Kate Busby
Marketing Lead
| Scaled EdTech Startups 20-40% ARR | Meeting Target CPL & CAC | $12M+
Managed-|
LinkedIn |
Portfolio
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Core Competencies
Strategic Marketing Leadership: Data-Driven Decision Making, Cross-Functional Collaboration, Brand
Positioning & Differentiation
B2B Marketing Expertise: Lead-Generation Campaigns, Account-Based Marketing (ABM), Demand
Generation & Acquisition
Digital Transformation: Performance Marketing Optimization, SEO & Content Strategy, Paid Media
Strategy, CRM Automation
Brand Management & Storytelling: Growth Marketing, Conversion Optimization, Customer Experience
& Engagement
Team Leadership & Development: Multi-Channel Team Management, OKR/Agile Methodologies,
Marketing Tech Stack Proficiency
Professional Experience
Fractional CMO | Zealy (Zurich, Switzerland)
May 2025 - Present
Sector: SaaS, AI
Adjunct Faculty Member | ESEI International Business School (On-site, Barcelona, Spain)
May 2025 - Present
Sector: Education
● Teach Marketing and Artificial Intelligence to Master’s students, blending academic frameworks
with practical, real-world business insights.
Fractional CMO | Quiet Edge (London, UK)
June 2025 - Present
Sector: EdTech, AI
Fractional CMO | Barcelona Journaling Festival (Remote, London, UK)
Jan 2025 - Present
Sector: Bootstrapped B2B2C Startup
● Developed and executed GTM strategy targeting parents and educators, with a focus on demand
generation and partnerships.
● Led the promotion of events (webinars, roundtables) to maximize ticket sales and sponsorships,
driving brand awareness.
● Managed P&L, budget forecasting and revenue tracking to align with business objectives.
Board Advisor | Creative Kangaroos (Remote, Sardinia, Italy)
Jan 2025 - Jun 2025
Sector: Bootstrapped B2C EdTech Platform
● Advise on demand generation strategies, focusing on performance marketing to enhance
platform engagement and drive sales.
Brand Director | Novakid Inc (Remote, San Francisco, USA)
July 2024 - Dec 2024
Sector: Series B EdTech Platform (E-learning for Kids)
● Led data-driven marketing campaigns that grew Novakid’s market share in Israel, outpacing
Duolingo within 6 months.
● Spearheaded email marketing automation, increasing conversion rates by 18% through
personalized, behavioral-based follow-ups.
● Conducted market research (2,000+ consumers), optimizing customer segmentation for
enhanced targeting.
● Managed cross-functional teams across 13 international markets, aligning marketing strategy with
global brand goals.
Marketing Director | Novakid Inc (Remote, San Francisco, USA)
Jan 2024 - July 2024
Sector: Series B EdTech Platform
● Surpassed lead-generation goals by 137% and 263%, while optimizing funnel metrics (Paid
Search & Social) by 30% YoY.
● Orchestrated successful PR campaigns, doubling branded search traffic and boosting brand
salience.
● Implemented customer feedback loops that improved conversion rates by 15% MoM.
Director of Social Media, PR, Influencers | Novakid Inc (Remote, San Francisco, USA)
Oct 2023 - Jan 2024
Sector: Series B EdTech Platform
● Conducted customer interviews to refine GTM strategy, achieving a 10% MoM increase in loyalty
program sign-ups.
● Led SEO content revamp, boosting engagement by 2x within 3 months.
● Directed restructuring of teams with OKR implementation, focusing on user acquisition and
retention.
Marketing Director | The Keenfolks (Hybrid, Barcelona, Spain)
2021 - 2023
Sector: Creative Marketing Agency (Social Media Strategy & Automation)
● Grew global client communities by 50% YoY across Meta, LinkedIn, TikTok, and YouTube, driving
brand visibility.
● Managed B2B Web3 launch, utilizing NFTs and DAOs for community building and engagement.
● Led the integration of Sprout Social, optimizing campaign efficiency by 40%.
Global Head of Social Media | IWG plc (Remote, Zug, Switzerland)
2018 - 2021
Sector: FTSE 250 Multinational (Coworking & Office Space)
● Orchestrated a B2C social strategy, achieving a reach of 100 million with an earned media value
of $2.3M.
● Improved NPS by 2+ points through strategic e-reputation and social media initiatives.
● Developed and led a global employee advocacy program with 1,000+ employees, driving social
engagement.
Education & Certifications
● CIM MCIM Member – Chartered Institute of Marketing
● mMBA in Brand Management – Marketing Week with Mark Ritson
● Mentor – Growth Mentor
● MBA – EAE Business School, Barcelona
● Master’s in English Literature & Modern Languages – University of Oxford
Key Tools & Technologies
Analytics & CRM: GA4, SEMrush, Salesforce, Metabase
Marketing Automation: Intercom, Sprout Social, Bloomreach
SEO & Content Strategy: SEMrush, Google Analytics, WordPress
Key Achievements
● B2B Marketing Success: Orchestrated high-impact lead-gen campaigns across various
channels, contributing to a significant increase in qualified prospects and ROI.
● ABM Expertise: Successfully executed Account-Based Marketing strategies, improving client
engagement and driving business growth.
● Team Leadership: Managed cross-functional teams of 50+ across global markets, consistently
meeting/exceeding KPIs and revenue targets.
● Brand Impact: Delivered measurable results in market positioning and customer segmentation,
increasing brand visibility and engagement.
