Jo Burman

A proactive, professional, and extremely results focused commercial leader, with over 20 years experience in B2B SaaS marketing, demand generation, digital strategy, marketing automation, ecommerce and project management.

Key Achievements

  •  Strategy development - 8 years high growth marketing demand strategy development and implementation in line with business OKRs across public and private sector organisations

  • Lead generation and conversion - Built and managed large B2B marketing teams and SDRs. Generated 32% MOM growth ICP qualified leads and 70% increase in lead to meeting conversion

  • Reduced costs – Successfully reduced CPL by 61% and CPA by 22% through implementation of marketing and sales automation software

  • Increased client engagement – Achieved a 45% increase in client engagement through hyper personalised ABM marketing campaigns

  • Built brand awareness – Launched Vivup to private sector and raised awareness through multichannel marketing activity, key events and a tactical ICP engagement strategy

  • Enhanced team productivity – Fostered and mentored a collaborative team environment not only within marketing but across departmental stakeholders

Vivup Employee Wellbeing & Benefits – SaaS

Head of B2B Marketing (May 2022 to Dec 2024)

Built and managed the B2B Marketing Team (17 people) with overall responsibility of managing a multichannel strategy to generate SQLs across both public and private sectors for new client acquisition, growth and client retention

Key deliverables to date:

  •  Implementation of a 3-year multichannel B2B omni channel customer marketing acquisition strategy including account-based marketing, email, digital social and content campaigns, digital and in person events, awards, sponsorship, partnership marketing, integrated SEM, digital PR & media coverage, affiliate and digital partnerships, website CRO, expert influencers and key speakers

  • Proven record in 30% MOM growth of qualified sales and marketing leads into the business.

  • Reduction in 22% CPA in 2024 by implementing automated processes for CRM outreach, lead nurture to sales pipeline management

  • Introducing collaborative working frameworks with Sales, Product and Customer Success Teams to ensure consistent and effective touch points from lead generation to onboarding

  • Ensured adoption of a customer centric approach online, ensuring clarity, simplicity, and effectiveness of communication in line with brand personality, tone of voice and objectives

  • Effective stakeholder and SLT engagement

  • Development of the full product and content marketing strategy

  • Client growth strategy – personalised ABM, product and content marketing, monthly comms, events

  • Full external agency appointment and management

  • Full budget management, evidencing CPL, CPA, and ROI

PureClarity – SaaS

Head of Strategic Marketing (May 2018 - May 2022)

  • Annual marketing multi-channel campaign planning and budget management

  • Lead generation - full management of paid media, SEO, display, retargeting, digital PR, email, and social media marketing

  • Tech and solution partner marketing strategies

  • Market research specification, management, analysis, and strategic interpretation

  • Product and content marketing – webinars, podcasts, videos, graphics, presentations, demos. Whitepapers, eBooks, case studies, blogs

  • Competitor analysis, brand management and market positioning USP product marketing

  • Budget management, monthly performance analysis by channel and full lead attribution modelling

RH Smith and Sons – Retail

Head of Marketing (Jun 2015 - Mar 2018)

  • Development and implementation of ecommerce strategy for both the retail and trade ecommerce platforms

  • Responsible for a team of 7 covering SEO, social strategy, web development, UX, email, trade events, direct mail, advertising, product marketing and market insights

  • European roll out GTM strategy to key retail markets

  • Selling through eBay and Amazon marketplaces

  • Budget management

  • GDPR compliance project manager ownership

Benenden Health - Healthcare

Head of Ecommerce (Jun 2012 - Jan 2015)

  • Managed a marketing and ecommerce team of 5

  • Creation of the adaptive website as part of the company rebrand – new build and architecture with result of 264% increase in unique visitors to the website YOY

  • Instigating and development of a 3-year roadmap development for digital marketing across the business

  • Launched Benenden health community portal with the rebrand of all marketing assets for launch

  • Introducing online webinar live TV shows for over 900,000 member

  • Intranet redevelopment

  • SEO, PPC, email, social media, affiliate marketing strategy development

  • Member of the Benhealth magazine key editorial board

Best Western Hotels GB – Hospitality -

Head of Ecommerce & Distribution

(Mar 2005 - Jun 2012)

  • Responsible for a dedicated team of four, reporting directly to the Director of Sales and Marketing for the delivery of all ecommerce, digital marketing, and online distribution operations. Responsible for the development and direction of bestwestern.co.uk website along with all other company owned websites.

  • Increased online conversion from 4.5% - 7.9% online through customer research, performance analytics and market trends, customer segmentation and effective targeting

  • Increased website sales by 42% year on year

  • Achieved minimum return on investment of £22:1 for all online marketing activity including search engine optimisation, banner advertising, pay per click advertising, email marketing, affiliate marketing and online PR

  • Introduced new distribution programme for Best Western GB hotels and identified key partnerships and marketing opportunities through UK and European portals for both accommodation and meetings market

  • Introduced the Best Western ‘request for meetings’ distribution online system with 34% increase in enquiries since launch