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Virtual CMO and marketing consultant, with a proven track record of building brands and driving demand.
Brendan Nel
,
Ashtead, United Kingdom
Experience
Other titles
Skills
I'm offering
I have 20 years of real global experience driving innovative and profitable marketing and brand strategies at all levels and stages of high-growth B2B organisations. I've lived and worked in EMEA, APAC and the US, and had repeated success aligning a company's products and services with the needs of the market to create a compelling narrative that drives engagement, increases share-of-voice, and builds sustainable demand. I currently offer Marketing-as-a-Service (MaaS) in the following areas:
● CMO services tailored to individual needs and providing guidance and support
in developing successful marketing, brand and communications strategy, and a
level of continuity and commitment for successful execution and oversight of
the marketing plan.
● Consulting and advisory services tailored to specific requirements and covering
the full marketing spectrum, from workshops to develop a Vision, Mission and
Core Values, conduct market research to define the positioning and messaging
framework, or establishing a media and analyst program.
● Outsourced marketing services which provide flexibility to scale when
required. As an individual project or ongoing engagement, services focus on
building continuity and momentum to drives awareness, increases inbound
traffic and achieve demand generation targets. Typical services include
planning and execution of social media marketing, content development,
events and lead generation campaigns, and SEO and PPC campaigns.
● CMO services tailored to individual needs and providing guidance and support
in developing successful marketing, brand and communications strategy, and a
level of continuity and commitment for successful execution and oversight of
the marketing plan.
● Consulting and advisory services tailored to specific requirements and covering
the full marketing spectrum, from workshops to develop a Vision, Mission and
Core Values, conduct market research to define the positioning and messaging
framework, or establishing a media and analyst program.
● Outsourced marketing services which provide flexibility to scale when
required. As an individual project or ongoing engagement, services focus on
building continuity and momentum to drives awareness, increases inbound
traffic and achieve demand generation targets. Typical services include
planning and execution of social media marketing, content development,
events and lead generation campaigns, and SEO and PPC campaigns.
Markets
United States
(Remote
only)
United Kingdom
France
(Remote
only)
Germany
Lithuania
Denmark
Norway
Sweden
Finland
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - ?
freelance
VIRTUAL CMO AND MARKETING CONSULTANT
Brendan M. Nel Marketing Consultancy.
Consultancy providing Marketing-as-a-Service (MaaS) to start-ups and scale-ups as an agile and efficient option to marketing and brand development by providing access to in-depth expertise and support without tying up valuable resources or the commitment of adding headcount.
• Virtual CMO services on a fractional basis to provide continuity and commitment in overseeing the development, execution and performance of your marketing and communications strategy and plan without the commitment and expense of a fulltime CMO.
• Consulting and advisory services are tailored to your specific requirements, covering the full marketing spectrum from marketing and brand strategy, media and analyst relations to the development and execution of go-to-market strategies and plans.
• Outsourced services provide the flexibility to scale as and when required. As either a project or ongoing engagement, we strive to build continuity and momentum that drives awareness, increases inbound traffic and delivers on your demand generation targets. Typical services include planning and execution of social media marketing, content development, events and lead generation campaigns, and SEO and PPC campaigns.
• Virtual CMO services on a fractional basis to provide continuity and commitment in overseeing the development, execution and performance of your marketing and communications strategy and plan without the commitment and expense of a fulltime CMO.
• Consulting and advisory services are tailored to your specific requirements, covering the full marketing spectrum from marketing and brand strategy, media and analyst relations to the development and execution of go-to-market strategies and plans.
• Outsourced services provide the flexibility to scale as and when required. As either a project or ongoing engagement, we strive to build continuity and momentum that drives awareness, increases inbound traffic and delivers on your demand generation targets. Typical services include planning and execution of social media marketing, content development, events and lead generation campaigns, and SEO and PPC campaigns.
Social Media, Consulting, PPC, Social Media Marketing, Seo, Marketing, Project Management, Public relations, Content marketing, Online marketing, Digital Marketing, Google analytics, MArketing Strategy, Digital Strategy, Brand identity, Brand Building, Core Values and Branding, Proofreading, Copywriting, Content Development, Presentation development, Lead generation, Business development, B2B Marketing, Interim CMO
2019 - ?
freelance
Marketing Consultant
Hedgebook.
