Brand strategy & integrated campaigns
Positioning, rebrands and integrated campaigns across PR, social, influencer, OOH, TV and partnerships, built on consumer insight.
Consumer marketing leader · London
Building consumer brands that grow, engage and retain.
I'm Martha Agricola, a senior marketing leader with 16 years in consumer tech. At Bumble and Badoo I led brand, growth and CRM across EMEA and the Americas. Today I help subscription and marketplace businesses connect brand-building with acquisition, retention and revenue.
16
years in consumer marketing, eight in leadership roles
3.5x
growth in Badoo's user base during my time as Director
154%
YoY growth in a key Bumble launch market through integrated brand, performance and CRM
–50%
churn after fixing acquisition quality on a Bumble national launch
Brands I've built and grown:
BumbleBadooHolaflyHomesty
About
A marketing leader who connects brand with commercial growth
My career has been built in consumer apps, subscriptions and marketplaces, where brand and performance have to work together. At Bumble Inc. I spent seven years across the Badoo and Bumble apps, rising from Integrated Marketing Manager to Integrated Marketing Director. I led campaigns, market launches, PR and teams of seven marketers, and worked closely with Growth, CRM and Product.
Since then I've built a rental marketplace brand ahead of launch as Head of Brand and Growth at Homesty, advised consumer tech start-ups, and shaped global subscription retention strategy at Holafly. That mix of large international organisations and smaller, fast-moving teams means I'm comfortable owning strategy and getting close to execution.
- Senior marketing leadership across EMEA and the Americas, with campaigns localised for up to 16 markets
- Full-funnel experience: brand, paid acquisition, CRM, lifecycle and retention, with seven- and eight-figure budgets
- Multilingual: native Portuguese, fluent English and Spanish, advanced French (C1) and upper-intermediate German (B2)
- Open to Head of Marketing, Head of Brand and Marketing Director roles in consumer and subscription businesses
Expertise
What I lead
Four disciplines I bring together, so brand investment shows up in acquisition, engagement and customer lifetime value.
Growth & user acquisition
Working with performance teams on targeting and creative to lift conversion and lower cost per registration, using data to guide investment.
CRM, lifecycle & retention
Retention frameworks, cohort analysis and lifecycle journeys that reduce churn and strengthen customer lifetime value (LTV).
Market expansion & go-to-market
New-market launch playbooks and go-to-market plans that combine global brand consistency with local cultural relevance.
Selected work
Case studies
Brand campaigns, market launches, retention fixes and start-up builds from Bumble, Badoo, Homesty and Holafly.
Bumble · Market turnaround
Overturning a downtrend in Mexico
In Mexico, cultural norms around dating meant Bumble’s core proposition wasn’t being used the way it was designed, and the gender imbalance was hurting the experience for everyone. I launched the campaign that turned it around.
+50%growth in the user base
+10pptbrand awareness within six months
+18%increase in premium subscriptions
- Problem
- Cultural context meant Bumble’s USP was under-used by millennial women, and the gender imbalance was weakening the product experience.
- Insight
- The existing strategy wasn’t speaking to that cultural context. The brand needed to give women the confidence to use the product as intended.
- Idea
- Part of Bumble’s “Spread the Power” platform, localised as “Da el primer paso”: take the first step.
- Channels
- Digital, paid social, influencers and local events, built around confidence and empowerment.
- Legacy
- Became a model for tackling similar challenges in other markets.
Bumble · Brand campaign
“Kindness is Sexy”
Repositioning Bumble around kindness for Gen Z and Millennials, with a cinematic film starring Adam DiMarco, rolled out in 16 markets.
16markets with localised creative
+33%engagement with the Compliments feature
+15%growth across the 16 markets
- Insight
- Bumble research showed 87% of respondents valued kindness over physical attributes, reflecting a post-pandemic shift towards emotional compatibility.
- Edge
- Redefined what “sexy” means, making kindness the most attractive trait.
- Strategy
- A humorous cinematic hero film, distributed consistently across digital, social and, in selected countries, TV.
- Launch
- Localised for 16 markets across digital (including programmatic and growth channels), OOH and TV.
- Channels
- UGC, events, influencers, OOH, partnerships, CRM and PR.
Bumble · Market expansion
New market launches
Launching Bumble in five Latin American markets with a new-market playbook that combined audience and ecosystem research with local insight.
154%YoY growth in a key launch market
96%YoY growth in a second key market
48%YoY growth in a third key market
- Markets
- Mexico, Brazil, Colombia, Chile and Argentina.
- Playbook
- A repeatable launch framework combining audience research, ecosystem mapping and local market insight.
