Greater Glasgow Area
Co-founder of Adastral AI, an AI enablement and commercial growth consultancy working with businesses that want to move from AI-curious to AI-operational - with the right tools, governance and commercial outcomes to show for it. I've held senior commercial and marketing leadership roles across some of the biggest brands in the world and some of the most demanding growth environments in financial services. BT, Three, Yahoo! Europe, PlayStation - where as Digital Director for EMEA I led digital marketing, channel strategy and commercial performance across one of the most competitive consumer markets on the planet. After that, a deliberate move into fintech - 4Finance as Group CMO, then Neyber (acquired by Salary Finance) and LendingCrowd - where I led commercial growth with a heightened focus on risk and compliance in regulated, high-scrutiny environments. What runs through all of it is the same thing: building the commercial infrastructure that drives growth, aligning the right people around the right priorities, and making change stick at board level. Most recently, through Your CMO, I took that experience directly into scale-ups - working as a fractional CMO across a range of businesses at different stages, helping founders build the commercial foundations they needed to grow. Adastral AI is the next step. Partnering with Ryan Findlay - a senior CTO and technical operator with a track record in AI, automation and exits - we work with businesses that are serious about AI enablement and want it to deliver real commercial outcomes. We work as an embedded partner. We diagnose what's actually broken, design the right interventions, deploy with discipline, and stay in the room long enough to see it drive outcomes. Not a report. Not a roadmap. A genuine change in how the business operates. If you're a founder, MD, or senior leader trying to work out how AI fits into your commercial operations - I'm interested in the conversation.
Adastral is an AI enablement and operational growth consultancy, working with businesses that want to rebuild their commercial operations around AI and see it deliver measurable outcomes. Co-founded with Ryan Findlay, a senior CTO and technical operator with a track record in AI, automation and exits. We work as an embedded partner - not a report-and-disappear consultancy. Here is what we do for clients: - Diagnose where AI can genuinely move the needle on revenue, margin, efficiency and time to value - cutting through the noise to focus on what matters. - Redesign workflows and operational processes around AI - removing friction, reducing cost and freeing up the people who should be focused on higher-value work. - Build and automate go-to-market strategy, positioning and pipeline so commercial teams are working smarter, not just harder. - Deploy AI-native marketing, demand generation and sales processes that improve conversion, reduce CAC and drive measurable growth. - Audit and optimise the tech stack - eliminating waste, improving data quality and ensuring the right tools are actually being used effectively. - Build internal AI capability and confidence - educating leadership and operational teams so the business owns the change, not just the output. - Stay in the room through delivery and beyond - accountable for outcomes, not just recommendations. If you're a founder, MD, or senior leader trying to work out how AI fits into your commercial operations - I'm interested in the conversation.
Fractional Chief Marketing Officer helping founders and leadership teams reset positioning, sharpen go-to-market strategy, drive actionable growth and work in a meaningful way with AI tools for growth. We specialise in supporting scale-ups and small-to-mid sized entrepreneurial businesses - across B2C and B2B sectors. Using extensive senior marketing and leadership experience to help businesses grow and scale. You now don't need to opt for a full-time CMO or senior marketer - what about accessing the experience of a senior marketer to build your go-to-market, create your brand message and identity, build marketing capability in your business or coach a marketing/commercial team that haven't been there before? All without the on-costs! Your CMO could be the answer. All the experience, with little of the cost and commitment. We can work either on a project basis or a few days a week or month - whether its facilitating a brand or strategy workshop; auditing your marketing capability; developing a go-to-market strategy; helping to improve your user experience; bringing in the right agency/freelance partners or full-time marketing staff (and coaching them); or supporting the development of your investment pitch ... Your CMO can be there with you. I’ve worked inside regulated and governance-heavy environments, sat on Boards and Executive Committees, and advised leadership teams through complex growth decisions. Recent engagements include Zappaty, Optimum Business Growth, Onda and Fly, alongside earlier leadership roles across tech, fintech, gaming and digital media. Scroll down to book a call.
Joined the SME digital lending scale-up as Chief Marketing Officer but also became accountable for Sales and Business Development in November 2019. A key member of the Executive Committee, leading the commercial functions of the business through the pandemic, accreditation for government lending schemes, and onto a record-breaking year in 2022. Key responsibilities: - Managed marketing strategy, brand, and marketing communications, including performance, digital marketing and campaign management. - Managed PR communications, external affairs and a key spokesperson for the company and the industry. - Delivered prospects into the pipeline and developed a partner management programme to scale lead generation, client acquisition and revenue. - Developed the purpose, culture and brand values for the company.
Spanning both B2C and B2B marketing, developed and managed the marketing strategy, acquisition, and usage against target for a new innovative fintech model, a tech-enabled payroll lending business. Key member of the Executive Committee and Risk Committee. Left this role due to the company being acquired (by Salary Finance).
Established a global marketing team at one of Europe’s fastest growing fintech businesses, focused on short-term consumer lending. Expanded to 18 countries, supported the expansion into Latin America and beyond, and was responsible for all marketing and sales targets and initiatives. Key responsibilities: - Delivered against volume, customer acquisition, revenue, profitability and other KPIs. - Delivered the marketing strategy and go-to-market plan for the Group. - Developed a global brand architecture and strategy. - Developed and executed a strategy to centralise marketing and customer experience into a Global team and structure, including hiring new teams. - Managed shareholder engagement on marketing strategy, CRM, and sales. - Managed key Consumer and Corporate PR initiatives.