Client Wins
Client Wins
Explore how I have driven success for B2B startups and scale-ups across fintech and SaaS.
Explore how I have driven success for B2B startups and scale-ups across fintech and SaaS.
From establishing product-market fit, building world-class teams to levelling up marketing performance.
All my projects delivered substantial and measurable growth.
From establishing product-market fit, building world-class teams to levelling up marketing performance.
All my projects delivered substantial and measurable growth.
Lean, AI-enhanced playbooks
Hands-on delivery AND strategy
Fixed-cost or Fractional
Impact & Results
I have a decade of successful fintech and B2B SaaS growth projects delivered.
My approach works.
$0->$200M
Xero: Listed Fintech
B2B2B, payments, banking
c. £50M ARR - UK, USA & SA
I Launched Xero's the fintech platform and successfully proved the initial banking, lending & payments use cases.
The platform business is now 11% of revenue and a $188m business.
2x Revenue
Uncapped: Series A Fintech
B2B, lending, banking
c. £4M ARR - UK
I achieved product market fit with new ICP and multiple product launches.
33% CAC drop after ramping SEO, founder-led social and a successful organic content strategy.
215% Revenue Target
Bullhorn: PE SaaS
B2B, recruitment, CRM
c. $20M ARR - UK, EU, APAC
I adapted ICP, demand engine, content for global markets.
Hired 20+ across marketing, inbound SDRs & interns. Supported a successful PE sale for 11x profit.
10x Customers
Contis: Private Fintech
B2B2C, Banking, BaaS
c. £20M ARR - UK, EU
I executed a full rebrand, build a new demand engine, use cases & verticals. Digital ABM & vertical PR.
Hired new marketing team and ramped performance culture.
3xARR & ↓60% CAC
Penfold: Seed Fintech
B2B, Digital Pensions
c. £20M ARR - UK, EU
To accelerate growth, I pivoted Penfold from B2C->B2B & kickstarted channel growth via accountants and IFAs.
I Hired and trained a new team & agencies, expert in B2B demand.
✔︎ Acquired
Jillion: Private Fintech
B2B Payments
MENA
I found product-market fit via rapid growth tests. Repositioned brand, messaging and launched new website.
Acquired by a competitor before the full public launch.
$0->$200M
Xero
B2B2B, payments, banking
c. £50M ARR
Public fintech
UK
2x Revenue
Uncapped
Series A fintech
B2B, lending, banking
c. £4M ARR
UK
2x Growth Target
Bullhorn
Private Equity SaaS
B2B, recruitment, CRM
c. $20M ARR
UK, EU, APAC
10x Customers
Contis / Solaris
Private fintech
B2B2C, banking, payments
c. £30M ARR
UK, EU
3x Revenue
Penfold
Series A fintech
B2B pensions
c£3M ARR
UK
Pre-launch Sale
Jillion
Seed fintech
B2B payments
Pre-revenue
MENA, APAC
$0->$200M
Xero: Listed Fintech
B2B2B, payments, banking
c. £50M ARR - UK, USA & SA
I Launched Xero's the fintech platform and successfully proved the initial banking, lending & payments use cases.
The platform business is now 11% of revenue and a $188m business.
2x Revenue
Uncapped: Series A Fintech
B2B, lending, banking
c. £4M ARR - UK
I achieved product market fit with new ICP and multiple product launches.
33% CAC drop after ramping SEO, founder-led social and a successful organic content strategy.
215% Revenue Target
Bullhorn: PE SaaS
B2B, recruitment, CRM
c. $20M ARR - UK, EU, APAC
I adapted ICP, demand engine, content for global markets.
Hired 20+ across marketing, inbound SDRs & interns. Supported a successful PE sale for 11x profit.
10x Customers
Contis: Private Fintech
B2B2C, Banking, BaaS
c. £20M ARR - UK, EU
I executed a full rebrand, build a new demand engine, use cases & verticals. Digital ABM & vertical PR.
Hired new marketing team and ramped performance culture.
3xARR & ↓60% CAC
Penfold: Seed Fintech
B2B, Digital Pensions
c. £20M ARR - UK, EU
To accelerate growth, I pivoted Penfold from B2C->B2B & kickstarted channel growth via accountants and IFAs.
I Hired and trained a new team & agencies, expert in B2B demand.
✔︎ Acquired
Jillion: Private Fintech
B2B Payments
MENA
I found product-market fit via rapid growth tests. Repositioned brand, messaging and launched new website.
Acquired by a competitor before the full public launch.
