ElevenLabs: Product Growth & Creator Marketing

Highlights

• Led & executed 13 Product Launches in 9 months
• Conceived & launched viral Share to Video feature, which is responsible for over 1 million ElevenLabs-branded UGC videos being shared annually
• Created the AI Creator Pack: partnered with Lovable, Notion, HeyGen, Luma, Hedra, Granola, Pika, Higgsfield, Freepik, Magnific, Flora, VEED, Viggle & Frame
• Organised exclusive TTS v3 Launch Event in London with 100+ investors, enterprise partners, influencers, API partners; created blueprint for San Francisco & Tokyo events
• Hired and led the Creator Team. We grew:
  • Total Video Audience 55K – 173K (+358% YoY)
  • Organic Creator Tutorial views on YouTube: 0 to 600K per month (7.2M per year) in just 12 weeks
  • Monthly Affiliate Revenue by 2x

As an IC: Product Marketing • Partnerships • Product-led Growth experiments • Growth PM • Presenter • Occasional Video Editor

As Team Lead: Video Producer • Creative Direction • Affiliates • Influencers • Community Growth • SEO

Product Launches

When a new model capability was unlocked, or a new feature prototyped, the Research/Engineering teams would bring me in to:

• craft clear and compelling messaging
• finesse the UX and remove all points of friction or ambiguity
• test with users
• implement and optimise AAARRR growth loops (Awareness, Acquisition, Activation, Retention, Referral, Revenue)
• orchestrate and feed back on all visual assets
• revamp the landing page, or build a new one
• write incisive copy for social posts, email announcements, and blog
• execute a loud launch to ultimately drive signups, product growth, and revenue

Launch videos & written content went out across all platforms (X, LinkedIn, YouTube, Instagram, TikTok, Blog) with follow-up tutorial content on all video platforms, and to all relevant users via in-platform nudges and email.

Each launch involved leading Research, Platform Engineering, Growth Engineering, Design, Video, SEO, Safety, Legal, Security, Affiliates, Content, & other Growth teams.

I took great care to hold a high creative bar for all teams; everything we launched had to be 11/10.

Leadership

Led and managed the Creator Team at ElevenLabs. Ran end-to-end hiring process for each role:

• In-house Creator, Alec
• Affiliates & Influencers, Lise
• Video Editor, Joseph
• Community Growth, Matthieu

I led SEO at ElevenLabs in Q1. In Q2, I headhunted the new Head of SEO, Rich, from Canva.

Testimonials

A few quotes from teammates on their experience working with me:

“When James joined our growth team, it was evident from day 1 how talented & driven he was. He led multiple launches, was a core part of making the creator part of our business a success & raised the bar for the whole team. I look forward to working with James again one day.”

“James is incredible at pulling a team forward. We made some incredible content together. He’s the perfect balance between being a creative and a growth hacker. I genuinely believe that he will figure out and achieve any challenge you throw at him. And on top of all that, he cares about the details in a way that makes every project stand out.“

“As a manager, James was someone I could rely on: he removed blockers, constructively challenged strategies, and pushed our team to deliver both strong ideas and flawless execution. A significant part of our revenue success came from his ability to bring order and focus to ambitious launches.“

“I greatly appreciated the personable touch and attention you gave me during my interview process. You were one of the main reasons I joined the team as it was amazing to see how much you cared.

I was truly inspired once I joined the team at the volume of work and how you could put it all together to tell a story or communicate a launch.

Seeing how you scaled your team with such solid people is inspiring”

“Working with James was exceptional. James has a natural instinct for growth levers and knows how to prioritize ruthlessly to drive real impact. What impressed me most was how he juggled multiple fast-moving projects that depended on shifting research timelines, all while staying deeply empathetic to what our creators actually needed. He never let the pace compromise the quality.

Any company building in AI would be fortunate to have James leading their growth initiatives. He’s the kind of Growth PM who can take ambitious product visions and turn them into measurable, customer-loved outcomes“

“I really enjoyed working with James! James was great at including me in the team when I was new. He was quick to trust my skills to contribute to the team which gave me confidence to take on more responsibilities and push myself.”