Alastair Thompson, Marketing Expert in Florianópolis - State of Santa Catarina, Brazil
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Alastair Thompson

Verified Expert  in Marketing

Marketing Expert

Location
Florianópolis - State of Santa Catarina, Brazil
Toptal Member Since
October 3, 2022

Alastair is a seasoned revenue operations and marketing expert with agency and corporate experience. He led a marketing agency for seven years, managing over $1 million in annual advertising budgets for clients on five continents. Alastair's secret sauce is his ability to lead multicultural teams in the planning and executing of data-driven, revenue-focused growth and go-to-market campaigns. He takes leadership seriously, keeps his skillset updated, and loves being challenged by new projects.

Project Highlights

IoT Product Launch
Led the team for the launch of the Sutro pool monitor and app in the USA, hitting the target of $1 million in sales in six months.
eCommerce Infrastructure and Scaling
Directed the team to structure and scale Wonderbag's eCommerce operations.
eCommerce Optimization and Scaling
Headed the team that grew SmilePro's global online sales by 20% to over $500 thousand per month in six months, with top-performing ads hitting conversion rates of 10%.

Expertise

Work Experience

Product Marketing Director

2022 - 2023
Intellivy Software
  • Led the content team in leveraging demand planning and in-depth market insights to maintain a competitive edge on Amazon. Achieved over 1,000% increase in reach and engagement with compelling content strategies.
  • Collaborated with the product team, Amazon seller and Amazon Advertising experts, and the sales team to source accurate technical insights and success stories that resonated with the users' needs. Increased new user activation by 133%.
  • Created persuasive content to depict the real-world impact of Intellivy's SaaS solutions for prospection and user activation based on the user stories for our personas. Increased ROI for new users by 175%.
  • Delved into Amazon seller trends, competitive forces, and evolving customer preferences, providing BI and invaluable insights into the three distinct personas that shaped communication planning and our marketing and social media content strategy.
  • Designed and implemented data-driven lifecycle and loyalty marketing strategies, incorporating quantitative research, remarketing, AI content creation, and marketing automation to enhance customer prospection, activation, and retention.
  • Provided regular reports to senior management on the effectiveness of the sales and marketing strategy.
  • Practiced my experience with YouTube ads, where I used data from our ad campaigns to optimize our ads, audiences, and landing pages. I also utilized voice search optimization to improve the visibility of our online content.

Head of eCommerce and Digital Marketing

2020 - 2022
Wonderbag
  • Developed global online retail marketing campaigns and a sales management strategy, including enterprise sales and a competitive pricing strategy with budgets and forecasts, in the capacity of a chief marketing officer (CMO).
  • Directed cross-channel marketing, including account-based marketing (ABM), email marketing through AWeber and SendGrid, social media marketing (including Hootsuite), affinity marketing, and blog posting.
  • Handled affiliate marketing, Google Ads and Google AdSense campaigns, online reputation management, and brand development.
  • Led the team to increase global annual online retail sales by 70%.
  • Managed global ad spending and increased return on investment (ROI) by 150%.
  • Set up cross-platform data tracking and Google Analytics 4 for comprehensive insights, including video marketing performance analysis. Handled copy editing responsibilities and leveraged Pipedrive as a CRM tool.

Managing Director

2013 - 2021
Loft44
  • Defined and led the agency's digital marketing, lead generation, growth, sales, and lead nurturing strategies, including targeted email campaigns using Klaviyo and social media management using Hootsuite.
  • Directed the agency to six consecutive years of 20% annual growth.
  • Led the transition to 80% remote working one year before COVID-19.
  • Developed and maintained key relationships with national and global partners.
  • Managed over $1 million in annual ad spending with an average return on ad spend (ROAS) of over 200%.
  • Established and refined Marketo workflows and multi-level marketing strategies for our clients.

