Open to work
Growth | demand generation
MITCH LAPWORTH
MITCH LAPWORTH
London, UK
Summary
I'm a growth marketing leader with a track record of scaling B2B SaaS companies through PLG and SLG strategies.
I’ve led growth at Ceros, Vev, and Orbit, driving measurable impact across paid acquisition, conversion optimisation, and lifecycle marketing. From launching PLG onboarding flows and self-serve funnels to building community-led growth programs and attribution systems, I thrive at the intersection of marketing, product, and analytics.
Whether it’s reducing CAC payback, growing inbound pipeline, or enabling go-to-market teams with scalable systems, I focus on outcomes that move the revenue needle.
I take a data-led, experimentation-first approach to growth, constantly refining strategies, channels, and processes to drive measurable impact across the funnel. My focus is on what scales, what converts, and what aligns with business objectives
Work Experience
SENIOR gROWTH mARKETING mANAGER
2023 - Present
CEROS
Ceros is a no-code content creation platform enabling you to easily create, collaborate on, and scale premium interactive content across every stage of the customer journey.
At Ceros, I lead full-funnel growth initiatives across acqusition, retention and monetisation, owning both strategy and execution of performance-driven campaigns that supported pipeline growth, product activation, and new logo acquisition.
Selected Projects
Studio
Use Studio to create interactive designs
Studio
Use Studio to create interactive designs
Markup
Give contextual feedback on PDFs, websites, videos and more.
Markup
Give contextual feedback on PDFs, websites, videos and more.
Ceros
Cut through the noise with interactive content
Ceros
Cut through the noise with interactive content
Editor
The fastest way to publish interactive content at scale
Editor
The fastest way to publish interactive content at scale
See Detailed Role Breakdown
—Reduced CAC payback from 48 to 15 months by restructuring paid strategy, reallocating budget based on funnel stage efficiency, and improving conversion quality. — Increased SQL volume by 103% YoY and reduced cost per MQL by 64% YoY, through high-intent targeting and improved sales alignment. — Increased inbound pipeline contribution from 25% to 45% by launching, optimising, and testing new growth channels, including ABM, digital newsletters, content syndication, paid social, organic, programmatic, software marketplaces (G2, Capterra), and a referral program. — Rebuilt Google Ads account around intent-based segmentation and impression share modelling, resulting in more efficient budget pacing and improved top-of-page presence. — Owned paid acquisition and performance marketing across Google, LinkedIn, content syndication, and influencer partnerships—scaling inbound pipeline contribution from 25% to 45%. — Led the launch of Ceros’ product-led motion, mapping activation milestones, improving onboarding UX, and reducing time-to-value for free users. — Led GTM planning and strategy for Ceros’ PLG AI product, Gemma—collaborating with Product and CS to optimise onboarding and drive adoption. Within weeks of launch, 64% of new signups engaged with Gemma’s AI-generated templates, with 28% qualifying as ICP-fit leads and entering the sales pipeline. — Designed and executed full-funnel campaigns in collaboration with New Logo and Expansion sales teams, mapping messaging to funnel stage and persona. — Applied Reforge's growth loop frameworks across paid, product, and lifecycle channels—driving compounding acquisition and re-engagement. — Ran high-cadence testing sprints across landing pages, ads, and onboarding journeys—prioritised via ICE scoring and tracked via Hockeystack. — Implemented multi-touch attribution infrastructure (Hockeystack) to tie marketing activity directly to pipeline velocity and ARR. — Built verticalised messaging and campaign variants based on intent signals, consumption data, and sales opportunity stages. — Partnered with RevOps to define and track shared funnel metrics, improving forecasting accuracy and aligning demand programmes to revenue targets. — Launched segmented ABM programmes for priority accounts, integrating paid display, LinkedIn, and personalised landing experiences. — Managed £2M+ annual budget across paid media, marketing technology, and experimentation programmes.
