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WE’RE THE NO BULLSH*T CREW
Hi, I'm Fiona, a Fractional CMO with over 18 years of global marketing experience. I've seen it all—the good, bad, ugly, and downright incompetent.
I've been working as a fractional CMO for over 8 years, from startups to high-growth scale-ups, to £200M+ companies.
I’ve managed budgets as small as £5k a month to as big as £1.4M a month - there is no growth challenge I haven't seen or faced head-on.
When I join a business, I often see the same issue: agencies charging huge fees, inflating results, and not understanding the real revenue impact or impact on profitability. They focus on in-platform metrics and ignore the back-end revenue data (Shopify) and never report on NC ROAS. They’re detached from the daily coalface and lack team cohesion.
It’s Bullshit, and it needs to change across the industry, so I decided to get it done.
I sort what needs to be sorted within marketing. Mostly, I work with businesses on profitable growth targets, strategy, team management (or hiring), and hands- on execution. I get things done and deliver real results with a No Bullshit Approach.
I’m Esteban, a D2C Growth Expert with a knack for diving deep and making an impact with any product that gets thrown my way. Working with pre-revenue startups to £100m+ companies and publicly listed firms, size doesn’t matter to me and bigger doesn’t mean better process, a lot of the time it means way more money being left on the table.
Our approach revolves around understanding customer journeys from the ground up, and delivering best in class Conversion and Retention Marketing and to align a better user journey with needs of the Margin and LTV needs of the business. Marketing is more than just creative ideation - all of Our strategies are backed by the companies own data and not mere copying of a playbook.
I find the big opportunities in the unsexy work agencies avoid, I do the leg work they won’t…
Conversion and Retention is where profit is made. I show businesses the potential profits they’re ignoring by not optimising their website and post-purchase experiences to convert and nurture the base they spent soo much to acquire.
Myself and Fiona are committed to the No BS approach. This means we get the job done, we prioritise projects with the biggest impact to the bottom line, and we mentor and build amazing teams for the future
OUR CLIENTS
ALL SAID YES TO NO MORE BULLSH*T
Arthur Beck
THE RESULTS
D2C ECOMMERCE £170M+
Oh Polly is a Global fashion eCommerce-only business. We restructured the performance marketing team, and the US and UK strategy to grow them by 20% YoY and increased profitability by 22%. This brought additional NC revenue of over £46.2M with a profitable Net ROAS in just 5 months
20%
YoY Growth
£46.2M+
Additional Revenue
| ACQUISITION |
|---|
| In 5 months achieved: |
| ✓ US Growth YoY 20% |
| ✓ MoM Growth Average 26% |
| ✓ ROAS improvement of 32% |
| ✓ Decrease Media spend by 22% |
| RETENTION |
|---|
| ✓ Generated additional 147K per week from flows |
| ✓ Grew repeat rates by 15% |
| ✓ Overhaul of Email/SMS/Push giving uplift of 50% |
| TEAM |
|---|
| ✓ Retrained and hired pivotal team members |
| ✓ Grew digital team from 3 to 6 to set up for success |
TESTIMONIALS
Fiona has brought her extensive market toolkit to the Company in the role of Global Head of Marketing and fashioned everything from the basics of the corporate brand the website UI and UX and the imagery and graphics that define the company through to the definition, ownership and shaping of the product sets, messaging, channels to market and campaign invention and delivery. Her creativity and enthusiasm are infectious, her energy is boundless and her propensity to action not just to strategize has helped take the business from a standing start to creating a brand and product that is being recognised and recommended by the likes of Google and major charities in the marketplace.
- Nigel Lee - Digital Commerce Director
Weski is an out-of-the box and innovative way to plan and book ski holidays together. Fiona joined us at WeSki a few months before our launch in the U.K market, and made this process amazingly smooth regarding all aspects of the marketing umbrella. While understanding the priorities and limitations of an early start-up, she managed to get the immediate goals running, while planning our marketing growth for the future. Fiona is a great strategic force in the company and as much knowledge on building the right customers journey for the product. Her energies and dedication to her work is inspiring, in a way that you can always trust her that will get sh$%^ done!
- Yotam, Founder & CEO for WeSki
“Esty is hands down the best retention expert we have ever had at Oh Polly. He made immediate impact that uplifted our revenue significantly in a matter of days. His depth of knowledge and capability is fantastic, so much so we made him a permanent contractor in our team and he now hired a FT staff member under his leadership”.
- Will Wilkie, Senior Digital Marketing Manager
“Fiona founder of No BS has taken interim / fractional positions at a range of consumer businesses, including: TALA, Surreal, Oh Polly, Kurk, Ollys-Ollys, and on the luxury fashion side: Safiyaa & Huishan Zhang. She is a trusted friend of mine who I have brought into a number of businesses in a similar state to great success. I call her "the bulldozer" as she will just keep going until shit gets done, exactly what growing business need”
- Jake Higgins, Grwth Club
Working with Fiona and NoBS is always a highlight! She’s a powerhouse in the e-commerce D2C scene, blending a friendly vibe with a laser-focused no-nonsense approach to getting things done. Fiona cuts through the noise to uncover real growth opportunities, no matter the project or industry. She’s got a knack for understanding not just the business but the people powering it, steering them to prioritise wisely and hit our targets in style.
- Founder of Noble
No BS provided our team with strategic insights without requiring full-time commitment.What distinguishes No BS is not only their technical proficiency but also their ability to integrate innovative ideas into our overall strategy, allowing us to scale our efforts efficiently and effectively.No BS have consistently demonstrated responsiveness, proactivity, creativity and a genuine partnership approach. Consequently, our overall digital marketing ROI has experienced solid growth YOY, showcasing a robust and dynamic bespoke strategy.NoBS offer an exceptional combination of strategic insight, creative solutions, and practical execution and I would highly recommend to any business aiming to elevate their digital marketing initiatives.
- Katie Trotter, GM Safiyaa
OUR APPROACH
We become part of the marketing team (really) and get laser-
focused on the key areas that will drive growth and results. If we can't, we work out why and tell you—no BS.
1.
WE AUDIT THE WHOLE MARKETING FUNCTION
We understand the REAL numbers and identify where the big opportunities for growth and efficiencies are across all your channels and markets.
2.
WE GET STUCK IN STRAIGHT AWAY
Shopify, Meta, Google, TikTok, GA, Klaviyo, Omertira, Foshpa - whatever you are using we get to work and adapt to the team and tools quickly.
3.
WE SCALE REVENUE PROFITABLY
It’s all about driving tangible value and moving the revenue numbers. We don’t hide or shy away from tough conversations.
OUR SERVICES
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MODELLINGBuild out robust business models Overall business strategic direction & OKR's Expert strategy development & performance management
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AUDIT & KPI'SP&L Profitable ROAS/CPA Targets Revenue Targets (new and existing split) Business priorities
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ACQUISITION & PERFORMANCEStrategy Paid Channels Reporting Team Efficiency Reporting CRO
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RETENTIONStrategy Email/SMS/Push LTV & Profit Customer Journeys UK/US/ROW Reporting
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CREATIVECreative engine for paid Hook testing strategy UGC Statics/stilss Creative reporting
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TEAMHiring Directly Managing Training & upskilling Setting team KPI’s & OKR‘s Trade/Reporting
