Fiacré Baidoo

Leading brand strategy, GTM and commercial marketing across Lyca Mobile, Lyca Travel and Lyca Health as the most senior marketing leader in the Group, reporting directly to C-suite. Grew Lyca Mobile pay monthly customers from 20, 000 to 100, 000 in under a year through a structured acquisition programme with every campaign tracked end-to-end via UTM attribution across paid, CRM and digital channels. Led GTM strategy and execution for pay monthly product launches across 3 new global markets, owning go-to-market planning, channel activation and commercial messaging. Responsible for the full campaign and e-commerce asset suite, including messaging frameworks, creative briefs, CMS landing pages and email and SMS journeys for multi-market rollout. Managing a global team of 5, setting priorities across markets and aligning execution to commercial goals, while overseeing budget allocation and ROI governance across all channels.

Operated as fractional marketing lead for a portfolio of B2B clients, delivering integrated digital strategies across paid media, organic social, email marketing and SEO. Built and managed HubSpot automated workflows, lead nurture sequences and ABM campaigns that helped clients engage target accounts consistently and convert interest into qualified conversations. Oversaw social media strategy across platforms, developing content frameworks that balanced brand building with demand generation. Managed multiple client accounts simultaneously, getting up to speed quickly on each business and delivering against commercial objectives without a large team or long runway. This engagement sharpened my ability to operate across multiple marketing sub-functions and adapt strategy rapidly to different audiences and sectors.

Built the demand generation function from scratch, taking full ownership of strategy, execution and reporting across a 360 marketing programme designed to support commercial growth. Ran 3 campaigns per month spanning LinkedIn, HubSpot ABM workflows and roundtables, generating an average of 15 qualified leads per month and achieving a 5.4% email click-through rate against a B2B industry average of 2 to 3%. Owned the full lead generation infrastructure including CMS landing pages, gated content assets, email nurture sequences and webinar programmes. Produced sales collateral and enablement materials including capability decks, case studies and one-pagers used directly by the sales team in customer conversations. Led product launches from narrative and positioning through to full channel activation, and owned organic and paid social content planning and creative testing throughout.

Worked with a portfolio of proptech clients to maximise their usage of the Equiem platform and increase visibility and engagement within their commercial and residential properties across the UK and US. Increased client app usage by 35% through summer campaigns across both markets, managing an average monthly budget of £10, 000 per client. Partnered with local businesses and community organisations on behalf of clients to drive engagement and footfall through each client app, making the platform feel genuinely relevant to the people using the buildings. Managed the full content and product side of each client app including editorial planning, in-app content, onboarding flows and product updates tailored to each property. Supported commercial teams across the UK and US with localised sales materials and case studies, and owned CMS and website content management to keep client-facing pages conversion-focused.

UKSIF
Supported UKSIF, the UK Sustainable Investment and Finance Association, with marketing and sponsorship activity around key industry events and initiatives. Managed a £25K annual budget, delivering strong ROI through careful prioritisation of spend across channels and sponsorship packages. Led a team of 7 across marketing, events and communications workstreams, coordinating activity to ensure everything ran to time and to standard. Implemented a marketing automation platform that replaced fragmented manual workflows with a centralised system, improving efficiency and giving the organisation a stronger foundation for future marketing activity. A focused, high-impact engagement that required fast onboarding, effective stakeholder management and clear delivery within a tight timeframe.

Led marketing activity across a complex international logistics environment over nearly four years, covering bid management, ABM, content and sales enablement. Led bid management and created sales decks and pitch materials that directly supported deals worth over £1m, including Virgin Atlantic, Tesco and the Ministry of Defence. Ran ABM campaigns targeting key accounts across UK and European markets, building account-specific messaging and working with the sales team to align outreach with the right content at the right stage. Produced and hosted a UK podcast as part of the lead generation strategy, building brand authority and reaching new audiences in the logistics sector. Enabled UK and European sales teams with updated presentations and materials, and built a library of over 100 case study templates and email marketing content using Eloqua.