See Detailed Role Breakdown
—Reduced CAC payback from 48 to 15 months by restructuring paid strategy, reallocating budget based on funnel stage efficiency, and improving conversion quality. — Increased SQL volume by 103% YoY and reduced cost per MQL by 64% YoY, through high-intent targeting and improved sales alignment. — Increased inbound pipeline contribution from 25% to 45% by launching, optimising, and testing new growth channels, including ABM, digital newsletters, content syndication, paid social, organic, programmatic, software marketplaces (G2, Capterra), and a referral program. — Rebuilt Google Ads account around intent-based segmentation and impression share modelling, resulting in more efficient budget pacing and improved top-of-page presence. — Owned paid acquisition and performance marketing across Google, LinkedIn, content syndication, and influencer partnerships—scaling inbound pipeline contribution from 25% to 45%. — Led the launch of Ceros’ product-led motion, mapping activation milestones, improving onboarding UX, and reducing time-to-value for free users. — Led GTM planning and strategy for Ceros’ PLG AI product, Gemma—collaborating with Product and CS to optimise onboarding and drive adoption. Within weeks of launch, 64% of new signups engaged with Gemma’s AI-generated templates, with 28% qualifying as ICP-fit leads and entering the sales pipeline. — Designed and executed full-funnel campaigns in collaboration with New Logo and Expansion sales teams, mapping messaging to funnel stage and persona. — Applied Reforge's growth loop frameworks across paid, product, and lifecycle channels—driving compounding acquisition and re-engagement. — Ran high-cadence testing sprints across landing pages, ads, and onboarding journeys—prioritised via ICE scoring and tracked via Hockeystack. — Implemented multi-touch attribution infrastructure (Hockeystack) to tie marketing activity directly to pipeline velocity and ARR. — Built verticalised messaging and campaign variants based on intent signals, consumption data, and sales opportunity stages. — Partnered with RevOps to define and track shared funnel metrics, improving forecasting accuracy and aligning demand programmes to revenue targets. — Launched segmented ABM programmes for priority accounts, integrating paid display, LinkedIn, and personalised landing experiences. — Managed £2M+ annual budget across paid media, marketing technology, and experimentation programmes.
See Detailed Role Breakdown
—Reduced CAC payback from 48 to 15 months by restructuring paid strategy, reallocating budget based on funnel stage efficiency, and improving conversion quality. — Increased SQL volume by 103% YoY and reduced cost per MQL by 64% YoY, through high-intent targeting and improved sales alignment. — Increased inbound pipeline contribution from 25% to 45% by launching, optimising, and testing new growth channels, including ABM, digital newsletters, content syndication, paid social, organic, programmatic, software marketplaces (G2, Capterra), and a referral program. — Rebuilt Google Ads account around intent-based segmentation and impression share modelling, resulting in more efficient budget pacing and improved top-of-page presence. — Owned paid acquisition and performance marketing across Google, LinkedIn, content syndication, and influencer partnerships—scaling inbound pipeline contribution from 25% to 45%. — Led the launch of Ceros’ product-led motion, mapping activation milestones, improving onboarding UX, and reducing time-to-value for free users. — Led GTM planning and strategy for Ceros’ PLG AI product, Gemma—collaborating with Product and CS to optimise onboarding and drive adoption. Within weeks of launch, 64% of new signups engaged with Gemma’s AI-generated templates, with 28% qualifying as ICP-fit leads and entering the sales pipeline. — Designed and executed full-funnel campaigns in collaboration with New Logo and Expansion sales teams, mapping messaging to funnel stage and persona. — Applied Reforge's growth loop frameworks across paid, product, and lifecycle channels—driving compounding acquisition and re-engagement. — Ran high-cadence testing sprints across landing pages, ads, and onboarding journeys—prioritised via ICE scoring and tracked via Hockeystack. — Implemented multi-touch attribution infrastructure (Hockeystack) to tie marketing activity directly to pipeline velocity and ARR. — Built verticalised messaging and campaign variants based on intent signals, consumption data, and sales opportunity stages. — Partnered with RevOps to define and track shared funnel metrics, improving forecasting accuracy and aligning demand programmes to revenue targets. — Launched segmented ABM programmes for priority accounts, integrating paid display, LinkedIn, and personalised landing experiences. — Managed £2M+ annual budget across paid media, marketing technology, and experimentation programmes.
