My breadth of experience - spanning multiple sectors, markets, audiences and organisation sizes - enables me to operate in all areas of marketing strategy and operations, but I have particularly deep expertise in brand strategy, value proposition development, marketing leadership and organisational design, corporate communications and go to market strategy & process. To understand more about what you’ll get when you work with me, read about my approach.

Brand strategy

Uncovering and articulating brand purpose, telling your audience the right stories, and ensuring every channel reflects a cohesive and compelling identity (both internally and externally), requires engagement with customers, colleagues, leadership teams and the market. I can steer and support the journey to an outstanding brand strategy which aligns with company culture, strengthens customer loyalty, and sets your business apart (with no unnecessary rebrand budgets).

The experience I’ll bring

Brand strategy and innovation

  • Integrated multiple acquired brands, from visual identity to messaging frameworks, across four industries and disparate audiences

  • Created and grew a new brand and values in four months, then achieved third highest brand awareness in the market within two years

  • Selected and worked with best-in-industry creative partners

Small and large business brand campaigns

  • Delivered multiple small business brand transformations in Beijing, China

  • Delivered major through-the-line brand campaigns for UK and global telecoms companies

Insight and research leadership

  • Steered in-depth brand research and insight projects across multiple markets and clients

  • Led internal strategy workshops, from leadership team to front line colleagues

Value proposition development

Building an outstanding, client-focused value proposition will unlock clarity, competitive advantage, and growth. An objective, market-informed perspective on your value proposition will enable you to identify gaps, refine messaging, and ensure it aligns with customer needs and business goals. Whether you're launching a new product, repositioning in the market, or seeking stronger customer engagement, a well-crafted value proposition will underpin sharper marketing and more effective sales outcomes.

The experience I’ll bring

Proposition strategy

  • Moved a global assurance business’s value proposition into a new market category, aligning messaging and differentiators for four disparate solutions portfolios

  • Established proposition marketing functions and strategies in global and mid-tier organisations

  • Crafted multiple client-focused value propositions across diverse sectors and audiences

Proposition messaging & execution

  • Created and delivered value proposition enablement strategies to commercial & client facing teams

  • Collaborated with agencies and copy-writers to create end to end business messaging frameworks

  • Implemented new value proposition messaging at all levels of internal and external hierarchies

Marketing leadership and org design

There is no single right answer for marketing leadership and function design, but getting it right is a game-changer for organisations aiming to scale, adapt, or drive efficiency. Bringing an external perspective to assess current capabilities, identify gaps, and design a fit-for-purpose model is a short cut to growth (it can also ensure objectivity at a potentially sensitive time). Whether you're building a new team, nurturing talent, or seeking stronger marketing leadership, expert guidance can help you create a high-performing marketing function with the right roles and leadership in place.

The experience I’ll bring

Organisational design

  • Redesigned marketing organisations end-to-end at four organisations (two global)

  • Right sized teams and improved capabilities to fit both growing and shrinking budgets

  • Created new strategic marketing capabilities

Change management strategy

  • Kept a global marketing team of 80 colleagues motivated and cohesive through separation from a parent company into private equity ownership

  • Evaluated AI and other efficiency tools against team capabilities and impacts

Leadership and talent development

  • Nurtured and coached future marketing leaders and high-potential team members

  • Achieved company-best employee engagement scores across global marketing functions

  • Acquired a deep understanding of motivation, employee engagement and team dynamics

Corporate communications

Engaging support to shape your corporate communications strategy will ensure your business speaks with clarity, consistency, and credibility across every audience. In an environment where reputation is everything (and is easy to lose), well-crafted communication builds trust with employees, investors, media, and other key stakeholders. Define your narrative, align messaging across channels, and establish communication frameworks that support both day-to-day operations and critical moments — from change initiatives to crisis response.

The experience I’ll bring

Communications team development

  • Brought together disparate internal and external comms expertise into a single, aligned team

  • Integrated communications teams into marketing organisations

  • Established a seat at the executive leadership table for internal and external comms leaders

Internal communications

  • Transformed internal communications strategies and people from tactical to strategic

  • Built internal and crisis comms structures across global organisations

External communications

  • Driven share of voice through recruitment and nurture of comms experts and agencies

  • Built and steered end-to-end comms strategies for M&A and other market announcements

  • Identified new media and PR strategies for small and large organisations

Go to market strategy & process

Developing or refining go-to-market (GTM) strategy accelerates the path to growth and creates a more efficient commercial engine, but efficiency and clarity is critical. A strong GTM strategy aligns product, marketing, sales, and operations around a clear plan for reaching and winning the right customers; with that matrix of stakeholders, an outside-in perspective will help to objectively assess processes, identify market opportunities, define target segments, clarify positioning, and build the roadmap for launch or growth. Expert guidance ensures your GTM strategy is grounded in insight, and your processes are ready to welcome technology and AI innovation in order to to improve speed to market and increase measurable impact, from NPD to sales enablement.

The experience I’ll bring

GTM strategy and process

  • Led internal GTM strategy workshops and war rooms, aligning leadership teams, marketing functions and agencies

  • Implemented marketing technology, AI tools and processes efficiencies to increase speed to market and team productivity while reducing operating costs

  • Aligned GTM strategy and process with clear metrics and ROI measures

Enablement

  • In partnership with internal and external L&D experts, designed sales and front line colleague training programmes aligned to value propositions

  • Created sales and marketing enablement strategies for sales teams of all sizes

  • Deep awareness of the relationship required between sales and marketing teams to drive seamless GTM and close opportunities