A two-part consulting engagement with this New Zealand based Fintech startup who recently entered the UK market. The initial phase involves developing a messaging framework and Go-to-
Market strategy for the UK market, followed by the second phase which is to provide four days of outsourced services per month to develop and run their media and analyst program, as well as project-based based content development. The engagement includes:
- Employee, client and market surveys and research to develop the vision, mission, values, and brand pillars and overarching messaging framework.
- Website refresh to reflect the updated buyer journey and new messaging and positioning.
- Development of new marketing collateral and sales enablement tools.
- Develop the media and analyst relations strategy, build target audience and messaging.
- Develop and create new content assets including but exclusively case studies, ebooks, infographics, press releases and articles.
- Additional services as and when required.
Market strategy for the UK market, followed by the second phase which is to provide four days of outsourced services per month to develop and run their media and analyst program, as well as project-based based content development. The engagement includes:
- Employee, client and market surveys and research to develop the vision, mission, values, and brand pillars and overarching messaging framework.
- Website refresh to reflect the updated buyer journey and new messaging and positioning.
- Development of new marketing collateral and sales enablement tools.
- Develop the media and analyst relations strategy, build target audience and messaging.
- Develop and create new content assets including but exclusively case studies, ebooks, infographics, press releases and articles.
- Additional services as and when required.
Project Management, Public relations, Content marketing, Copywriting, Digital communication, Brand identity
2018 - 2019
job
VICE PRESIDENT, GLOBAL MARKETING
GTreasury.
A member of the executive team at this innovative enterprise SaaS treasury and risk management provider, responsible for the development and performance of all aspects of the marketing mix for the global marketing function. Select Accomplishments include:
- Led the brand and identity strategy and developed the messaging framework for the integration of GTreasury and Visual Risk post-acquisition. Conducting brand awareness surveys 12 months apart to measure performance, increasing from 42% to 65%.
- Developed the product marketing strategy for the rollout of the single integrated GTreasury/Visual Risk solution. Developed the communications strategy in line with the integration milestones, and delivered a multi-channel thought leadership and influencer campaign to shift the narrative from best-of-breed to a single integrated solution. GTreasury won 7 coveted industry awards and accolades for product innovation and client service in 2019.
- Built a lean, highly effective marketing function, leading a digital transformation and expansion from single track sales support to full-service organisational support. Implemented an Account-Based Marketing (ABM) approach, cutting-edge technology stack and multi-channel strategy to drive and track engagement and real-time visibility of performance, delivering 120% increase in web traffic, a 363% increase in web opportunities in 2018 and 110% in 2019 YTD. 30% decrease in cost per opportunity (COP) to $730.
- Implemented a content strategy to support the narrative and build demand, using a mix of in-house and external SMEs to create a regular cadence, and a balance of complexity and topical vs evergreen assets, using all mediums for preferred methods content consumption.
- Conceptualised and implemented Service360, a 'premium service for all' client success initiative, using a structured approach to client lifecycle management, from onboarding through to live client. Includes masterclasses, online forums, user groups, and live virtual and on-demand training, which has delivered an 8% increase in overall usage 35% increase in new functionality adoption. The flagship 3-day conferences in Chicago and Sydney provided a mix of market and product updates, thought leadership, interactive sessions and innovation labs to an audience of over 200 clients and the broader partner community.
- Led the brand and identity strategy and developed the messaging framework for the integration of GTreasury and Visual Risk post-acquisition. Conducting brand awareness surveys 12 months apart to measure performance, increasing from 42% to 65%.
- Developed the product marketing strategy for the rollout of the single integrated GTreasury/Visual Risk solution. Developed the communications strategy in line with the integration milestones, and delivered a multi-channel thought leadership and influencer campaign to shift the narrative from best-of-breed to a single integrated solution. GTreasury won 7 coveted industry awards and accolades for product innovation and client service in 2019.
- Built a lean, highly effective marketing function, leading a digital transformation and expansion from single track sales support to full-service organisational support. Implemented an Account-Based Marketing (ABM) approach, cutting-edge technology stack and multi-channel strategy to drive and track engagement and real-time visibility of performance, delivering 120% increase in web traffic, a 363% increase in web opportunities in 2018 and 110% in 2019 YTD. 30% decrease in cost per opportunity (COP) to $730.
- Implemented a content strategy to support the narrative and build demand, using a mix of in-house and external SMEs to create a regular cadence, and a balance of complexity and topical vs evergreen assets, using all mediums for preferred methods content consumption.
