Danielle Bedford

SafeShel is an early-stage, high-growth company developing a rapid deployment emergency shelter that creates instant privacy and protects casualty dignity during incidents.

• Lead SafeShel's UK go-to-market strategy , building presence across key sectors and customer profiles.
• Responsible for UK commercial growth , including revenue forecasting, pricing strategy and pipeline development.
• Build and scale a national distributor network across medical, safety and emergency response sectors.
• Establish SafeShel's UK brand and market presence through PR, industry events, outbound marketing and social media.
• Define UK marketing and growth budgets , aligning investment with commercial strategy and market expansion.
• Part of the leadership team driving product roadmap, operations and international expansion strategy .

Indeed Flex: A high-growth, on-demand staffing platform / marketplace. 150m+ (GBP) global annual revenue.

Summary:

Led B2C marketing across the UK and US with full ownership of strategy, £2m+ budget, and team performance. Driving acquisition, activation, and retention through data-led growth initiatives, market expansion, and cross-functional alignment with product, sales, and operations.

• Team Restructuring & Efficiency: Reshaped the UK B2C marketing team to align with company growth objectives, creating a leaner, higher-performing structure. Led a sensitive downsizing process while sustaining strong performance and improving operational efficiency.
• CAC Reduction & Cost Efficiency: Reduced UK CAC from £105 to £33 and US CAC from $291 to $90 YoY by reactivating churned and dormant users, launching referral and loyalty programmes, diversifying acquisition channels, aligning closely with the sales pipeline, and introducing cross-verification opportunities for existing users.
• Predictive Hiring Signals & AI Readiness: Partnered with the product team to design and launch a multi-input hiring signal data product. Built as a foundation for future machine learning model integration. Enabled proactive identification of when and where to acquire net new jobseekers, improving fulfilment, reducing acquisition wastage, and enabling faster, data-led decision-making across the B2C marketing function.
• Churn Re-engagement Campaign (Peak 2024): Reactivated dormant Flexers, including users inactive since 2017 to drive fulfilment and reduce reliance on net new acquisition. Delivered 5,507 completed shifts from 767 re-engaged users, increasing average shift volume per worker at minimal cost.
• End-to-End Mobile Journey Optimisation: Led the development and delivery of a 100% mobile app journey to improve conversion across key stages from registration to interview to verification. Introduced pre-qualification to increase jobseeker quality and interview preparedness, while strengthening the Indeed Flex brand proposition. Improved interview-to-verification conversion from 20% to over 40%.
• US GTM Strategy: Delivered a two-phase go-to-market strategy for jobseeker acquisition and brand building in new US markets. Phase 1 focused on generating early traction and achieving 95% fulfilment; Phase 2 accelerated brand presence to drive network effects and organic growth. Developed a clear, repeatable framework to streamline execution across multiple launches and ensure stakeholder alignment across marketing, sales, product and operations.

Coople: A high-growth, on-demand staffing platform / marketplace. 100m+ (GBP) global annual revenue.

Summary:

Led global B2B and B2C marketing with full ownership of acquisition, activation, and retention strategies across the UK and Switzerland. Scaled the marketplace to drive consistent user growth, engagement, fulfilment and increased revenue.

• User Acquisition & Market Growth: Grew the UK jobseeker base from 83K to 343K in 3 years through targeted multi-channel campaigns, performance marketing, and product-led growth initiatives. Launched new city GTM strategies (e.g. Birmingham) delivering 6,000+ new users and £60K profit within 4 months.
• Retention & Engagement: Developed and optimised lifecycle journeys (email, in-app, push, SMS) to boost activation and reduce churn. Increased conversion from registration to first shift worked. (3% - 12%)
• Revenue & Performance Marketing: Delivered £853K gross profit from high-impact B2C acquisition campaigns for strategic accounts. Generated £660K pipeline in H1 2023 and 180+ monthly MQLs via automated lead nurturing (Pardot) and inbound marketing activity.
• Team & Strategy Leadership: Built and led a team of 5 country marketers, overseeing a £1M+ marketing budget. Set targets across acquisition, retention, MQLs and revenue metrics. Partnered cross-functionally with product, sales, and BI to drive data-informed growth decisions.
• Executive Stakeholder Management: Part of the Leadership team. Regularly reported acquisition, retention, and revenue performance metrics to the C-suite, influencing roadmap and investment decisions.
• Team Leadership & Development: Recruited, managed, and developed a team of five country marketers, fostering a high-performance culture. Provided ongoing development, coaching, and structured development to scale team impact.

Dice is a global, digital career platform specialising in connecting technology professionals with some of the world's leading employees.

Summary:

Responsible for creating marketing strategies to acquire & convert new users (B2B & B2C), and to increase engagement from existing customers across the EMEA region.

• Award Winning Marketing Campaign - Superheroes: Project managed 3 integrated brand campaigns in 2016 (Global Recruiter awards 2017).
• Launched client contact strategy involving sales, marketing and CS teams across pre and post sales, in order to retain high value customers. Achieved 80% annual renewal rate (standard renewal rate = 60%).
• Worked with the sales leadership team to devise brand and demand bundles, enabling sales to acquire customers at high velocity. Long term goal to convert these customers to an annual subscription. (50% conversion).
• Lead on web store launch, including GTM plan and ongoing media promotion. Achieved annual web store sales of £100k, exceeded target by 20%.

Summary:

Development and execution of the marketing strategy. Ownership of core website metrics for 4 pan-European websites (new users, repeat traffic, conversion, APR and engagement). Team of five direct reports. Ownership of agency and media buying.

• Rebrand (The IT Job Board > Dice): June 2015 Launched new brand identity for 5 websites supported by TTL brand campaign (Hot Tech Talent). Brand searches +9% and direct traffic +35%.
• Launched partnerships with Commission Junction & Spiceworks (traffic +30%).
• Achieved year on year traffic growth for both UK and Germany in 2017 (traffic +66%).
• Developed and launched GTM plan for launch of new career mobile app.
• Owned 'job scraping' project . Increase engagement from our job seeker email programs and to diversify the type of job content published on our websites. Delivered 20% increase in CTR and 35% increase in job applications.

Summary:

Increase website traffic for four pan-European websites, utilising SEM, SEO, Display, Social Media, Affiliate and Email as well as non-digital channels. Manage and optimise all paid and organic media. Drive job seeker engagement through email and identify new means of acquisition. Managed a team of three.

• Implemented new SEO strategy in 2013: Grew organic traffic from 11% of overall monthly traffic to 35% year on year.
• Launched CRO project for Germany (partnering with Maxymiser). Grew email database by 20%.
• Supported the roll out of new B2C and B2B products (Salary Monitor & CV Radar).
• Launched affiliate program via Affiliate Window, building a network of over 25 advertisers who collectively generated over 15,000 monthly job seeker applications.

Owned media partnerships with the Register, IT Jobs Watch and Net Communities. Managed media buying and planning for 4 European markets.

Boutique recruitment agency, specialising in Finance & Accounting.