Head of growth
2023 - 2023
VEV
At Vev, I led growth within a product-led motion, owning the customer lifecycle from acquisition to monetisation across a self-serve SaaS model. I managed a small team and collaborated closely with product, design, and sales to optimise signup conversion, activation, and upgrade rates through continuous experimentation. I also developed and executed targeted campaigns to drive expansion across personas, verticals, and geographies, supporting both scalable self-serve revenue and qualified handoffs to sales.
Selected Projects
See Detailed Role Breakdown
— Led overall growth strategy and roadmap, managing a cross-functional team and driving a 30% increase in average monthly users through integrated organic and paid acquisition efforts, while owning performance reporting, dashboards and growth KPIs. — Owned Vev’s growth experimentation roadmap, running CRO initiatives and a/b testing including scroll-triggered signup prompts, embedded interactive demos, and social proofing to drive a 15% uplift in traffic to signup CVRs. — Leveraged cohort analysis tools (Amplitude, Mixpanel) to identify feature usage gaps and shape product-led growth (PLG) strategies, including segmented onboarding, feature recommendations and usage-based nudges, resulting in an 18% increase in user activation and a 20% lift in free-to-paid conversions. — Established Vev’s partnership and referral programs, generating a meaningful share of new user acquisition through high-converting, low-CAC referral channels. — Executed customer retention and reactivation strategies to increase LTV; including lifecycle email campaigns, in-product messaging, and usage-based onboarding flows to reduce churn by 13%, improve NPS, and improve dormant user reactivation from 9% to 17%. — Built and prioritised a growth experiment backlog using ICE scoring, running tests across acquisition, onboarding, and paywalls. — Ran CRO tests across landing pages and pricing pages, improving signup conversion and lead capture rates. — Launched targeted campaigns by vertical and persona, using usage data and market insights to localise messaging and positioning. — Partnered with product and design to integrate growth loops and referral triggers into the product experience. — Created reporting dashboards to track signups, activation, upgrade rates, and feature engagement across lifecycle stages.
See Detailed Role Breakdown
— Led overall growth strategy and roadmap, managing a cross-functional team and driving a 30% increase in average monthly users through integrated organic and paid acquisition efforts, while owning performance reporting, dashboards and growth KPIs. — Owned Vev’s growth experimentation roadmap, running CRO initiatives and a/b testing including scroll-triggered signup prompts, embedded interactive demos, and social proofing to drive a 15% uplift in traffic to signup CVRs. — Leveraged cohort analysis tools (Amplitude, Mixpanel) to identify feature usage gaps and shape product-led growth (PLG) strategies, including segmented onboarding, feature recommendations and usage-based nudges, resulting in an 18% increase in user activation and a 20% lift in free-to-paid conversions. — Established Vev’s partnership and referral programs, generating a meaningful share of new user acquisition through high-converting, low-CAC referral channels. — Executed customer retention and reactivation strategies to increase LTV; including lifecycle email campaigns, in-product messaging, and usage-based onboarding flows to reduce churn by 13%, improve NPS, and improve dormant user reactivation from 9% to 17%. — Built and prioritised a growth experiment backlog using ICE scoring, running tests across acquisition, onboarding, and paywalls. — Ran CRO tests across landing pages and pricing pages, improving signup conversion and lead capture rates. — Launched targeted campaigns by vertical and persona, using usage data and market insights to localise messaging and positioning. — Partnered with product and design to integrate growth loops and referral triggers into the product experience. — Created reporting dashboards to track signups, activation, upgrade rates, and feature engagement across lifecycle stages.
See Detailed Role Breakdown
— Led overall growth strategy and roadmap, managing a cross-functional team and driving a 30% increase in average monthly users through integrated organic and paid acquisition efforts, while owning performance reporting, dashboards and growth KPIs. — Owned Vev’s growth experimentation roadmap, running CRO initiatives and a/b testing including scroll-triggered signup prompts, embedded interactive demos, and social proofing to drive a 15% uplift in traffic to signup CVRs. — Leveraged cohort analysis tools (Amplitude, Mixpanel) to identify feature usage gaps and shape product-led growth (PLG) strategies, including segmented onboarding, feature recommendations and usage-based nudges, resulting in an 18% increase in user activation and a 20% lift in free-to-paid conversions. — Established Vev’s partnership and referral programs, generating a meaningful share of new user acquisition through high-converting, low-CAC referral channels. — Executed customer retention and reactivation strategies to increase LTV; including lifecycle email campaigns, in-product messaging, and usage-based onboarding flows to reduce churn by 13%, improve NPS, and improve dormant user reactivation from 9% to 17%. — Built and prioritised a growth experiment backlog using ICE scoring, running tests across acquisition, onboarding, and paywalls. — Ran CRO tests across landing pages and pricing pages, improving signup conversion and lead capture rates. — Launched targeted campaigns by vertical and persona, using usage data and market insights to localise messaging and positioning. — Partnered with product and design to integrate growth loops and referral triggers into the product experience. — Created reporting dashboards to track signups, activation, upgrade rates, and feature engagement across lifecycle stages.