- Conceptualised and implemented Service360, a 'premium service for all' client success initiative, using a structured approach to client lifecycle management, from onboarding through to live client. Includes masterclasses, online forums, user groups, and live virtual and on-demand training, which has delivered an 8% increase in overall usage 35% increase in new functionality adoption. The flagship 3-day conferences in Chicago and Sydney provided a mix of market and product updates, thought leadership, interactive sessions and innovation labs to an audience of over 200 clients and the broader partner community.
Technology, Treasury, Online, Campaign, Web, Content Strategy, Development, Global Marketing, Surveys, Marketing, Service, Onboarding, Content, Sales, Management, Leadership, Risk Management, Saas, Training, Digital transformation, Innovation, MArketing Strategy, Fintech, Brand identity, Event management, Customer retention, Brand refresh, Marketing Technology, Content marketing, Copywriting, Digital Marketing, Lead generation, Goal setting - KPI's, Business development, Project Management
2016 - 2018
job
DIRECTOR
MARKETING & DEMAND GENERATION.
SessionCam Norwich
Devised and implemented the global marketing, communications and demand generation strategy for this Bootstrapped Martech provider of AI and machine learning solutions for intelligent website optimisation. Select Accomplishments include:
• Restructured demand generation to address volatility and create a predictive model to support sales. Deployed a measurable strategy reducing the reliance on outbound Business Development Representatives (BDR) and focused on inbound. Brought content inhouse, ramped up digital, and established a partner channel, shifting source from 80% BDR to 30% BDR, 50% marketing, and 20% partners in 6 months.
• Hired experienced staff to execute the new strategy. Marketing and partner channel delivered month on month growth, achieving parity with the BDR team in 6 months. Reduced size of the BDR team and reinvested 20% saving in high growth digital channels. New channels delivered a 35% increase in opportunities and a 37% decrease in cost per opportunity to under £720.
• Introduced a client program to reduce churn by focusing on increased system usage and expertise. Developed usage-based training program focused on poorly adopted non-core functionality and user-level - from beginner to superuser -- uncovered correlation between user-level non-core functionality adoption. Training program increased non-core functionality usage by 27% and overall application usage by 17%.
• Introduced product marketing plan for quarterly updates and new product releases, including templates for GTM and communications. Implemented a new product naming convention, replacing structure based on internal jargon with a benefits-based functional structure that's more intuitive and reduces valuable time used in demos on explanations.
Devised and implemented the global marketing, communications and demand generation strategy for this Bootstrapped Martech provider of AI and machine learning solutions for intelligent website optimisation. Select Accomplishments include:
• Restructured demand generation to address volatility and create a predictive model to support sales. Deployed a measurable strategy reducing the reliance on outbound Business Development Representatives (BDR) and focused on inbound. Brought content inhouse, ramped up digital, and established a partner channel, shifting source from 80% BDR to 30% BDR, 50% marketing, and 20% partners in 6 months.
• Hired experienced staff to execute the new strategy. Marketing and partner channel delivered month on month growth, achieving parity with the BDR team in 6 months. Reduced size of the BDR team and reinvested 20% saving in high growth digital channels. New channels delivered a 35% increase in opportunities and a 37% decrease in cost per opportunity to under £720.
• Introduced a client program to reduce churn by focusing on increased system usage and expertise. Developed usage-based training program focused on poorly adopted non-core functionality and user-level - from beginner to superuser -- uncovered correlation between user-level non-core functionality adoption. Training program increased non-core functionality usage by 27% and overall application usage by 17%.
• Introduced product marketing plan for quarterly updates and new product releases, including templates for GTM and communications. Implemented a new product naming convention, replacing structure based on internal jargon with a benefits-based functional structure that's more intuitive and reduces valuable time used in demos on explanations.
Marketing, Business development, Machine learning, Training, Optimization, Sales, Content, Website, Growth, Support, Global Marketing, Ai, Development, Naming, UP
2016 - 2016
freelance
INTERIM HEAD OF SALES & MARKETING
Trybe.
2016 Interim Head of Marketing and Sales (B2B & B2C at this Oslo-based Martech start-up disrupting the consumer research industry by providing in-depth consumer insights in near real-time and at a fraction of the cost. Select Accomplishments include:
- 9-month interim contract at this angel-funded start-up, tasked with building the sales and marketing function from the ground up. Established processes and KPIs, implemented Salesforce.com and developed the client acquisition strategy. Defined and segmented the TAM, created user personas and targeted GTM strategy. Hired the sales and marketing team, providing training and support throughout the onboarding process.
