Job Title: Chief Commercial Officer
SchoolOnline is a seed funded EdTech SAAS startup offering digital curriculum solutions for parents and schools in English and Maths.
Key Achievements:
Laid the core foundations for a successful Sales and Marketing operation with the following tactics:
• Introduced KPIs for a focused Sales and Marketing team which were achieved in my first 18 months.
• Established essential communication systems between remote working sales operatives to provide essential leadership and support. This included review and reporting structures such as daily stand-ups to identify core targets and weekly strategic reviews to review progress and plan future activities.
• Implemented CRM system to properly record data, and manage lists, marketing activities and sales pipelines.
• Won the confidence and support of Board Directors for Sales and Marketing Strategies as well as reporting progress against KPIs and other performance metrics.
• Used key industry insights to support tech development of the platform, including new features and functionality to broaden the appeal to a wider audience following consultation with key focus groups.
• Established partnerships with blue chip companies such as Tesco and O2 to promote the platform to B2C customers for no charge.

• Increased monthly B2C revenues by 140% over a 12-month period.
• Grew B2B revenues by 893% between March 2022 and March 2023.
• Increased core B2B customer base by 722% over the same timeframe.
• Frequently exceeded 38% average open rates from cold-email campaigns providing a consistent pipeline of inbound enquiries.
Skills: Conversion Optimization · Customer Acquisition · Communication · Change Management · Business Development Strategy · Sales Operations · Revenue & Profit Growth · Sales Strategy · Customer Relationship Management (CRM) · Board Relations · Business-to-Business (B2B) · Strategic Partnerships · Strategic Planning · Digital Strategy · Marketing Strategy · Digital Transformation · Product Development · Business Development · Sales & Marketing · Online Marketing · Digital Marketing · Marketing Communications · Startup Environments · Social Media · Online Advertising · Project Management · Digital Project Management · Software as a Service (SaaS) · Analytical Skills · Data Analysis · Team Management · Management · Interpersonal Skills · Team Leadership · Storyboarding · Problem Solving
> Board meetings: Responsible for presenting key progress, findings and research to the board.
> Strategy: Developed Marketing Strategy taking a belt and braces approach to cover a broad spectrum of Marketing approaches, some organic, some paid.
> Reporting: Weekly reporting to ExCo on sales figures, ROI, CPC and other KPIs.

Example Content:
Video Content - within the platform, this was produced with a professional video production agency. Edited and produced promotional material for the website, YouTube channels and live events.
Case Studies - worked with customers and partners to develop social proof through data, testing students before and after the use of the platform to observe results. Produced high-quality flyers highlighting success.
Partnership Campaigns - focusing initially on Tesco, then moving to deals with O2 and NatWest, this was a key contributor to overall revenues providing a consistent monthly income. Worked closely with key contacts to maintain positive relationships, whilst also pushing for better support at each turn.
Paid Advertising Campaigns - primarily delivered through Google Ads, Facebook Ads and LinkedIn Ads, delivered and managed through experienced online ad agencies to deliver strong ROI for B2C products.
Email Campaigns and Incentivisation Programmes - leveraged the large database of contacts nurtured through a variety of touchpoints to send out email newsletters, updates and advertising offers. Managed all through HubSpot integrated with Google Workspace.
Social Media Campaigns - These organic campaigns were part of a brand-building campaign which boosted visibility, especially among young people via TikTok and parents on Facebook.
Branding & Collateral - including brochure design for multiple audiences, flyers and other collateral for posting and live events. Some elements are designed in Adobe Illustrator, others in Canva.
Web Design & Landing Pages - using Elementor in WordPress to produce additional pages, including landing pages.
Trade Shows - a fundamental route to market for the product and an ideal way to get in front of potential customers. Responsible for leading the sales team to develop a 12-month plan for events, producing collateral, merchandise and signage. 
Fundraising - worked on a 4-month programme to crowdfund via Seedrs. Responsible for delivering a strategy and key marketing assets during the campaign which raised over £300,000 for the business.
Webinars - delivered Webinars leading and coordinating industry experts and school leaders on topical discussions.
HVCOs - lead the Marketing team to produce High-Value Content Offerings for download through the platform via landing pages as part of email and paid ad campaigns.
Video Content
Examples of Marketing Videos
Professional Production Management
Case Studies
Partnership Campaigns
Paid Advertising Campaigns
Email Campaigns
Incentive Programmes
Social Media Campaigns
Branding & Collateral
Snail Mail Collateral
Web Design & Landing Pages
Trade Shows
Seed Fundraising
High-Value Content Offerings
Award Recognition & Testimonials

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