$0->$200M
Xero: Listed Fintech
B2B2B, payments, banking
c. £50M ARR - UK, USA & SA
2x Revenue
Uncapped: Series A Fintech
B2B, lending, banking
c. £4M ARR - UK
215% Revenue Target
Bullhorn: PE SaaS
B2B, recruitment, CRM
c. $20M ARR - UK, EU, APAC
10x Customers
Contis: Private Fintech
B2B2C, Banking, BaaS
c. £20M ARR - UK, EU
3xARR & ↓60% CAC
Penfold: Seed Fintech
B2B, Digital Pensions
c. £20M ARR - UK, EU
✔︎ Acquired
Jillion: Private Fintech
B2B Payments
MENA
Real founders. Real results.
Here’s what happens when fast strategy meets focused execution.
He has very strong commercial judgement and business acumen, and a wealth of marketing knowledge to draw from. He is growth focused and ties everything back to impact.
Chris Eastwood
CEO & Co-Founder, Penfold
Julian was intrinsic to the success we enjoyed growing out the Ecosystem in the UK and EMEA; and especially in raising the profile of Xero in London's fintech scene.
Edward Berks
Global EGM, Xero
Julian is an inspirational CMO who leads from the front. He's personable, likeable, driven, strategic and really understands the start-up growth journey.
Liz Hunter
Head of Copy, Uncapped
Julian draws on wide fintech experience to find creative solutions to any marketing challenge. At Contis (now Solaris), his team was dubbed the ‘dream team’ internally.
Uche Graves
Head of Comms, Contis
Julian's a practical and reliable marketing leader. He's also a lovely person who knows how to support and get the best from each person on his team!
Alan Wanders
Content Lead, Jillion
Julian is a very strong marketeer and leader. We worked together in Contis. While there he built the most effective Marketing team I have worked with in my career.
Roberta Rampazzo
MD of Accounts, Contis
What truly sets Julian apart is his dual capability: he's as comfortable strategising at the ExCo level as he is rolling up his sleeves for hands-on work. He's a genuine player/coach.
Asher Ismail
Co-Founder, Uncapped
Julian was a key member of the marketing team at Xero. He led strategic initiatives that supported our business growth objectives.
Darren Upson
Marketing Director, Xero
I'd highly recommend Julian to any SaaS or FinTech business looking for an experienced marketer.
Ben Johnson
VP Partnerships, Xero
Julian is an exceptional leader who completely built out and led the entire marketing team from the ground up.
Usman Arshad
CTO, Jillion
Julian was an excellent strategist, marketer and team builder. His input at leadership level helped the business immensely.
Vaidas Adomauskas
CPO, Uncapped
Julian quickly made an impact at Uncapped, leveraging his industry expertise and network to drive growth.
Jamish Vekeria
Chief of Staff, Uncapped
He has very strong commercial judgement and business acumen, and a wealth of marketing knowledge to draw from. He is growth focused and ties everything back to impact.
Chris Eastwood
CEO & Co-Founder, Penfold
Julian was intrinsic to the success we enjoyed growing out the Ecosystem in the UK and EMEA; and especially in raising the profile of Xero in London's fintech scene.
Edward Berks
Global EGM, Xero
Julian is an inspirational CMO who leads from the front. He's personable, likeable, driven, strategic and really understands the start-up growth journey.
Liz Hunter
Head of Copy, Uncapped
Julian draws on wide fintech experience to find creative solutions to any marketing challenge. At Contis (now Solaris), his team was dubbed the ‘dream team’ internally.
Uche Graves
Head of Comms, Contis
Julian's a practical and reliable marketing leader. He's also a lovely person who knows how to support and get the best from each person on his team!
Alan Wanders
Content Lead, Jillion
Julian is a very strong marketeer and leader. We worked together in Contis. While there he built the most effective Marketing team I have worked with in my career.
Roberta Rampazzo
MD of Accounts, Contis
What truly sets Julian apart is his dual capability: he's as comfortable strategising at the ExCo level as he is rolling up his sleeves for hands-on work. He's a genuine player/coach.
Asher Ismail
Co-Founder, Uncapped
Julian was a key member of the marketing team at Xero. He led strategic initiatives that supported our business growth objectives.
Darren Upson
Marketing Director, Xero
I'd highly recommend Julian to any SaaS or FinTech business looking for an experienced marketer.
Ben Johnson
VP Partnerships, Xero
Julian is an exceptional leader who completely built out and led the entire marketing team from the ground up.
Usman Arshad
CTO, Jillion
Julian was an excellent strategist, marketer and team builder. His input at leadership level helped the business immensely.
Vaidas Adomauskas
CPO, Uncapped
Julian quickly made an impact at Uncapped, leveraging his industry expertise and network to drive growth.
