Building a Growth Engine From Scratch For a Health Scale-Up
England Athletics brought me in after working with a larger agency, with the goal of improving performance and creating a clearer understanding of what was actually driving memberships.
The first step was rebuilding the tracking from the ground up to ensure every conversion could be measured accurately. Once the foundations were in place, I launched a structured testing programme across multiple creative angles and messaging frameworks, helping the internal team identify which propositions genuinely resonated with their audience.
Rather than making incremental changes, we moved quickly. Winning messages were identified, validated, and then scaled aggressively while underperforming concepts were removed.
Within five weeks, this approach reduced the average weekly cost per acquisition by over 89%, transforming the account from an unprofitable acquisition channel into one that was delivering memberships at a commercially viable cost.
We wanted to avoid a large agency setup and work directly with an experienced paid media operator who would understand our goals, communicate clearly, and take proper ownership of the account. Ed has delivered exactly that. He has worked independently and collaboratively with our marketing team, showing diligence, care and a clear commitment to understanding our targets, process and commercial needs. He has also been flexible in finding ways to fit his reporting, testing and optimisation approach around how we work internally. What I have valued most is the combination of hands-on execution, clear communication, useful insight and genuine learning as the account has developed. Paid media is a field where weak process and poor execution are very common, but Ed sits alongside the best operators I have been lucky enough to work with.
Steve Jarvis
Leger Clinic
Leger Clinic
Reduced CPA By
63%
Increased ROAS By
