GENERAL-PURPOSE MASTER

Eoin Doyle

Marketer who builds.

Professional summary

Senior B2B marketing and growth executive with 15+ years' experience building functions, leading teams and turning go-to-market strategy into commercial growth across fintech, SaaS, sportstech and agriculture.

My experience spans company formation and scale-up: leading a four-person founding team as HeadCoach's Co-Founder and CEO, managing TeamFeePay's central marketing function while rebuilding its growth engine, and building Lightyear's marketing capability across UKI and ANZ. Across those environments, I have set direction, built the teams and operating systems required to deliver it, and aligned product, sales and marketing around sustainable revenue growth.

Selected commercial and leadership impact

Built and led Lightyear's marketing function across UKI and ANZ, generating £3.92 million in ARR through the marketing engine and contributing to company growth from pre-launch and zero revenue to £5 million ARR.
Led and developed teams in three settings: three functional co-founders at HeadCoach, two direct reports at TeamFeePay, and Lightyear's first additional marketing hire through to succession.
Rebuilt TeamFeePay's digital growth engine and increased qualified inbound leads eightfold, from 5 to 40 per month, while managing the central marketing team through the appointment of a new Head of Marketing.
Closed and retained HeadCoach's first paying customer, owning the commercial process from prospecting and proposition design through negotiation, close and renewal.

Work experience

Co-Founder & CEO · HeadCoach

September 2021 to June 2026 · Belfast, UK

AI-assisted mental performance and emotional intelligence product for competitive athletes, serving sports clubs, schools and colleges in the UK and US.

Led a four-person founding team, with three co-founders accountable for engineering, psychology and product/coaching. Managed them as direct reports, developed them into functional leaders and held full CEO accountability for company performance.
Established the company operating model, setting functional ownership, decision rights, financial planning and a management cadence of one-to-ones, strategy reviews, KPI reporting and cross-functional delivery meetings.
Owned budgets, financial forecasts and investment projections, and presented the company's financial position to prospective investors. Secured a TechStart NI grant and places on the NDRC and Raise Ventures pre-accelerator programs.
Set the commercial strategy and owned the customer journey from market selection and prospecting through sales, onboarding, retention and renewals. Closed and retained the first paying customer.
Built account-targeted outbound using Clay, lemlist and LinkedIn, combining agent-assisted prospect research and email drafting with human approval before sending. Used structured discovery with UK and US club leaders to define priority segments and co-design customer propositions.
Set product direction and managed delivery through the engineering, psychology and product/coaching functions. Converted customer evidence into roadmap decisions, directed product design and defined the in-app AI agent's context and guardrails with the company psychologist.
Validated product impact through cohort studies showing a 7% increase in confidence and a 6.5% increase in focus over two weeks. Built Metabase dashboards that gave customers visibility of athlete engagement and mood data without exposing personal athlete information.
Built the B2B and B2C marketing engine from zero, covering positioning, website, SEO, content, email, social, paid acquisition, CRM and lifecycle activity. Grew the audience to more than 11,000 followers, with approximately 1% converting into registered users.
Built and shipped the first product to both app stores using Xano and AppGyver, then hired and led the engineering team that built the production application. Built the Next.js marketing website with Claude Code in two days.
Wound the company down in June 2026 after reaching strong product validation and retaining its first paying customer, but without the revenue scale required to sustain the founding team.

Marketing Consultant · TeamFeePay

June 2025 to January 2026 · Belfast, UK

Payments and club-management SaaS platform for grassroots sport. Brought in to rebuild the digital growth engine and move marketing from ad hoc activity to structured, revenue-connected execution.

Managed TeamFeePay's central marketing team until a new Head of Marketing was appointed, then completed a two-week handover. Led two direct reports, a designer and digital marketing executive, setting campaign direction and coaching them across positioning, messaging and delivery.
Rebuilt the digital growth engine and increased qualified inbound leads eightfold, from 5 to 40 per month. Led the website and content overhaul, reduced page-load time from approximately 30 seconds to under one second and rebuilt product pages around clearer customer value.
Moved marketing from ad hoc activity to structured, campaign-led execution ahead of expansion into Spain and Italy. Used Salesforce to connect lead tracking, attribution and campaign performance with revenue targets.
Orchestrated the mobile-app relaunch across marketing, product, customer success and external specialists. Identified that launching to parents before coaches were active would damage adoption, escalated the risk to the CTO and helped shift the release to a club-by-club rollout. Within two weeks, 70% of coaches had created team schedules and more than 65% of parents had engaged through the app's communication channels.
Led the fundraising upsell campaign for existing club customers, setting the positioning and directing delivery through the marketing team. Customers created £250,000 of fundraising campaigns, tracked through product data and Salesforce.
Developed seasonal nurture and lead-reactivation programs using customer context, previous loss reasons and Salesforce data. The nurture program generated an average of one sale per month, while engagement signals helped sales prioritize prospects for assessment at demo stage.
Built the sales-support system around competitive battlecards and customer evidence. Wrote the positioning, pricing comparisons and objection handling, then designed the case-study process used across early sales conversations, competitor evaluations and closing.
Worked with founders and the product team in Figma to sharpen value propositions and plan launches across registrations, payments, fundraising, camps and tours. Directed the digital marketing executive's technical SEO and measurement work, improving organic and AI-search visibility and contributing to higher-intent demand.

Head of Marketing · Lightyear

July 2018 to August 2021 · Belfast, UK

B2B fintech and accounts-payable automation platform sold to finance and accounting teams.