Growth Lead
2022-2022
ORBIT
Orbit.love is a community growth platform that helps companies turn engaged members into business growth by tracking activity, influence, and impact across tools like Slack, Discord, and GitHub. I joined to lead growth across the full lifecycle from acquisition through to adoption and expansion, building programs that scale awareness, improve attribution, and drive adoption among developers and B2B SaaS teams.
Selected Projects
See Detailed Role Breakdown
— Defined and executed a cross-functional growth strategy for B2B customer acquisition, monetisation, and retention; managed a $100k/month marketing budget and leading a growth team of 2. — Established paid media as a core acquisition engine, driving 60–70% of new self-serve users; delivered 40+ MQLs/month (vs. 30 target) through channel testing and experimentation in channels such as PPC, social and digital sponsorships. — Launched ABM programs targeting high-value segments, building bespoke user journeys and onsite funnels that converted 16% of site visits to signups (vs. 6.5% baseline). — Improved monetisation of self-serve users by redesigning onboarding to surface key activation moments like connecting 3+ community platforms and identifying brand advocates. Ran freemium vs. free trial tests; freemium drove a 28% higher upgrade rate, 19% lower churn, and a 15% lift in ARPU. Rolled out lifecycle strategies to boost retention and CLV across activation, engagement, and dormant user resurrection. — Launched ABM activity targeting high value user segments and target lists. Built out custom user funnels and custom journeys onsite to support ABM activity, resulting in an average 16% site visit to signup rate (compared to the base of 6.5%). — Built and launched lifecycle email campaigns to monetise free users through pricing-tier messaging, driving a 45% open rate and generating $140,000 in ARR. Centered on targeting upsell journeys using feature education, urgency triggers, and persona segmentation.
See Detailed Role Breakdown
— Defined and executed a cross-functional growth strategy for B2B customer acquisition, monetisation, and retention; managed a $100k/month marketing budget and leading a growth team of 2. — Established paid media as a core acquisition engine, driving 60–70% of new self-serve users; delivered 40+ MQLs/month (vs. 30 target) through channel testing and experimentation in channels such as PPC, social and digital sponsorships. — Launched ABM programs targeting high-value segments, building bespoke user journeys and onsite funnels that converted 16% of site visits to signups (vs. 6.5% baseline). — Improved monetisation of self-serve users by redesigning onboarding to surface key activation moments like connecting 3+ community platforms and identifying brand advocates. Ran freemium vs. free trial tests; freemium drove a 28% higher upgrade rate, 19% lower churn, and a 15% lift in ARPU. Rolled out lifecycle strategies to boost retention and CLV across activation, engagement, and dormant user resurrection. — Launched ABM activity targeting high value user segments and target lists. Built out custom user funnels and custom journeys onsite to support ABM activity, resulting in an average 16% site visit to signup rate (compared to the base of 6.5%). — Built and launched lifecycle email campaigns to monetise free users through pricing-tier messaging, driving a 45% open rate and generating $140,000 in ARR. Centered on targeting upsell journeys using feature education, urgency triggers, and persona segmentation.
