Courtney Goes

GTM Programs Lead @ Block (Square & Afterpay)

Melbourne, Victoria, Australia2k followers

Block

ex-Cogent.co

ex-Chargefox

I’m a marketing leader with 20 years' experience building brands and scaling products across Australia, Europe and the US — from pre-revenue startups to global fintechs. My sweet spot is where brand meets product.
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I’ve led teams across both B2B and B2C, and I get equally fired up about brand positioning, product marketing, growth strategy and go-to-market. For the past decade, I’ve focused on the tech space — driving innovation and customer connection in fast-moving environments. I'm also deeply exploring how AI is reshaping our roles as marketers and leaders. It’s one of the most exciting shifts we’ve seen — and I believe women need to be part of shaping it. Beyond my 'day job', I’ve advised startups, taught 1,000+ students marketing strategy, and advocate for women stepping into leadership in tech. You won’t find any fluff here. Just thoughtful insights, honest reflections, and the occasional hot take. Keen to collaborate, connect or chat about AI, marketing strategy or leadership? Reach out.

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BLOCKJOB
1. GTM Programs Lead - Square…
  5M
AFTERPAY TOUCHJOB
1. Dir of Mktg Strategy, Inno…
  1Y 4M
2. Dir of Brand & PMM
  1Y
3. Dir of PMM
  8M
4. Mktg Lead - Afterpay
  1Y 2M
COGENT.JOB
1. Head Of Mktg
  5Y 5M
COURTNEY GOESJOB
1. Mktg Consultant & Advisor…
  5Y 6M
COVIDENCE.ORGJOB
1. Head of Brand & PMM
  9M
CHARGEFOXJOB
1. Fractional CMO
  1Y 3M
TRACTOR DESIGN SCHOOLJOB
1. Head of Mktg
  1Y 7M
RIBA (ARCHITECTURE.COM)JOB
1. Senior Brand & Mktg Mgr
  5M
RESPONSETAP LIMITEDJOB
1. Senior PMM
  3M
FIVETEN GROUPJOB
1. Senior Mktg Mgr
  1Y 7M
2. Global Employer Brand Mgr
  7M