Joined pre-launch and pre-revenue as employee number 10 and Lightyear's first marketer, reporting to the CEO. Built and led the shared marketing function across UKI and ANZ with a £110,000 budget.
Generated £3.92 million in ARR through the marketing engine, contributing to company growth from zero revenue to £5 million ARR and a customer base of 1,500 businesses.
Built the function's internal and external delivery capacity. Hired, onboarded and developed the first additional marketing employee through formal reviews, weekly coaching and succession planning, while directing digital marketing and content freelancers.
Owned the marketing side of go-to-market across market selection, priority industries, buyer personas, positioning, channels and campaign strategy. Created distinct routes into hospitality, franchises, technology, aged care, education and manufacturing.
Grew inbound demand from approximately 60 leads per month in year one to 85 in year two and 100 in year three through SEO, email, paid acquisition, content, webinars, events and partners. Established an A/B-testing program that increased click-through rate by 150% and reduced customer-acquisition cost.
Built account-targeted outbound using PhantomBuster, LinkedIn Sales Navigator and Zoho email to reach finance decision-makers in target accounts.
Implemented Zoho CRM and built leadership dashboards covering pipeline, conversion, campaign performance, marketing-generated and influenced revenue, CAC, CLTV and churn. Used shared KPIs to align marketing with sales, onboarding, product and customer success.
Led product and feature go-to-market for existing customers and acquisition audiences. Worked with founders and product teams to define the value proposition, message hierarchy and launch plan, using product data to substantiate the claim that invoices were approved 94% faster in Lightyear.
Built the sales-enablement and customer-proof system, including pitch decks, one-pagers, competitive battlecards, discovery questions, comparison content and customer case studies. Created a Capterra program that generated more than 250 verified reviews for use across sales and demand generation.
Led co-marketing with Xero and other cloud-app partners through joint webinars, content, roadshows and Xerocon activity. Managed AccountEx, Xerocon London, Xerocon Brisbane and accountancy-partner events with budgets above £10,000, generating more than 70 leads per event.
Led marketing's contribution to ISO 27001 compliance, placed press releases in regional and industry publications, prepared the CEO for interviews and wrote the bylined article "The Hidden Costs of Accounts Payable" for a technical finance audience.

Marketing Executive · Devenish Nutrition

September 2014 to July 2018 · Belfast, UK

Agri-business serving poultry, pig and ruminant sectors across the UK and Ireland. Worked across Devenish, Hi Peak and A-One following two acquisitions.

Built Devenish's first structured digital marketing programs across three UK and Ireland brands, coordinating sales, technical, communications and marketing leaders while directing specialist suppliers and the in-house animator.
Grew the newsletter to 10,000 subscribers with a 62% open rate, supporting approximately £5 million in repeat pig-sector business. Ran PPC, display and remarketing at a combined 5% click-through rate.
Improved lead conversion by 10% and repeat interactions by 20%, using Google Analytics, Search Console, Google Trends and QlikView to guide website, content and customer-journey decisions.
Built the company's first competitor-intelligence process with finance, combining market-share analysis with media monitoring to identify gaps in competitor positioning and activity. Created training resources that enabled a successor to continue the role.
Project-managed the company intranet and led internal communications through two acquisitions, helping align marketing and commercial teams during integration.
Supported a €118 million European Investment Bank funding round by preparing commercial and marketing performance information for senior directors. Produced ISO 9001 reporting against annual targets and represented marketing in management and audit meetings.
Managed trade shows with budgets up to £35,000, including Pig & Poultry from stand design through customer conference and hospitality. Also coordinated a Queen's Award celebration and supported an event attended by more than 7,000 people.
Won a CIM award for the Devenish brand refresh and completed the company's accredited Future Leaders program.

Earlier roles

Market Research Officer · Invest Northern Ireland

March 2014 to September 2014

Produced market intelligence, export research and sector guidance used by client executives to assess new markets. Advised Northern Ireland businesses on practical research methods and supervised the Business Information Centre and its staff.

E-Business, Marketing and Programme Officer · Work West Enterprise Agency

April 2013 to March 2014

Delivered 50% of agency revenue while running startup support for a portfolio that reached 70 entrepreneurs and 50 advisers. Built the organization's website and digital marketing plan, recruiting more than 60% of program clients through digital channels. Coordinated workshops, mentoring and adviser matching, achieving 98% program satisfaction, a 30% improvement in retention and 90% event satisfaction.

Customer Relations Representative, then Marketing Assistant · Westfield CastleCourt

June 2009 to August 2011

Earned promotion from Customer Relations Representative to Marketing Assistant after approximately 12 months. Developed the shopping center's first digital marketing plan, built its new website in the in-house CMS and supervised and trained Customer Relations staff.

Builder & technical

I build marketing and operating systems with AI and no-code tools. I am not a software engineer.

Claude Code: Built and shipped the HeadCoach marketing site in Next.js.
Account-targeted outbound: Built outbound systems with Clay, lemlist and LinkedIn. AI agents researched prospects and drafted emails with human approval before sending.
Xano and AppGyver: Shipped the HeadCoach proof-of-concept app to both app stores.
Metabase: Built customer-facing analytics dashboards for athlete engagement and mood data.
Figma: Used for product launches and page redesigns with the HeadCoach and TeamFeePay product teams.
Claude and Obsidian: Built custom Claude skills and ran the HeadCoach operating system across CRM, reporting and operating cadence.

Education

BSc (Hons), Business Studies with Marketing Specialism, University of Ulster, June 2012.
Advanced Diploma in Management, University of Ulster, September 2013.
Diploma in Professional Marketing, Chartered Institute of Marketing, September 2016.