Hi, I’m Miao!

I’m a London-based Growth Marketing leader with 15 years of experience scaling B2C SaaS, marketplaces, and consumer apps.

My career began as a Performance Marketing Manager at Gamesys, a gaming company that went through rapid scaling and eventually an IPO. I helped them acquire 500,000+ users for their mobile games — a thrilling ride that set the foundation for my career in growth.

In 2017, after getting married, I noticed how painful wedding dress shopping could be—poor service and sky-high prices everywhere. So, I rolled up my sleeves and launched my own wedding dress brand, Aneberry. Running Aneberry taught me the ropes of building a business from scratch. While it was a small success, I realised scaling it wasn’t feasible, so I turned my focus back to startups that could scale.

Since 2019, I’ve served as Head of Growth for several startups, leading growth initiatives that delivered real results:

  • Fixter (car maintenance marketplace): Doubled revenue, leading to acquisition by Renault.

  • HomeCooks (ready-meal marketplace): Achieved 6x revenue growth.

  • Haiper (AI video generator): Scaled to 6M users.

In 2024, I stepped into the world of independent growth consulting, specialising in helping seed-stage startups prove scalability and drive sustainable growth.

What I’m Great At

Crafting Go-to-Market Strategies

  • Define a brand’s unique positioning, messaging, and use cases.

  • Pinpoint ideal customers and highlight product differentiators.

  • Determine scalable pricing strategies and build stories that resonate.

Driving Sustainable Growth

  • Set up and optimise acquisition channels: Meta, Google, TikTok, and more.

  • Build organic growth engines through SEO, community, and social media.

  • Create email workflows and CRM systems to boost customer retention.

  • Use data to reduce acquisition costs and maximise ROI.

Building High-Impact Teams

  • Assemble cross-functional teams with the skills to thrive.

  • Foster a test-and-learn culture focused on collaboration and experimentation.

  • Provide hands-on coaching to enable scalable growth.

  • Leverage AI tools to enhance productivity.

Why I fight for sustainable growth?

I've watched too many startups chase unsustainable 'growth at all costs'. They'd spike at launch, then fizzle out as they drained cash on paid channels to keep numbers up, until costs inevitably outpace growth - the classic boom and bust cycle.

That's why I fight for sustainable growth.

Instead of just paying for short-lived traffic, I use a full-funnel approach that balances paid promotions with organic efforts - SEO, epic content, community building.

My mission is delivering genuine value for lasting growth, not burning through budgets.

When I’m Not Growing Startups...

Blogging on LinkedIn

I love sharing growth marketing insights, especially tips for improving conversion rates and crafting customer journeys. Blogging has been a fantastic way to connect with the startup community and refine my own thinking. Check out my posts here and my blog, Startup Growth Toolkit.

Exploring Nature

Trails have led me to unforgettable experiences, from hiking the Great Wall of China to exploring Angkor Wat in Cambodia, climbing Mt Toubkal in Morocco, and trekking the Inca Trail in Peru.

DIY Projects

Weekends often find me deep into renovation work, turning an old house into a cosy home.

Schedule a free chat to discuss your challenges and goals and explore if we're a good fit to work together.