James Farnfield

Founder

Shake Content

Shake Content is a content agency powering founders to build trust and authority in their space by leading the charge in their marketing efforts for their business. We focus our attention on working with B2B software founders who want to implement founder-led marketing to drive credibility, awareness and generate demand organically and for the long term.

Founder led marketing that makes sales easier. Transform your content strategy with founder content at the forefront of your acquisition channel. Driving authority in your space and long term organic revenue through Shake.

website: shakecontent.com

CEO & Founder

The Everyday Founder

I talk to founders and celebrate their stories that need to be shared. The podcast aims to shine a light on founders that have created awesome businesses that people should know about and potentially don't.

Podcast Host

Hirebyte

Founder & CEO (part of Airbyte)

Airbyte

Exited through dividends in August 2023.

We build amazing digital products at startup prices 🚀

We are a London based digital product studio, providing research, UX design, mobile/web development, and growth marketing.

www.airbyte.uk - james@airbyte.uk

Founder & CEO

Strategic Content Marketing, SEO, and B2B Strategist at Airbyte Digital Product Studio

🚀 Driving Growth Beyond Boundaries | 📈 Amplifying Airbyte's Digital Impact

With a two-year tenure that steered Airbyte Digital Product Studio's online presence, I've led the charge in transforming tech complexity into compelling content, optimizing for search engines, and architecting B2B strategies. This journey not only showcases my ability to captivate tech audiences but also highlights my integral role in propelling Airbyte's business to a seven-figure success.

💡 Tech Brilliance Unleashed: My forte lies in crafting content that captivates, showcasing Airbyte's digital products. Over two years, I consistently delivered innovative content that resonates with our tech-savvy audience.

🔍 SEO Mastery for 7-Figure Impact: Navigating the digital landscape demands a comprehensive understanding of search engine algorithms. My SEO expertise significantly contributed to our seven-figure success.

🤝 B2B Strategy Architect: As the chief architect of Airbyte's B2B strategies, I've excelled in forging meaningful connections within the tech ecosystem, positioning Airbyte as a leader.

📊 Data-Driven Excellence: Leveraging analytics, I've guided Airbyte's marketing efforts, ensuring they evolve for maximum impact on business objectives.

📣 Elevating Digital Presence: Specializing in brand amplification, I've successfully elevated Airbyte's digital presence, establishing us as a powerhouse in the tech industry.

Head of Content and B2B Strategy

taptrip

Taptrip is an award winning end-to-end travel technology solution and is ranked as one of the top 5 most exciting startups in the travel management space. Taptrip is backed by Techstars, Barclays and Easyjet among others and is ready to take on the industry by storm.

Head of Growth

RideTo

RideTo (https://www.rideto.com) was ranked as one of the Top 100 startups in 2018 & 2020 and since 2016 has been bringing innovation to the motorcycle industry, making it safer and easier for more people to experience the freedom of 2 wheels.

I was the Marketing & Growth Lead and I supported the founding team to achieve high growth business targets through full-funnel marketing planning and hands-on marketing channel management. During my time at RideTo I: 

// Increased business growth from 60 to 150 UK training locations resulting in RideTo launching UK wide.
// Grew revenue by 100% in under 18 months with GMV in excess of £1 million.
// Increased market share by 3% resulting in RideTo being the UK’s #1 motorcycle training platform.
// Optimised all paid digital channels decreasing annual spend by 50% and increasing channel growth by 100%.
// Ownership of all customer touchpoint from pre-sale to post-sale up and cross sale leading to RideTo being market leaders in 2019.
// Diversified the marketing acquisition channels from primarily paid channels to a multi-channel model leading to organic acquisitions
being the primary channel for RideTo.
// Set and controlled all company expenditure, forecasts and targets. On target to hit monthly profitability Q2 ’20.
// Developed national partnerships with AutoTrader, Pizza Hut and Deliveroo.

