Pre-pandemic I began consulting under Darcie Digital Co. as interim CMO for health & wellness start-up, OYNB, joining on a permanent contract from May 2020, agreeing to support the business with a salary sacrifice with all employees.

I helped to evolve the brand to be seen as a more trusted and respected organisation; implementing and streamlining activity that resulted in a 348% increase in Gross Profit after marketing costs, a 4% increase in Net Profit (during a pandemic), a 28% increase in Average Challenge Value, with Lifetime Value increasing 44% and LTV/CAC increasing by 18%.

As well as input into the overarching business strategy and operational functions as part of the exec team and board, the remit of the CMO included: Leading the marketing team, full digital review, strategy (including KPI setting) creation & implementation, ownership of CAC/CPA targets, all acquisition elements such as social media, paid media (social, Google, Bing), data & analytics, affiliates, influencers & ambassadors, PR & comms, podcast approach, creative & design output & delivery, brand ownership (look and language), partnerships, SEO, the sales journey, IA & UX, pricing and promotions, email marketing, the shop, loyalty & referral programs, reporting with analysis & insight, CRM management and review and working closely with the product team across app and additional product development.

All of this was achieved while also giving away 7k challenges, free, at the beginning of the pandemic, being named one of the Great British Inspirations, completing a £1.8M crowdfunding round, catapulting CEO & Founder Ruari Fairbairns to winning both the Health & Wellness Entrepreneur of The Year and overall Entrepreneur of the Year for Scotland & Northern Ireland as well as OYNB being awarded Economic Innovator of the Year 2020 for Scotland and Northern Ireland.