Apizee

Head of Growth

Klaxoon

Director of International Marketing

BGC Partners

Vice President

MF Global

Lehman Brothers

Equity Derivatives Sales

Societe Generale Corporate &amp; Investment Banking

Equity Derivatives Trading

CMO at Apizee

Charles KERGARAVAT

Kirsty Jagielko

ThrivePath

Growth and strategic sales and marketing services for scaling businesses. Go to market with impact.

Currently Fractional CMO at Archangel alongside my other client work.

Speak to me about:

Transforming your business growth trajectory by:

- defining a clear go to market strategy
- aligning sales and marketing teams behind clear customer pain points
- developing stand out positioning, and
- setting a clear path to revenue traction.

Additional services include:

Brand and positioning strategy
Value proposition development
ICP and buyer personas definition
Product launch strategy
Sales outreach optimisation

Director

archangel®

As Fractional CMO at Archangel, I’m leading the partnership marketing strategy to help the business scale across multiple verticals and geographies.

My focus is on positioning how Archangel’s device agnostic middleware platform helps to address challenges across health, housing, social care, and beyond.

This sits alongside my wider consulting work through ThrivePath, where I support scaling B2B tech and SaaS companies on go-to-market, proposition, and growth strategy.

Fractional CMO

eyebright Ltd

Proposition, go to market, and brand development.

Leading and developing telesales function.

Marketing Director

Plumm

Promoted to build and lead marketing, sales, and customer success teams and drive rapid business transformation from health tech to HR tech following Series A raise.

- Key achievements

Surpassed Plumm HR brand campaign goals, collaborating with Flight Story and achieving 14.5M (+85%) impressions, 10.1M (+80%) reach, £2.76 CPM (-46%), and 3.3% (+32%) Meta recall rate.

Slashed digital paid media CPL by 50% by challenging agency to optimise channel, creative, and copy performance, leading to creation of new user generated content (UGC) campaign.

Enhanced marketing ROI measurement and team efficiencies by commissioning an agency to optimise HubSpot setup, improving tracking of key metrics like CTR, CPL, and website engagement.

Transformed sales team performance by instilling MEDDICC principles, exiting poor performers, promoting high-performing AE to Head of Sales, and successfully recruiting new team of SDRs.

Revamped customer success team commission model to drive clear focus on retention and in-life expansion, achieving uplifts on upsell in Q1 2024 vs Q1 2023.

Chief Growth Officer

Built and led the marketing function, and transformed the customer success team, in a pre-seed health tech SaaS startup with limited budgets, reigniting revenue growth and increasing ARR +33% within six months.

- Key achievements

Executed creative and impactful EMMA AI feature launch campaign with very limited budget, achieving 10 PR features, 6,000 landing page views, 100 MQLs, and closing directly attributable ARR.

Drove a 33% increase in YoY ARR and optimised conversion by conducting customer research and collaborating with Head of Revenue to clearly define ICP and develop buyer personas.

Grew organic website traffic by 10% and demo bookings by +100% via inbound marketing strategy focusing on SEO and socials and launch of a new content hub with blogs, videos, white papers, and webinars.

Orchestrated successful attendance at HR Technologies, generating >100 MQLs, and created and executed owned thought leadership webinars and events in collaboration with wellbeing influencers.

Spearheaded full review of customer success team renewal process, addressing training needs in negotiation skills and introducing new renewal template – increasing partner retention MOM.

Optimised customer success team effectiveness and reduced team size by 50% by assessing team talent, driving efficiencies via HubSpot automations, and delivering cross sell and negotiation skills training.

Cigna Europe

Led newly created, remote based, customer engagement marketing team to deliver personalised and targeted customer communications that drive growth, improve health & wellbeing, and optimise the customer experience. 

Supported a diverse portfolio of global and local health solutions for employers, IGOs, NGOs, governments and globally mobile individual consumers.

- Key achievements

Delivered first International Markets fully virtual client summit, executing across timezones, and pivoting seamlessly from in-person to digital execution during Covid-19 pandemic. Achieved 100% retention rate from renewing clients who attended.

Improved customer lapse rate from 3% to 2.8% and increased 2nd and 3rd year persistency by over 2%, collaborating with data & analytics and retention colleagues to develop propensity to lapse modelling and targeted engagement strategy.

Achieved sales target by creating and implementing new corporate value proposition, partnering with McCann to map E2E customer journey, and delivering refreshed sales narratives and assets.

Delivered peace of mind to over 2000 clients and 400,000 service users during COVID-19 pandemic by spearheading a complex crisis communications response, coordinating +1M emails.

Developed B2B2C strategy to drive health and wellbeing product up-sell to globally mobile contractors. Defined buyer personas, 7 figure sales target, and secured 6 figure marketing budget approval.

Head of Customer Engagement Marketing

Responsible for UK marketing strategy and planning for international and domestic medical, dental and integrated digital health and wellbeing solutions. Accountable across PR, communications, go to market, and retention strategies. 

- Key achievements

Identified growth opportunity in targeting the SMB segment by conducting market research in partnership with NMG for market expansion insights and Kantar for employer segmentation analysis.

Achieved 110%  revenue target following launch of disruptive SMB health insurance product by developing GTM strategy and optimising digital marketing spend to drive MoM revenue growth.