Head of Marketing & Content

During my 12 months as Marketing Manager I delivered a number of high growth targets that included:

// Increased top-line revenue growth by 150% while decreasing the cost per acquisition by 20% in less than 1 year.
// Drove RideTo business growth via full-funnel paid media, including SEM, programmatic display, social, content, and lead gen networks nationally
// Transitioned a few touch-point customer journey to a strategic multi-touch model, continuously optimised that spear-heads up and cross-sell value to RideTo. 
// Go-to-market: Launched RideTo into over 40 cities in the UK, partnering with over 70 sites ensuring that organic and paid channels were initiated on-time and effectively.
// Organic traffic growth: 600%
// Established RideTo into a multi-channel acquisition channel from a omni-channel model, increasing customer orders by 200%

Marketing Content Manager

Travel Blogger Society

In 2017, I founded a blogging platform which later added an accommodation website aimed at travel influencers and travel bloggers to its portfolio. As a part-time hobby TBS has achieved a community reach in excess of 3 million eyeballs across social media. My key achievements/responsibilities are: 

•	Managed a team of 5+ freelance workers that support the brands workload.
•	Created a social media strategy that has increased social media reach by 1000% within first 4 months post-launch.
•	Established relationships with over 200 premium hotel brands and travel influencers to work with the brand.

Onalytica

I joined the sales and marketing team in January 2018 with the aim of growing the sales pipeline and developing the marketing strategy. My key achievements/responsibilities were: 

•	Responsible for new business development for the entire sales team pipeline. Primary point of contact for inbound leads and sales qualification. 
•	From initial contact, developed into the pipeline a number of high revenue prospects such as Waitrose, Air Asia, Eon, Aon and Mitsubishi. 
•	Responsible for a successful marketing event gaining over 50 attendees from high-revenue prospects with 3-week lead-time.
•	Developed the go-to-market strategy for the companies US expansion in summer 2018.

Influencer Marketing Consultant

LinkedIn is not the channel to be sleeping on in 2024 as a 7+ figure B2B CEO. You know it. I know it. 
(but I get it)

I am a multiple time founder and time is precious. 

IS THIS YOU ↓

“I KNOW I need to utilise LinkedIn”

and....

- “I am sitting on lots of underused media”
- “I’ve been sitting on a podcast idea for years”
- “I want to be a thought leader in my space”
- “I want to build brand exposure & inbound leads”

BUT MOST OF ALL ↓

“I do not have the time to post everyday”

So maybe it’s time to Shake it Up.

Building a process and powerful content engine is the answer.

HERE IS HOW SHAKE CAN HELP (you to the 1% of your industry) ↓

1. Craft content pillars, roadmap and LinkedIn strategy
2. Produces podcasts, thought leadership videos and webinar
3. Creates stunning copy posts for you to approve every day

Whilst taking up less than 2 hours of your time each and every month. 

If you are interested in seeing how we can get your started in the next 2 weeks then drop me a message today. 👋🏽

---------------

😆 About Me 😆

I have been on the entrepreneurial journey since I was 16 and have delved into multiple industries from events to web development. I founded Airbyte in 2020, growing the business to 7 figure revenues

Before realising I was sleeping on my LinkedIn. 

The conversations and revenue started flowing.

I knew I had to go back to my marketing routes. 

Shake Content was born in Q4 2023.

https://shakecontent.com/

🎙️ The Everyday Founder  🎙️

1% of professionals are founders, the 0.1% are the stories we glamorise. I talk with the everyday founders on how they are growing their businesses

SmartestEnergy

Marketing Executive (Trading)

Les Mills UK (LMUK)

Delivered engaging and technically proficient Les Mills BODYCOMBAT classes, guiding participants through dynamic martial arts-inspired cardio workouts.
Coached participants through challenging BODYATTACK sessions, enhancing cardiovascular fitness and agility.
Instructed effective BODYPUMP classes, focusing on proper lifting technique and strength development for all fitness levels.
Led high-intensity IGNITE sessions, pushing participants to their athletic limits and fostering mental resilience.
Cultivated a positive and inclusive class environment, ensuring participant safety and maximizing enjoyment.
Built strong rapport with class members, fostering a sense of community and encouraging consistent attendance.
Stayed current with Les Mills choreography and training techniques to deliver cutting-edge fitness experiences.