Job: Cogent.co — Head Of Marketing · 2016-11 – 2022-04 — For over 14 years, Cogent helped all kinds of organisations design and build thriving digital businesses, both in what they do and how they do it. From tiny startups to multinational unicorns, Cogent worked on over 100 different products with some of Australia and New Zealand’s biggest success stories, including Carsales, Afterpay, Square, Seek, Red Bubble, realestate.com.au and loads more. As part of the core leadership team and reporting directly to the CEO, I led a small team to develop and execute the marketing strategy for Cogent. This focused on growing our reputation and brand in market to become the go-to place for leading tech companies that needed help with design, development or…
Job: Chargefox — Fractional CMO · 2019-02 – 2020-05 — Founded in 2018, Chargefox set out with a mission to create a cleaner future for all Australians. With over 5,000 plugs, it is now Australia and New Zealand's biggest public EV charging network and Australia's only network of ultra-rapid chargers, all powered by 100% renewable energy. B2B and B2C SaaS product for EV charging. This fractional CMO role involved both brand development and product marketing for both the B2B and B2C SaaS products, as well as hiring talent. Brand: - Brand strategy - Brand partnerships - PR & comms - Video, photo and written content development - Developing all brand assets (website, social media, brochures, pitch decks, branded chargers, merch etc) Product Ma…
Job: Covidence.org — Head of Brand & Product Marketing · 2020-06 – 2021-03 — B2B and B2C SaaS product for medical researchers. Responsible for both B2B and B2C growth, but specifically developed and led the first ever go-to-market strategy for the product's B2C offering globally, with a heavy focus on the US market. Developed a digital strategy to drive new user acquisition and retention. Worked alongside the Head of Growth to improve LTV:CAC ratio with a test-driven and data-driven approach. Worked alongside the Head of Product and Senior Product Manager to optimise customer lifecycle, with a particular focus on user acquisition flow and onboarding. We also built out growth loops to further drive referrals and a have a heavier focus on product-led growth. Advised…
Job: FiveTen Group — Senior Marketing Manager · 2012-01 – 2013-08 — B2B Services in the recruitment space. Proactively led the end-to-end marketing strategy of EMR, the UK’s leading full service marketing and communications recruitment specialist; and Ortus, a boutique international HR recruitment specialist. Focused on increasing market share within the recruitment industry, with a view to transform the way the brands went to market and worked with clients and candidates.
Job: Afterpay Touch — Director of Product Marketing · 2023-07 – 2024-03 — Built Afterpay's product marketing function from scratch, including recruiting the founding team, establishing ways of working, and defining what PMM meant for the business. Developed the product marketing strategy and created the frameworks the function still runs on. Also led the Australian launch of the Afterpay Plus Card, the brand's first launch of a consumer-funded product.
Job: Afterpay Touch — Marketing Lead - Afterpay · 2022-05 – 2023-07 — Owned critical, high-stakes marketing programs across Australia and New Zealand, with a focus on growth optimisation and driving SMB acquisition. Operated at the intersection of performance and brand, managing initiatives that directly influenced Afterpay's merchant and consumer base growth. Built deep expertise in the mechanics of growing a two-sided marketplace in a competitive, fast-moving market.
Job: ResponseTap Limited — Senior Product Marketing Manager · 2013-08 – 2013-11 — B2B SaaS MarTech product. Senior Marketing Manager for the ResponseTap EMEA & US regions, working out of the London office. Focusing on customer acquisition, increasing market share and defining the call tracking and analytics market. ResponseTap bridges the gap between online and offline campaign analysis, allowing clients to easily and accurately attribute every phone call their business receives back to its original source. By presenting unique phone numbers to unique visitors and the ability to create different numbers for offline campaigns, sales generated from all channels are accurately recorded, not only those that took place online. Worked with some of the world’s leading busines…
Job: Courtney Goes — Marketing Consultant & Advisor to Tech Startups · 2016-10 – 2022-04 — Alongside my work with Cogent, I consult with a range of startups (often at Seed to Growth stage) and with purpose-driven businesses to launch, grow and scale marketing strategies. This ranges from low-touch CMO advisory services or one-off marketing strategy development through to hands-on growth and product marketing execution. Clients have included: + Covidence (B2B & B2C SaaS) + Chargefox (B2B & B2C Saas) + Taggd (B2B SaaS) + Obus (eCommerce) + Creative Womens Circle (NFP membership org) + if academy (education)
Job: Afterpay Touch — Director of Brand & Product Marketing · 2024-02 – 2025-02 — An expanded remit adding brand, partnerships and social media to the product marketing function, and growing the team to match. Led integrated brand and product marketing across four markets: Australia, New Zealand, Canada, and the UK. Shifted from execution-focused leadership to building a multi-market, multi-focused team capable of delivering coherent brand storytelling and product narratives at scale.
Job: RIBA (architecture.com) — Senior Brand & Marketing Manager · 2014-07 – 2014-12 — Leading membership organisation. With the largest architectural collection in Europe, the Royal Institute of British Architects (RIBA) is one of the most respected cultural organisations in the UK. Initially a 3-month contract position, this post was extended. During this short time, I developed and delivered both the online and offline marketing strategy for the main autumn exhibition and associated season of events in Central London, resulting in the RIBA's most successful season yet. This included developing strategic partnerships that generated brand exposure to an audience of over 20 million globally. Channels included email, social, web, partnerships and ATL advertising. Managing a…
Job: Tractor Design School — Head of Marketing · 2015-03 – 2016-10 — Digitial design school (online and in-person), focused on customer acquisition (being students). The brainchild of some of Australia’s top digital designers, Tractor was created to reinvent the design education model into one that aligned with the industry and its digital evolution. Before it was acquired and then closed in late 2016, Tractor was the most industry-connected design school in Australia. The community of partners, founders, advisors, mentors and teachers were made up of some of the country’s top talent and span communication design, branding, digital design, web/mobile design, UX, UI and loads more. Agile and future-focussed, Tractor was about creating a culture of ideas and…
Job: Afterpay Touch — Director of Marketing Strategy, Innovation, Media & PMM · 2025-02 – 2026-06 — Led a team covering Afterpay ANZ, Canada & the UK and spanning: - Strategy & operations: strategy & planning, budget ownership, people planning, procurement processes - Product marketing: GTMs and cross-functional program management for major launches and initiatives - Paid media: media planning & strategy, agency relationships - Martech & AI enablement: defining & embedding tooling & technology Also held dotted-line leadership of the research and insights and data science teams, connecting analytical capability directly to marketing decision-making.
Job: Block — GTM Programs Lead - Square & Afterpay · 2026-03 – present — Leading the full GTM strategy and execution for Block's most complex major revenue-driving programs for Square and Afterpay. These include major product launches or significant regulatory changes. Where we have big bets on the line, I take ownership of the strategy and translate it into coherent, coordinated cross-functional execution. My role is to be the connective tissue that keeps complex, multi-team programs moving: ensuring launches land well, feedback loops close fast, and insights drive action. Part of it is also continuously raising the bar on how we execute GTM at scale, building AI driven launch frameworks, commercial readiness processes, governance structures, and performance m…
Job: FiveTen Group — Global Employer Brand Manager · 2011-06 – 2012-01 — B2B Services in the recruitment space. Responsible for the employer brand strategy for FiveTen Group as a whole, as well as our six specialist recruitment brands globally. Focused on how we source, attract, secure and retain the best talent across EMEA, US, Asia Pacific and Brazil. Proactively lead FiveTen Group's efforts to become an employer of choice within the recruitment industry, with a view to transform the way we source talent, build talent pipelines and raise our employer image. • Performed a comprehensive global competitor analysis, reviewing benefits, employer positioning, sourcing methods and employee on-boarding journey for each brand and region • Worked closely with regional…
School: Royal Melbourne Institute of Technology — Diploma of Financial Planning, Finance
School: QUT (Queensland University of Technology) — Bachelor of Business, (with double major in Marketing & PR)

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Marketing CommunicationsBrand DevelopmentBrand AwarenessMarketing StrategyDirect MarketingBrand CommunicationEmployer BrandingCRM softwareNew Business DevelopmentEvent ManagementEvent MarketingPublic RelationsStrategic CommunicationsFundraisingIntegrated MarketingCorporate CommunicationsLeadershipArtificial Intelligence (AI)Social Media MarketingCRM

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