Elliot Padfield

Nemawashi is a boutique exit advisory practice that helps mid-market IT consulting companies consider, plan, and successfully exit.

I was engaged to help the principals identify the best personas to target and craft a marketing strategy that allowed us to connect with prospects earlier.

Moving away from traditional persona-based marketing, I implemented my “magic moment” framework, which considers an individual’s state of mind at the point of contact. Recognizing that the same prospect can be receptive one day and disinterested in another, I ideated and validated a set of unique ‘moments’ that I could use to target business owners when they’re most likely to be interested in an exit.

Our strategy allowed us to target interested business owners before they identified their own needs, allowing us to support them early in their exit journey.

Precision Mailing is a 30-year-old direct mail processing facility in South Florida. In early 2020, I was appointed interim president to guide the business through major challenges caused by the pandemic.

During my appointment, I oversaw the processing of over one million mail pieces for private businesses, health insurers, state governments, and political candidates.

Recognizing changes in this legacy industry, I used my technology and startup expertise to develop one of the first API-to-mail solutions that allowed businesses to integrate direct mail marketing into their existing business processes.

These marketing automation tools allowed the business to thrive and compete despite a contracting market. A year later, the API and data platform were successfully acquired.

FinesseWear was a limited-run accessories brand launched by influencer Nick Jackson.

I worked as head of growth, overseeing end-to-end revenue growth, including the use of viral social strategies to grow our audience rapidly.

Our highest-performing TikTok video generated over $100,000 in revenue alone.

I assessed options to build a new investor pipeline and developed a strategy based on paid media. Overseeing channel and budget selection, I took on end-to-end responsibility for the project, including media buying, landing page development, and sales cadence.

I developed concepts and oversaw ad creative production, which utilized memes to cut through the noise and appeal to non-professional, accredited investors.

I also led a HubSpot implementation for the investor relations team, which improved the conversion rate and streamlined the funnel.

ADHD UK, the primary charity and advocacy group for ADHD in the UK, partnered with ITN, a major news network, to gather thousands of rows of raw data from NHS trusts across the country.

They aimed to develop a tool that would allow anybody to find the data relevant to their local area and be signposted to their political representatives to make contact.

With a tight deadline, the tool needed to be designed, developed, and launched ready for a national audience triggered by the news TV report.

I took ownership of the entire project, cleaning the dataset, developing the tool, and overseeing its rollout.