See Detailed Role Breakdown
— Defined and executed a cross-functional growth strategy for B2B customer acquisition, monetisation, and retention; managed a $100k/month marketing budget and leading a growth team of 2. — Established paid media as a core acquisition engine, driving 60–70% of new self-serve users; delivered 40+ MQLs/month (vs. 30 target) through channel testing and experimentation in channels such as PPC, social and digital sponsorships. — Launched ABM programs targeting high-value segments, building bespoke user journeys and onsite funnels that converted 16% of site visits to signups (vs. 6.5% baseline). — Improved monetisation of self-serve users by redesigning onboarding to surface key activation moments like connecting 3+ community platforms and identifying brand advocates. Ran freemium vs. free trial tests; freemium drove a 28% higher upgrade rate, 19% lower churn, and a 15% lift in ARPU. Rolled out lifecycle strategies to boost retention and CLV across activation, engagement, and dormant user resurrection. — Launched ABM activity targeting high value user segments and target lists. Built out custom user funnels and custom journeys onsite to support ABM activity, resulting in an average 16% site visit to signup rate (compared to the base of 6.5%). — Built and launched lifecycle email campaigns to monetise free users through pricing-tier messaging, driving a 45% open rate and generating $140,000 in ARR. Centered on targeting upsell journeys using feature education, urgency triggers, and persona segmentation.
assistant vp - digital acquisition & seo lead
AVP - digital acquisition & seo lead
2018-2022
Barclaycard
Barclaycard’s Cards & Payments division delivers payment solutions for SMEs through to enterprise, including merchant services and business credit cards. I led digital acquisition across paid and organic channels, shaping go-to-market plans with product, sales, and commercial teams. My focus was on driving growth through performance marketing, SEO, and conversion optimisation, turning prospects into qualified pipeline.
See Detailed Role Breakdown
— Managed a £4M+ annual digital acquisition budget across SEO, affiliates, and paid channels. Launched targeted campaigns for SME, mid-market, and corporate segments across end-to-end payment solutions, contributing over £12M in ARR and delivering a strong CAC:ARR ratio (1:3). — Managed 2 direct reports and and dotted line management of 3 graduates on placement rotation in the marketing team. — Led the CRO experimentation program to improve onsite CVRs into the sales pipeline. This included running A/B tests on page structures, value propositions, and streamlined demo request forms. Full Redesigns and messaging optimisations contributed to a 20%+ lift in demo requests and a higher volume of qualified leads (MQLs) sent to the sales teams. — Partnered with commercial leads to launch GTM strategies across acquisition, retention, and cross-sell within the Cards and Payments team. Introduced a cross-sell initiative promoting business credit cards (BCP) to payment solution customers, achieving a 22% attach rate and driving SME account expansion. — Led SEO strategy for Cards and Payments delivering metadata optimisations, partial site restructure, and a link-building campaign that increased high-authority referring domains by 30% and improved average domain rating from 38 to 52. These efforts improved keyword visibility and drove a 20% YoY increase in organic traffic.
See Detailed Role Breakdown
— Managed a £4M+ annual digital acquisition budget across SEO, affiliates, and paid channels. Launched targeted campaigns for SME, mid-market, and corporate segments across end-to-end payment solutions, contributing over £12M in ARR and delivering a strong CAC:ARR ratio (1:3). — Managed 2 direct reports and and dotted line management of 3 graduates on placement rotation in the marketing team. — Led the CRO experimentation program to improve onsite CVRs into the sales pipeline. This included running A/B tests on page structures, value propositions, and streamlined demo request forms. Full Redesigns and messaging optimisations contributed to a 20%+ lift in demo requests and a higher volume of qualified leads (MQLs) sent to the sales teams. — Partnered with commercial leads to launch GTM strategies across acquisition, retention, and cross-sell within the Cards and Payments team. Introduced a cross-sell initiative promoting business credit cards (BCP) to payment solution customers, achieving a 22% attach rate and driving SME account expansion. — Led SEO strategy for Cards and Payments delivering metadata optimisations, partial site restructure, and a link-building campaign that increased high-authority referring domains by 30% and improved average domain rating from 38 to 52. These efforts improved keyword visibility and drove a 20% YoY increase in organic traffic.
