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, pricing and packaging, all built to move the numbers that matter. Currently Head of Marketing at Zappar.

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Demand gen GTM strategy Pricing & packaging Brand
David Mather
0+
years in B2B
SaaS marketing
01
+0%
MRR uplift from pricing & packaging strategy
02
+0%
YoY growth of Zapworks SaaS platform
03
0+
net new leads from flagship "AR Pioneers" event
04
0→0%
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 experience 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. I'm passionate about leading teams, scaling businesses, and delivering measurable impact on ARR/MRR.

Experience

Track record

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: shaped 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.
Owned commercial performance for Zapworks, Zappar's B2B SaaS product: revenue growth, pipeline generation and GTM alignment. Partnered closely with sales, marketing and product to unify inbound and outbound strategy, balancing short-term targets with longer-term revenue infrastructure.
  • £250k monthly revenue target: delivered through integrated campaign planning, sales enablement and pipeline acceleration.
  • Automated nurture tracks & lead scoring: introduced CRM optimisation to improve funnel conversion and reporting accuracy.
  • +27% close rate: improved through messaging alignment and commercial process refinements.
Owned the full-funnel marketing mix and early positioning work for the brand, from acquisition messaging through to retention and advocacy.
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, including 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.
Media

Projects I've worked on

Leadership

My leadership style

David Mather leading a planning session at a whiteboard

Data-driven, people-first, and outcome-oriented.

  • Weekly 1:1s for coaching and development.
  • Clear OKRs that align with business impact.
  • Culture of experimentation: test, learn, iterate.
Consulting

Independent consulting

Alongside my role at Zappar, I advise early-stage startups on positioning, branding and go-to-market, working hands-on across paid acquisition, outbound and content marketing to help them find traction faster.

Paranimo paranimo.co.uk ↗
  • Paid social: Meta advertising campaigns driving traffic and demo requests at an efficient CPA.
  • Outbound: AI-driven cold outbound sequences built with Clay and Smartlead.
  • Brand: Positioning and messaging work to sharpen how Paranimo talks about itself.
  • Website: Ongoing updates and improvements.
Leap Into HR Consulting leapintoconsulting.com ↗
  • Paid social: Meta ads driving webinar sign-ups at £2.68 each.
  • Retargeting: Campaigns to re-engage warm audiences.
  • Website: Updates and improvements.
  • Brand: Positioning and messaging work.
  • Strategy: Marketing strategy delivered through live workshops and an actionable plan.
  • Outbound: Cold outreach campaigns.
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

Achieved 2:1 with a focus on strategic marketing, consumer psychology, and campaign planning.

2006 — 2009