- Defined brand strategy refreshed the visual identity and developing the new messaging framework, which formed the basis for the latest content, website and sales enablement tools.
- 9-month interim contract at this angel-funded start-up, tasked with building the sales and marketing function from the ground up. Established processes and KPIs, implemented Salesforce.com and developed the client acquisition strategy. Defined and segmented the TAM, created user personas and targeted GTM strategy. Hired the sales and marketing team, providing training and support throughout the onboarding process.
- Defined brand strategy refreshed the visual identity and developing the new messaging framework, which formed the basis for the latest content, website and sales enablement tools.
Sales, Interim, Support, Website, Onboarding, Content, Marketing, Salesforce, Marketing and sales, B2C, Training, B2B, Research, Go-to-market strategy, Teambuilding, Coaching, Manager Development and Coaching, MArketing Strategy, Brand identity
2014 - 2015
job
GLOBAL HEAD OF MARKETING, STRATEGIC CLIENTS
Thomson Reuters Financial & Risk.
Charged with creating, developing and delivering the marketing strategy and plans for global strategic clients at this leading provider of financial technology and market data. Select Accomplishments include:
• Developed the global marketing plans for strategic clients broken down by region, product set and individual account, providing consistent service and a unified brand experience for global clients with multiple touchpoints across all levels and spanning all geographies. Worked closely with regional marketing on execution and minimising overlap with local plans.
• Pioneered the use of product footprint mapping to drive revenue growth and cross-sell opportunities to increase wallet share at existing clients. Cross-selling stemmed revenue decline generated 0.2% in growth - the first time in 6 years.
• Implemented a competitor displacement campaign for the shrinking terminal business. Worked with the commercial team to develop the financial and user incentives plan, which received widespread buy-in and executive sponsorship at many accounts. Hosted onsite lunch and learns, gave out free marketing swag, and set up product labs and competitions on client trading floors to drive engagement. Successfully displaced and replaced 15% of competitor terminals over the duration of the campaign.
• Developed the global marketing plans for strategic clients broken down by region, product set and individual account, providing consistent service and a unified brand experience for global clients with multiple touchpoints across all levels and spanning all geographies. Worked closely with regional marketing on execution and minimising overlap with local plans.
• Pioneered the use of product footprint mapping to drive revenue growth and cross-sell opportunities to increase wallet share at existing clients. Cross-selling stemmed revenue decline generated 0.2% in growth - the first time in 6 years.
• Implemented a competitor displacement campaign for the shrinking terminal business. Worked with the commercial team to develop the financial and user incentives plan, which received widespread buy-in and executive sponsorship at many accounts. Hosted onsite lunch and learns, gave out free marketing swag, and set up product labs and competitions on client trading floors to drive engagement. Successfully displaced and replaced 15% of competitor terminals over the duration of the campaign.
MArketing Strategy, Service, Technology, Growth, Global Marketing, Financial technology, Sponsorship, Campaign, Customer experience, Communication strategy
2008 - 2014
job
VICE PRESIDENT, INTERNATIONAL MARKETING
Reval.
Directed marketing endeavours for this global provider of comprehensive SaaS provider enterprise treasury and risk management solutions for corporations, with a focus on geographic expansion and growing market share. Select Accomplishments include:
• Built a strong marketing competency to drive global expansion in EMEA and APAC. Developed tailored marketing and communications strategies and plans by region, territory, and country for maximum success. Successfully launched Reval in Hong Kong, Singapore, Malaysia, India, ANZ, UK, DACH, Nordics, Benelux, and South Africa, increasing revenue outside North America from 5% to 42% in 6 years.
• Led Reval through three rebrands as it expanded beyond its core discipline, including new brand strategy, positioning and messaging framework and unique visual identity. Executed a dual-brand strategy post-acquisition of a strategic target with no geographic and functional overlap or brand recognition in respective markets. Converted to a single brand in 15-months upon achieving brand parity.
• Established PR and Communications as the bedrock of new market penetration. Worked closely with the PR agency to deploy a media and analyst program along with conscientious thought leadership like white papers, case studies, and market sentiment reports resulted in consistently achieving over 42% share of voice against competitors.
• Pioneered the rollout of the digital marketing strategy, including website, social media, SEO, PPC and digital platforms to build an online presence to support the shift online for self-discovery in the buying process. A comprehensive online presence was a key driver of inbound website demo requests, increasing from 5 to over 150 a month over 2 years.
