Judith Crawford
Global CMO | $100M/Year Budgets | Fmr. Sony PlayStation | 75+ Reviews on LI
Sony Interactive Entertainment
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75+ Reviews on LinkedIn. 900+ hours & 250+ professionals coached (up to C-Suite level).
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Work with Judith
About
75+ Reviews on LinkedIn. I am a turnaround expert. I find the blind spots that are dragging your performance down, fix them, drive growth again, and build an engine that will continue delivering exponential revenue beyond my time: • FIND → FIX: Performance Marketing applied to the full Marketing org, delivering tangible, measurable results at Business level (LTV/CAC, attribution, MMM, incrementality, etc). • BUILD: Drive transformation with automation-first operations and developing global teams (up to C-Suite level) into a united, highly productive group while increasing top talent retention. • TURN AROUND: Consistent +20% YoY growth within 3-6 months across $50M-$20BN organizations (budget up to $100M/year). ♦ INTERNATIONAL STRATEGY AND MARKET EXPANSION Launched markets and the on-time delivery of 100+ multilingual and integrated campaigns annually mobilising 200+ stakeholders across 45 markets in Americas, Europe and APAC with a positive return. Leading teams (50+), scaling and empowering productive direct, dotted and cross-functional reports in 4 continents to drive $20BN in revenue. ♦ PERFORMANCE-FIRST & GROWTH MARKETING With a background in Performance Marketing, I build and optimize full-funnel Marketing functions (incl. retention/lifecycle) and its ecosystem with a Brand-to-ROI framework. Averaged 20-45% YoY growth in 3-6 months in fast-paced and highly matrixed organizations with a customer first approach. ♦ DATA, AUTOMATION AND CORPORATE STRATEGY Developed attribution for Decathlon, integrated MMM and incrementality testing, defined predictive modeling for Sony and achieved forecasting precision with 3% deviation 3 years in a row, improving shareholder confidence. Led Fortune 500 CMO QBRs, managed the annual Strategic and Operating Plan and scaled the Media & Marketing Planning Process Playbook Worldwide across 4 time zones. Knowledge of over 50+ tools to define AI Strategy and MarTech Architecture. ♦ LEADERSHIP / P&L / M&A Built and led Sony's Global GTM Planning & Ops with significant cost reduction, expanding it from 2 to 4 verticals, delivering double digit revenue growth YoY, managing a 9-digit budget. ♦ HYBRID / MULTI BUSINESS MODEL EXPERT Turned around performance for B2B SaaS startup Onfido, delivering +110% YoY increase in Enterprise Qualified Leads and positioning it for acquisition. For B2C MasterClass, a +40% YoY increase in subscriptions, and developed a resilient growth vision for Sony that would deliver triple digit YoY revenue growth for DTC and achieved +61% for E-Commerce and Subscription with limited resource. I specialize in: - Global: Centralization, Localization, Market Expansion and International Relations - Portfolio: New Category or Product launches, restructures, operational optimization and Vertical consolidation and M&A. - Brand-to-ROI: Full funnel integrated and omni-channel Brand and Performance Marketing. - Multiple business models: Fueling innovation from DTC, B2B, Subscription and Retail. My industries are: - Tech: D2C, DTC, B2B, B2B SaaS, MarTech/Marketing Automation, AI, Music, Cybersecurity, EdTech - E-commerce: Electronics, Sports, Media, Fashion, Wedding / Bridal, Marketplaces - Consumer Goods and Services: Retail, Wellness, Fitness, Architecture - Subscription: Entertainment, Education, Gaming
Judith also coaches for Marketing, Executive Coaching, AI Strategy & Transformation, Product Marketing, Career Coaching, Esports & Gaming, and AI for Businesses. View all.
Judith’s Leadership Coaching Qualifications
Coaches professionally
Experience level: Executive
150+ Leadership Coaching clients
Experience from: MasterClass, Decathlon, River Island. Coachees supported from: Google, Netflix, Walmart, Target, Paramount, Nvidia, Oracle, Salesforce, Spectrum, TikTok, Starbucks, Atlassian, Albertsons, Buzfeed, EssenceMediacom and many more. With 15+ years of scaling performance-driven marketing functions across 45 markets and managing up to $100M/year in budget, I bring practical, executive-level insight to career growth, productivity, automation, and AI adoption. - Built and scaled global teams in under 6 months; I can help you craft a 30/60/90-day plan that builds trust and momentum from day one - From Specialist to Executive Advisor, I coach clients to identify visibility gaps, build influence, and unlock promotions - Aligning 200+ global stakeholders, I help turn misalignment into strategic partnerships. - Led orgs and large operations to deliver $20BN in revenue and coached to drive impact while protecting work-life balance - I have coached 900+ hours and 50+ senior professionals globally across Fortune 500 and startups - CXOs & Founders: CMO/Chief Marketing Officer, CDO/Chief Digital Officer, COO/Chief Operating Officer, CSO, CEO - SVP/Senior Vice President, VP/Vice President - Senior Director and Director
Judith can help with:
Change Management
Coaching and Mentoring
Conflict Resolution
Diversity and Inclusion
Emotional Intelligence
Ethical Leadership
Innovation and Creativity
Problem Solving
Time Management
Why do I coach?
