Elliot Padfield
Verified Expert in Marketing
Digital Marketing Expert
London, United Kingdom
Toptal member since June 18, 2024
Elliot is a seasoned growth marketing leader with extensive experience driving growth for startups and high-growth businesses. He excels at planning and executing high-impact go-to-market (GTM) strategies, using his broad expertise across technology, eCommerce, and financial services. He has acquired over one million followers and helped many startups get their first 1,000 users. Elliot's data-driven approach and leadership skills allow him to deliver exceptional results in any environment.
Project Highlights
Expertise
- B2B Marketing
- Chief Marketing Officer (CMO)
- Growth Marketing
- Growth Strategy
- Marketing Strategy
- Social Media Marketing (SMM)
- Startups
- TikTok
Work Experience
Growth Marketing Strategy Consultant
Freelance
- Headed growth, GTM, and social media strategies for over 20 clients across five countries.
- Adopted various engagement models, including short-term sprints and roles as interim head of growth, consistently delivering measurable outcomes across a broad spectrum of industries.
- Delivered fractional startups and tech expertise to a number of boutique investment advisors exploring venture capital in the UK and Middle East.
Head of Marketing and Business Development
A City Law Firm
- Spearheaded a thorough internal overhaul of onboarding, compliance, anti-money laundering (AML) processes, and marketing strategies through system audits, staff interviews, and hands-on implementation efforts.
- Coordinated and hosted events, including the NatWest Female Founders Summit and a series of events for the City of London, attracting hundreds of participants from the startup ecosystem.
- Authored influential thought leadership articles published in WorkingMums, Enterprise Times, Elite Business, and more.
- Implemented a new startup-oriented pricing model to convert unpredictable billable hours into monthly recurring revenue (MRR) and migrate clients from a default-churn position to default-retain.
- Established strategic alliances with the UK Department for Business and Trade and other policymakers, influencing policy discussions and securing advantageous positions for the firm and its clients.
Head of Growth
FinesseWear
- Cultivated a TikTok audience surpassing 200,000 and an Instagram base of over 100,000 via influencer collaborations and the creation of viral content strategies.
- Drove a 350% year-over-year (YoY) surge in revenue through targeted marketing and customer acquisition initiatives that propelled comprehensive end-to-end revenue growth.
- Oversaw all elements of growth, including product strategy, launch strategy, day-to-day marketing, and reporting.
Interim President
Precision Mailing
- Headed a transformation initiative in printing and direct mail processing, achieving a 120% spike in revenue by diversifying services and optimizing operational efficiencies amid pandemic challenges.
- Developed one of the first API-to-mail solutions that allowed for seamless integration of direct mail into marketing automation software.
- Diversified services by nurturing channel partnerships and launching new services across printing, 3rd-party logistics (3PL), parcel fulfillment, and marketing consulting, amplifying the company's market presence and penetrating new verticals.
- Oversaw the processing of over one million mail pieces, leveraging advanced logistics and process optimization to meet clients' diverse needs, including health insurers, nonprofits, and political candidates.
Project History
Persona Development for a Boutique Exit Advisory Firm
https://nemawashi.com/Advised a boutique advisory firm on persona development and marketing strategy, implementing a "magic moment" approach for early engagement with potential clients, outpacing competitors.
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.
Pandemic Turnaround of Direct Mailing Facility
Spearheaded the turnaround of one of Florida's largest direct mailing facilities through pandemic challenges, driving innovation and new revenue streams in a traditional sector.
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.
Growth and Social Strategy for FinesseWear
Expanded an emerging accessory brand's number of Instagram and TikTok followers to over 100,000 and 200,000, respectively, in less than six months.
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.
Investor Pipeline for a Florida Real Estate Fund
Formulated and executed a marketing strategy to attract new investors for a real estate fund, leveraging paid media to generate an additional $5 million in capital.
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.
Advocacy Tool for ADHD UK
Coordinated the launch of a public tool providing access to NHS waiting time data for ADHD assessments and treatment, aligning with a national advocacy campaign and a major broadcaster.
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.
Certifications
Revenue Operations Certification
Hubspot
Associate
The Chartered Institute of Marketing
Skills
Core
Marketing Strategy, Social Media Marketing (SMM), Chief Marketing Officer (CMO), Performance Marketing, Social Media, Go-to-market Strategy, Marketing, Digital Marketing Strategy, Digital Marketing, Social Media Strategy, Growth Hacking, Email Marketing, Omnichannel Marketing, Funnel Optimization, A/B Testing, B2C Marketing, Cold Emailing, Facebook Ads, TikTok Ads, Influencer Marketing, Conversion Rate Optimization (CRO), Content Marketing, Marketing Analytics, Lead Generation, Paid Advertising, Google Ads, Search Engine Optimization (SEO), Content Creation, Brand Marketing
Platforms & Tools
TikTok, HubSpot
Business Models
B2B, SaaS, B2C, Business to Consumer (B2C), Business to Government (B2G)
Other
B2B Marketing, Startups, Growth Strategy, Direct Mail, Launch Strategy, Growth Marketing, Customer Acquisition, Startup Marketing, Community Marketing, Event Planning, Public Policy, Venture Capital, Partnerships, Instagram, Paid Media, Interim CMO, Personas, YouTube, Business Development, Events, Community Growth, eCommerce, Product Launch, Real Estate, Revenue Operations (RevOps), Revenue Strategy, Webflow, Data Analytics, Web Development, Product Strategy, Cold Calling, Crowdfunding, Telemarketing, Franchises, Retail Sales
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