Sian Webster

Experienced strategic marketer across multiple industries currently working in FinTech. 

- Post Grad Level 7 Marketing Leadership Programme (Masters) from The Chartered Institute of Marketing (CIM) via the Oxford College of Marketing
- BCs in Business Management from Northwood University (USA)
- Level 4 Certificate in Professional Marketing from The Chartered Institute of Marketing (CIM) via Coleg Cambria
- Level 3 Foundation Certificate in Marketing from The Chartered Institute of Marketing (CIM) via Coleg Cambria

Head of Marketing with a successful history of delivering revenue growth across multiple sectors including travel, telecoms, FinTech, and e-commerce sectors. Experience both in-house and agency, 12+ years’ experience includes strategic management of global and local brands driving performance across core markets (UK, EMEA, NORAM, APAC). 

B2B Marketing and P&L responsibility across multiple products, management of significant local and regional brand budgets, digital marketing, commercial partnerships and sponsorships, driving ROI and profitable growth. 

Experienced leader with track record of creating a culture of high engagement and performance with history of leading and influencing senior stakeholders.

My core competencies include strategic planning, marketing and brand strategy, International marketing, digital performance marketing, P&L management, leadership and stakeholder management. I have extensive experience working with both B2B and B2C brands across multiple markets and leading teams to drive growth.

Conferma | Head of Marketing | June 2022 - Present (2.5+ years)

Directing full-mix integrated marketing strategy for a leading global SaaS platform specialising in virtual payments for corporate travel, serving top-tier global clients including card issuers, TMCs, OTAs, all major GDSs and schemes. Refined product positioning and introduced an industry-focused, platform-based marketing proposition. Developed comprehensive sales enablement tools to support end-to-end sales from account discovery to opportunity development, enhancing sales efficiency. Leading full-funnel content marketing strategy with focus on enhancing lead capture and nurture from initial contact through to sales conversion. Leading and scaling team of product marketing, content marketing, demand gen, events, and design specialists.

• Led, developed and executed a major post-acquisition rebrand initiative delivering a comprehensive brand strategy that encompassed new mission, vision and values, visual identity, messaging, TOV and positioning.
• Led a new website build from scratch, attracting a +600% increase in relevant traffic and +70%in conversions since February 2024. Winning a Web Excellence Award, recognised at European level.
• Led a marketing team with a budget of £1M, focusing on a content-driven approach that positioned the company as the category leader for virtual payments.
• Implemented platform product proposition, crafting industry-based positioning, driving compelling value-based messaging among diverse groups of buyers.

Vivio | Head of Marketing | September 2019 - June 2022 (2 years 10 months)

An award-winning telecoms company and key strategic O2 partner, I was hired to devise and execute a comprehensive marketing strategy whilst leading a team of 5 marketers.

As part of the senior leadership team I was responsible for:
Overall marketing strategy
Stakeholder management
Annual marketing plans across all marketing channels
Planning & execution of targeted acquisition campaigns
Management of company website and social media channels
Manage & review marketing budgets ensuring ROI and KPIs are met
Delivery of end-to-end marketing campaigns to facilitate growth
Management of third party supplier relationships
Award-submission entries and PR

Increased YoY traffic to the website by 35%, increasing online leads by over 70% by introducing PPC advertising.

Created a video award submission for the Mobile News Awards, winning the Best B2B Dealer 2020 Award.

Increased LinkedIn following YoY by 30% through targeted marketing campaigns.

Marketing Manager | Global Travel Group | May 2017 - August 2019 (2 years 4 months)

As Marketing Manager I was responsible for all marketing activities both digital and traditional for the group. I also headed up a marketing team of 5 to help support over 350 independent travel agents on a consultancy basis.

Other roles

Organic Search Executive (SEO) | Click Consult | March 2016 - April 2017

SEO & PPC Executive | Lewis Home Retail | June 2015 - March 2016

Senior Marketing Executive | Global Travel Group | November 2012 - June 2015

Northwood University, Texas, USA | BCs in Business Management 

Oxford College of Marketing | (Masters) CIM Level 7 Post Graduate Diploma in Professional Marketing

Coleg Cambria | CIM Level 4 Certificate in Professional Marketing | CIM Level 3 Foundation Certificate in Marketing