Paul Keene

Senior B2B Marketing Leader  ·  Demand Generation  ·  Pipeline Ownership  ·  AI-Native Marketing
B2B SaaS · FinTech · RegTech · Enterprise Growth

+44 (0)7958 422398  ·  paul@paulkeene.com  ·  linkedin.com/in/paulhkeene  ·  London, UK  ·  Available immediately  ·  UK right to work: indefinite

25+ years in digital marketing · Since 1999
$3M→$20M ARR growth led at
Shufti Pro (3 years)
800+ Qualified leads/month
at peak demand engine
£950k/day Performance budget managed
at NHS Test & Trace
8 weeks To build a full AI business
solo (startmyclaim.ai)

Profile

Senior B2B marketing leader with a 25-year track record of building demand engines, owning pipeline, and operating as a genuine commercial partner to sales and executive leadership. Most recently Marketing Director (CMO-level) at Shufti Pro, a global RegTech SaaS platform, where I built the full marketing function from near-zero — demand generation, brand, product marketing, ABM, lifecycle, and AI-native workflows — taking direct pipeline accountability to the CEO weekly. ARR grew from $3M to $20M.

I lead as a player-coach: setting the commercial strategy, KPI framework, and operating cadence at the leadership level while staying hands-on with campaign quality, funnel diagnostics, and channel execution. I am genuinely AI-native — I have embedded AI into marketing workflows in practical, measurable ways that scale output without scaling headcount. Available immediately, right to work in the UK and EU indefinitely.

Core Expertise

Demand Generation Full-Funnel Demand Strategy · Pipeline Contribution Ownership · MQL-to-SQL Conversion & Velocity · Enterprise ABM (6sense) · Inbound Architecture · SDR Alignment & Handoff Design · Revenue Review Participation
Growth Strategy PLG + Sales-Assisted Operating Model · ICP-Led GTM Strategy · CAC Payback & Marketing Efficiency · Demand Engine Evolution (Activity → Revenue Focus) · Quarterly Planning & KPI Frameworks · Revenue Team Alignment
Brand & Positioning Brand Strategy & Narrative Development · Full Rebrand Ownership · Positioning & Messaging Architecture · Technical Value Translation · Competitive Intelligence · Analyst Relations (Gartner, Forrester) · Website Strategy
AI & MarTech AI-Native Marketing Workflows (Practical, Embedded) · GEO/AEO & LLM Search Optimisation · HubSpot Super Admin · Salesforce Integration · Lead Scoring & Routing · UTM & Attribution Architecture · GA4 · Apollo.io · Semrush
Leadership & Ops Full Marketing Function Ownership · Team Leadership (7–10 people, multi-geography) · Budget Ownership (£2.5M+) · Agency & Specialist Resource Management · CEO & Board Reporting · Player-Coach Execution

Professional Experience

Founder & AI Builder — AI-Native Marketing Dec 2025 – Present

startmyclaim.ai — AI-Powered Legal Technology (Independent Project) · paulkeene.com

  • Built a fully operational AI-powered platform and its entire acquisition engine end-to-end — solo, in under six months — combining PLG self-serve conversion flows with content-led organic acquisition and AI-powered paid campaigns operating autonomously
  • Demonstrates practical, embedded AI-native marketing: AI embedded into workflows for research, campaign execution, content repurposing, and conversion optimisation — built and running, not theoretical
Marketing Director (CMO-level) Jul 2022 – Dec 2025

Shufti Pro (rebranded to Shufti) — Global RegTech SaaS · Identity Verification, KYC/AML, Financial Crime Prevention · Enterprise buyers: CISOs, Chief Compliance Officers, CTOs, Heads of Financial Crime at Tier 1 banks, payment processors, global fintechs · Sales cycles: 5–8 months · ARR: $3M → $20M

Promoted twice: Senior Digital Marketing Manager → Head of Marketing → Marketing Director. Reported to CEO and board throughout.

  • Built the full marketing function from near-zero — demand generation, brand, product marketing, ABM, lifecycle, website, events, and operations — with full pipeline accountability reported weekly to the CEO; marketing-originated ARR moved from negligible to the primary growth channel
  • Owned both growth motions simultaneously: self-serve acquisition and conversion optimisation alongside enterprise sales-assisted demand generation; MQLs grew from ~40 to 300+/month, SQLs from ~5 to 70+/month
  • Built enterprise ABM with 6sense targeting Tier 1 buying committees across financial institutions; designed account-level engagement programmes, intent-led progression models, and buying committee mapping that fed both net new and expansion pipeline
  • Led a full company rebrand and website overhaul: repositioned from a commoditised API provider to an enterprise data intelligence platform — built narrative, visual identity, messaging architecture, and website while running full marketing operations in parallel
  • Embedded AI into marketing workflows before it was standard: automated content repurposing, paid copy generation, personalisation, and campaign execution pipelines that scaled output without headcount increase
  • Owned and configured HubSpot at super admin level in a Salesforce-integrated stack: lead scoring, routing, UTM architecture, attribution dashboards, and funnel visibility trusted by revenue leadership and the board
  • Built and led a 7–10 person global marketing team; owned £2.5M+ annual budget; managed the inbound-to-outbound handoff system in close alignment with sales and SDR leadership
  • Ran webinar series generating 600–900 registrants per event with structured SDR follow-up; managed Gartner and Forrester analyst relations; grew LinkedIn organic reach and CEO thought leadership programme
Head of Digital Marketing Mar 2021 – Apr 2022

NHS England — Test & Trace · UK Government

  • Led digital acquisition for the national COVID-19 Test & Trace programme at national scale — performance budget of ~£950,000/day; built and led the digital function end-to-end; delivered weekly funnel performance reporting to senior government stakeholders across paid, organic, and conversion optimisation channels
Head of Digital Marketing Sep 2020 – Mar 2021

Department for Education — UK Government

  • Led digital acquisition for a national education recruitment platform: 80% adoption across UK state schools, 250,000+ job searches/month; owned SEO, PPC, paid social, content and performance reporting

Earlier Career

LAW B2B (formerly LAW Creative) — Digital Marketing Manager 2015 – 2020
D2 Interactive — B2B Digital Marketing Manager 2013 – 2014
Little Big Voice — Founder, B2B Digital Marketing Consultancy 2006 – 2013
Travel Tech — Founder, 12-platform European Hotel Booking Business 2000 – 2006

Education

University of London — BSc (Hons.) Marketing

Let's talk.

Available immediately for senior B2B marketing leadership roles — permanent, interim, or fractional. UK-based, right to work in the UK and EU indefinitely.

Book a Call paul@paulkeene.com LinkedIn