in e-commerce, digital marketing and online payments with a solid foundation in investing and finance. I have a track record of leading digital transformations, including advising clients, working with agencies and directly managing multi-channel marketing budgets. I take a data-driven approach to decision-making and enjoy solving complex problems.

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