See Detailed Role Breakdown
— Managed a £4M+ annual digital acquisition budget across SEO, affiliates, and paid channels. Launched targeted campaigns for SME, mid-market, and corporate segments across end-to-end payment solutions, contributing over £12M in ARR and delivering a strong CAC:ARR ratio (1:3). — Managed 2 direct reports and and dotted line management of 3 graduates on placement rotation in the marketing team. — Led the CRO experimentation program to improve onsite CVRs into the sales pipeline. This included running A/B tests on page structures, value propositions, and streamlined demo request forms. Full Redesigns and messaging optimisations contributed to a 20%+ lift in demo requests and a higher volume of qualified leads (MQLs) sent to the sales teams. — Partnered with commercial leads to launch GTM strategies across acquisition, retention, and cross-sell within the Cards and Payments team. Introduced a cross-sell initiative promoting business credit cards (BCP) to payment solution customers, achieving a 22% attach rate and driving SME account expansion. — Led SEO strategy for Cards and Payments delivering metadata optimisations, partial site restructure, and a link-building campaign that increased high-authority referring domains by 30% and improved average domain rating from 38 to 52. These efforts improved keyword visibility and drove a 20% YoY increase in organic traffic.
Digital acquisition specialist
2017-2018
Clearscore
ClearScore is a consumer fintech platform that helps users access and improve their credit health through free credit scores, reports, and financial product recommendations. I joined at Series A to lead digital acquisition across paid and mobile channels, helping scale the user base from 2 million to over 6.5 million. I developed go-to-market strategies for new markets and drove growth through performance marketing, app store optimisation, and lifecycle engagement.
See Detailed Role Breakdown
— Owned paid media strategy across the full customer lifecycle, generating over 60,000 new users/month through PPC, and led go-to-market acquisition campaigns in international markets including South Africa, India, and Australia. — Owned performance marketing across mobile programmatic, paid/organic social (Facebook), and retargeting, delivering 11,000+ monthly signups and 91% ROI through efficient multi-channel execution. — Introduced Apple Search Ads (ASA) at UK platform launch (April 2017), integrating with broader App Store Optimisation (ASO) efforts to improve visibility and rankings, contributing to sustained mobile app growth and MRR. — Supported product-led growth by enhancing early user experience and feature adoption, contributing to sustained improvements in activation, retention and MRR growth.
See Detailed Role Breakdown
— Owned paid media strategy across the full customer lifecycle, generating over 60,000 new users/month through PPC, and led go-to-market acquisition campaigns in international markets including South Africa, India, and Australia. — Owned performance marketing across mobile programmatic, paid/organic social (Facebook), and retargeting, delivering 11,000+ monthly signups and 91% ROI through efficient multi-channel execution. — Introduced Apple Search Ads (ASA) at UK platform launch (April 2017), integrating with broader App Store Optimisation (ASO) efforts to improve visibility and rankings, contributing to sustained mobile app growth and MRR. — Supported product-led growth by enhancing early user experience and feature adoption, contributing to sustained improvements in activation, retention and MRR growth.
See Detailed Role Breakdown
— Owned paid media strategy across the full customer lifecycle, generating over 60,000 new users/month through PPC, and led go-to-market acquisition campaigns in international markets including South Africa, India, and Australia. — Owned performance marketing across mobile programmatic, paid/organic social (Facebook), and retargeting, delivering 11,000+ monthly signups and 91% ROI through efficient multi-channel execution. — Introduced Apple Search Ads (ASA) at UK platform launch (April 2017), integrating with broader App Store Optimisation (ASO) efforts to improve visibility and rankings, contributing to sustained mobile app growth and MRR. — Supported product-led growth by enhancing early user experience and feature adoption, contributing to sustained improvements in activation, retention and MRR growth.
Skills & Tools
Demand Generation
Competitor Research
PLG Strategy
Lifecycle Marketing
Leadership
Experimentation Programs
Marketing Attribution
SEO & CRO
Framer
Figma
Linkedin Ads
Google Ads
Hockeystack
Hubspot
ChatGPT
6Sense
Mixpanel
Amplitude
Amplitude
Reddit Ads
Chili Piper
Hotjar
Metabase
Clay
Meta Ads
Lovable
Reachdesk
Replit
TikTok
SemRush
VWO
Partnerstack
Looker
Google Analytics
Education & Certificates
Cardiff University
Bachelor of Science - Business Management (& Marketing) | 2012 - 2015 | 2:1
Reforge
Growth Series, Summer Cohort | July 2022
Growth Marketing | October 2022
Advanced Growth Strategy | April 2023
CXL Institute
Growth Marketing Mini-degree | Jan 2021 – Jan 2022
© 2025 by Mitch Lapworth
