International growth at scale (30+ markets) for affiliate business

Context
Early-stage comparison platform preparing to expand internationally across multiple verticals.

The challenge
Rapid expansion risked fragmented execution, inconsistent performance, and loss of profitability as complexity increased.

My role
Head of Marketing, reporting to the CEO with full ownership of acquisition strategy, budget, and team.

What I did

Owned €30M+ annual marketing budget across paid media channels

Defined global GTM and optimisation playbooks (100+ SOPs)

Built and scaled the marketing team from 2 to 9

Implemented full-funnel tracking and revenue attribution

Outcome

Successful expansion into 30+ international markets and 10 verticals

Consistently profitable ROAS at scale

Faster, repeatable launches across new geographies

Strong internal capability with multiple team promotions