Stourbridge, England, United Kingdom
I help organisations build the marketing capability they need – from creating a proper in-house function to putting in place the systems, structure, and delivery required to support growth. The focus is on stabilising and organising marketing so that sales, product, and leadership teams have a reliable, commercially focused operation behind them. I’m a Chartered Marketer and Fellow of the Chartered Institute of Marketing, with board-level, P&L, agency, client-side, and publisher experience. My background spans B2B, SaaS, data, eCommerce, and the public sector. I combine hands-on digital expertise with senior judgement, and I have held Google Search, Display, Shopping, and Analytics qualifications. I’m also a certified Scrum Product Owner. Across my career I’ve built and led marketing teams, shaped product and go-to-market approaches, and delivered growth programmes for data, technology, and subscription-based businesses. Experience includes strategic marketing, revenue and pricing, lead generation, digital advertising, SEO, CRO, product development, content, and customer experience. I’ve run multichannel campaigns, delivered large digital projects, and supported organisations through operational and structural change. My approach is practical, data-led, commercially grounded, and focused on improving performance quickly. Whether it’s strategy, operations, automation, content, paid media, or customer journeys, the aim is always the same: to create a dependable marketing engine that delivers measurable results. Specialisms include B2B marketing, SaaS growth, strategic marketing, subscription marketing, pricing and revenue management, product development, media sales, eCommerce, lead generation, brand development, trade marketing, content development, copywriting, digital marketing, online marketing, online advertising, PPC, Google Ads, SEO, search engine optimisation, CRO, conversion optimisation, web usability, website project management, email marketing, affiliate marketing, social media marketing, shopping ads, marketing automation, digital analytics, web analytics, customer experience, operations, leadership, people management, and business development. #opentowork
Leading the marketing function for the UK’s number one provider of public sector early payment solutions, driving strategic growth and market leadership. • Develop and execute a data-driven marketing strategy that enhances lead generation, supplier engagement, and commercial outcomes. • Jointly led the integration of HubSpot to modernise marketing automation, lead scoring, and pipeline efficiency. • Spearheaded go-to-market strategies for new products and played an active role in mentoring future marketing leaders within the company. • Oversaw the strategic refresh of the annual investor report to align with broader business goals and stakeholder expectations. • Led a full website redevelopment focused on positioning the SaaS product front and centre and optimising for conversion. • Transformed the onboarding experience for our self-service SaaS offering, resulting in improved customer conversion rates and a smoother customer journey.
Leading the eCommerce and Marketing teams for one of the Midlands most iconic automotive manufacturers. A hands-on role with revenue responsibility for a Magento 2 site, including merchandising, conversion rate optimisation, customer experience, SEO, and digital paid media management. • Direct management of search, shopping, display and video campaigns to deliver on key revenue goals. • Led optimisation of key category pages using AI-led research to deliver ranking improvements. • Introduced social media management listening and recruited social media champions across the business to better reflect the true organisation in our content. • Commenced customer interview program in order to understand customer purchase journey. • Tuned site search engine to return better results by collating and reflecting real search terms used. • Overhaul monthly reporting, introducing competitor comparisons and keyword rank tracking. • Grew newsletter sign-ups by 50% by introducing a monthly branded jacket prize draw for subscribers. • Improved margin by extending shipping matrix, allowing for better postcode-level calculations. • Worked with the team to improve our email campaigns – from subject lines and offers, to emojis. • Kickstarted a project to improve the product pages of our hardtops, answering key questions upfront. • Instituted daily checks to get ahead of problems and inform customers in good time. • Tag management and conversion action overhaul to ensure that our campaigns track the right metrics.
Recruited by the owner to return to the top digital marketing agency in the Midlands (The Drum 2021 UK Digital Agency Census) to re-establish and lead the trade marketing department within an award-winning agency that focuses on search, display and conversion. • Developed digital lead generation strategy (incl. paid social) using HubSpot with 50+ webinars, thousands of registrants and marketing qualified leads and hundreds of sales meetings. Developed new eBooks on key industry topics that provided an additional lead generation pipeline. • Trebled website traffic by reinvigorating the company blog, persuading half the firm to blog. • Delivered ten-fold growth in social media interaction levels and 7x organic impressions • Re-establishing the go-to-market value proposition, using staff and client interviews as a major input. • Led a brand management overhaul, including new tone of voice, visual brand identity and assets. • Ran first awards entry program, directly resulting in the agency reaching the finals of the Global Search Awards, UK Digital Growth Awards, UK Agencies Awards and UK Search Awards. • Lecturer for HSTalks on conversion rate optimisation and testing as part of their online learning portal. • Cemented relationships with key contacts at major vendors, including Amazon, Google and Facebook. • Developed consistent email program, with newsletters, lead generation and client comms emails. • Extensive review of HubSpot CRM database, identifying and filling major data gaps. • Developed KPI reporting, with run-rate forecasting and performance against goals / targets. • Instituted daily sales and marketing stand-ups and weekly meetings, boosting communication. • Built an outbound sales team; from staffing and incentives to scripts and target prospect identification. • As part of the management team, developed three-year plans designed to achieve our EBITDA target.
Leading a team of sales, production, buying, digital, operations and design staff to design, buy and fulfil printed marketing materials for membership organisations, local government, education and commercial organisations. Implementing a change management program in order to improve productivity and grow revenues from new and existing customers. • Led the specification and objective-setting for a new website designed to drive new business leads, including keyword research and writing outlines for two books and a series of industry-led guides. • Developed a new client services function in order to better serve and develop existing accounts. • Redeveloped pitch documents to consider clients’ strategic objectives alongside tactical concerns. • Created campaign for the sister company – a mail fulfilment house – that focused on their USP. • Mapped out processes (web2print, weekly mailings) and worked with staff to implement changes. • Devised and rolled-out a new organisational structure, with written job descriptions for all staff. • Building on previously unfinished work, developed and rolled out purpose and values statements. • Put in place weekly staff one-to-ones in order to drive attainment of quarterly core objectives.
• Leadership of a B2B marketing team for an online news, information and data publishing business with four B2B websites and two data products serving the fashion, automotive, and FMCG industries including just-style, just-auto, just-drinks and just-food. • Responsible for development of strategic marketing plans and budget management including pay-per-click, PR, social and remarketing campaigns. . Work with sales to achieve commercial goals. • Owned marketing automation, lead nurturing, personalisation and newsletter programmes, sending 20m emails each year. Lecturer in SEO at Derby University for four years. • Doubled new subscription revenue in 18 months and drove five-fold growth in email acquisition, delivering an strong ROI and lifetime customer value. • Ten-fold growth in organic traffic and leads within one year for an enterprise data product. • Led launch of re:source, a SaaS apparel sourcing data product. Generated 500+ leads in two months. • Delivered high double-digit organic traffic growth through traffic analysis, technical and content optimisation. • Created the 'Thought Leaders' content marketing hub, providing lead generation for advertisers. • Drove 500%+ growth in social media traffic. Organised stands, materials and videos for events. • Ran rebranding program to better align each brand to their respective industries. • Responsible for the sale of market research reports through four ecommerce stores. • Introduced ‘jobs-to-be-done’ methodology for product development based on customer needs. • Led the weekly all-hands meeting, sharing departmental news and reinforcing company culture. • Acted as scrum product owner for four years alongside the web development and design teams, developing product strategy and roadmaps. • Developed sales materials for a number of magazine titles in the Verdict network, including Electronic Payments International, Cards International, Retail Banker International, Private Banker International and Leasing Life.