- Strategy
- Integrated brand, performance and CRM plans for each market, aligned with Bumble's global brand.
- Creative
- Launch campaigns under Bumble’s “Spread the Power” platform, adapted for each market.
- Team
- Led a team of seven marketers, aligning regional plans with global objectives and using analytics to optimise the full funnel.
Bumble · Retention
Halving churn after a national launch
A national launch in an international market was losing users fast. I traced the churn back to acquisition and fixed it at the source.
Churn dashboardBuilt with Insights
Churn by city density
Tier 1 cities
Mid-size cities
Low-density cities
Too few active users nearby, so new users left
Churn after the budget shift
Illustrative view. The underlying data is confidential.
–50%churn after rebalancing acquisition
↓ CAClower acquisition cost after shifting spend
1churn dashboard built with the Head of Insights
- Problem
- High churn among new users following a national launch.
- Diagnosis
- New users in low-density cities weren’t finding enough relevant people nearby, so the product experience fell short and they left.
- Action
- Built a churn dashboard with the Head of Insights and moved budget towards major cities.
- Result
- Churn fell by 50% and CAC came down, showing how acquisition quality drives retention.
Badoo · Global rebrand
“Date Honestly” rebrand
Repositioning Badoo around authenticity to attract a younger, more premium audience. I worked on the global rebrand as Integrated Marketing Director.
70M+installs globally, passing 500M lifetime installs
+25%net revenue growth
+5%ARPU (average revenue per user)
- Insight
- Users saw dating apps as superficial, so the brand focused on authenticity: be yourself to find meaningful connections.
- Edge
- Real users, handwritten messages and unfiltered photos set Badoo apart from image-led competitors.
- Strategy
- A refreshed logo and visual identity for a more polished, premium look.
- Launch
- Localised content, events and influencer partnerships kept the rebrand culturally relevant in each market.
- Channels
- Digital (including growth channels), PR, partnerships, influencers and local events.
Homesty · Marketplace launch
Building a rental marketplace brand from scratch
Taking a UK peer-to-peer lettings app from concept to market: positioning, brand, product experience and go-to-market for landlords and tenants, with a marketing team of two.
70%faster creative and content production with AI-assisted workflows
+15%landing-page conversion in pre-launch testing
2marketers covering brand, growth and product marketing
- Challenge
- A crowded, fragmented UK rental market led by high-street agents and large online platforms, in a category where trust decides everything.
- Positioning
- “Human-to-human renting”: direct, transparent relationships between landlords and tenants, built on consumer and competitor research.
- Brand
- A new app-first logo and brand kit covering visual identity, tone of voice and messaging, plus print collateral and merchandise.
- Product
- A rebuilt website and landing pages, redesigned onboarding and listing flows, and HubSpot, AppsFlyer, GA4 and Tag Manager for CRM and attribution.
- Growth
- Meta and Google campaigns tested by landlord and tenant segment, and SEO content on compliance topics such as EPC rules and renters’ rights.
- Community
- Outreach in landlord and local Facebook and Nextdoor groups, landlord and investor events, and a presence at the National Landlord Show and NRLA conferences.
Holafly Plans · Subscriptions
A global retention measurement framework
Giving Holafly's eSIM subscription business one shared way to measure and improve retention, from acquisition quality through to churn and lifetime value.
The framework
- Acquisition qualityWhich channels bring subscribers who stay
- Journey frictionWhere subscribers drop out, and why
- Subscription continuityRenewal behaviour across plans
- Churn & reactivationTracked by cohort
- LTV vs CACThe commercial read-out
4teams aligned on retention: Product, CRM, Acquisition and Support
1framework for churn, reactivation, LTV and CAC
2027brand and community strategy shaped
- Framework
- Defined subscription continuity, reactivation and cohort analysis to assess churn, customer lifetime value (LTV) and CAC.
- Diagnosis
- Connected acquisition quality, customer behaviour and friction points in the subscriber journey.
- Alignment
- Set retention priorities across Product, CRM, Acquisition and Customer Support, with CRM and Support reporting to me on a dotted line.
- Messaging
- Redefined Holafly Plans messaging and how it differs from Holafly's e-commerce brand, making the case for consistent positioning and tone across the funnel.
- Launch
- Supported the Ultra plan launch with data and the messaging approach.
- Strategy
- Contributed to the 2027 brand and community strategy and shaped brand and community headcount.
Badoo · Feature launch
“Private Detector” April Fools’ launch
Launching a safety feature against unsolicited images with a PR-led April Fools’ stunt across four European markets.
