Case studies
Results, not projections.
Three Series A businesses, three different growth problems. Every figure on this page is a real outcome.
Healthily · Series A health app · Jul 2020 – Jul 2022
Scaled paid acquisition from £30k to £350k+ a month
Healthily is a Series A AI-powered health app and symptom checker. I joined as Performance Marketing Lead with a remit to scale paid acquisition across UK, US and Indian markets while improving efficiency.
£350k+
Monthly spend, from £30k
30%
CAC reduction
2×
Conversion to paid subscription
10+
Channels, 8 newly introduced
Monthly paid spend
More results
2×
Affiliate ROAS, purchase CVR tripled
15%+
Google Ads CTR on affiliate campaigns
2 → 10+
Active channels
3
Markets: UK, US, India
Problem
Paid acquisition needed to meet aggressive revenue targets. Budget was concentrated in too few platforms with no systematic framework for testing or attribution.
Process
Rebuilt the entire channel mix from scratch. Introduced 8 new platforms alongside core Google and Meta. Built and scaled an affiliate programme with household health brands.
Solution
A systematic test-and-scale approach across 10+ channels with structured budgets, success criteria and attribution across SKAN, Appsflyer, GA and Amplitude.
Result
30% CAC reduction. Monthly spend scaled efficiently from £30k to £350k+. Conversion to paid subscription doubled. Affiliate purchase CVR tripled and ROAS doubled.
“He’s a true digital marketer that drives results. He’s dedicated, highly knowledgeable, data driven and more importantly makes sound optimisations to support ROI and hitting company KPIs.”
Prolific · Series A AI research marketplace · Jul 2024 – present
Took over from an agency and scaled spend 4× with CAC down 50%+
Prolific is a Series A AI research marketplace. I run growth for the participant side of the marketplace: paid acquisition across 50+ countries and specialities, plus cold outbound, SEO, CRO, CRM, third-party recruiters and referrals. I’m part of the Marketing and Supply leadership teams.
4×
Paid spend scaled after taking over from an agency
50%+
CAC reduction
65%
Lower CPA from gamified ad formats
400k+
Top-of-funnel acquisition, from 0
Top-of-funnel acquisition
More results
500–2,000
Specialist registrations a month via referral
50+
Countries and specialities
$0 → $200k
Monthly revenue from acquisition
70%
YoY revenue growth contributed to
3.8×
Conversion volume vs baseline
−62%
Wasted ad spend
4.1 → 7.4
Google Ads Quality Score
Problem
Participant acquisition was run by an agency, with no in-house acquisition playbook, referral engine or reporting framework. The marketplace needed to scale specialist supply rapidly on a lean budget.
Process
Took paid acquisition in-house from the agency and rebuilt the Google Ads and Meta accounts. Created gamified ad formats. Built Clay-driven professional outreach, referral loops, and custom AI-powered apps to automate channel management and analysis.
Solution
A multi-channel acquisition engine across 50+ countries and specialities, with AI-powered workflows to enrich and analyse profiles and automate reporting across channels via API.
Result
Spend scaled 4× while CAC fell by over 50%. Gamified ad formats cut CPA by 65%. Top-of-funnel acquisition scaled from 0 to 400k+. Referral loops now deliver 500–2,000 specialist registrations a month.
“We scaled a project together that went from 0 to 150k engaged and his first thought was how do we push to 1 million.”
Kudos · Series A B2B and B2C SaaS · Aug 2022 – Apr 2024
Rebuilt CRM and outbound on a £150k budget
Kudos is a Series A B2B and B2C SaaS platform for academic researchers and pharma companies. I owned the full marketing function on a £150k budget.
20×
Digital leads
60%
B2C revenue increase
2×
B2C MRR
£150k
Total marketing budget
Digital leads
More results
3×
Key action completion
100%
B2B retention, up from 90%
10×
Views of client research showcases
Problem
B2C revenue was flat and B2B pipeline was thin. The CRM was underutilised and digital channels were underperforming significantly.
Process
Rebuilt the CRM across HubSpot and Customer.io from scratch. Built an outbound programme targeting pharma and academic accounts. Introduced paid acquisition and SEO.
Solution
Full lifecycle CRM with onboarding, nurture, win-back and lead scoring. Multi-touch outbound campaigns for Novo Nordisk, the European Investment Bank and Springer Nature.
Result
60% B2C revenue increase. B2C MRR doubled. 20× digital leads.
“Josh built our digital marketing function from scratch… As a small business founder, I’ve really valued the ability to ‘leave it to Josh’ and trust his expertise, decision-making and recommendations.”
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