Tom Lloyd

About

B2B SaaS marketing leader and GTM advisor with 13+ years building and scaling marketing teams across VC- and PE-backed scaleups. Led growth journeys from ~$1M to $80M ARR across two companies (WhatUsersDo → UserZoom acquisition), most recently as VP Marketing at Insight Partners-backed Sedna ($5M → $10M). Now operating as a fractional CMO and GTM advisor, combining GTM strategy with hands-on execution, AI-led leverage, and 50+ founder mentoring engagements.

Experience

• Founder · Fractional CMO & GTM Advisor · Cold.inc04-01-2023

  GTM advisory and fractional leadership for B2B SaaS founders and leadership teams, supported by purpose-built data infrastructure that gives companies clarity on what's actually driving growth. • Fractional & advisory engagements: GTM strategy, positioning, demand generation, and team build-out for Series A/B SaaS companies; trusted partner to CEOs on the marketing decisions that move the needle. • GTM operating intelligence: Built data layers connecting CRM, product, and support systems — so leadership decisions are grounded in what's actually happening across the funnel. • Founder mentoring: 50+ founders and marketers via GrowthMentor, the Selby Ventures accelerator, and MentorCruise.

• VP Marketing · Sedna01-01-2022 – 03-01-2023

  Series B, Insight Partners-backed communications platform. Member of the executive team. Scaled Marketing as part of the growth journey from $5M to $10M ARR; built a 9-person team across Demand Gen, Product Marketing, Communications, and Brand. • Raised Marketing's contribution to new business pipeline from 10% to 35%, generating over $5M in opportunities. • Introduced a quarterly Product release cadence to align go-to-market campaigns across Product, Marketing, and Sales. • Led the full GTM team (Sales, BDRs, Marketing, Partnerships, Enablement, RevOps) on an interim basis during a restructuring period.

• SVP Marketing, Global · UserZoom (acquired by UserTesting)01-01-2018 – 11-01-2021

  Led global marketing for a PE-backed UX research SaaS and services provider. Scaled ARR from $25M to $80M over three years, sustaining 40%+ annual growth. Built and managed a global 14-person team across demand gen, product marketing, content, and brand; owned a $5M annual budget. • Drove 40% of new business pipeline ($18M/quarter). • Grew marketing-sourced bookings 2.3x YoY, from $1.5M to $3.5M per quarter. • Led the shift to product-led growth in the SMB segment. • Post-acquisition integration of Validately drove $1.3M in upsell bookings—a 5x expansion on the existing book (from $278K ACV).

• Head of Marketing · WhatUsersDo (acquired by UserZoom)09-01-2015 – 12-01-2017

  Recruited to build, lead, and scale the marketing function from scratch for a seed-stage UX-testing SaaS platform. Owned demand generation, content, growth, customer marketing, social, partnerships, and SEO through to a successful exit. • Delivered 32% of all revenue (new business + renewals, ~$1M/year) and 60% of all new business ($580k/year). • Introduced product-led free trial acquisition and growth model—a foundation that scaled into the enterprise post-acquisition. • Recognised as a high-growth UK tech company—Scale Up Club 2015.

• Content Marketing Strategist · HireVue05-01-2014 – 08-01-2015

  Led content marketing strategy for Series D/E, Sequoia-backed HR technology platform. First full-time EMEA hire, working globally with the U.S. team. • Delivered $81.2M in annualised pipeline from content and demand programs, up from $37.5M the previous year.

• Head of Digital Marketing · Onalytica05-01-2012 – 04-01-2014

  First marketing hire for SaaS influencer marketing software and services firm. Built the demand machine from scratch and led brand and thought leadership. • Introduced email marketing, lead generation and tracking, CRM, and marketing technology — delivered 150+ leads per month. • Led end-to-end rebrand and website re-platforming.

Education

• SOAS, University of LondonMA, Anthropology of Media
• University of WarwickBA (First Class), English & North American Literature

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