Freelance Group Exercise Instructor

GSS - Global Screening Services

•Support for the Head of Marketing and wider client facing teams to ensure marketing initiatives and activities are executed, measured, and optimised for success.
• Supporting in the planning and delivery of marketing campaigns across all channels
• Working with key stakeholders across the marketing and sales team to coordinate and assist on key projects • Producing regular reports for both internal and external stakeholders – including partner banks, NBFIs and regulators 
• Performing relevant client and market research, across a range of internal and external sources 
• Developing digital channels and communications, including maintenance of the GSS website and social channels
• Recommending actionable insights based on analysis of all marketing activity, across digital, social, media and events. 
• Management and maintenance of client and prospect data in our CRM

Marketing Executive

PETRONAS

Short term contract to launch and pilot marketing-related projects for PETRONAS Downstream.

Data Scientist / Project Manager

Jotun

• Initiate and implement campaigns, launches, innovations or similar based on market analysis, competitor monitoring and customer insight within assigned area of responsibility
• Drive segment, category, brand, product or solution performance and leverage business potential through projects and processes in cooperation with other functions
• Ensure that the necessary marketing vehicles (products, systems and marketing material) are in place
• Generate marketing deliverables (insight, business case, key selling arguments and communication package)
• Drive the Category innovation strategy by identifying consumer insights and prepare Innovation concepts in cooperation with the Innovation Manager
• Responsible to grow category and brand with the support from region, local sales, technical, supply chain and customer network to achieve agreed financial results and market share.
• Develop and maintain local assortment and identify market needs, closely coordinate with different functions to increase market shares and profitability.
• Coordinate and assist in devising the strategies, plan, budget etc. in order to achieve the company’s objective and targets.
• Responsible for new product launches, implementations by working closely with local and regional marketing team in order to drive the success of new innovations.
• Develop and implement proper pricing and product management strategies by analyzing market information and working closely with Sales team in order to increase in sales and market share in the responsible geographical area.
• Being able to match Jotun product portfolio to our target markets, identifying the gaps and deciding on corrective action or products needed, matching these needs with correct innovations.

Brand Manager, Performance Coatings

•	Managed brand communication portfolio across 10 different subsidiaries in PETRONAS Downstream business 
•	Enforced PETRONAS Brand Guidelines & Framework at Downstream level to ensure consistent brand messaging which increased PETRONAS Governance Strength Index to 75% in 2019.
•	Developed Trademarking Work Process for the entire Downstream business which reduced trademark management costs and duration by 50% across PETRONAS Downstream 
•	Produced and implemented internal brand cascade strategy which improved internal brand awareness on PETRONAS’ new brand positioning and improved Brand Strength Index to 86.3 in 2020.
•	Developed brand strategies that focused on extending, revitalizing and reinforcing existing brands to retain brand resonance while also implementing brand marketing programs through integrated marketing communications and brand associations to build brand equity for PETRONAS.
•	Conducted periodic competitor analysis to keep track of competitive landscape to help determine PETRONAS' performance to ensure that the decision-making process in marketing campaigns are always data driven for maximum impact
•	Analysed brand performance and identified marketing activity optimisation opportunities resulting in the reallocation of £100,000 of marketing spend that increased marketing effectiveness by 30%
•	Appointed as project manager to develop and implement brand migration strategies for newly acquired Joint Ventures resulting in savings up to £50,000 by reducing reliance on external consultants

Senior Executive (Brand Strategy & Performance) , Downstream Business

Part of a new division within the Marketing department of PETRONAS Dagangan Berhad that is in charge of:

•   Centralizing internal and external data in various formats to provide commercial performance monitoring and reporting for data-driven decision making
•   Analysing and generating insights from data to ensure senior management have accurate and actionable information at the right time
•   Driving big data analytics agenda for PETRONAS Retail environment through data science marketing tactics (e.g customer segmentation, predictive customer trends) that reduced overall marketing spend by 50% while increasing campaign effectiveness by 40%


My Highlight Roles Are:
1. Targeted Marketing - in charge of ensuring Targeted Marketing efforts with different use-cases are carried out and Go-to-Market (GtM) process is smooth
2. Produced a price-sensitivity model from the ground-up utilizing various data science techniques such as k-means clustering and regression modelling
3. Drafted and produced a simple dashboard for Market Basket Analysis (MBA) on Tableau to monitor sales of bundles that were suggested by a MBA model

Marketing Executive (Business Analyst), PETRONAS Retail

Leo Burnett

As a social media executive intern, I worked directly under a social media specialist who guided me on how to utilise social media effectively for advertising purposes.

