Global CMO at Pipedrive
Heidrun is a C-level executive with over 16 years’ experience driving organic and acquisitive growth in senior commercial marketing roles in the international fintech, consumer goods, retail, and health & leisure industry. Now as CMO at Pipedrive, they have a track record spearheading brand development, go-to-market, and customer experience excellence in B2C and B2B for global FTSE250 organisations such as financial trading firm IG Group, PE-backed organisations such as David Lloyd Leisure, privately-owned established brands such as Le Creuset and Peek & Cloppenburg, and scale-ups such as Duo Boots and Trade Depot (part of the Kingfisher Group).
Heidrun develops and implements customer-first end-to-end marketing strategies that deliver growth with healthy short and long-term ROI, integrating effective brand marketing to generate awareness with digital performance marketing to drive client acquisition and with experience marketing to grow lifetime value. At IG Group this approach contributed to a record annual revenue of £861m in FY21 (+33% YoY) with a YoY increase in brand flow metrics by +41%, new client volume and value by +45% and +37%, and client retention by +10%, whilst taking marketing ROI up to 198% (+33pp), beating owned P&L targets across all metrics.