Richard Woof
Chief Marketing Officer
Growth problems are usually hiding in plain sight.
About Richard
If your growth is slowing and you are not sure why, the problem may have been around for longer than you’d think. The product or service is still just as good, but the way the business handles its leads and past customers has gradually changed without anybody noticing.
What I do is uncover this problem. I dig into the data that's already sitting there. Who's coming in? Where are they dropping out? What's happening to them after that? While many businesses may have something in place to manage this, it’s usually not doing what everyone thinks it is.
From there I build the activity: the content, the campaigns, the messages that belong to different kinds of customers as they move from knowing about you to buying from you. Because how you speak to someone who's six months from a decision is a completely different conversation to what you'd say to someone ready to act. Most businesses send both of them the same message.
Most businesses separate the strategic thinking from the execution. I don't. The diagnostic work and the campaign work are the same conversation, running in parallel. That's what the combination of agency discipline and in-house accountability produces: someone who can identify the problem, build the system, and orchestrate the execution to deliver results.
Experience
HoLo Home Loans, Develo Property Reports, Happy Buyers Club
Chief Marketing Officer (2023 – 2026)
Built the foundations for the marketing function in a real estate technology multi-brand start up. CRM setup for 3 brands. Designed a cross-channel growth strategy to leverage quick-win partner channels and while building awareness via SEO and owned channel promotion. Led integrated lead capture/nurture campaigns resulting in 8:1 ROAS and 90% pipeline growth. Managed performance marketing independently and introduced AI video production.
aXcelerate
Marketing Manager (2022 – 2023)
B2B/B2I education SaaS company providing learning management and student management systems. Developing product lines in skills development (CPD) and remote-site supervisor verification for vocational training (work-based learning app). Achieved $5M pipeline contribution and uplifted team capabilities. Successfully organised the first aXcelerate Day event.
Arkhi
Senior Account Manager (2020 – 2022)
Introduced innovative Shopify design implementation and provided guidance on audience journey design. Advised founder-led B2C brands on commercial and digital marketing strategies.
Next Thursday
Head of Strategy (2018 – 2020)
Developed consumer insight campaigns and led brand repositioning initiatives. Executed ABM campaigns for key accounts and streamlined communications strategy for clients.
Ikon Communications
Client Service Director (2017 – 2018)
Managed a $30M travel account for Flight Centre Travel Group and successfully renegotiated contracts. Led media planners and performance marketers in a high-pressure environment.
Ogilvy B2B
Account Director (2013 – 2017)
Delivered successful ABM campaigns for technology clients and recovered relationships mid-cycle. Led global integrated campaigns for SAP, Autodesk, and other clients.
Wolters Kluwer
Senior Campaign Manager (2009 – 2013)
Oversaw B2B software product campaigns, achieving 16% ARR growth and co-leading a management workshop. Led retention and expansion strategies for professional services market.
Redhouse Lane
Digital Account Director (2008 – 2009)
Led automotive launches and managed creative asset production for Ford of Europe. Operated within an integrated WPP team model for high-profile launches.
Wunderman
Senior Account Manager (2005 – 2008)
Managed Ford of Europe medium car account within an integrated WPP team. Led the agency medium car project teams on brochure projects, photography and 3D design assets for EMEA market launches while managing senior and key client relationships.
Qualifications
Digital Marketing Certificate (2026)
HubSpot Academy
HubSpot Marketing Software Certificate (2026)
HubSpot Academy
Key Industries
Software & Tools
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