Director of Operations

2007 - 2013
Inspirados pelo Autismo
  • Directed the development and launch of an innovative new product for families and professionals working with autism, formulating and executing a comprehensive product strategy to meet market needs.
  • Handled community management and led the search engine optimization (SEO) campaign, including local SEO, to rank number one for over 20 top-performing keywords related to autism in Brazil.
  • Built and led marketing and customer success teams, helping thousands of families in Brazil and worldwide.
  • Developed the processes and technology to scale operations nationally and globally, employing startup marketing best practices alongside B2B and B2C, as well as trade marketing and sales strategies.
  • Spearheaded Instagram growth initiatives to enhance brand visibility and community engagement.

IoT Product Launch

http://mysutro.com

Led the team for the launch of the Sutro pool monitor and app in the USA, hitting the target of $1 million in sales in six months.

Sutro is a leading Internet of Things (IoT) water monitoring device for people who want total control over their pool management. Our key challenges were zero market presence, zero brand recognition, and two large competitors with solid market share.

Our solution was to run high-intensity brand campaigns for carefully segmented audiences on social media. Initially, our focus was on visibility, not conversion. We then ran targeting campaigns based on interactions and video views, focusing on lead capture for educational email funnels. We ran pay-per-click (PPC) on Google for competitor searches and keywords and constantly ran A/B testing of our ads, landing pages, emails, and purchase pages.

Without assuming anything, we were constantly testing and measuring. If it worked, we scaled; if it didn't, we circled back to test again with new parameters.

eCommerce Infrastructure and Scaling

http://wonderbagworld.com

Directed the team to structure and scale Wonderbag's eCommerce operations.

Wonderbag combines a retail presence with its carbon offsets business to support its work to empower women and families in communities. The solution was utterly integrating our production, warehousing, and eCommerce operations.

Marketing focused on clear messaging with segmented campaigns for each demographic and culture with clearly defined objectives for each segment. Influencer campaigns that concentrated on critical demographics were essential, as well as increased visibility and sales in new geographies. We also leveraged email campaigns using Klaviyo.

The result was a global online retail operation, with segmented budgets and forecasts and an increase in global annual online retail sales by 70% and ROI by 150%. Sales in the UK, our key target market, increased tenfold. We had a fully integrated warehouse and eCommerce operation with cross-platform data tracking for all our customer touchpoints.

eCommerce Optimization and Scaling

http://www.smileproworldwide.com

Headed the team that grew SmilePro's global online sales by 20% to over $500 thousand per month in six months, with top-performing ads hitting conversion rates of 10%.

SmilePro is Australia's highest-rated at-home teeth whitening kit, with more than half a million customers worldwide. SmilePro operates in a highly competitive market and is third in brand recognition and sales. Its competitors are very aggressive market players with large budgets.

Account-based Marketing Success Story

Led the account-based marketing strategy and the development of customer-facing content for high-value enterprise clients.

The client is a global player providing add-ons for complex CRM platforms like SalesForce and Oracle. Based in Mountain View, California, with 120,000 business users across 42 countries, the platform helps users transform customer data into actionable intelligence.

The challenge was translating complex product features into clear and compelling narratives for niche markets and then fine-tuning that content to address the unique pain points of our high-value enterprise clients across the website, social media platforms, and email.

The solution included customized content workflows and processes for both sales and marketing teams to improve efficiency and collaboration and ensure coherent messaging. The content team focused on high-converting niche content based on specific content strategies for each target audience.
1999 - 2001

Master's Degree in Education

University of South Africa - Johannesburg, South Africa

1990 - 1993

Bachelor's Degree in Chemical Engineering

University of the Witwatersrand, Johannesburg - Johannesburg, South Africa

JUNE 2022 - PRESENT

Coaching Skills for Leaders and Managers

LinkedIn

JANUARY 2022 - PRESENT

Agile Project Leadership

LinkedIn

JANUARY 2019 - PRESENT

Launching Breakthrough Technologies

Harvard University

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