Toby Skinner
San Rafael,CA
Summary
A marketing leader with a proven track record of driving transformative growth at early and mid-stage startups. Extensive experience in building and promoting both B2B and B2C brands across a broad range of marketing channels. Combining the creative personality to meticulously build brands that stand out of the crowd with the analytical mindset to establish refined measurement tools for today's digital media landscape.
Overview
23
23
years of professional experience
Work History
Independent Brand and Growth Consultant
Self Employed
04.2017 - Current
- Consulted on brand and growth marketing initiatives for many different companies including ShopChat, Viber, Instasize, iRest, Booksy and BloomSky
- Currently consulting for Kindeo, driving growth strategy for their online greetings card business: planning and managing paid media campaigns, user lifecycle management, website content / SEO strategy, LTV modeling and forecast planning
VP of Marketing
InnRoad
11.2022 - 02.2024
- Lead strategy and day-to-day operations of the marketing team, focusing on driving qualified inbound leads for sales team through paid and organic channels.
- Developed GTM launch strategies to enter new international markets.
- Updated acquisition funnel and created new signals to effectively scale paid media campaigns. Doubled new customer revenue in Q1 versus previous year.
- Worked with sales team to build a more efficient pipeline using smarter web chat, automated email nurtures and instant scheduling.
Head of Performance Marketing
HoneyBook
08.2019 - 11.2022
- Built and managed the User Acquisition and User Lifecycle teams
- Efficiently scaled media spend 5x in the past 2 years
- Shifted media strategy from DR only to full funnel
- Introduced value based segmentation tactics to maximize ROAS
- Evolved best-in-class creative playbooks to create high performing static and video ads for YouTube and Paid Social Media
- Orchestrated member growth resulting in 8x increase in revenue, leading to Series D and E rounds in 2021 at a $2.4 Billion valuation
- Transformed the member journey through data-driven customization of our onboarding and retention email strategies
Growth Marketing Consultant
A3 Ventures (Venture Lab Of AAA)
02.2018 - 08.2019
- Planned and implemented an integrated growth strategy for the launch of AAA House Manager
- Designed a full marketing tech stack to provide attribution for lead capture and conversion
- Launched the paid acquisition and CRM strategy while advising on recruitment for the full time team
- Overhauled the user acquisition strategy of GIG Car Share by transforming their strategy to a growth mindset with a robust martech stack
VP of Marketing
Pinger
01.2015 - 04.2017
- Launched GTM strategy for B2B texting app Sideline
- Manged the user acquisition team and drove millions of monthly app downloads for the Pinger portfolio of B2C mobile apps including TextFree and Pop Messenger
- Managed all User Lifecycle, ASO, SEO, Content and Social Media initiatives with a team of 12 direct reports.
VP of Marketing
Weather Underground / Weather Channel
09.2007 - 10.2014
- Built the marketing function from the ground up, supporting sales team and increasing ad revenue by >300% leading to acquisition by The Weather Channel
- Managed the design and GTM strategy of a new Weather Underground brand including a new visual design, new website and major app updates.
Head of Advertising
Bonhams Auctioneers
06.2001 - 04.2007
- Managed corporate advertising strategy for all European operations (30 offices in 11 countries)
- Launched Bonhams brand in the US after an acquisition & promoted 100+ auctions a year across all channels
Education
Master of Science - Business Management
Edinburgh Napier University
Edinburgh, ScotlandBachelor of Arts - History of Art And Architecture
University of East Anglia
Norwich, EnglandSkills
- Paid User Acquisition - media channels: SEM, Facebook & Instagram, YouTube, Display, Programmatic incl CTV, traditional TV, Audio, OOH, TikTok, SnapChat, Twitter, LinkedIn, Reddit
- Lead Generation / Paid Content Marketing
- SEO and ASO
- Brand strategy - positioning, visual identity, brand media strategy & tracking
- ROAS Measurement , budget planning & forecasting
- User Lifecycle Management - experience with HubSpot, Braze, Iterable
- Revenue optimization through value based segmentation and CAC / LTV ratio analysis
- CRO on landing pages and sign up flows
- Referral & Affiliate Strategy
- PR & corporate communication
Websites
Timeline
VP of Marketing
InnRoad
11.2022 - 02.2024
Head of Performance Marketing
HoneyBook
08.2019 - 11.2022
Growth Marketing Consultant
A3 Ventures (Venture Lab Of AAA)
02.2018 - 08.2019
Independent Brand and Growth Consultant
Self Employed
04.2017 - Current
VP of Marketing
Pinger
01.2015 - 04.2017
VP of Marketing
Weather Underground / Weather Channel
09.2007 - 10.2014
Head of Advertising
Bonhams Auctioneers
06.2001 - 04.2007
Master of Science - Business Management
Edinburgh Napier University
Bachelor of Arts - History of Art And Architecture
University of East Anglia
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