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Mitch Lapworth

I Grow Companies (Acquisition + Growth Marketing)

Works remotely from London

  • 51.509648
  • -0.099076
New
  • Suggested rate £500 / day
  • Experience 7+ years
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Location and workplace preferences

Location
London, England, United Kingdom
Remote only
Primarily works remotely

Preferences

Project length
  • ≤ 1 week
  • ≤ 1 month
  • Between 1-3 months
  • Between 3-6 months
  • ≥ 6 months
Business sector
  • Banking & Insurance
  • Digital & IT
  • E-commerce
  • Education & E-learning
  • Entertainment & Leisure
+5 autres
Company size
  • 1 person
  • 2-10 people
  • 11 - 49 people
  • 50 - 249 people
  • 250 - 999 people
+2 autres

Verifications

Freelancer code of conduct signed
Read the Malt code of conduct

Verified email

Languages

  • English

    Native or bilingual

Categories

Skills (26)

Mitch in a few words


I’m an ambitious marketer who has gained experience through both agency and client-side roles across B2C and B2B markets. Most notably I’ve had the privilege to work in one of the UK’s biggest Fintech Start-ups, ClearScore, as a Digital Acquisition Specialist. During my role there I’m proud to have helped increase the number of ClearScore users from 2 million to 6.5 million and the company is now well on the way to ‘Unicorn’ stat¬¬us. Following ClearScore I moved to Barclaycard as a Digital Acquisition Manager, helping to scale a new marketing team in the Cards & Payments division of the business aimed at the B2B market. Most recently I joined Orbit, a community growth platform aimed at the developer market (B2B SaaS), as their first growth marketing hire post Series A funding.

Experience

Orbit

Digital & IT

Senior Growth Marketing Manager

May 2022 - September 2022 (4 months)


•Led growth strategy development and execution to drive customer acquisition in B2B markets, increase market share and reach revenue targets of $15,000 MRR (targets consistently achieved after establishing paid media strategy)

•Established paid media as a tool for user acquisition, ultimately driving 60-70% of total new Orbit users.

•Worked with leadership, content and design teams to shape the brand identity, distribution and governance across all customer touchpoints of Orbit to establish ourselves as a market leading SaaS tool.

•Managed 1 direct report (content/CRO copywriter), with the view to expand the growth team further over time (prior to redundancy announcement)

•Owned marketing budgets of $50,000 a month and allocation of budget into other teams (content, product marketing, sponsorships and events)

•Supported the integration of CRM software (Hubspot) into the business, creating custom reporting, email automation and sales enablement flows to improve marketing operations

•Drove MQLs into the sales team and worked closely with them to optimise processes to achieve and exceed our MQL goals (Driving >35 MQLs a month against a target of 30)

•Created multiple website landing pages for various buyer personas (using Webflow) and implemented VWO as an A/B testing tool for website optimization. Improved visitor to signup CVR from 3% to 6.5%.

•Improved monetization new users inside the Orbit tool, through optimising onboarding flows and testing new pricing techniques (Freemium/free trial models).

•Implemented tracking requirements through and processes across all marketing channels to improve marketing attribution. Built out custom reporting dashboards and tracking through Segment and Amplitude

•Establishing lifecycle marketing strategies focusing on improving long term retention and engagement. Looked at customer activation, engagement and resurrection of dormant users to increase Customer Lifetime Value (CLV)

•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 base of 6.5%)

•Supported on pricing model changes (new pricing tiers released in 2022) and launched email drip campaigns to upsell users from free to paid pricing. Month long email drip resulted in an average 45% open rate and $140,000 ARR

•Supported in event production (Nexus virtual conference). E.g email promotion, paid promotion, liaising with stakeholders for content production. Attendance to the event was around 750

•Launched digital newsletter sponsorships as a demand gen tool (with Paved.com)

•Utilised data warehouses (Clearbit/Coatue) to reach and engage target audiences, build personalized buyer journeys, and act on intent signals across the customer lifecycle.

•Began building content strategy to target key buyer personas and increase organic growth (SEO)

•Helped manage community interaction with Orbit users across channels like Discord, Twitter, Slack

BARCLAYCARD

Banking & Insurance

Digital Acquisition Manager + SEO Lead

July 2018 - April 2022 (3 years and 9 months)

Support the CMO to define growth strategy and oversee execution across all digital media channels such as PPC, display, paid social, affiliates and SEO with a £2m budget per annum.

•Develop and execute acquisition strategies for different audiences (SMEs + Corporates) within the payments industry across multiple product lines such as payment gateways and physical payment solutions.

•Manage third party partnerships with marketing agencies and sales enablement partners (e.g Response Tap) to improve our customer acquisition capabilities

•Develop conversion rate optimisation tests (CRO) using landing page testing tools, to help improve onsite UX and customer journeys through to conversion points.

•Work closely with commercial team leaders to develop retargeting and acquisition campaigns to drive revenue for multiple Cards & Payments business units such as BPS and BCP (business payment solutions and business credit cards).

•Develop and implement SEO strategy for Cards & Payments team, including metadata improvements, on-page optimisation, partial site restructure and link building strategy.

•Implemented weekly and monthly SEO reporting for the wider business detailing average keyword rankings, organic traffic and onsite performance metrics

•Launched and optimised programmatic display for customer acquisition (prospecting and retargeting lines).

•Working with Adobe Audience Manager to capture customer data points and use data to inform paid media strategy/channel mix

•Working closely with Legal and Compliance teams to ensure all marketing collateral is correctly regulated according to FCA rulings

•Managed multiple graduates on placement rotation in the marketing team

Clearscore

Tech

Digital Acquisition Specialist

March 2017 - July 2018 (1 year and 4 months)

Built, launched and optimised PPC activity, generating >60,000 new users per month

•Launched PPC in international markets (South Africa, India and Australia)

•Launched mobile programmatic campaigns with an agency partner (Liftoff). This channel now generates in excess of 5,000 signups to ClearScore per month

•Developing copy/scripts for both TV and digital advertising

•Running both paid and organic social media activity to drive customer acquisition and engage existing users

•Helped develop lead scoring techniques to identify high value leads (e.g high credit score, demographic segments) to then retarget with digital acquisition ads.

•Launched Facebook advertising as a mid-funnel channel to increase awareness and drive registrations to site, generating 6,000 new users per month

•Launched programmatic retargeting campaigns to drive credit card purchases, driving 91% ROI

•Built and launched Apple Search Ads activity as soon as the platform was made available to UK companies (25/04/17)

•Working knowledge of digital marketing attribution solutions

•Monitor and track customer Net Promoter Score (NPS) metrics to improve customer loyalty and community engagement

•A/B testing experience for PPC, programmatic and ClearScore homepage to improve UX

•Developed affiliate partnerships with the likes of Money Saving Expert

•Managing agency partnerships with the likes of Periscopix and Bountiful Cow

•Implementing and training team members to use marketing tools such as Adthena, Linkdex and SimilarWeb

•Market research using competitive intelligence tools such as SEMrush and Adthena

Equimedia

Consulting & Audits

Marketing Executive

August 2016 - March 2017 (7 months)

Communicated with clients (such as WHSmith, Panasonic and Samsung) about their targets, products and business goals in order to create pay-per-click marketing campaigns or a tailored SEO strategy.

Optimised and scaled PPC activity through data analysis, market research and testing.

•Optimised and reported on results driven PPC campaigns using various software such as Google Analytics, DoubleClick, AdWords and the Microsoft suite.

Education

Certifications