Multiverse
- Business scaled from $80m to $300m revenue during my time
- Increased marketing's contribution to revenue by 8%
- Doubled B2C onboarding conversion and lifted user NPS by 10 points
- Built an ABM function from scratch: a multi-million dollar expansion in five months
Multiverse helps companies upskill their teams in AI and data through an apprenticeship model. It became the UK’s first edtech unicorn, and over my three years the business grew from around $80m to a $300m revenue forecast. I ran a growth team that started at seven and grew to eleven, spanning demand generation, field marketing, ABM and lifecycle.
Onboarding and conversion
The work I’m proudest of was unglamorous: getting more of the right people through onboarding. When I arrived, only about 50 of every 1,000 people an enterprise deal could reach actually started their programme, so I treated onboarding as a growth funnel in its own right rather than an operations problem.
I tested video on the landing experience, built personalised touches for each account, and ran A/B tests across the email flows to see what actually moved people. The video work lifted conversion by 19% and the emails by another 10%. Over eighteen months the team doubled onboarding conversion and grew quarterly onboarding volume from 1,000 to 5,000, with user NPS up 10 points along the way.
Building the B2B engine
With the strategy settled, I built the machine to serve it. I stood up an account-based marketing function from scratch, which landed a multi-million dollar expansion at our largest customer within five months. I scaled the events programme to the point where it delivered $1.5m a quarter, and rebuilt the CRM lifecycle for the tens of thousands of learners on the platform.
Bringing AI into the work
Long before it was the headline, I was using AI to take cost out of the team. Sales reps wanted customised assets for every deal, which tied up the brand team and a £10k-a-month agency. I moved that work onto AI tools and let account executives self-serve, going from 40 manual assets a quarter to 60 customised ones at a fraction of the oversight. I built similar workflows for event booking and post-call follow-ups that gave the sales team hours back every week.