Through my time in Leo Burnett, my internship required me to:
●	Onboard, manage and develop multiple social media platforms of various clients. 
●	Developed and oversaw the establishment of the social media presence of a brand new client. Focusing on innovative events and campaigns to drive foot and digital traffic towards the client.
●	Collaborated with the Creative department of the agency to guide and create engageable content to increase the client’s social media presence. 
●	Worked hand in hand with colleagues in the department to plan, execute, and analyse social media campaigns. 
●	Creatively applied knowledge of social media marketing techniques from the United Kingdom market and incorporated it with local Malaysian trends to create events that were new but still catered to local preferences.
●	Built and developed agency-client relationships, and ensure that exceptional service is maintained throughout all aspects of the business. 
●	Developed and worked on many strategic decks that were pitched to clients.

Social Media Executive Intern

Edinburgh Malaysian Student Association

●	In charge of ensuring the welfare of all Malaysian students residing in Scotland
●	Successfully organized various intellectual talks and public discussions that assisted Malaysian students studying abroad to keep abreast with issues that were ongoing in Malaysia.
●	Successfully chaired and organized a team of 4 different Malaysian societies throughout Scotland in planning Colours of Malaysia, an annual cultural showcase which attracted 1200 people to attend from all over Scotland. Duties included corresponding with the venue managers throughout set up, marketing efforts within the Edinburgh and Scotland community, organizing performers and food providers.
●	Displayed comfort with cross-cultural communication and adapting communication methods to suit various level of English comprehension. 
●	Served as regional head of Scotland and pushed for more activities to be conducted in the Scottish regions. Additionally, strived for more funding to the Scottish regions that help smoothen collaborative processes across Malaysian societies in Scotland.

Society President

foodpanda | hellofood

Foodpanda is a global online food delivery marketplace, headquartered in Berlin, Germany. As of today, they operate in more than 40 countries, on four different continents. They have over 580 partner restaurants throughout Malaysia including TGI Fridays, Chatime, Starbucks, Din Tai Fung, Wendy's among other restaurants.

My responsibilities include:
●	Resolving customer enquiries by phone or email and worked within each individual city team to generate discussion for solutions to customer-related problems.  
●	Troubleshoot all delivery and restaurant-related issues to ensure customers always receive a superior brand experience.  
●	Managed and developed the social media presence of foodpanda.my in their startup stage. 
●	Liaised with Rocket Internet central data analysis team to measure effectiveness of the outreach of social media activities which were carried out through Facebook, Twitter, Instagram and Wechat.
●	Managed and planned launch of the rebranded foodpanda.my second anniversary. Additionally, created powerpoints to guide general public on usage of foodpanda mobile app.
●	Collaborated with restaurants to create a more enticing web menu and promotions to increase sales.

Internship

Empowering Youth Endeavors (EYE) Project Management

EYE Project is an organization that intends to enhance the youth eco-system in encouraging a higher degree of collaboration and networking between youth of similar interests and passion

My responsibilities include:

•	Oversaw and assisted with the setting up of the C-17 council and the Youth for Integrity Initiative that is supported by the Ministry of Education and the Malaysian Anti Corruption Agency.
•	Created social media marketing material for Malaysian Student Leadership Symposium 2013 and 2014. Helped with the organization of MSLS 2014 and leaded a team of 20 student volunteers.
•	Conducted research about social media marketing techniques and applying them to proposals to ensure that EYE Project and its partners remains on the forefront of social media marketing trends. 
•	Curated, shot and edited multiple promotional videos for projects undertaken by EYE.

Student Representative

Data and commercially driven marketer with extensive experience in business analytics, marketing excellence, and brand strategy. I excel at leveraging insights to solve complex business problems and build strong brands, always focused on driving growth. As a multilingual team player with a proven track record in effective stakeholder management, I bring a dynamic energy to every challenge – a quality honed through my passion for fitness and as a Les Mills instructor. Beyond work, I'm a lifelong learner, whether it's through a captivating book, a new recipe, or exploring diverse cultures.

taplio

The Battle

James Farnfield

Ben Tan Yin Qin

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