Sarah Williams
Haslemere,Surrey
Summary
Experienced Digital Marketing Leader with 5+ years driving demand generation, pipeline growth, and digital strategy in B2B SaaS. Scaled marketing-sourced revenue contribution from 0 to 45% through targeted campaigns, automation, and content strategy. Proven success leading global teams, managing MarTech stacks, and working cross-functionally with Sales, Product, and Customer Success to drive measurable results. Skilled in HubSpot, GA4, SEO, Clearbit, and lifecycle marketing.
Overview
8
8
years of professional experience
2
2
years of post-secondary education
Work History
Director of Digital Marketing
Wazoku
London
03.2023 - Current
- Built a demand generation engine contributing 20-45% of late-stage pipeline
- Grew from 1 to 12 marketing-sourced deals per quarter over 18 months
- Delivered consistent quarterly late stage deals (24+ per quarter)
- Boosted website traffic by 23% and improved conversion rate to 14%
- Led CRM migration to HubSpot Enterprise; integrated Clearbit, GA4, and SEO tools
- Managed a team of 6 across campaigns, content, design, and digital (UK, Denmark + Colombia)
- Launched evergreen content generating sustained downloads over 3+ years
- Coordinated with sales team to align digital marketing goals.
- Supported a co-marketing campaign in the Middle East driving £750K+ in deal value
- Delivered marketing support across acquisitions, product launches, and customer events
- Implemented PPC advertisements to increase product exposure.
- Managed creative teams for the production of compelling digital adverts.
- Developed SEO strategies for improved online visibility.
- Supported go-to-market strategy for new products and services by developing launch messaging, content, and campaigns aligned with sales and product teams
Senior digital marketing manager
Wazoku
London
10.2021 - 03.2023
- Ran campaigns across email, social, SEO, and events to support pipeline goals
- Introduced webinars generating 50+ registrations with sales follow-ups
- Developed product-focused content including buyer's guides and podcasts
- Led redesign of key website pages, boosting conversions on high-intent CTAS
- Enhanced CRM data and attribution with Clearbit and HubSpot automation
- Drove collaboration with CS on customer marketing programs and events
- Supported rebranding across acquisitions and platform updates
- Led cross-functional teams to ensure seamless execution of digital marketing plans.
- Improved website SEO by implementing keyword optimisation techniques.
- Coordinated promotional activities across various digital platforms for cohesive branding messages.
- Fostered close relationships with external agencies, enhancing campaign effectiveness and ROI.
Digital Marketing Manager
Wazoku
London
04.2020 - 10.2020
- Delivered full-funnel digital campaigns across email, social, and web
- Built initial marketing automation flows in HubSpot for lead nurturing
- Supported Sales with targeted outreach campaigns and list segmentation
- Led early SEO improvements using GA, Search Console, and Yoast
- Helped launch the Innovation at Scale campaign - now a long-term lead driver
- Contributed to platform adoption campaigns with user newsletters and updates
Digital marketing campaign manager
Aspira
London
10.2018 - 03.2020
- Led member retention initiatives and optimised lead acquisition processes.
- Utilised data-driven insights to enhance email marketing and landing page effectiveness.
- Completed a HubSpot training course and implemented a full inbound nurturing workflow, increasing lead-to-customer conversion through automated email sequences and lifecycle tracking, resulting in improved engagement and faster lead progression across the funnel.
Head of marketing
On the Point Marketing Ltd
London
06.2017 - 10.2018
- Established and led an in-house digital marketing agency, serving multiple internal and external clients.
- Influenced positive change by consistently analysing and optimising campaign performances.
- Managed budgets effectively whilst maintaining high performance in marketing projects.
- Devised social media campaigns for improved brand awareness and customer interaction.
Education
Level 6 Diploma - Professional Marketing
The Chartered Institute of Marketing (CIM)
United Kingdom 06.2017 - 08.2018
Diploma - Digital Metrics and Analytics
The Chartered Institute of Marketing CIM
United Kingdom 06.2017 - 08.2018
Skills
- Go-to-Market Strategy
- Product Marketing
- Campaign Planning
- Cross-Functional Collaboration
- Sales Enablement
- Messaging & Positioning
- Content Development
- Launch Strategy
- Integrated marketing understanding
- UI and UX understanding
- Multichannel optimisation
- Google analytics proficiency
- Content expertise
- Pay per click campaigns
- Brand awareness building
Timeline
Director of Digital Marketing
Wazoku
03.2023 - Current
Senior digital marketing manager
Wazoku
10.2021 - 03.2023
Digital Marketing Manager
Wazoku
04.2020 - 10.2020
Digital marketing campaign manager
Aspira
10.2018 - 03.2020
Head of marketing
On the Point Marketing Ltd
06.2017 - 10.2018
Level 6 Diploma - Professional Marketing
The Chartered Institute of Marketing (CIM)
06.2017 - 08.2018
Diploma - Digital Metrics and Analytics
The Chartered Institute of Marketing CIM
06.2017 - 08.2018
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