Jamish Vekeria
Chief of Staff, Uncapped
He has very strong commercial judgement and business acumen, and a wealth of marketing knowledge to draw from. He is growth focused and ties everything back to impact.
Chris Eastwood
CEO & Co-Founder, Penfold
Julian was intrinsic to the success we enjoyed growing out the Ecosystem in the UK and EMEA; and especially in raising the profile of Xero in London's fintech scene.
Edward Berks
Global EGM, Xero
Julian is an inspirational CMO who leads from the front. He's personable, likeable, driven, strategic and really understands the start-up growth journey.
Liz Hunter
Head of Copy, Uncapped
Julian draws on wide fintech experience to find creative solutions to any marketing challenge. At Contis (now Solaris), his team was dubbed the ‘dream team’ internally.
Uche Graves
Head of Comms, Contis
Julian's a practical and reliable marketing leader. He's also a lovely person who knows how to support and get the best from each person on his team!
Alan Wanders
Content Lead, Jillion
Julian is a very strong marketeer and leader. We worked together in Contis. While there he built the most effective Marketing team I have worked with in my career.
Roberta Rampazzo
MD of Accounts, Contis
What truly sets Julian apart is his dual capability: he's as comfortable strategising at the ExCo level as he is rolling up his sleeves for hands-on work. He's a genuine player/coach.
Asher Ismail
Co-Founder, Uncapped
Julian was a key member of the marketing team at Xero. He led strategic initiatives that supported our business growth objectives.
Darren Upson
Marketing Director, Xero
I'd highly recommend Julian to any SaaS or FinTech business looking for an experienced marketer.
Ben Johnson
VP Partnerships, Xero
Julian is an exceptional leader who completely built out and led the entire marketing team from the ground up.
Usman Arshad
CTO, Jillion
Julian was an excellent strategist, marketer and team builder. His input at leadership level helped the business immensely.
Vaidas Adomauskas
CPO, Uncapped
Julian quickly made an impact at Uncapped, leveraging his industry expertise and network to drive growth.
Jamish Vekeria
Chief of Staff, Uncapped
What truly sets Julian apart is his dual player/coach capability.
Asher Ismail
Uncapped
Julian quickly made an impact at Uncapped to drive significant growth.
Jamish Vekeria
Uncapped
Julian was an excellent strategist, marketer and team builder.
Vaidas Adomauskas
Uncapped
Julian is an exceptional leader who built growth from the ground up.
Usman Arshad
Jillion
I'd highly recommend Julian to any SaaS or FinTech business.
Ben Johnson
Xero
Julian was a key member who led strategic initiatives that supported growth.
Darren Upson
Xero
He has very strong commercial judgement and business acumen.
Chris Eastwood
Penfold
Julian was intrinsic to the success we enjoyed growing Xero in the UK and EMEA.
Edward Berks
Xero
Julian is an inspirational CMO who leads from the front.
Liz Hunter
Uncapped
Julian built the most effective Marketing team I worked with in my career.
Roberta Rampazzo
Contis
At Solaris his function was dubbed the ‘dream team’ internally.
Uche Graves
Solaris
Julian's a practical and reliable marketing leader. He's also a lovely person.
Alan Wanders
Jillion
What truly sets Julian apart is his dual player/coach capability.
Asher Ismail
Uncapped
Julian quickly made an impact at Uncapped to drive significant growth.
Jamish Vekeria
Uncapped
Julian was an excellent strategist, marketer and team builder.
Vaidas Adomauskas
Uncapped
Julian is an exceptional leader who built growth from the ground up.
Usman Arshad
Jillion
I'd highly recommend Julian to any SaaS or FinTech business.
Ben Johnson
Xero
Julian was a key member who led strategic initiatives that supported growth.
Darren Upson
Xero
He has very strong commercial judgement and business acumen.
Chris Eastwood
Penfold
Julian was intrinsic to the success we enjoyed growing Xero in the UK and EMEA.
Edward Berks
Xero
Julian is an inspirational CMO who leads from the front.
Liz Hunter
Uncapped
Julian built the most effective Marketing team I worked with in my career.
Roberta Rampazzo
Contis
At Solaris his function was dubbed the ‘dream team’ internally.
Uche Graves
Solaris
Julian's a practical and reliable marketing leader. He's also a lovely person.
Alan Wanders
Jillion
Two decades of growth
I solve startups and scale-ups biggest growth problems faster than a full-time growth hire or CMO… with less cost and risk.
Xero
Xero
B2B2B. Accounting, payments, banking and lending.
UK market. Listed fintech. £50M ARR.
B2B2B. Accounting, payments, banking and lending.
UK market. Listed fintech. £50M ARR.