With 15+ years scaling performance-driven marketing functions across 45 markets and managing $100M/year in budget, I bring practical, executive-level insight to career growth, productivity, automation, and AI adoption. I have coached 250+ professionals (200+ hours specifically on AI) globally - many now thriving in Fortune 500 or Future 50 companies, scaling startups, or launching their ventures. Companies I have worked for: PlayStation, MasterClass, Onfido (acquired by Entrust), Decathlon, RS Components, River Island. I coach across all specialties across all industries, B2B SaaS and Consumer, with most in Tech: Google, Sony, Netflix, Nvidia, Salesforce, Atlassian, Oracle, Crowdstrike, and more. I also coach in E-Commerce and Retail: Walmart, Target, Pandora, Decathlon, Starbucks, and many more.
Work Experience
Director, Marketing
Sony Interactive Entertainment
March 2020 - March 2024
Recruited by the CMO and Senior Director to scale revenue and subscription growth globally and lead operational transformation to improve profitability. Managed budgets for 45 countries, built and led the GTM motion, drove agile innovation and optimized Paid, Owned, Earned and Shared Media to deliver $20BN, leading Brand and Product Marketing and Analytics with a Performance Marketing mindset. ♦ GROWTH & STRATEGIC VISION - From 2 Business Verticals to 4 - • Exceeded KPIs in 2020 and 2021, securing 8-figure investment. • Developed an automation-first Portfolio M&A Vision, secured buy-in from leadership and deployed an org redesign and Global Go-To-Market Strategy with improved productivity. • Absorbed the DTC vertical in 2022: +46% MI revenue vs target and reached 3-digit YoY growth, launching in 9 markets while delivering +61% YoY for existing areas. • Drove PS5 player upgrade that would support reaching 50M units sold and led the first cross-vertical brand awareness campaign (Subscription + Hardware) in the US. ♦ LEADERSHIP: Managed Portfolio Strategy, Operations and Media Planning as well as CMO QBRs. Led direct, dotted and cross-functional teams to deliver on: • Growth & Brand equity: 10+ reports in US, UK, Japan & Asia. Scale best practice, aligned 30+ Market directors and leads. Led 3 agency partnerships. • New GTM motion: 200+ stakeholders, 100+ campaigns. Drove adoption in only 6 months. • Creative production: Omni channel process improvement (team of 30) • Strategic Initiatives: Led Advisor to SVP/VP level on the Future of Work Advisory Council with a team of 9. Deployed solutions (incl. AI start) for Marketing and Sales orgs ♦ INNOVATION: Deployed the 1st Global Test & Learn Program to drive agile growth at scale across Paid and Owned channels in 4 continents ♦ CORPORATE STRATEGY: Led the transformation of 9-figure advertising budget, optimizing budget management, ensuring financial accuracy (<3% deviation) and improving shareholder trust. Omnichannel, Cross-functional Initiatives and +35 skills
Head of Marketing (Interim, Consultant)
Onfido
May 2019 - January 2020
Recruited by the Executive Team to turn around demand generation and fuel company growth. Establish a data-driven culture and improved marketing operations, driving enterprise expansion, ARR scaling, Customer Acquisition Cost (CAC) reduction and ultimately positioning the business for its $650M acquisition. • Achieved a 110% year-over-year increase in Enterprise Qualified Leads (EQLs) and 130% revenue growth by establishing data-driven marketing strategies and aligning cross-functional teams. • Implemented comprehensive performance monitoring and forecasting, standardizing metrics across channels and maintaining marketing efficiency towards hyper-growth, surpassing $100M ARR. Revived SEO from prior decline and expanded remit to additional channels in 6 months. • Successfully coached and developed a cross-functional team of 15, reinforcing a culture of transparency and collaboration, which improved overall marketing strategy execution, integrated communications and user experience. Backed by: TPG Growth Private Equity, Salesforce Ventures, Softbank Vision Fund. Clients: HSBC, Barclays, Klarna, Revolut, Wise, Remitly, Brex, UK Home Office, Tesco Bank. Conflict Resolution and Negotiation, Public Relations and +16 skills
Marketing Performance, Strategy & Operations (Consultant)
MasterClass
October 2018 - May 2019
