Product Guru

Digital Marketing Executive - B2B SaaS
Glasgow | July 2023 – August 2024

CRM - HubSpot • B2B digital marketing • Content strategy • Social media management • Short-form video • Copywriting • Email marketing • Trend analysis • A/B testing • Brand consistency • Event-led marketing

Overview

I worked as a Digital Marketing Executive at Product Guru, a B2B start-up connecting brands with major retailers through curated networking events and community-led experiences.

The role sat at the intersection of content, community and conversion - supporting brand visibility, event ticket sales and ongoing engagement across multiple platforms.

  • Operating in a fast-paced start-up environment, I was responsible for producing and managing high-level digital content across owned channels, while maintaining consistency with evolving brand direction.

    This included:

    • Managing social media across LinkedIn, Instagram, X, Facebook and TikTok

    • Content planning, scheduling and performance tracking

    • Producing platform-native short-form video and reels

    • Event photography, graphic design and video editing

    • Supporting multiple campaigns simultaneously with shifting priorities

  • Product Guru’s platform serves a community of 87,000+ brands, including Tesco, Selfridges, Harvey Nichols, Sephora, Fenwick, Candy Kittens and more.

    My work supported:

    • Ongoing brand communication and visibility

    • Outreach-led storytelling around retailers, buyers and founders

    • Maintaining a professional, credible tone for a B2B audience

    • Translating networking value into compelling digital narratives

  • I contributed to the evolution of Product Guru’s content strategy through trend analysis, testing and refinement.

    Key initiatives included:

    • Conducting A/B testing to improve engagement

    • Analysing platform trends to inform content direction

    • Supporting a brand refresh through updated colour palettes, cleaner layouts and more digestible content

    • Increased focus on Reels and short-form video to improve reach

    Results:

    • 213 followers gained in 11 months

    • Reel views doubled following content and format optimisation

    • Improved consistency and clarity across brand channels

  • My role directly supported:

    • Increased ticket sales for networking events

    • Stronger brand consistency across platforms

    • Community engagement within a large-scale B2B network

    • A more refined, professional digital presence aligned with business growth

Copywriting & Editorial

Alongside social content, I managed and contributed to Product Guru’s blog and email marketing, producing copy that supported both thought leadership and conversion.

This included:

  • Writing blog posts and success stories

  • Covering Product Guru events and community highlights

  • Creating email campaigns to promote events and opportunities

  • Supporting outreach through clear, audience-focused messaging

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