Who am I?

Personal Details

  • Name: Caspar de Roij
  • Date of birth: 15 May 1986
  • Nationality: Dutch
  • Phone: 07931919883
  • Email: c@casparderoij.com

Professional Profile

A highly technical digital marketer, I have over 7 years’ experience in eCommerce and digital marketing, with an emphasis on fast paced growth within a startup environment.

A firm proponent of data-driven decision-making, I effectively bridge the gap between development and marketing by combining extensive technical knowledge with commercial awareness.

My current focus is driving growth and optimisation at Cornerstone, with a particular interest in CRM strategy, churn reduction and LTV growth.

My Professional Background

Work Experience

2015 July - Present


Co-Head of Marketing & Optimisation

Agile marketing and optimisation in a FMCG subscription startup, delivering membership growth from 5k to 165k members.

  • Co-managing all acquisition marketing activities, with a focus on fast iteration of different creative ideas. Includes: Facebook, Twitter, AdWords, Native, Affiliate
  • Planning and delivering an intense, fast-moving A/B testing programme with a heavy focus on increasing AOV and customer quality
  • Developing and executing a detailed CRM strategy, focusing on customer retention, re-engagement, and additional revenue generation through additional product purchase (LTV)
  • Close ties with our development team, working on on-site UX improvements and features helping move KPIs around AOV & LTV
  • Currently managing one direct report

2014 March - 2015 July


Digital Growth Manager

Agile technical marketing within a start-up environment:

  • Data-driven marketing & data analysis with a heavy focus on lead generation, user growth and retention
  • Strategic planning and roll-out of paid/outbound marketing campaigns across a number of channels including Google AdWords and social media
  • Managing 1m+ keyword AdWords campaign across a number of verticals and geographic locations
  • Developing procedural marketing processes, focusing on maximising budget efficiency within a resource-limited environment

2013 September - 2014 March


Digital Marketing Executive

  • Manage email communications to client base, from build to send, to drive client acquisition and retention
  • Work closely with third-party agencies to develop marketing campaigns and identify new opportunities
  • Develop attribution models to monitor effectiveness of marketing campaigns, with regular reporting to Head of Marketing and Managing Director
  • Aid in the development of website and CMS, with a strong focus on SEO, usability and lead generation

2013 April - 2013 September

Royal Botanic Gardens, Kew

Digital Commercial Manager

  • Achieved product revenue growth of 50%, and unique visitors growth of 45.5% on previous year
  • Developed digital commercial strategy for the current financial year, including budget-setting and more powerful and detailed set of KPIs to improve reporting and insight
  • Managing the redevelopment of the online shop, including the implementation of improved features
  • Creating comprehensive marketing planner for current year, including strengthening relationship with Digital Marketing team
  • Regular reporting and analysis of sales performance against budgets
  • Manage a small team responsible for order fulfilment
  • Additional responsibilities carried over from Digital Commercial Assistant role

2012 April - 2013 April

Royal Botanic Gardens, Kew

Digital Commercial Assistant

  • Oversaw implementation of Affiliate Window network integration
  • Managed all online content within the online shop, including product copy, photography (edited in Photoshop), stock levels and landing page design
  • Designed, coded and managed bi-monthly e-newsletter and schedule
  • Managed communication with external web development company
  • Completed review of online shop, including online features, offline stock management and packaging and shipping policies

2011 January - 2012 June

Buckingham Covers

Sales/eCommerce Project Manager

  • Managed monthly schedule of thematic email newsletters, including planning, coding (HTML, CSS) and execution, and analysis of results and implementation of improvements based on analytics data
  • Managed all aspects of the company websites; responsibility for all online content, ensuring information was up-to-date, informative and engaging, and using Google Analytics data to implement website improvements and enhancements
  • Created specially tailored landing pages for partner organisations used in targeted marketing campaigns, and managed the company Google Adwords account to drive traffic which also involved creating custom landing pages for advertising campaigns while managing tight advertising budgets

2010 August - 2011 January

Buckingham Covers

Sales/eCommerce Administrator

  • Managed a specialist eBay store for high value collectables, including the design of a custom store template using HTML and CSS.
  • Developed and maintained an online product database, displaying products with sharp and engaging copy, and updated and managed customer database using SQL

My Education


2006 - 2008

University of York

BSc (Hons) Ecology, Conservation & Environment

Programming-based project, through which I taught myself two programming languages (R and LaTeX) with no prior knowledge of computer programming.

1997 - 2004

British School Of Brussels

Secondary School

A Levels: Biology (A), Chemistry (A), Mathematics (B), Music Technology (C).

GCSE  – 2 A*, 6 A, 3 B


  • Logan Estop-Hall

    Co-Founder & CMO

    Caspar is the epitome of what a modern day technical marketer should be; growth oriented, always learning and humble to the fact that he does not know it all. His passion for digital marketing is infectious, and he has continued to challenge myself and all those around him to strive for continual improvement. Caspar effortlessly mixes analytical, development and creative skills and is a heavy weight asset to any team wanting growth. I have loved my time working with Caspar, he is one of the best team players out there, and i wish him all the best in the future.

What I am good at

Skills & Knowledge


Twitter 85%
AdWords 100%


  • Google Analytics/Data Analytics
  • Social Media Marketing
  • SEM & SEO
  • Affiliate
  • Native/Display
  • Email
  • HTML
  • CSS
  • SQL
  • JavaScript/Jquery
  • Photoshop
  • WordPress

Hobbies & Interests

  • Swimming

  • Running


    Ran Tough Mudder in 2017, and aiming for a half marathon in 2018.

  • Literature


    I try to read as much as I can, both fiction and non-fiction.

  • Music


    I'm a classically trained violinist, play guitar, and love going to gigs and concerts.

  • Travel


    Exploring the world, experiencing new cultures.

  • Food


    I'm a keen chef, and love experimenting in the kitchen.


Get in touch!

If you feel like getting in touch, you can find me using the details below, or send me a message using the form on the right!


  • casparderoij.com
  • 07931919883
  • c@casparderoij.com

I’m also on social media