Joshua Baker
Paid Social Lead | Customer Success Lead | Paid Social Consultant
Summary
Results-driven Paid Social & Performance Marketing Lead with 10 years of experience, managing over £20million in spend, driving scalable growth for SaaS, Media, D2C and eCommerce brands.
Strong client facing account lead, with demonstrable history of working in marketing, advertising, and tech, building strong relations with both day-to-day contacts and key decision makers as well as managing internal teams.
Proven strategic record for improving client ROAS, CPA efficiency, retention, and customer acquisition through expert knowledge of full-funnel strategy, creative testing frameworks, AI adoption and data-led optimisation and opportunities.
Skilled in Paid Digital, Social Advertising, Direct Response, Full Funnel and Cross Channel; excelling in producing and implementing detailed strategies tailored to specific KPI’s (from awareness, direct response, to retention). Strong creative, analytical and meticulous thinker with excellent communication skills adapt at growing partnerships and working across senior leadership, day to day teams and departments driving measurable internal and external results.
🏆 International Performance Marketers Awards – Winner (2017) Best Paid Social Campaign – The Economist
Experience
Paid Social Lead | Jenni.ai | September 2024 – Present
Lead paid social acquisition for a high-growth AI academic assistant & writing SaaS platform, owning strategy, performance, and a $1M+ annual media budget across Meta, TikTok, Snap, and Reddit.
• Drove over 27K Meta-reported subscriptions and over $2million in revenue, since June 2025, with 12K generated in the last 6 months (Dec-June ‘26) •Drove 2x more conversions in Q4 2025 compared to Q4 2024.
• Delivered consistent month-on-month growth in spend and subscriptions over the last 12 months.
• Implemented a scaled creative testing strategy in response to Meta’s Andromeda algorithm changes.
• Optimised bidding and audience restrictions to scale spend without reducing efficiency delivering 2x ROAS compared to target.
• Improved new-user acquisition through stricter exclusions and extensive audience and creative testing.
• Identified and addressed funnel inefficiencies where prospecting drove 50%+ of spend but ~25% of subscriptions.
• Led investigations into incremental vs platform-reported conversions to improve attribution clarity.
Senior Customer Success Manager & Team Lead | Marin Software | June 2016 – Sept 2019 | 2021 – 2023 (Freelance)
Led paid social strategy and directed enterprise partnerships for global brands including The Economist, Amazon Music, Deezer, LEGO, Nissan, Reach PLC, and MoneySuperMarket, managing £20M+ annual media spend across EMEA.
• IMPA Award Winner (2017) – Best Paid Social Campaign for The Economist
• +66% subscriptions | –12% cost per subscription | –78% CPC
• Led a full account restructure and social strategy overhaul for The Economist resulting in: +284% spend growth | +328% subscription growth | –40% cost per subscription.
• Brought back onboard as a Freelancer to successfully assist with the retention and onboarding of key accounts Amazon Music & Deezer in 2023 & 2021 respectively. I was responsible for the day-to-day client partnership and relationship, including with key stakeholders, with emphasis on client retention and giving expert help in the advertising tech space.
• Managed EMEA social accounts with a team of 4 Account Executives.
• Delivered strategic consultancy for Reach PLC, driving a 30% increase in spend.
• Improved Tempcover’s Facebook margin from 20% to 40%.
• Won new business, including LEGO, providing strategy, implementation, and performance leadership.
Social Marketing Director (Freelance) | Josh Baker Solutions September 2019 – 2026
Provided paid social leadership for eCommerce, SaaS, and agency clients, including Illustrate, Marin Software, Automated Creative, and IPG Mediabrands (LEGO, Dr Martens, J&J).
• Took an eCommerce brand, Illustrate, from negative ROAS to 3x ROAS, leading to a 2x budget increase.
• Built in-house paid social capability through advanced training and performance frameworks.
• Established KPI-driven reporting to improve commercial decision-making.
• Supported Automated Creative & IPG Mediabrands on major global brands, delivering platform and strategic expertise during critical times at short notice.
About Me
Outside of work, I’m outdoorsy and competitive; I play rugby for Ealing Trailfinders 1871, hike, cycle and run regularly. Having grown up by the sea, I’m happiest near the coast, and I’m now based in West London.
Playing rugby has helped to shape how I work; I value teamwork, clear communication, and accountability. Rugby is a fast-paced, high-pressure environment that’s taught me discipline, resilience, adaptability, and how to stay focused on delivering results as part of a team.