• Built a strong marketing competency to drive global expansion in EMEA and APAC. Developed tailored marketing and communications strategies and plans by region, territory, and country for maximum success. Successfully launched Reval in Hong Kong, Singapore, Malaysia, India, ANZ, UK, DACH, Nordics, Benelux, and South Africa, increasing revenue outside North America from 5% to 42% in 6 years.
• Led Reval through three rebrands as it expanded beyond its core discipline, including new brand strategy, positioning and messaging framework and unique visual identity. Executed a dual-brand strategy post-acquisition of a strategic target with no geographic and functional overlap or brand recognition in respective markets. Converted to a single brand in 15-months upon achieving brand parity.
• Established PR and Communications as the bedrock of new market penetration. Worked closely with the PR agency to deploy a media and analyst program along with conscientious thought leadership like white papers, case studies, and market sentiment reports resulted in consistently achieving over 42% share of voice against competitors.
• Pioneered the rollout of the digital marketing strategy, including website, social media, SEO, PPC and digital platforms to build an online presence to support the shift online for self-discovery in the buying process. A comprehensive online presence was a key driver of inbound website demo requests, increasing from 5 to over 150 a month over 2 years.
Website, Social, President, Framework, Treasury, Demo, Online, Enterprise, Digital Marketing Strategy, Analyst, Management, Pr, Leadership, Risk Management, Saas, PPC, Brand identity, MArketing Strategy, Seo, Marketing, Social Media, Lead generation, Team management, Digital Marketing
2006 - 2008
job
GLOBAL HEAD OF MARKETING & COMMUNICATIONS
Creditex.
Owned the marketing communications strategy for this pioneer of electronic platforms for derivatives trading, and responsible for building brand awareness and brand equity as it prepared to launch a new FinTech start-up. Select Accomplishments include:
• Responsible for delivering the client relationship management program, a vital component of the interdealer broker strategy for retaining clients and increase trade volumes. Activities included hosting summer and winter hospitality events for 500+ clients in London and New York, corporate hospitality at sporting events, and tailored hospitality by trading desks or clients.
• Implemented the successful media strategy to increase the brand profile by the CEO and company as de facto experts on the credit default swap (CDS) market. Provided market statistics to the media in support of their coverage and established the CEO as the go-to commentator on the CDS market, receiving regular coverage in The Financial Times and Wall Street Journal and appearances on CNBC and Bloomberg TV.
• Played a crucial role in the launch of Q-WIXX, a Fintech start-up launched by Creditex, developing the brand strategy and identity, and partnering with the product team on the cutting-edge UI. Worked closely with Beta clients for a deep understanding of use cases and benefits, which was instrumental in creating the messaging and positioning for the market launch.
• Responsible for delivering the client relationship management program, a vital component of the interdealer broker strategy for retaining clients and increase trade volumes. Activities included hosting summer and winter hospitality events for 500+ clients in London and New York, corporate hospitality at sporting events, and tailored hospitality by trading desks or clients.
• Implemented the successful media strategy to increase the brand profile by the CEO and company as de facto experts on the credit default swap (CDS) market. Provided market statistics to the media in support of their coverage and established the CEO as the go-to commentator on the CDS market, receiving regular coverage in The Financial Times and Wall Street Journal and appearances on CNBC and Bloomberg TV.
• Played a crucial role in the launch of Q-WIXX, a Fintech start-up launched by Creditex, developing the brand strategy and identity, and partnering with the product team on the cutting-edge UI. Worked closely with Beta clients for a deep understanding of use cases and benefits, which was instrumental in creating the messaging and positioning for the market launch.
Marketing, UI, Management, TV, Statistics, It, Fintech, Hosting, Support, Ceo, UP, Go, Brand identity
2003 - 2006
job
MARKETING MANAGER
Omgeo Thomson Financial.
Responsible for the management and execution of the UK marketing strategy for this leading post-trade processing platform for Equities. Oversaw all online and offline marketing communication campaigns, accelerating the transition to the new company positioning within the UK market. Select Accomplishments include:
• Oversaw all on and offline marketing campaigns and the company's positioning within the UK market.
• Led the global CRM process reengineering project for Sales and Marketing, resulting in the selection and implementation of Salesforce.com.
• Oversaw all on and offline marketing campaigns and the company's positioning within the UK market.
• Led the global CRM process reengineering project for Sales and Marketing, resulting in the selection and implementation of Salesforce.com.
Marketing, MArketing Strategy, CRM, Salesforce, Management, Sales, Implementation, Online, Processing, LED, Manager
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