Type: Team leadership · Dec 2022 – Mar 2025

Markets: UK (Climb Online) · AU (Dilate Sales & Accounts)

Team: 14-person Philippines-based marketing services team built from zero

The situation

XDNA Group brought me in to build a Philippines-based marketing services delivery team from the ground up — zero team, zero process, zero documentation. The 14-person unit served two international agency markets simultaneously: Climb Online in the UK and Dilate Sales & Accounts in Australia — delivering SEO reports, content optimisation, and campaign management.

What I built

• Recruited and onboarded the full 14-person team from zero — defined all roles, hiring criteria, and onboarding structure
• Served as primary operational liaison between UK and AU Heads of Operations and the PH delivery team
• Designed KPIs and role-specific job descriptions across C1–C4 career levels for Email Marketing, PPC, and Paid Social
• Built and delivered two team training programmes — 11-module on-page SEO curriculum and 9-module link building and outreach programme — each with assessments and certification
• Conducted full end-to-end SEO process mapping with task owners, timelines, and tools at every stage
• Supported the XDNA Web Development Support Board — bridging marketing services and web development
• Led Monthly Business Reviews across both UK and AU markets

Outcome

Fully operational 14-person PH team delivering consistently across UK and AU markets. C1–C4 career ladder gave team clear growth paths. Process maps and training programmes became the operational standard for onboarding new campaigns.

📎 Files

📁 Google Drive Folder: XDNA — Case Study Files

Direct file links: