Ada Babiuch

Set to develop a comprehensive global marketing strategy for Ocean Bottle - mission first startup where each sale of reusable water bottle funds the collection of 1000 plastic bottles from the ocean building a more sustainable future for all

• Developing a comprehensive go-to-market strategy for US and selected EU regions
• Successfully launched Ocean Bottle's first TV ad campaign aimed at raising brand awareness across eco conscious customer base resulting in a staggering 120 % YOY increase in customer acquisition and a 67 % YOY increase in product upsell
• Championing data-driven decision-making whilst setting marketing data analysis team for detailed customer segmentation, better trends forecasting and comprehensive tool onboarding to ensure brand metrics are measured alongside digital performance for increased efficiency
• Achieving 3x growth in D2C product sales in 2024/2025 via new digital channel expansion (TikTok, Yotube) and existing digital channels optimisation (Meta, Google, Amazon) alongside improved site visitor retention KPIs and optimised product offerings
• Evaluating and refining marketing processes to enhance efficiency and effectiveness on campaign level by channel and by region
• Managing and building Ocean Bottle's marketing team of high performing marketers whilst ensuring operational excellence and strong collaboration across all departments
• Orchestrating successful product launches strengthening market positioning and all acquisition efforts

Responsible for growth across both D2C an B2B marketing channels.

• Led team responsible for delivering a staggering +70% YOY growth of member base for a bespoke sleep solution in my first 9 months (headphones + app + app audio content)
• Owned KPIs such as traffic, trial uptake, member vol and revenue, channel specific conversion rates and engagement
• Ensured omni-channel strategies across all paid, owned and earned channels align with overall business objectives
• Web optimisation of user journeys for both customer acquisition and retention
• Ensured growth of active member base through improved customer experience, app activations and increased audio content consumption
• Developed partnerships with 3rd party audio providers such as Spotify, Audible, Calm and Headspace

Headhunted to develop a global go-to-market strategy for a an AI marketplace incubated by an established technology company: Imagination Technologies.

• Developed a comprehensive go-to-market strategy including expansion to US, Europe and China
• Introduced new pricing strategy for bespoke projects where customised feature delivery would drive higher margins
• Initiated a number of key partnerships which resulted in a staggering 150% revenue growth in the first 6 months

Chirp is a SAAS (Software as a Service) company. Closest main stream competitor: Bluetooth. Headhunted to oversee the company's global expansion to USA, Europe, China. Reporting to CEO/Board. Start up acquired by Sonos early 2020.

• Created basis for business strategy targeting SEMs/ SMBs while working closely with both product and sales teams
• Spearheaded a brand new B2B value proposition for multiple markets
• Delivered new lead generation strategy (webinars, demos, blogs, paid search, linkedin, SEO and content improvements) for a new product launch
• Cut down marketing spend by 50% YOY while increasing effectiveness of lead gen program by nearly 85% in less then 6 months (Q42017/ Q1 2018)
• Optimised customer online journey while identifying key ‘pain points' and putting in place relevant A/B testing programs to increase the overall conversion rate by 9%
• Developed acquisition and loyalty programs focused on identifying optimum sales cycle while increasing customer conversion rate

At a newly launched Disney division I managed positioning, pricing and promotional strategy for Disney's newly launched OTT SVOD services Disney Life (now Disney+). I was leading EMEA marketing function, identifying new opportunities and setting strategy/direction. Line-managed an international team including: 4 UK, 2 EMEA and 5 US UA direct reports. Budget responsibility £35m+

• Responsible for DisneyLife (now Disney+) omni channel app launch incl. ATL (PR/TV/ radio/ print/ OOH) and BTL (SEO/ PPC/ email/ display/affiliates/ social/ in- app/mobile/ content marketing)
• Championed international roll out plan to EMEA markets incorporating 4 separate geographic strategies into one overall business growth strategy while ensuring clear communication of brand's vision and values
• Managed continuous optimisation of creative assets across multiple social channels: Facebook, Instagram, Twitter, Snapchat, Pinterest Youtube and Linkedin
• Developed high quality CRM programme including a comprehensive trigger based messaging technology integration
• Managed attribution model development to improve platform data management and customer conversion pipeline
• Oversaw owned, paid and earned channels strategy while ensuring KPIs are achieved
• Developed an improved mobile experience with record downloads: +280% YOY and web impressions: +360% YOY
• Close collaboration with best in class customer insights function on behavioural and needs driven analysis and product teams on product development roadmap
• Managed PR, experiential and influencer channels including micro-influencers and celebrities

Led marketing function for 2 new digital product launches: Esquire Weekly app and Good Housekeeping Institute web-based subscription service. Also responsible for setting up marketing strategy incl. 3 year plans and core KPIs. Line managed 3 direct + 4 in-direct reports.

• Managed $25m marketing budget across 8 high profile brands Cosmopolitan, Esquire, Company, Good Housekeeping, Country Living, Beautiful House, Prima and Red
• Championed 2 x new digital product launches from concept to implementation including detailed delivery of both ATL campaigns (TV/Radio/Press/OOH) and BLT campaigns (SEO /PPC /Display /Affiliates /Email / Social/ Content Marketing/ TM /DM)
• Successfully implemented a number of subscription initiatives including boosting retention rates from av. 55% to 65% and increasing acquisition uptake with average growth of 8% per title
  Optimised customer acquisition funnel to improve ‘basket to basket- complete' conversion rate by 20%
• Introduced new acquisition strategies with the help of new pricing structure across all digital channels with emphasis on social such as Facebook, Twitter, Instagram, Snapchat and Pinterest
• Created best in class shopper segmentation scheme and introduced new customer segment management process
• Created new ‘Good Housekeeping' brand positioning campaign to improve consumer brand recognition

Led the full marketing mix for e-commerce division of Dennis Publishing specialising in driving magazine and newspaper sales.

Developed marketing strategy for digital TV products such as Sky Anywhere, Multiroom, Sky Go and Sky Go Extra. Worked with the business to set, drive and deliver relevant metrics and ensure consistent messaging, positioning and pricing.