Channel Strategy | Market Validation | Fintech Partnerships
Channel Strategy | Market Validation | Fintech Partnerships
Project:
Joined as Xero’s first UK platform marketing hire to test and validate new revenue opportunities in financial services. Led go-to-market strategy and co-marketing launches with early fintech partners.
This included co-marketing with Revolut, Starling, Tide, and Wise to prove commercial demand for banking, lending, and payments integrations.
I developed positioning, partner campaigns, and adoption programs to accelerate fintech product uptake across the UK ecosystem.
Results:
Successfully proved multiple use cases for platform revenue from open banking feeds to embedded payments and lending.
The work established the fintech platform as a scalable growth channel, with the platform now driving 11% of Xero’s global revenue, worth approximately $188M.
Project:
Joined as Xero’s first UK platform marketing hire to test and validate new revenue opportunities in financial services. Led go-to-market strategy and co-marketing launches with early fintech partners.
This included co-marketing with Revolut, Starling, Tide, and Wise to prove commercial demand for banking, lending, and payments integrations.
I developed positioning, partner campaigns, and adoption programs to accelerate fintech product uptake across the UK ecosystem.
Results:
Successfully proved multiple use cases for platform revenue from open banking feeds to embedded payments and lending.
The work established the fintech platform as a scalable growth channel, with the platform now driving 11% of Xero’s global revenue, worth approximately $188M.
Uncapped
Uncapped
B2B. Fintech lending.
UK market. Series A. £4m ARR.
B2B. Fintech lending.
UK market. Series A. £4m ARR.
Positioning | Market fit | Paid & SEO | Talent
Positioning | Market fit | Paid & SEO | Talent
Project:
I joined Uncapped to diversify their marketing beyond heavy reliance on paid channels, scaling growth sustainably with better content, organic traffic, and stronger positioning.
When global economic pressures hit fintech hard, I quickly adapted our strategy, helping develop new lending products, redefining our ideal customer profile, and rapidly validating these new markets.
This involved launching focused content and SEO initiatives, testing new messaging, and repositioning Uncapped to resonate clearly with the updated target segments.
Results:
Successfully doubled revenue in nine months, re-established clear product-market fit with new customer segments, and drove down customer acquisition costs by 33% through effective SEO and content-led strategies.
Project:
I joined Uncapped to diversify their marketing beyond heavy reliance on paid channels, scaling growth sustainably with better content, organic traffic, and stronger positioning.
When global economic pressures hit fintech hard, I quickly adapted our strategy, helping develop new lending products, redefining our ideal customer profile, and rapidly validating these new markets.
This involved launching focused content and SEO initiatives, testing new messaging, and repositioning Uncapped to resonate clearly with the updated target segments.
Results:
Successfully doubled revenue in nine months, re-established clear product-market fit with new customer segments, and drove down customer acquisition costs by 33% through effective SEO and content-led strategies.
Penfold
Penfold
B2B & Channel. Digital Pensions.
UK market. Seed. 50-100 employees.
B2B & Channel. Digital Pensions.
UK market. Seed. 50-100 employees.
Strategic pivot | B2B GTM | Team building | Channel growth
Strategic pivot | B2B GTM | Team building | Channel growth
Project:
Joined Penfold to rethink and reboot their marketing approach, leading a strategic shift from pure lead gen to demand gen, focusing on sustainable, scalable growth through the accounting channel.
I built and trained a new B2B team from scratch and rolled out tailored campaigns designed to embed Penfold into accountants’ everyday workflows, making it easy for them (and their clients) to say “yes” to digital pensions.
This new channel-first approach meant partnering closely with accountants, running co-marketing campaigns, and developing resources and positioning that resonated deeply with both accountants and their small business clients.
Results:
The pivot paid off. Penfold tripled both its customer base and revenue, validated accounting partnerships as a powerful distribution channel.
I also slashed customer acquisition costs by 60%.
Project:
Joined Penfold to rethink and reboot their marketing approach, leading a strategic shift from pure lead gen to demand gen, focusing on sustainable, scalable growth through the accounting channel.
I built and trained a new B2B team from scratch and rolled out tailored campaigns designed to embed Penfold into accountants’ everyday workflows, making it easy for them (and their clients) to say “yes” to digital pensions.
This new channel-first approach meant partnering closely with accountants, running co-marketing campaigns, and developing resources and positioning that resonated deeply with both accountants and their small business clients.
Results:
The pivot paid off. Penfold tripled both its customer base and revenue, validated accounting partnerships as a powerful distribution channel.
I also slashed customer acquisition costs by 60%.
