Sean Patrick
Ironside

Promoted to VP of Global Marketing & Brand in 2022.

Key Achievements:

• Elevating the maturity of EGYM's Marketing function from a Needs-based model to a data-driven and Brand-centric organization.
• Guiding the Global Marketing team through a successful Series F fundraise, leading to a near doubling of valuation to $660 million.
• Executing ongoing strategies to drive channel health and growth of downstream sales pipeline.
• Maintaining and growing brand awareness and consideration, reinforcing the organization's market presence.

Promoted in 2021 to lead the entire Global Marketing team at EGYM.

Beyond my continued care for the EGYM brand, now focused on delivering against all the global marketing priorities of EGYM as the leader of our Brand, Marketing Operations, Product Marketing, Design, and Demand Generation teams.

Key Achievements

• Managed a marketing budget of over $1.5 million to boost our reach by over 50% and grow our contact database with actionable sales leads by over 40%
• Successful Go-to-Markets for new hardware and software products (EGYM Fitness Hub, Open Mode)
• Led my team through the COVID-19 pandemic and retained over 90% of my team's employees.

Relaunched the EGYM brand in 2020 to drive the client-facing simplification of our brand and product architecture while simultaneously re-platforming the company website to deliver a unified global content and brand strategy across all our channels.

Worked closely with Product and Sales teams to position our product portfolio within key markets and industry segments.

Led the transformation of EGYM from "selling steel" to delivering fitness solutions to fitness and health facilities around the world.

Key Achievements

• Consolidated the multiverse of EGYM brands and product brands into a single, unified company Brand. A BCG study confirmed that post-rebrand, the number one purchasing criteria for EGYM products is now brand reputation.
• Relaunched our company website and achieved 158% channel growth YOY in 2021 while cutting bounce rates in half and driving up session duration.
• Built the Brand & Content team from scratch, including all hiring, processes and frameworks, within the first year of my tenure.

Supported the global payments provider to grow its US market presence and localize the SumUp brand for the US market.

Developed processes for the local team to identify marketing opportunities, create content and improve touch-points in their marketing and product funnel to generate more leads, lower their acquisition cost and increase user engagement.

Key Achievements

• Helped kick the US team into high growth mode by lowering our CPA, CPC, and CP-Sign-up resulting in an over 600% growth in transaction volume and a 4x in weekly card reader sales volume by the end of Q2-2019.
• Localized the SumUp brand mantra to the US payments culture (claim: A better way to get paid -> Simply Get Paid) and updated the brand messaging to better suit the US market.
• Helped launch Virtual Terminal, a new feature for cardholder-not-present transactions, by testing adaptation rates across different cohorts and creating landing pages and marketing emails to promote the new feature.

Supported the Berlin-based venture capitalist as a freelance consultant supplying operational support in brand development, brand building, brand strategy, and brand marketing to their portfolio companies.

• Created a brand development methodology for the venture capitalist to offer to their portfolio companies
• Coached and mentored several startups in the Project A Portfolio on the topics of branding, brand strategy, and content development
• Developed a framework for startups to measure their branding efforts and operationalize the branding process

Built up the LIQID brand and marketing strategy en route to C-Series funding of 30+ million EUR in 2018. Ensured messaging consistency across all company channels on- and offline and kept my team consistently exceeding business goals.

Teamed up with Sales and Product teams to create great user experiences and tell compelling stories that drove new users to our website. Winner of the 2018 German Brand Award in Financial Services and the A-Award 2018 for Excellency in Branding.

• Significantly contributed as part of the Growth team to doubling the wealth managers’ assets under management within my first year.
• Successfully relaunched the company brand and website in under two months.
• Headed up editorial planning for our online magazine and increased traffic to over 400k monthly unique visitors. Managed external/internal writers and editorial calendar.

Joined crobo as their first marketing communications manager ever and built up the whole communications department from scratch.

• Managed a brand and website relaunch within a turnover period of one quarter, re-positioning crobo as an international and universal app marketer compared to its former "games-only" focus.
• Promoted to Head of Brand & Communications during my tenure.

Various management roles in Brand and Marketing strategy before embarking into the leadership phase of my career and pursuing my passions in the music industry as a booker, artist relations manager, and DJ.

• 2015, Brand & Marketing Strategist, Sidestage, Berlin, Germany
• 2014/15, Artist Management & Booking Assistant, Heads with Tales, Australia
• 2013/14, Bookings & Marketing Manager, Cookies Club, Berlin, Germany
• 2012/13, Brand & Content Strategist, eobiont, Berlin, Germany