London, England, United Kingdom
I work as a Fractional and Interim CMO with B2B businesses in the £10m–£100m revenue range, often PE-backed, where marketing activity is not translating into commercial results. I’m typically brought in when: - Marketing investment is high but revenue impact is unclear - Sales and marketing are misaligned around ICP, messaging, or pipeline quality - Growth has stalled despite strong products or services - Investors and CEOs want clearer visibility on how marketing supports the investment thesis My focus is on realigning marketing to revenue by clarifying positioning and value propositions, tightening go-to-market processes, and ensuring marketing KPIs are tied to pipeline quality, conversion, and revenue performance. I work closely with CEOs, commercial leaders, and investors to turn marketing into a measurable value creation lever, not a cost centre. Engagements are typically time-bound, commercially focused, and designed to create momentum quickly. My most recent roles have been as a consultant on on a GTM transformation project with PEI Group and as a Fractional Chief Marketing Officer with Cornwall Insight. Prior to that, as the Chief Marketing Officer of ISI Emerging Markets Group, I led the marketing operations and strategy for three of the world's leading providers of information for international markets: EMIS, CEIC and REDD. If you’re facing issues around marketing misalignment or lack of commercial impact I'd be happy to discuss how I can help.
https://www.meadwaymarketing.com/ Offering fractional leadership services to organisations looking to boost the impact of their marketing function or where dysfunction is impairing revenue growth. Typically working with investor-backed companies in the B2B space, I take a systematic approach to identifying issues and remedying them. Ways in which I have helped the organisations I have worked with include: - Building and developing value proposition statements for different ICP segments - Professionalising the approach of marketing teams to operating cadence, KPIs and cross-functional collaboration - Breaking down harmful silos between sales and marketing and reducing friction in the GTM process - Aligning marketing teams more closely to revenue targets and the overall commercial strategy - Sharpening the focus and effectiveness of the marketing team through a start/stop/keep doing approach Typically, my involvement begins with a thorough diagnosis of the current situation and the issues to be addressed with identification of quick wins in the short term. Subsequently, a plan is created to address structural issues and ensure that best practice is applied in the longer term. I work as closely as possible with marketing teams, CEOs and functional leadership, embedding myself in the organisation as much as possible. I hold myself accountable for outcomes and am invested in improvements that last.
Working with the CEO and Chief Commercial Officer, I led a transformation in the way that the marketing function aligned to the growth objectives of the business. This included: • putting in place new demand and lead generation strategies • building stronger alignment and collaboration between marketing and other functions • recalibration of KPIs and targets for the marketing team related to revenue goals. • new lead management and reporting processes via CRM and marketing automation platform
I was engaged as a consultant to lead on a GTM excellence project aimed at elevating marketing effectiveness and sales and marketing coordination – a key element of an investor-backed value creation programme following the company’s recent acquisition. This included redefining the customer profile suite and target personas, implementing new ways for marketing and sales to collaborate on account based marketing initiatives and optimising digital marketing processes to generate an increased volume of high intent leads. Notable successes: • 10x increase in high intent lead generation through persona-based onsite marketing and nurturing campaigns. • Conversion rate optimization leading to a 20% improvement in lead volume. • Creation of ABM playbook adopted by sales and marketing to address both white space and account growth opportunities • First coordinated marketing and sales campaigns aimed at specific prospect cohorts leading to significant pipeline growth and sales conversions. • Establishment of new reporting suite that provided clarity across the funnel on conversion from prospect to lead to opportunity to sale.
As a key member of the executive team at the company, I spearheaded the global marketing strategies and operations for the ISI Emerging Markets Group. This encompassed overseeing EMIS, CEIC, and REDD—renowned entities providing vital business information on emerging markets for a range of sectors and personas. I led my team in crafting and executing successful programs that facilitated robust revenue growth for each brand, leveraging a variety of digital marketing channels effectively. The initiatives I led during this time significantly bolstered the marketing function's impact on lead generation and demand, resulting in a substantial increase in revenue attributable to our marketing campaigns and initiatives. Simultaneously, I drove heightened brand awareness for each entity through strategic content marketing, thought leadership, social media outreach, and robust media engagement efforts. I developed the marketing technology stack for the business, from scratch to the point where the marketing function was leveraging a wide range of sophisticated tools and platforms to facilitate and optimise demand and lead generation activities. Notable successes include: - Successful carve out of business and subsequent exit under Private Equity ownership - Implemented a strategy that consistently delivered over 2,000 inbound MQLs per month. - Increased contribution of marketing attributable revenue from 33% to over 50% - Developed SEO strategy that resulted in over two million new website visitors per month across the two main brands - Grew social media following from zero to 50k. - Doubled rate of conversion from MQL to SQL - Implemented Hubspot Marketing Hub, leveraging capabilities such as campaign automation, lead scoring, conversion rate optimisation and social media management. - Led the implementation of Salesforce across the business, resulting in heightened visibility of sales and marketing effectiveness and more accurate revenue forecasting.
Senior marketer at a leading provider of thought leadership for organisations that want to engage with their target audience through thought-provoking content.