Justin Costello

Commercial & GTM Consultant | AI-Enabled Sales Enablement & Lead Generation

London1.1k followers

Independent Consultant

ex-EcoFlow

ex-LHC

15 years building marketing functions and driving commercial growth across technology, telecoms, consumer electronics, renewable energy, and professional services. The common thread: markets where brand, distribution, or demand needed to be built from a low base, at pace.
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Since February 2026, I have applied that experience as a Commercial & GTM Consultant, designing AI-enabled sales workflows and operating hands-on across prospecting, sales enablement and lead generation. At EcoFlow I inherited a UK market share of 25% and ended the first operating year at 13%, as the sole senior marketing resource in the market. The work spanned demand generation architecture, B2B2C partner programme design, CRM pipeline governance, and organic search transformation. DACH remit followed once the UK performance was validated. At LHC Procurement Group, I designed and executed a lead-generation programme that delivered the largest qualified supplier pipeline in the organisation's history, generating a 43% uplift in applications for the N9 Net Zero framework across public and private sector supply chains. The Huawei chapter spans two markets. Ireland came first: 2% to 19% market share, 6th to 2nd in the smartphone market. The UK followed the same pattern at scale: 8% to 21% in the first full year, marketing investment grown from $350k to $60m, brand awareness up 330%, sales up 60%. The same methodology, different market, same result. In parallel, I now design and personally operate AI-enabled sales workflows, executing 80-120 multi-channel touches per day, generating 8-10 qualified meetings per week, and improving booked-meeting performance by 32% through AI-assisted prospecting and objection handling. What I bring: Market share, brand, and revenue growth from a low baseB2C, B2B, and B2B2C go-to-market across UK, Ireland, and DACHChannel and partner programme developmentAI-enabled sales enablement, ICP definition, and lead generationAttribution modelling and pipeline governanceDistributed team and agency leadership across multiple marketsAI-assisted campaign development, prospecting, and outbound execution Open to: Head of Marketing | Marketing Director | Commercial & GTM Leader | Senior SDR/BDR & Lead Generation | Fractional CMO | Channel Partnership Formats: Full-time | Contract | Fractional Location: UK, Ireland & DACH time zones. Spain and Tenerife also welcome. Remote-first.

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INDEPENDENT CONSULTANTJOB
1. Commercial & GTM Consultant
  8M
ECOFLOWJOB
1. Head of Mktg
  9M
LHCJOB
1. Group Head of Mktg and Com…
  1Y 6M
ELECOJOB
1. Group Head of Mktg
  5M
HUAWEIJOB
1. Mktg Dir
  3Y 2M
HUAWEI TECHNOLOGIESJOB
1. Mktg Mgr
  10M
2. Sales and Mktg Mgr
  2Y 6M
METEORJOB
1. Technical Product Mgr
  8Y 6M
IPSEN MANUFACTURING IRELAND LIMITEDJOB
1. Eng and IT Systems Coordin…
  3Y 5M
MOTOROLA MOBILITYJOB
1. Test Systems Eng
  1Y 9M

