Head of Creator Growth during period of hypergrowth: • $110M – $210M company ARR •&nbsp;100 – 300+ people



I accelerated self-serve revenue growth across the entire Creative Platform, with the majority of my focus on:



<ol class="wp-block-list">
<li>Launching all creator-focused products (13 launches in 9 months)</li>



<li>Shipping product-led growth experiments</li>



<li>Hiring and leading the Creator Growth Team to drive Signups and Revenue through organic video, influencers, affiliates and community</li>
</ol>



&lt;!&#8211; LAUNCHES &#8211;&gt;







<h2 class="wp-block-heading">Highlights</h2>



<ul class="wp-block-list">
<li>Led &amp; executed 13 Product Launches in 9 months</li>



<li>Conceived &amp; launched viral Share to Video feature, which is responsible for over 1 million ElevenLabs-branded UGC videos being shared annually</li>



<li>Created the AI Creator Pack: partnered with Lovable, Notion, HeyGen, Luma, Hedra, Granola, Pika, Higgsfield, Freepik, Magnific, Flora, VEED, Viggle &amp; Frame</li>



<li>Organised exclusive TTS v3 Launch Event in London with 100+ investors, enterprise partners, influencers, API partners; created blueprint for San Francisco &amp; Tokyo events</li>



<li>Hired and led the Creator Team. We grew:
<ul class="wp-block-list">
<li>Total Video Audience 55K – 173K (+358% YoY)</li>



<li>Organic Creator Tutorial views on YouTube: 0 to 600K per month (7.2M per year) in just 12 weeks</li>



<li>Monthly Affiliate Revenue by 2x</li>
</ul>
</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="1024" height="119" src="https://admin.admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-4-1024x119.png" alt="" class="wp-image-782" srcset="https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-4-1024x119.png 1024w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-4-300x35.png 300w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-4-768x89.png 768w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-4-1536x178.png 1536w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-4.png 1846w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



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



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



<h2 class="wp-block-heading">Product Launches</h2>



When a new model capability was unlocked, or a new feature prototyped, the Research/Engineering teams would bring me in to: •&nbsp;craft clear and compelling messaging •&nbsp;finesse the UX and remove all points of friction or ambiguity • test with users •&nbsp;implement and optimise AAARRR growth loops (Awareness, Acquisition, Activation, Retention, Referral, Revenue) •&nbsp;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



<figure class="wp-block-image size-large"><img decoding="async" width="1024" height="91" src="https://admin.admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-9-1024x91.png" alt="" class="wp-image-789" srcset="https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-9-1024x91.png 1024w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-9-300x27.png 300w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-9-768x68.png 768w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-9-1536x136.png 1536w, https://admin.jamesmcaulay.co.uk/wp-content/uploads/2025/10/image-9.png 1830w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



Launch videos &amp; 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, &amp; other Growth teams.



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



<h2 class="wp-block-heading">Leadership</h2>



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



<ul class="wp-block-list">
<li>In-house Creator, Alec</li>



<li>Affiliates &amp; Influencers, Lise</li>



<li>Video Editor, Joseph</li>



<li>Community Growth, Matthieu</li>
</ul>



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



<h2 class="wp-block-heading">Quotes</h2>



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



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
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.
</blockquote>



&lt;!&#8211; lise-testimonial &#8211;>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
&#8220;When James joined our growth team, it was evident from day 1 how talented &amp; driven he was. He led multiple launches, was a core part of making the creator part of our business a success &amp; raised the bar for the whole team. I look forward to working with James again one day.&#8221; 
</blockquote>



&lt;!&#8211; louis-testimonial &#8211;>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
&#8220;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&#8221;
</blockquote>



&lt;!&#8211; rich-testimonial &#8211;>

ElevenLabs: Product Growth & Creator Marketing