Surpassed inaugural UK brand campaign goals with 9M impressions, reach of 700K, 37,000 website visits, and 500 white paper downloads. 

Led international market expansion efforts, partnering with KPMG to assess BENELUX region. Successfully identified market value, understood key competitors, and established a market entry strategy.

Delivered refreshed and engaging Client Advisory Board meetings, doubling attendance from previous format by applying customer insights to improve quality and relevance of content.

UK Head of Marketing

Cigna UK HealthCare Benefits

Member of UK SMT. Led a team of insight, product development, PR and marketing communications professionals through marketing planning and implementation, supporting a portfolio of employer focused medical, dental and integrated digital health and wellbeing solutions. 

- Key achievements

Grew PMI portfolio value on average 7% YoY, outpacing flat market trend, and capturing market share from Bupa and Axa, by leading team to execute creative content, marketing & PR campaigns.

Exceeded annual sales target, achieving 167% of plan, by leading the product development and go to market strategy for an award winning, first to market, digital health and wellbeing app.

Exceeded dental distribution partnership revenue with large broker by leading the marketing relationship and implementing co-branded communications strategies.

Won and retained key PMI client contracts including investment company plan worth £6M, and pharmaceutical company plan worth £12M, by developing an ABM approach.

Coordinated clinical strategy cross functional team to identify and implement innovative healthcare product solutions. This included referral care pathways that reduced time to access care, improved patient outcomes, and reduced employer health insurance costs.

Head of Marketing

Led and developed team across customer and market research, product development, PR, and go to market strategies, for suite of health benefit products and occupational health services.

- Key achievements 

Launched first full cover dental insurance network for UK employee benefit plans, leveraging differentiated proposition and integrated marketing activities to drive 33% sales growth and 14% increase in market share.

Accelerated revenue growth of 40% over 3-year period following previous decline, by leading teams through business transformation, and directing the revamp of value proposition and brand TOV.

Collaborated with hospital partners to launch innovative, market leading musculoskeletal, mental health, and cancer care pathways – achieving marketing and sales targets amid challenging market conditions.

Head of Propositions

Group Product Manager

Chief Growth Officer at Plumm | Making mental wellbeing accessible for all | Employee health and B2B marketing expert

Hi! I'm Kirsty, and I help scaling B2B tech, service, and SaaS businesses go to market with impact. Alongside other clients, I'm Fractional CMO at Archangel.

My proven track record includes driving 33% YoY ARR growth in a tech start up and achieving 110% of revenue targets for disruptive product launches in established markets.⁣
⁣
𝐈’𝐯𝐞 𝐛𝐞𝐞𝐧 𝐰𝐡𝐞𝐫𝐞 𝐲𝐨𝐮 𝐚𝐫𝐞. From the established business launching new products or entering new markets, to the scaling startup with resource constraints facing challenges with traction. ⁣A clear sales and marketing strategy is essential to driving growth.
⁣
That's where I come in.⁣
⁣
𝐖𝐡𝐚𝐭 𝐈 𝐝𝐨⁣
⁣
I provide go-to-market (GTM) strategy and Fractional CMO leadership to help you:⁣
⁣
- Develop and execute a go-to-market strategy that drives revenue

- Refine positioning and ideal customer profile (ICP) for product market fit
⁣
- Align sales and marketing behind a clear strategy to accelerate conversions
⁣
- Build and lead a scalable marketing function that fuels long-term growth
⁣
Go-to-market is just the first step. Many businesses need ongoing leadership to turn strategy into sustained growth. That's where Fractional CMO support comes in.⁣
⁣
𝐖𝐡𝐨 𝐈 𝐰𝐨𝐫𝐤 𝐰𝐢𝐭𝐡⁣

I partner with scaling B2B service, tech, and SaaS companies that need strategic sales and marketing leadership. ⁣My industry experience includes health and wellbeing, HR, and green energy tech.⁣
⁣
My work delivers maximum impact for businesses that:⁣
⁣
- Have product-market fit but need a clear go-to-market strategy⁣
- Are ready to scale but lack marketing leadership to drive revenue growth⁣
- Need alignment between sales and marketing to increase conversions⁣
- Want to build a high-performing marketing function without the cost of a full-time CMO⁣
- Need interim executive support during periods of change or absence⁣
⁣
𝐇𝐨𝐰 𝐈 𝐰𝐨𝐫𝐤⁣
⁣
My process covers:⁣
⁣
- Discovery and diagnosis⁣
- Strategy and positioning⁣
- Sales and marketing alignment⁣
- Execution and leadership⁣
⁣
𝐖𝐡𝐲 𝐦𝐞⁣
⁣
“Kirsty had only just heard of us yet she said a couple of things that really made me think. About product, about brand, about go-to-market and about growth.⁣
⁣
Really smart analysis and some clear, practical recommendations for both quick wins and longer term, strategic actions.⁣
⁣
If you’re a B2B start-up or scale-up looking to boost your growth you should certainly contact Kirsty – I’ll definitely be working with her more in future”.⁣
⁣
Rob Brougham, Braided Communications⁣
⁣
𝐆𝐞𝐭 𝐢𝐧 𝐭𝐨𝐮𝐜𝐡 ⁣
⁣
DM me or book in a call above.⁣

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Charles KERGARAVAT

Kirsty Jagielko

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