Open to senior marketing leadership roles

Building B2B SaaS marketing engines that move revenue, not just reach.

15+ years leading B2B SaaS marketing — demand generation, go-to-market strategy, brand building, and pricing & packaging strategy that moves the number that matters. Currently Head of Marketing at Zappar.

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Demand Gen GTM Strategy Pricing & Packaging Brand
David Mather
15+
years in B2B
SaaS marketing
01
+35%
MRR uplift from pricing & packaging strategy
02
+105%
YoY growth of Zapworks SaaS platform
03
1,200+
Net new leads from flagship "AR Pioneers" event
04
76→89%
Mid-market retention, customer base 950→2,500
About

Marketing leadership built for growth-stage SaaS

I'm a senior marketing leader with 15+ years scaling B2B SaaS companies through demand generation, go-to-market strategy, brand building, and — more recently — AI automation and enrichment.

At Zappar, I lead a global marketing team and own a $1M+ budget, delivering consistent growth across product, sales, and customer success. My work spans the full funnel: from driving net new leads via flagship events, to lifting mid-market retention, to uplifting MRR through pricing optimisation.

I specialise in building repeatable, revenue-generating marketing engines that combine demand gen, product marketing, and commercial strategy — and I'm passionate about leading teams, scaling businesses, and delivering measurable impact on ARR/MRR.

Experience

Track record

Mar 2017 — Present
Zappar
Head of Marketing
Leads a six-person team across Zappar's SaaS platform, consumer headset and in-house creative studio — owning product positioning, go-to-market strategy and a $1M budget across the full customer lifecycle. Manages two retained PR agencies and a paid media agency.
  • +35% MRR (Q4 2020) — led pricing & packaging strategy for Zapworks, moving from per-seat to customer-success-driven pricing.
  • Retention 76% → 89% — sharpened ICP and positioning via customer interviews and usage data, growing the customer base from 950 to 2,500.
  • 1,200 net new leads — designed "AR Pioneers," Zappar's decade-in-AR flagship event: 2 days, 4,000+ registrations, press coverage.
  • +105% YoY growth of Zapworks, shaping GTM messaging across content, PPC, direct mail and events.
  • Company spokesperson — won Fast Company's "Most Innovative Companies" (2019), plus "Best Campaign" and "Best Creator Tool" at the Auggies.
Oct 2016 — Mar 2017
Twig Education
Digital Marketing Manager
Owned the full-funnel marketing mix and early positioning work for the brand, from acquisition messaging through to retention and advocacy.
Sep 2010 — Oct 2016
RSL Awards
Marketing Manager
Led a global team across brand positioning and digital marketing strategy for a world-leading music education publisher, spanning the UK and 42 territories worldwide.
  • +20% YoY global sales — led a full rebrand and repositioning across 42 territories: new look and feel, website, and global marketing assets underpinned by brand guidelines.
  • £75,000+ in first-month sales — launched RSL's online store (Jan 2016), later reaching ~15% of annual book sales.
  • +30% YoY newsletter sign-ups, +20% QoQ organic traffic — designed and built RSL's 416-page dynamic site.

Independent consulting

Alongside my role at Zappar, I advise early-stage startups on positioning, branding and go-to-market — hands-on across email marketing, cold outreach, paid social (Meta), branding, positioning and content marketing.

Paranimo paranimo.co.uk ↗ Leap Into HR Consulting leapintoconsulting.com ↗
Expertise

Skills & tools

Core strengths

SaaS growth strategy & pipeline generation Demand generation & ABM Go-to-market planning & product launches Marketing leadership Pricing optimisation & commercial strategy Marketing automation & CRO SEO & AEO

Tools & platforms

HubSpot Intercom Pardot MailChimp Meta Ads TikTok Ads LinkedIn Ads Google & Bing Ads GA4 & Tag Manager Tableau Chargebee ChartMogul Hotjar Optimizely VWO
Education

Background

BA Marketing and Advertising
University of West London
2006 — 2009