Tomas Klauda

• Stenn is a fast-growing online platform for financing small and medium-size businesses engaged in international trade. Stenn provides financing services in 74 countries and is backed by financial giants like HSBC, Barclays, Natixis and many others.

• Responsible for New Customer Acquisition across all paid media channels (Search, Display, YouTube, LinkedIn, Meta, Direct Buy), overseeing Stenn's key markets (US, UK, IN).

• Defining and executing a full funnel B2B lead gen media strategy, with a multi-step customer journey for our core products of Invoice Factoring and Revenue Based Financing (Website Visit > MQL Sign-Up > SQL Application > Approval > Closed Won).

• Working with an £8M+ annual budget, I was responsible for an efficient budget allocation based on tCPA.

• Initially managing an external agency, I have then hired and managed 2 in-house media specialists.

• Focusing on hypergrowth and generating results, I have successfully increased lead acquisition by +23% MoM, while improving MQL to SQL CvR by +11%. This has been achieved via channel expansion, detailed data analysis, audience list enrichment and targeting, creative testing, ad copy and LP optimisation.

• Presenting weekly performance results to ELT and directors; close collaboration with data, sales, and marketing teams to improve lead quantity and quality, resulting in more 'closed won' businesses.

• Managed a global paid search team of 6 performance marketing managers. Developed channel strategy and overseen its implementation across UK, NA, EMEA and APAC regions.

• Worked with an annual budget of £9M+, responsible for efficient media investment allocation based on global P&L. Accountable for optimising investment across multiple platforms and channels – delivered a 21% improvement in ROAS for FY23, while over-achieving channel revenue targets in every market (my team was the only digital team in the business to exceed annual targets).

• Established strong relationships with media partners (Google, Microsoft, Admarketplace, Wunderman Thompson, Feedonomics). Facilitated strategic Google workshops and leading industry events (PMW). Provided guidance and mentorship, and prioritised growth and development of everyone in my team.

Developed a strong test & learn culture, with 30+ tests conducted over 2023 (copy, assets & on-site CRO).

• Designed a strategy for increasing revenue from the brand's 10 bestselling products (25% growth YoY was primary business OKR for 2023). First team in Ecommerce to rollout messaging live; results have significantly over-achieved targets (product revenue in 2023 grew +58% YoY in the UK, +106% in NA, +49% across EMEA).

• Feed Management – identified several issues with the existing provider and pitched for an alternative solution. Full ownership of RFP for a new partner, worked alongside procurement to select and onboard a new provider. Solely managed the transition process & feed optimisation across all channels. Delivered an annual saving of £83k in management fees and 3% reduction in Shopping CPCs.

• Audience Automation – Project lead, worked with CRM and IT teams to create custom first party audience lists for key customer segments, automated import schedule via API into Google Ads and Meta. Created an audience strategy for Google Ads to leverage first party data effectively across all campaign types.

• Internal promotion to lead all digital marketing activity across Europe and North America. Directly supervised a team of 3 marketing channel specialists (PPC, Paid Social, Affiliates).

• Key projects included restructure of PLA campaigns, onboarding of native display partners (Outbrain), growth of the affiliate programme (implemented a tiered commission reward system, onboarded high quality content and loyalty publishers, revenue growth +26% YoY), on-site optimisation & UX A/B testing demonstrating lift in CvR and AOV across paid and organic channels (Intent.ly), YouTube and Meta brand lift studies, elevation of custom DPA asset designs for brand and performance (lead to 15% budget shift from BAU to Brand, while maintaining existing revenue performance).

• Managed an annual budget of over £9M, optimised investment between all digital channels on a weekly basis to maximise profitability at scale, forecasting performance in line with business traffic and revenue targets. Delivered a 14% revenue growth YoY over FY21, while increasing blended ROAS from 3.9 to 5.0.

• Contributed to several overarching projects including website re-platform, feed management provider migration, implementation of CAPI, onboarding of a predictive multi-touch attribution modelling solution.