Laura Johnson
Chief Marketing Officer
Experienced B2B marketing leader specializing in content strategy & demand generation for SaaS businesses
About
Laura Johnson is a fractional marketing leader with expertise in B2B content strategy, demand generation, and funnel design for professional services and SaaS businesses. She excels in building structured content systems that drive trust, qualify leads, and convert pipeline, particularly in people-centric and HR-related industries. Laura's current role as Chief Marketing & Customer Officer at Checkmate involves developing content strategies, overseeing high-performing content creation, and leading LinkedIn paid strategy and campaign execution. She also runs her consultancy supporting HR tech companies, recruitment agencies, and service-based businesses across content, events, and go-to-market strategy. With a track record of successful marketing leadership roles and a passion for community engagement, Laura has contributed significantly to revenue growth and deal creation in her past positions.
Experience
Checkmate
Chief Marketing & Customer Officer (2025 – Present)
Led global content, demand generation, and campaign strategy across HR and recruitment audiences. Developed insight-led campaigns, built structured content programs aligned to funnel stages, and improved conversion rates. Achieved significant growth in deals, pipeline generated, revenue influenced, and closed deals sourced from marketing.
Checkmate
Fractional CMO / Content & Marketing Consultant (2021 – Present)
Fractional marketing partner for B2B SaaS, HR tech, recruitment and professional services businesses. Develops content strategies aligned to acquisition goals, designs editorial plans and content ecosystems, oversees high-performing content creation, builds repurposing frameworks, and leads LinkedIn paid strategy and campaign execution.
Strivin
Founder (2020 – Present)
Founded a content-led community platform focused on personal and professional growth. Built a brand through content and events, developed editorial direction, launched event formats, and created engaging content systems.
Antler
Entrepreneur in Residence (2020 – Present)
Supported early-stage startups with content, positioning, and go-to-market strategy. Advised on building content engines and acquisition strategies to drive growth.
PASS
Chief Marketing Officer (2019 – 2020)
Built marketing function from scratch, launched rebrand, implemented marketing systems and early-stage content strategy to support growth.
Xref
Marketing Director / Marketing Manager (2015 – 2019)
Built global content and marketing function, expanded into international markets, developed thought leadership campaigns, and created event and content programs generating qualified leads. Implemented marketing tech stack for content distribution and performance tracking.
Key Skills
Qualifications
Marketing and Management BA (hons) (2009)
University of Lincoln
Key Industries
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