GENERAL-PURPOSE MASTER

Eoin Doyle

Marketer who builds.

Professional summary

Marketer who builds. 15+ years in B2B marketing across fintech, SaaS and sportstech, and a founder who ships with AI. I co-founded HeadCoach, where I owned go-to-market and ran the product, and before that I was the first marketer at Lightyear, a B2B fintech, positioning a technical product for skeptical finance and accounting buyers. I write everything myself, work AI-first, and measure marketing by pipeline. I wound HeadCoach down in June 2026 and chose to bring that experience into a team rather than start again alone.

Work experience

Co-Founder & CEO · HeadCoach

September 2021 to June 2026 · Belfast, UK

Mental performance app for competitive athletes, sold to sports clubs, schools and colleges across the UK and US. Owned growth, sales and operations as the senior commercial voice on the founding team. Wound the company down in June 2026 with strong product validation and a first paying customer, but not the revenue scale to sustain a founding team.

Shipped the first version myself to the iOS App Store and Google Play using no-code tools (Xano and AppGyver), then hired and managed the engineering team that built the current React Native app.
The current app runs an AI agent that personalizes each athlete's profile. I defined its context and guardrails with our psychologist while the engineers built it.
Owned positioning end to end: defined the target segments through customer discovery, then wrote the value propositions, site copy and launch messaging behind every campaign.
Ghostwrote the HeadCoach blog in two expert voices, a coach and a sport psychologist, alongside all site copy and thought leadership.
Built the full B2B and B2C marketing engine from zero, including agent-run outbound with Clay and lemlist, and grew the audience to 11,000+ followers.
Won a £10,000 TechStart NI grant and places on two pre-accelerators, NDRC in Ireland and Raise Ventures in Northern Ireland.
Landed the first paying customer in April 2026 and ran the full sales process: proposition, pricing, objection handling and close.

Marketing Consultant · TeamFeePay

June 2025 to January 2026 · Belfast, UK

Payments and club-management SaaS for grassroots sport. Brought in to rebuild the digital growth engine and move marketing from ad hoc activity to structured, tracked execution.

5x increase in qualified inbound leads, from 5 to 25 per month, by overhauling the marketing website: cut page load from about 30 seconds to under 1 second and redesigned the product pages to communicate the value proposition more clearly.
Improved organic and AI/LLM search visibility, bringing in higher-intent traffic that fed the lead increase.
Worked with the founders in Figma to map product launches and page redesigns with the product team, tightening value propositions and message hierarchy across key pages.

Head of Marketing · Lightyear

July 2018 to August 2021 · Belfast, UK

B2B fintech building accounts-payable automation, sold to finance and accounting teams. Joined as employee #10 and first marketer, reporting to the CEO. The business was later acquired by The Access Group, after my time there.

Developed the brand narrative and positioning that established Lightyear as a modern AP automation platform, from a widely read article on the hidden costs of accounts payable through to customer case studies.
Owned marketing across the UK, Australia and New Zealand on a £110k budget, selling a technical product to a precise, skeptical audience that ignores vague marketing.
Generated 30 inbound leads per month across paid (30%), email (50%) and organic/SEO (20%), and used A/B testing to drive a 150% improvement in CTR while reducing CAC.
Built account-targeted outbound with PhantomBuster, LinkedIn Sales Navigator and Zoho, sequencing finance decision-makers at target accounts.
Ran co-marketing with Xero and other cloud app partners: joint webinars, joint blogs and a presence at Xerocon London and Brisbane.
Built a review partnership program on Capterra, generating 250+ verified customer proof points used across LinkedIn, Google Ads and Meta.
Created the sales enablement materials (pitch decks, brochures and one-pagers) used across the funnel, and hired and onboarded the company's first marketing team member through to a clean succession.

Marketing Executive · Devenish Nutrition

September 2014 to July 2018 · Belfast, UK

Built the company's first structured digital marketing across three UK and Ireland brands, moving from ad hoc activity to a repeatable engine.
Grew the newsletter to 10,000 subscribers at a 62% open rate, driving about £5M in repeat business in the pig sector.
Ran digital advertising across PPC, display and remarketing at a combined 5% CTR, and managed trade shows on budgets up to £35,000, including Pig & Poultry from stand design through to a customer conference.
Built the company's first competitor-intelligence process: monthly market-share tracking with the finance team and media monitoring to find positioning gaps, then trained a colleague to run it.
Led internal communications through the integration of two acquisitions, including the launch of a company intranet, and supported a €118M European Investment Bank funding round by preparing performance data for senior directors.
Won a CIM award in 2015 for the Devenish brand refresh.

Earlier roles (2009 to 2014): Market Research Officer at Invest NI, E-Business & Marketing Officer at Work West, and Marketing Assistant at Westfield CastleCourt.

Builder & technical

I build with AI and no-code tools. I am not a software engineer.

Claude Code: built and shipped the HeadCoach marketing site (Next.js) in two days instead of hiring an agency.
Agent-run outbound: Clay and lemlist agents that research prospects, write the emails and send them.
Xano + AppGyver: shipped HeadCoach v1 to both app stores with no code.
Metabase: customer-facing analytics dashboards so clubs could track player engagement and mood data.
Figma: product launches and page redesigns with the product teams at HeadCoach and TeamFeePay.
PostHog: product analytics and behavioral tracking.
Custom Claude skills, including a first-principles decomposition tool used to shape HeadCoach's AI context design. I run the whole business on Claude and Obsidian.

Education

BSc (Hons), Business Studies with Marketing Specialism, University of Ulster, June 2012.
Advanced Diploma in Management, University of Ulster, September 2013.
Diploma in Professional Marketing, Chartered Institute of Marketing, September 2016.