2010, Tel Aviv 🇮🇱
Gig economy
Andrew Wray
UK GM, Fiverr
Results
80% GMV growth in the UK through localized marketing
8% increase in average basket size with product growth experiments
Elevated market positioning upmarket with strategic branding campaigns
Overview
Fiverr is the leading online marketplace that connects businesses with freelancers offering a wide array of digital services, including graphic design, digital marketing, and programming. The now public company has secured a total of $111 million in funding over five rounds from investors such as Bessemer Venture Partners and Accel.
Fiverr's mission is to revolutionize the way the world works together by providing a platform that facilitates seamless collaboration between businesses and skilled professionals.
The platform primarily serves small to mid-sized enterprises, enabling them to access top global talent across more than ten categories. Fiverr's key competitors include Upwork and Freelancer; however, Fiverr differentiates itself through its vast range of services, and a unique Service-as-a-Product productized model that streamlines the hiring and task execution process.
In 2019, Fiverr approached me to join as their full-time Head of Marketing for the UK region. The company aimed to scale growth in its second-largest market after the US and drive localization efforts ahead of their IPO.
My role involved developing and executing marketing strategies tailored to the UK market, enhancing brand awareness, and contributing to the company's global expansion objectives.
Scope
During my year-long collaboration with Fiverr, I worked on the International Expansion team to spearhead growth in the UK market, driving GMV through localized messaging, channel marketing, and strategic campaigns.
This comprehensive engagement blended data-driven insights with creative execution to establish Fiverr as a go-to platform for freelancers in the region.
1. Channel and Market Optimization
Analyzed channel and market data to refine paid marketing, SEO, and affiliate campaigns for maximum impact.
Sourced and activated local affiliates and influencers via Upfluence to build regional awareness and drive conversions.
2. Content and Community Building
Created long-tail SEO articles in collaboration with local publishers to boost organic visibility and traffic.
Organized community events, including a sell-out event featuring Steven Bartlett, host of The Diary of a CEO, to engage key audiences and bolster brand credibility.
3. Localized Brand Campaigns
Partnered with the Growth team to execute localized product growth experiments tailored to UK user behavior.
Coordinated high-impact OOH campaigns, including billboards and London Tube ads, to enhance brand visibility alongside paid search efforts.
This strategic collaboration localized Fiverr’s marketing approach to the UK, significantly enhancing brand awareness, driving GMV growth, and laying a strong foundation for ongoing market expansion.
Impact
These initiatives not only drove regional success but also strengthened Fiverr’s overall market positioning ahead of its IPO.
80% GMV growth in the UK: Achieved significant revenue growth through targeted market strategies.
8% increase in average basket size: Boosted transaction value by optimizing offerings and buyer behavior.
Elevated market positioning: Successfully moved beyond Fiverr’s traditional branding to appeal to more up-market audiences.
This case study highlights the importance for global brands to invest in localization across both messaging and marketing channels to unlock new levels of growth in local markets.
