About & expertise
From systems to markets.
My professional story starts in technology and continues in marketing. It is not a change of career so much as an accumulation.
01Background
Two disciplines, one desk
For around 20 years I worked in computing: IT infrastructure, information security, enterprise systems and automation. It is work that teaches you to think in systems, prioritise risk and leave nothing to guesswork.
I then moved into marketing. At the Genesis digital agency I managed marketing activity and campaigns, and at Sky Garden I took responsibility for marketing at a property management group, including international activity, KPIs, vendors and paid media.
Today I bring both disciplines to the same desk: strategy and media on one side, technical understanding and the ability to execute on the other. Alongside this I also work in business consulting, business development and growth strategy.
02Expertise
Where I am strongest
01
Marketing strategy
Turning business goals into a marketing plan: markets, audiences, messaging, channels and budget.
02
Performance marketing
Managing paid media at meaningful scale, with continuous metric-led optimisation.
03
Measurement & analytics
Defining KPIs, building a reliable picture of performance and deciding on the basis of data.
04
Business development & consulting
Identifying growth opportunities and assessing options from a business perspective.
05
Automation & digital transformation
Introducing tools and processes that save time and connect marketing, sales and systems.
06
Vendor & project management
Requirements, timelines and quality control with agencies, developers and service providers.
03Working style
How I think and manage
01
Start with the business goal
Before any channel or creative, understand what the organisation needs to happen and how we will know it did.
02
Measure from day one
Measurement is built before launch, not after. Without reliable data, every optimisation is a guess.
03
Decide, then revisit
Decisions are made on data, and reopened when the data changes.
04
End-to-end ownership
From the plan, through vendors, to reporting to management. Whoever builds the plan stays connected to delivery.
Good marketing is a system: a clear goal, reliable measurement, consistent execution and people who know what is expected of them.
Relevant to a role you are hiring for?
I would be glad to have an introductory conversation.