Solaris (Contis)
Solaris (Contis)
B2B2C. Banking-as-a-Service, fintech.
Private equity. Europe. 200+ employees.
B2B2C. Banking-as-a-Service, fintech.
Private equity. Europe. 200+ employees.
ABM | Proposition Development | Rebrand | Performance Culture
ABM | Proposition Development | Rebrand | Performance Culture
Project:
Built and led a new B2B marketing function to commercialise Contis’ BaaS capability and position it for scale and sale.
Recruited and trained a cross-functional team, introduced a digital ABM framework, and developed industry-level propositions that spoke directly to payments platforms, fintechs and enterprise partners.
Delivered a coordinated program of trade PR, paid social and content-led SEO to drive credibility and pipeline, and aligned marketing with sales to convert Tier 1 opportunities.
Results:
Drove 10x customer growth and 2x revenue, while tripling inbound lead flow through targeted ABM, proposition work and rebrand activity.
Secured several significant Tier 1 client wins and successfully completed the company sale to Solarisbank.
Project:
Built and led a new B2B marketing function to commercialise Contis’ BaaS capability and position it for scale and sale.
Recruited and trained a cross-functional team, introduced a digital ABM framework, and developed industry-level propositions that spoke directly to payments platforms, fintechs and enterprise partners.
Delivered a coordinated program of trade PR, paid social and content-led SEO to drive credibility and pipeline, and aligned marketing with sales to convert Tier 1 opportunities.
Results:
Drove 10x customer growth and 2x revenue, while tripling inbound lead flow through targeted ABM, proposition work and rebrand activity.
Secured several significant Tier 1 client wins and successfully completed the company sale to Solarisbank.
Bullhorn
Bullhorn
B2B. Recruitment CRM and automation software.
Private Equity–backed. EMEA & APAC. ~150 employees.
B2B. Recruitment CRM and automation software.
Private Equity–backed. EMEA & APAC. ~150 employees.
Market Expansion | ABM & SEO | Revenue Growth
Market Expansion | ABM & SEO | Revenue Growth
Project:
Joined Bullhorn to lead international marketing across EMEA and APAC, taking a US-centric business global. Built the entire regional marketing team from scratch, including SDR and internship programmes, while introducing a new digital ABM framework and SEO-led content engine.
Designed and executed an event strategy that scaled from intimate C-level roundtables to large industry conferences, driving consistent pipeline growth across multiple regions.
Results:
Proved the global scalability of Bullhorn’s go-to-market model, delivering over 200% of marketing-originated revenue targets.
The international expansion, combined with a stronger demand engine and performance-led culture, helped position Bullhorn for its successful Private Equity exit at 11x value from Vista to Insight Partners.
Project:
Joined Bullhorn to lead international marketing across EMEA and APAC, taking a US-centric business global. Built the entire regional marketing team from scratch, including SDR and internship programmes, while introducing a new digital ABM framework and SEO-led content engine.
Designed and executed an event strategy that scaled from intimate C-level roundtables to large industry conferences, driving consistent pipeline growth across multiple regions.
Results:
Proved the global scalability of Bullhorn’s go-to-market model, delivering over 200% of marketing-originated revenue targets.
The international expansion, combined with a stronger demand engine and performance-led culture, helped position Bullhorn for its successful Private Equity exit at 11x value from Vista to Insight Partners.
Jillion
Jillion
B2B. Digital Payments & financial infrastructure.
MENA. Privately-funded.
B2B. Digital Payments & financial infrastructure.
MENA. Privately-funded.
Market Fit Testing | Brand Repositioning | Banking Partnerships
Market Fit Testing | Brand Repositioning | Banking Partnerships
Project:
Led Jillion’s go-to-market strategy to establish early product-market fit in the Gulf payments market. Defined the ideal customer profile through rapid market testing, repositioned the brand for mid-market credibility, and built a high-performance commercial team from scratch.
Secured two major UAE banking partnerships and shaped a product roadmap around QR and orchestration features.
Results:
Achieved a pre-launch acquisition following strong brand traction, validated product demand, and strategic partnerships.
Positioned Jillion as an emerging payments innovator in MENA and delivered a successful early exit for the founders.
Project:
Led Jillion’s go-to-market strategy to establish early product-market fit in the Gulf payments market. Defined the ideal customer profile through rapid market testing, repositioned the brand for mid-market credibility, and built a high-performance commercial team from scratch.
Secured two major UAE banking partnerships and shaped a product roadmap around QR and orchestration features.
Results:
Achieved a pre-launch acquisition following strong brand traction, validated product demand, and strategic partnerships.
Positioned Jillion as an emerging payments innovator in MENA and delivered a successful early exit for the founders.