1M+organic views in the first 24 hours
+3pptbrand awareness in the campaign month
61press mentions across four markets
- Insight
- 41% of women had received unsolicited images on dating apps, and 80% of them reacted negatively (UK, Spain, Russia and France).
- Edge
- Competitors had no safety feature addressing unsolicited images.
- Strategy
- Shared hero assets, localised efficiently through dubbing to keep the creative culturally relevant.
- Launch
- An April Fools’ teaser, followed by the full film and a press release on unsolicited images.
- Channels
- Digital, influencers, CRM and PR, adapted for each platform.
InsureTech brand strategy
A brand strategy developed for a consumer InsureTech start-up during my consulting work. Available as a PDF.
Approach
From insight to impact
The framework behind the campaigns above, used for launches, rebrands and new market entry.
Market research
Identify the drivers, audiences and cultural insights that matter in each market.
Differentiation
Define what makes the brand distinct from competitors, and why it matters to the audience.
Central strategy
Build one consistent message and hero assets that can flex for every channel.
Distribution
Match the channel mix to how consumers in each market actually behave.
Full-funnel optimisation
Amplify across brand, performance and CRM, then refine continuously with data.
Customer first
Every campaign starts with real consumer insight, not internal assumptions.
Creativity with structure
Strong ideas, delivered through clear plans, measurement and accountability.
Built for collaboration
Close partnerships with Product, Growth, CRM and regional teams to turn strategy into results.
Experience
Career highlights
16 years across established international brands and early-stage businesses. The full CV is on LinkedIn.
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Sep 2026 – Nov 2026
B2C Strategy Lead, Subscriptions
Holafly · Fixed-term contract
- Developed a global retention measurement framework covering subscription continuity, reactivation and cohort analysis to assess churn, LTV and CAC.
- Shaped retention priorities across Product, CRM, Acquisition and Customer Support, with CRM and Support on a dotted line to me.
- Redefined Holafly Plans messaging and supported the Ultra plan launch with data and messaging.
- Contributed to the 2027 brand and community strategy across international markets.
-
2025 – 2026
Head of Brand and Growth
Homesty · Rental marketplace
- Led brand and growth strategy for a peer-to-peer rental app from concept: positioning, audience segmentation and go-to-market.
- Ran paid acquisition on Meta and Google, compliance-led SEO content, community outreach and landlord events with a two-person team.
- Created the brand kit with the design team, reducing creative turnaround time by 20%.
- Implemented HubSpot and AppsFlyer for CRM, attribution and lifecycle measurement; improved landing-page conversion by 15% in pre-launch testing.
- Introduced AI-assisted workflows that made creative and content production 70% faster.
-
Jan 2024 – Feb 2026
Marketing Consultant
Consumer tech · Self-employed
- Advised start-ups in Gen AI, dating, wellness and health, InsureTech and social networking on brand, engagement and team building.
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Feb 2021 – Dec 2023
Integrated Marketing Director
Bumble Inc. · Bumble app
- Led integrated brand, performance and CRM strategies, achieving 154%, 96% and 48% YoY growth in key markets.
- Created and implemented Bumble's new-market launch playbook, used across five international market launches.
- Led PR, crisis communications and community initiatives, increasing user engagement by 20% and content creation by 30%.
- Cut churn by 50% on a national launch by diagnosing acquisition quality and shifting budget.
- Ran brand partnerships including Barbie and Netflix, and managed eight-figure budgets.
- Hired, managed and coached a team of seven marketers.
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Jan 2019 – Apr 2021
Integrated Marketing Director
Bumble Inc. · Badoo app
- Worked on the global rebrand that repositioned Badoo for a younger, more premium audience, contributing to 25% net revenue growth and a 5% increase in ARPU.
- Directed cross-functional campaigns and product launches as Badoo's user base grew roughly 3.5x.
- Led a team of seven marketers, managed seven-figure budgets and ran PR and communications.
-
Dec 2016 – Jan 2019
Integrated Marketing Manager
Bumble Inc. · Badoo app
- Delivered localised campaigns across PR, social and influencers, increasing brand awareness by 15% in priority markets.
- Improved conversion by 12% and cut cost per registration by 10% with Growth; led CRM engagement initiatives that increased retention by 8%.
- Built Badoo's social audience from zero to millions across multiple markets.
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2010 – 2017
Content and social media leadership
Jungle Creations, Omelete, Escala and freelance
- Scaled viral social video formats to 500M views and led digital video strategy for major media publishers.
Contact
Hiring a marketing leader for a consumer brand?
I'm open to Head of Marketing, Head of Brand and Marketing Director roles, in London, hybrid or remote. I'd be glad to talk.
marthaeaa@gmail.com · London, United Kingdom