Job: Independent Consultant — Commercial & GTM Consultant | AI-Enabled Sales Enablement & Lead Generation · 2026-02 – present · 6 mo — Extended a career spent building brands, channels and market share into hands-on commercial execution, designing and personally operating AI-assisted systems that strengthen the connection between demand generation, sales enablement and revenue growth for SME and mid-market businesses. Built AI-assisted commercial intelligence workflows to improve account prioritisation, prospect qualification and outbound effectiveness. Designed AI-assisted sales-enablement systems generating pre-call briefings, competitor intelligence and objection-handling frameworks to strengthen qualification and conversion. Developed messaging frameworks, outreach structures and AI-enabled research workflows to imp…
Job: EcoFlow — Head of Marketing | Growth Marketing | Demand Generation | UK & DACH | Remote · 2025-02 – 2025-11 · 9 mo — Appointed to lead B2C and B2B go-to-market for the newly launched UK residential solar and energy storage unit as the sole local marketing resource, with DACH remit added from April 2025 following early campaign performance gains in the UK. Grew UK residential market share from 1.25% to 13% within the first operating year (MCS verified). Implemented a phased performance-led model validated through test-and-learn campaigns before committing scale capital. Improved paid-to-organic traffic ratio from 317:1 to 14:1 in the UK and from 68:1 to 3:1 in Germany, a 96% increase in organic demand across both markets. Expanded UK installer partner footprint by 60% through targeted acquisition campai…
Job: LHC — Group Head of Marketing and Communications | B2B Demand Generation | Brand Strategy | Hybrid · 2023-04 – 2024-10 · 1y 6mo — Appointed following a PwC-led strategic review to build a commercially focused marketing function and drive supplier and client acquisition across the group and its five regional brands. Delivered a 43% uplift in qualified supplier applications for the N9 Net Zero Decarbonisation framework, the largest recruitment response in the organisation's history. Saved 80% against LinkedIn's forecasted spend through precise audience and geolocation targeting across all six group entities. Directed a full brand strategy review, architecture restructure, and rebrand of two regional brands. Strategy approved by the board of directors. Built the group's first brand performance dashboard tracking Share…
Job: Eleco plc — Group Head of Marketing | SaaS Brand Strategy | Go-to-Market | Remote | Contract · 2022-07 – 2022-12 · 5 mo — Appointed on a contract basis to lead brand transformation strategy for a AIM-listed construction software group transitioning from perpetual licence to SaaS and cloud-based solutions across multiple international markets. Defined SaaS brand proposition and global brand architecture working directly with Managing Directors across regional business units. Developed go-to-market strategy, marketing team structure, and investment recommendations presented to senior management to support the SaaS transition roadmap
Job: Huawei — Marketing Director | UK & Ireland | Channel Strategy | Market Share Growth | Consumer Electronics · 2017-06 – 2020-08 · 3y 2mo — Appointed as Marketing Director at a critical time for the UK business, rebuilding the marketing function after carrier confidence had weakened. Grew a two-person function into a team of 12 and delivered the strategy that took Huawei from 1.8% to 21% UK market share within the first full year. Restored carrier confidence through direct client engagement and a clear brand and channel marketing strategy, securing marketing investment growth from $350k to $8.2m, then $42m, then $60m, each increase justified through demonstrated commercial performance. Managed the GBP 60m UK programme delivering unaided brand awareness +330%, consideration +210%, and sales growth +60%. Led the brand and comme…
Job: Huawei Technologies — Marketing Manager | Ireland | Key Account Management | Channel Development · 2016-08 – 2017-06 · 10 mo — Promoted to Marketing Manager with sole responsibility for developing the local marketing strategy, repositioning Huawei Ireland from value challenger to premium brand and driving channel partner confidence and consumer demand. Delivered full-funnel TV, OOH, and digital campaigns on a $1.1m budget, growing market share from 14% to 19% and raising unaided brand awareness to 75%. Campaign work recognised with the IMC European Awards Gold (2017) and published internationally, including as a case study in the textbook Digital Marketing Excellence.
Job: Huawei Technologies — Sales and Marketing Manager | Key Account Management | Channel Development | Distribution · 2014-01 – 2016-07 · 2y 6mo — Joined Huawei at the start of its Irish market entry, tasked with establishing the marketing function and key account management capability for a brand entering as a challenger with no local infrastructure. Managed key accounts across all major Irish operators, developing yearly and quarterly sales plans, negotiating portfolio ranging, promotional offers, staff incentives, retail training, and joint marketing investment. Secured 100% national distribution across all product tiers and all major operators on a $300k budget. Developed the first Irish marketing strategy and executed Huawei's first brand and product campaigns in the market, growing market share from 2% to 14% and moving Huawei…
Job: Meteor — Technical Product Manager | Mobile Portfolio | Vendor Evaluation | Product Lifecycle Management · 2004-09 – 2013-03 · 8y 6mo — Appointed to the Commercial Marketing Group reporting to the Head of Device and Product Operations, with responsibility for GTM across the full mobile product portfolio lifecycle, covering device qualification, branding, go-to-market, training, product marketing, and BTL marketing activities. Led the device GTM for the launch of mobile broadband in Ireland as the first dedicated Mobile Broadband Product Manager in the business, bringing over 50 devices and products to market across Mobile Broadband, the MVNO eMobile launch, and 3G services. Led multiple initiatives improving NPS and reducing retention and service costs by over 50%.
Job: Ipsen Manufacturing Ireland Limited — Engineering and IT Systems Coordinator · 2001-03 – 2004-08 · 3y 5mo — Worked as a Validation Engineer at all levels of the validation process with responsibility for the guarantee and supply of all engineering and IT systems for production activities within a highly regulated environment. The Dublin site was the group's centre for the production and development of peptide active ingredients (lanreotide and triptorelin) as well as small molecule active ingredients, supporting large-scale manufacturing, quality control, and analytical development.
Job: Motorola Mobility — Test Systems Engineer · 1999-06 – 2001-03 · 1y 9mo — The Test Systems Engineering group were responsible for the design and implementation of automated factory test and tune systems across consumer, large corporate, special projects, and government agency projects. Delivered multiple new product introduction programmes, test time reduction and test yield improvement projects, with sole responsibility for the development and delivery of the cellular distribution centre. Provided hardware and software support and development of final test and customisation to customer brand and technical specifications.
School: Marketing Week Mini MBA with Mark Ritson — Mini MBA, Marketing
School: Marketing Week Mini MBA with Mark Ritson — Mini MBA, Brand Management
School: Dundalk Institute of Technology

Skills

HubSpotPerplexityChatGTPClaude SkillsAI-Assisted Sales EnablementAgentic AIGenerative AIObjection HandlingAI-Assisted ProspectingOutbound ProspectingICP DevelopmentRemote Team ManagementAI-Powered Marketing ToolsHubSpot Marketing HubLinkedIn Campaign ManagerMeta Ads ManagerArtificial Intelligence (AI)Telecoms and Consumer ElectronicsEnergy Storage and Solar MarketsGenerative AI for MarketingMicrosoft Dynamics CRM

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Justin Costello

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