United Kingdom
At Forbes Advisor, I sit within the Data Team as Business Lead, helping bridge analytics, marketing, and business development. My role focuses on turning data capabilities into commercial outcomes: sharper targeting, faster growth, and stronger alignment across go-to-market teams. I spent over a decade in marketing and growth leadership across financial services, ecommerce, and agency environments, shaping digital strategy, content ecosystems, and campaign performance. That background keeps my approach grounded in what actually drives demand, even as my focus has shifted toward data strategy, automation, and enablement. I’ve built and deployed AI and automation tools that simplify planning, compliance, and reporting, helping teams work smarter and with more precision. My technical grounding spans marketing technology, CRM, and workflow design—connecting systems that move insight into action. I’m interested in how creativity, technology, and commercial thinking intersect and how data can empower teams to make faster, better decisions without losing the human element. With a background spanning brand and performance marketing, marketing ops, CRM, and team enablement, I bring both hands-on delivery and strategic leadership. I’m as comfortable reshaping workflows as I am scaling content engines or building full-funnel growth strategies. I’m especially energised by roles that combine marketing, product thinking, and digital transformation within environments that reward curiosity, clarity, and execution.
I sit at the intersection of data, strategy and commercial growth within Forbes Advisor. My role focuses on translating data projects into business impact - helping our go-to-market teams understand, adopt and capitalise on new data capabilities. Working within the Data Team, I partner closely with our Business Development leaders to identify opportunities where data can drive revenue efficiency and deeper client engagement. My broader goal is to strengthen the connection between data, technology and commercial outcomes - raising the visibility and influence of the data function across the business.
As Senior Digital Marketing Manager, I lead the always-on growth engine for Aberdeen Adviser – spanning SEO, performance marketing, content strategy, and martech integration. My focus is on building scalable systems that deliver meaningful acquisition and engagement across complex B2B journeys in a regulated space. ✦ Growth & Performance Own the digital strategy across SEO, paid media, CRM, and web – delivering a reduction in CPL and uplift in onboarding conversion. Lead a multi-channel approach across content, CRO, and automation to drive acquisition and improve funnel efficiency. Translate commercial goals into test-and-learn experimentation frameworks that optimise performance across digital channels. ✦ SEO & Content Systems Designed and delivered a B2B SEO strategy targeting high-intent decision-makers, aligned to business verticals and funnel stages. Built GPT-integrated content briefing and production systems – scaling SEO output with compliance and brand integrity. Partner cross-functionally with product, engineering, and content teams to align UX, IA, and messaging with organic search behaviour. ✦ Martech & Optimisation Serve as Product Owner for the CDP implementation, enabling segmentation, personalisation and lifecycle email automation. Led integration of marketing automation with Salesforce, driving improved nurture and conversion workflows. Champion a test-and-iterate mindset using GA4, Looker Studio, and real-time analytics to shape digital decisions.
I am the product owner and manager of our Customer Data Platform platform, and take a leading role in driving innovation in our marketing in the business with new technology including working with developers and suppliers in an agile framework and introducing new technologies and strategies to our marketing teams. I work to improve digital marketing standards across B2C & B2B vectors, while building a future facing, data-focused omni-channel marketing strategy. This involves helping to optimise activity across our digital channels: paid search, paid social, programmatic, email, web personalisation and SEO. As the CDP product owner, I work to utilise and segment audiences in our customer data to provide insights to the business and to target customers through campaigns, using an Account Based Marketing approach to achieve the best ROI from the marketing spend.
Lead the transition from a third party to a first party data marketing focus for our B2B and B2C websites. Implement a data focused marketing approach using a CDP into CRM, Paid Search and Paid Social campaigns. Optimise client and user journeys for SEO and data acquisition, ensuring data is collected, collated and built into new audiences. Manage SEO and PPC strategy and agencies across 3 vectors and 22 markets.
I helped lead the Owned Media team of 25 to deliver SEO, Content Marketing, User Experience and App Optimisation across multi million pound budget enterprise clients. I've pitched for and won business on large enterprise clients while helping to grow and retain business across current clients. I worked closely with other channels to help plan coherent search and brand marketing strategies.
• Developed Wunderman Thompson’s SEO offering, integrating search through user journey touchpoints. • Implemented data-driven strategies to optimize website visibility and drive organic traffic growth. • Led cross-functional teams to execute SEO campaigns and improve search engine rankings.
I managed a team working across 10+ international and UK brands, working across technical SEO, User Experience, App Store Optimisation and Amazon Optimisation. I led the cloud automation project for the agency across organic, driving innovation and efficiency internally and between channels. I worked with diverse client teams but especially with marketers and developers to design and implement roadmaps and strategies to meet their goals. I worked on pitches for new business across the organic channels I worked on mentioned above. I’m committed to upskilling and training my team and design and deliver training materials.
I manage a team to cover all aspects of technical SEO for one of the UK's biggest Insurance providers. I have helped to manage a full site redesign and migration, as well as BAU strategy, reporting and auditing. I also work on UX, Amazon Optimisation, ASO, CRO for multiple clients using multiple platforms and tools.