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 and building world-class teams to levelling up marketing performance.
All my projects delivered substantial and measurable growth.
From establishing product-market fit and 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
A decade of fintech and B2B SaaS growth projects, delivered.
The approach works.
UK Revenue £20m → £50m+
Xero: Listed Fintech
Banking, payments & lending
150% of payments target - UK
I launched Xero's fintech platform and successfully proved the initial banking, lending & payments use cases.
The platform business has since grown into a £200m+ annual revenue stream.
Read the case study →
2x Revenue
Uncapped: Series A Fintech
B2B, lending, banking
£2m → c.£4m revenue run-rate - 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.
Read the case study →
164% of Revenue Target
Bullhorn: PE SaaS
B2B, recruitment, CRM
2x SQLs YoY - EMEA & APAC
I adapted ICP, demand engine, content for global markets.
Hired 20+ across marketing, inbound SDRs & interns. The subsequent Vista → Insight transaction was estimated at c.11x Vista's entry value.
Read the case study →
2x Revenue | 10x End-users
Contis: PE-backed Fintech
B2B2C, Banking, BaaS
c.£15m → £30m revenue - UK & EU
I executed a full rebrand and built a new demand engine, use cases and verticals. Digital ABM & vertical PR.
Hired new marketing team and ramped performance culture.
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3x Revenue | ↓60% CAC
Penfold: Series A Fintech
B2B, Digital Pensions
£1m → £3m revenue run-rate - UK
To accelerate growth, I pivoted Penfold from B2C to B2B and kickstarted channel growth via accountants and IFAs.
I hired and trained a new team & agencies, expert in B2B demand.
Read the case study →
✔︎ Acquired
Jillion: Pre-launch 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.
Read the case study →
UK Revenue £20m → £50m+
Xero
Listed B2B SaaS / Fintech
Banking, payments & lending
150% of payments target
UK
Read the case study →
2x Revenue
Uncapped
Series A fintech
B2B, lending, banking
£2m → c.£4m revenue run-rate
UK
Read the case study →
164% of Revenue Target
Bullhorn
PE-backed SaaS
B2B, recruitment, CRM
2x SQLs YoY
EMEA & APAC
Read the case study →
2x Revenue | 10x End-users
Contis
PE-backed fintech
B2B2C, banking, payments
c.£15m → £30m revenue
UK & EU
Read the case study →
3x Revenue | ↓60% CAC
Penfold
Series A fintech
B2B & B2B2B, digital pensions
£1m → £3m revenue run-rate
UK
Read the case study →
Pre-launch Sale
Jillion
Seed fintech
B2B payments
Pre-revenue
MENA
Read the case study →
UK Revenue £20m → £50m+
Xero: Listed Fintech
Banking, payments & lending
150% of payments target - UK
Read the case study →
2x Revenue
Uncapped: Series A Fintech
B2B, lending, banking
£2m → c.£4m revenue run-rate - UK
Read the case study →
164% of Revenue Target
Bullhorn: PE SaaS
B2B, recruitment, CRM
2x SQLs YoY - EMEA & APAC
Read the case study →
2x Revenue | 10x End-users
Contis: PE-backed Fintech
B2B2C, Banking, BaaS
c.£15m → £30m revenue - UK & EU
Read the case study →
3x Revenue | ↓60% CAC
Penfold: Series A Fintech
B2B, Digital Pensions
£1m → £3m revenue run-rate - UK
Read the case study →
✔︎ Acquired
Jillion: Pre-launch Fintech
B2B Payments
MENA
Read the case study →
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
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
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. UK revenue £20m → £50m+.
B2B2B. Accounting, payments, banking and lending. UK market. Listed fintech. UK revenue £20m → £50m+.
Channel Strategy | Market Validation | Fintech Partnerships
Channel Strategy | Market Validation | Fintech Partnerships
Joined as Xero's first UK platform marketing hire. Proved multiple fintech platform revenue streams — open banking feeds, embedded payments and lending. During my tenure, UK operating revenue grew from c.£20m to £50m+ and we delivered 150% of the payments revenue target; the platform business has since grown into a £200m+ annual revenue stream.
Joined as Xero's first UK platform marketing hire. Proved multiple fintech platform revenue streams — open banking feeds, embedded payments and lending. During my tenure, UK operating revenue grew from c.£20m to £50m+ and we delivered 150% of the payments revenue target; the platform business has since grown into a £200m+ annual revenue stream.
Uncapped
Uncapped
B2B. Fintech lending. UK market. Series A. £2m → c.£4m revenue run-rate.
B2B. Fintech lending. UK market. Series A. £2m → c.£4m revenue run-rate.
Positioning | Market fit | Paid & SEO | Talent
Positioning | Market fit | Paid & SEO | Talent
Joined to diversify beyond paid channels. Revenue doubled in nine months as marketing-sourced revenue rose from c.50% to c.80% of recognised company revenue. After a planned US banking proposition was paused, I reset the ICP and GTM around lending and cut CAC by 33%.
Joined to diversify beyond paid channels. Revenue doubled in nine months as marketing-sourced revenue rose from c.50% to c.80% of recognised company revenue. After a planned US banking proposition was paused, I reset the ICP and GTM around lending and cut CAC by 33%.
Penfold
Penfold
B2B & Channel. Digital Pensions. UK market. Series A. 50–100 employees.
B2B & Channel. Digital Pensions. UK market. Series A. 50–100 employees.
Strategic pivot | B2B GTM | Team building | Channel growth
Strategic pivot | B2B GTM | Team building | Channel growth
Shifted acquisition from B2C-led growth towards workplace, adviser and channel models. Tripled revenue in 12 months. Slashed CAC by 60%.
Shifted acquisition from B2C-led growth towards workplace, adviser and channel models. Tripled revenue in 12 months. Slashed CAC by 60%.
Contis
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
Built the B2B marketing function from scratch to commercialise BaaS at scale. 2x revenue, 10x end-users, 3x inbound leads. The resulting growth helped strengthen the business ahead of its acquisition by Solaris.
Built the B2B marketing function from scratch to commercialise BaaS at scale. 2x revenue, 10x end-users, 3x inbound leads. The resulting growth helped strengthen the business ahead of its acquisition by Solaris.
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
Led EMEA & APAC expansion from scratch: built the regional team, introduced digital ABM, and scaled event strategy. Delivered 164% of the marketing-originated revenue target and doubled annual SQL volume. The subsequent Vista → Insight transaction was estimated at c.11x Vista’s entry value.
Led EMEA & APAC expansion from scratch: built the regional team, introduced digital ABM, and scaled event strategy. Delivered 164% of the marketing-originated revenue target and doubled annual SQL volume. The subsequent Vista → Insight transaction was estimated at c.11x Vista’s entry value.
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
Led GTM strategy pre-launch in the Gulf payments market and helped secure two major UAE banking partnerships. The business was sold before its public launch.
Led GTM strategy pre-launch in the Gulf payments market and helped secure two major UAE banking partnerships. The business was sold before its public launch.
Ready to scale faster for less?
Book a quick discovery call today.
Ready to scale faster for less?
Book a quick discovery call today.
Ready to scale faster for less?
Book a quick discovery call today.
Ready to scale faster for less?
Book a quick discovery call today.
Marketing Momentum Blog
Weekly growth hacks, templates and guides for B2B startup founders.
