Head of Marketing · December 2023 – Present · Global
90 Seconds.
Leading the global marketing function from APAC. New brand, new website, $5M in pipeline. And a stack of AI builds alongside.
$5M
pipeline opportunities since June 2024
300+
pages migrated via AI agents
2 months
brand and website delivered
The role.
90 Seconds is a global video creation platform. Enterprise brands use it to brief, produce and deliver video at scale across more than 160 countries. I joined as Head of Marketing in December 2023, reporting to the CEO and sitting on the Leadership Team.
The team is APAC-based. The scope is global. Go-to-market across the US, UK, APAC and EMEA, partnering with sales counterparts in each market. Two direct reports, both in APAC.
Full spectrum: brand, website, SEO, content, email, paid, ABM, lifecycle, field, and the AI builds that run across all of it.
Brand and website: first two months.
Delivered a new brand and a new multilingual website within the first two months in the role. Led the marketing and design teams through the build. The site went live in early 2024 as the foundation for everything that followed.
In 2026, the site was rebuilt again. This time as a full React build, 100% vibe-coded with Claude Code and Replit. The legacy WordPress content (300+ pages) was migrated using an AI-scored content inventory and a fleet of Anthropic-API agents that crawled, classified, scored and migrated pages automatically. Compressed what would have been a multi-month manual migration into a matter of weeks.
City pages, at scale.
90+ location and service pages now run off a single framework. Sydney and Singapore look the same structurally, with the copy and local proof points adapted to each market. The page model means a new city can ship without a rebuild.
Pipeline.
Generated $5M in pipeline opportunities since June 2024 through inbound, paid, ABM, lifecycle and field. That number spans all channels. Not attributed to a single campaign or build.
The programmes behind it: SEO and content build-out across 90+ location and service pages, a Q2 2026 enterprise nurture sequence (8 emails, Tier-0 market targeting), paid and ABM work across the US and UK, and lifecycle flows rebuilt from the ground up in HubSpot.
AI builds.
Alongside the core marketing work, a run of AI builds shipped from the marketing seat.
- Scout: HubSpot Customer Agent. Configured the 90 Seconds AI chat agent from scratch: tone, scripted responses, guardrails, custom instructions. Live on 90seconds.com.
- Web Attribution. Built full-funnel attribution from zero: GTM container, GA4, PostHog identify on every form submission, HubSpot sync.
- 90Labs. Sales-enablement workspace in Replit. 29+ assets, Pitch Builder in beta with the global sales team.
- GTM OS. Contributed to an internal operations platform alongside our VP of Product, joining CRM and SEO data to automate market mapping and content coverage analysis.
- City Blog Programme. 28 city posts written to informational intent, separated from the transactional location pages by design.
- Q2 Nurture + EOFY Emails. End-to-end email programme: 8 nurture emails, HubSpot workflow, Tier-0 targeting, suppression list, plus EOFY campaign.
90Labs Pitch Builder.
90Labs is a sales-enablement workspace I built in Replit. Pitch Builder is the marquee tool inside it. A rep walks through a short flow and the tool composes a tailored pitch in minutes rather than hours, drawing from a curated asset library.
