Sophie P
Chief Marketing Officer
A seasoned marketing leader with over 10 years experience in B2B SaaS.
Summary
Sophie has built her marketing career inside some of the world’s most recognised brands, including Morgan Stanley, American Express, Commonwealth Bank of Australia, Xero, and Deputy.
Sophie has over 15 years of experience – including more than a 8 years in the technology and SaaS sector. She has spent the last 2.5 years partnering with scaling tech businesses as their fractional CMO to build and grow their brands and product offerings.
Her expertise spans the full marketing funnel: from brand and product positioning, visual identity and storytelling, through to content, customer acquisition (both paid and organic, above the line and below the line), onboarding, and customer success. Her B2B experience includes marketing to SMB, mid-market and enterprise sized clients.
There’s no part of the marketing journey Sophie doesn’t love or have deep experience in. She's especially passionate about working closely with prospects, clients, sales and account management teams to ensure that real-time market insights are continuously informing strategy and execution.
Sophie blends storytelling with a data-driven mindset, bringing creativity and commercial thinking together to deliver impact.
With over 8 years of experience in B2B SaaS spanning both SMB and enterprise, she also specialises in helping tech businesses grow through strategic marketing. Her focus often lies in supporting companies as they shift between enterprise-led or SMB GTM models to deliver ABM or scalable, self-service solutions for the intended audiences.
Running a freelance marketing consultancy business, Sophie works with scaling tech brands to:
- Audit marketing performance and identify growth opportunities
- Conduct customer and market research to inform decision-making
- Craft clear and differentiated go-to-market strategies
- Reposition brand and product messaging for changing audiences
- Build and execute full-funnel marketing campaigns
A consistent thread in her work is realigning strategy and messaging to fit new market segments, particularly when businesses need to go up or downstream as the GTM strategy shifts. She's led numerous projects that delivered stronger product–market fit, increased acquisition efficiency, and improved internal alignment.
Previously, at Deputy, she designed and launched a self-service onboarding experience that lifted conversions, reduced support queries, and freed up the sales team to focus on larger deals. It’s a great example of how marketing, UX, and content can work together to drive results. She continues to bring this kind of cross-functional thinking into her work with current clients.
Experience
Front of Mind Marketing Services
Chief Marketing Officer (2023 - current)
Front of Mind Marketing Services helps a range of scaling tech businesses bring their brand vision to life through exciting marketing programs.
We work together to ensure your brand is Front of Mind for your current (and future) customers, so you can climb to new heights.
Our services range from brand positioning, marketing strategy consultation through to your marketing strategy implementation and review, depending on your current business needs.
Deputy
Marketing Director (2021 - 2023)
Sophie built a brand-new marketing function & a fabulous team in Australia to help open up TAM, acquire leads and convert customers through the sales funnel to deliver MRR goals for Deputy Australia across SMB and mid-market segments. Her customer-centric strategy allowed her team to pivot quickly as the market opened and closed during COVID, and led Deputy to continued growth in Australia with 89% YoY increase in new users to the Deputy platform.
Marketing activities: Brand, content, product marketing, SEO, SEM, events, plus acquisition, onboarding, upsell and cross-sell.
Deputy
Director Product Marketing (2019 - 2021)
Sophie transformed the product and partner marketing function at Deputy and built a team responsible for laying the foundations for new customer acquisition and product feature adoption across Australia, North America and EMEA, each with a specific vertical focus.
Each market was at a different stage of growth and required a unique product marketing strategy to build brand awareness, win new customers and engage existing customers.
Marketing activities: Market research, product marketing, partner marketing, events, content, demos, sales resources, webinars, onboarding programs.
Xero
Head of Product Marketing (2019 - 2019)
Sophie built and lead the product marketing team and delivered GTM strategies for Xero's key markets - New Zealand, Australia, USA, Singapore and the UK.
Working closely with her product managers and sales teams, Sophie delivered frictionless experiences for Xero's small business customers.
Sophie and her team were well-versed in Human Centred Design practices and developed CVPs and acquisition and retention strategies based on customer insights and problem statements.
Marketing activities: Market research, product marketing, partner marketing, events, content, demos, sales resources, webinars.
Xero
Strategic Partnership Marketing Manager (2016 - 2019)
Sophie developed the first Partner Marketing strategy at Xero - leading the way in driving Xero's brand awareness and acquisition through network partners.
Marketing activities: Partner marketing, events, content, e-DMs, sales resources, webinars.
American Express
Senior Marketing Manager (2013 - 2015)
Sophie's role was to build business relationships and provide strategic marketing advice to American Express' key UK Banking Partners. Sophie drove profitable outcomes for both American Express and their UK issuers by leveraging network assets, digital innovations and applying global marketing best practice for prospect and existing customer activity.
Qualifications
Business (2003)
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