Recruited by the Chief Operating Officer and Interim Marketing Director (ex-McKinsey) to accelerate global customer acquisition and subscription growth and optimize digital media strategy. • Achieved a 40% year-over-year revenue increase in subscriptions by implementing audience-first A/B testing and channel optimization strategies. • Revived Paid Social (YouTube) within 3 months, establishing a transparent action-focused strategy with developed consumer insights that set new performance targets and improved overall marketing efficiency and expanded remit to additional Paid and Owned channels, including SEO. • Successfully led the re-launch of the affiliate marketing program, enhancing brand positioning and driving additional growth across 20+ online classes with notable leaders, artists and chefs like Natalie Portman, Jodie Foster, Carlos Santana, Alicia Keys, Gordon Ramsay, Dominique Ansel and more. Backed by New Enterprise Associates (NEA), Bessemer Venture Partners and IVP (Institutional Venture Partners). Growth Strategies, Marketing Programs and +14 skills
Senior Manager, Performance Marketing
Decathlon France
January 2017 - July 2018
Recruited by the Chief Marketing Officer to drive profitable revenue growth enhancing the omni-channel (offline and online) performance marketing strategy delivering bottom line impact. Part of the Leadership Team. • Drove 45% revenue growth in 2017 securing a 30% budget increase in 2018 by implementing an effective omni-channel marketing strategy. • Enhanced new customer acquisition, leading digital transformation and driving innovation leadership. Positioned the UK as one of the top 5 marketing innovation leads within Decathlon Group worldwide and becoming an International Advisor, while maintaining profitability and improving digital P&L management through accurate forecasting and optimization. • Led a team of 4 and cross-functional projects (additional team of 4), boosting operational efficiency through MarTech stack optimisation and automation adoption. Used attribution to inform multi-million dollar budget allocation and drive enterprise-wide revenue growth, improved ROI measurement and scaling best practices across SEO, PR, Influencer and Affiliate Marketing and Paid Search. Omnichannel, Cross-functional Initiatives and +22 skills
AI-first Head of Marketing, Growth Advisor, Executive Coach & Board Member
Independent Consultant
August 2015 - Present
Recruited by C-Suite, Founders and CMOs to align vision with resilient Growth Marketing strategies. Execution of omni-channel Brand and Performance Marketing, Business Unit leadership, P&L management, Operations automation (AI-native), AI talent development and change management. • Develop international strategic initiatives and adoption of buyer-first full funnel performance mindset across Earned, Shared, Owned and Paid Media (organic & paid). • Integration of automation across the Marketing ecosystem in B2C, B2B and Retail with lean teams, improving productivity and efficiency. • Coaching 180+ professionals (200+ hours in AI) in 4 countries on Executive Leadership, Marketing and Automation to exceed their Goals. Total 9+ years in international Career Coaching for large organizations, up to C-Suite level. • AI thought leader, a guest lecturer on automation for the World's top 10 MBA programs (Columbia University, Cornell University late 2025). SERVICES → Global Enterprise Level Strategy for startups & large corporations. Strategic Plan, Operating Plan, Marketing Strategy, QBRs, P&L. Multi-industry, multi-model and B2B/DTC expertise that fuels innovation → Go-To-Market & Automation Frameworks Marketing & Media planning (Portfolio, 200+ stakeholder management). Develop technology-powered solutions and workflows that ensure brand equity (incl. AI) → Media Earned, Shared, Owned and Paid Media buying. Digital & Offline. Media mix optimization across acquisition and retention programs (Lifecycle). Scale best practice and revenue via Global Test & Learn Programs → Marketing Technology Research, RFI, RFP, MVP testing, technology implementation, adoption strategy and rollouts. Tracking audit, develop reporting and modelling (attribution, predictive forecasting, personalization, etc). Creative automation (DCO). 32 tools + AI → Brand Safety and Privacy Brand governance, legal compliance, risk frameworks. Ethical and secure solutions. GDPR Senior Director of Marketing Cross-functional Initiatives, Global Cross-Functional Team Leadership and +7 skills
Education
ESERP Business & Law School
Master of Science, MS, Communications, Public Relations & Protocol
Business School specialised in MBAs, Masters, University Degrees, Official Degrees and Courses in Barcelona, Madrid and Mallorca. Campaign Effectiveness, Communications Strategy and +8 skills
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