WHAT I DO

OVERVIEW

I'm a senior B2B marketing professional with over 14 years of experience. I've got first-hand experience with all elements of the marketing mix, with a particular focus on the B2B technology sector.

I can deliver nearly every element of the modern marketing mix. From planning and strategy to SEO, content creation, advertising, and events, I'm able to deliver high-quality, impactful work.

But my sweet spot is building a marketing strategy and then putting it into practice, either on my own or with a team.

Take a look below for more detail on my skills and experience.

MARKETING STRATEGY AND PLANNING

I'm adept at analysing data from across the business and the wider industry, using this to identify the right go-to-market approach. I'm also a firm believer in ensuring sales and product are deeply involved in this process so that a holistic, realistic marketing strategy and plan can be created and delivered on.

I've held senior marketing positions at a number of SaaS start-ups (Nautilus Labs, Faculty, Encord) and established software companies (Dialog Solutions) where I've put this approach into practice. For all of these companies I helped set the marketing strategy in conjunction with the senior leadership team, and then worked with the marketing function to deliver against the plan.

LEADERSHIP

My leadership experience is based on managing large, complex teams within a busy marketing agency environment. For many of my clients I'd be running teams of six or more people, with line management responsibility for at least three of them.

I've built on this experience in my in-house roles. At Dialog Solutions, Faculty, Encord, and Nautilus Labs I was managing a diverse set of team members. This included freelance writers, developers, graphic designers and campaign managers.

With any team I'm working with, I believe the best way to get the most out of them is to set clear objectives but with autonomy as to how they hit these goals. Micro-management is never the answer, and in my experience teams respond better when they feel trusted and respected.

BRANDING AND MESSAGING

Brand is too often an overlooked part of the marketing function, especially as it is hard to attribute it directly to revenue. But I'm a firm believer in the power of branding to elevate a company against its competitors and make life easier for the sales team. I also believe it is vital for any company, big or small, to have a clear understanding of its positioning and messaging so that everything being said or created is aligned with how the organisation wants to position itself.

At Nautilus Labs, I relaunched the organisation's entire visual brand, working closely with a graphic designer and web developer to achieve this. The relaunch included a new website, branding, Google Workspace templates and social media assets. The website relaunch resulted in a 33% increase in traffic and a 50% increase in organic impressions within the first month.

At Dialog Solutions I led a complete rebrand in conjunction with a freelance graphic designer. As part of this I also developed a messaging framework and positioning strategy. This helped contribute to a 200% increase in leads as well as a 230% ROI on marketing spend.

And at Encord I worked closely with a graphic designer and front end developer to create a strong visual identity for the brand, iterating on the existing branding.

OWNED

One of my standout skills is managing the creation of owned content for technology brands. From creating the overall strategy, brainstorming content ideas, planning the content and ensuring it gets delivered, I can do it all. At the same time, everything I plan and create is informed by the wider business goals and SEO best-practice, ensuring the content itself is relevant and useful.

I also have a lot of experience helping to redesign and maintain websites. This includes optimising website UX, wireframing new pages and project managing website development.

At Nautilus Labs I headed up a project to completely redesign and rebuild our existing website. I worked closely with our graphic designer to wireframe all the pages, and then worked with a freelance front-end developer to build the site. We delivered the new site for less than the allocated budget and ahead of schedule. Compared to the previous site, the new site has seen a 52% increase in user engagement.

At Encord I led a team of 3 freelancers to create 20 pieces of longform blog content a month. This was supported with a content distribution playbook, ensuring the content didn't just sit on our website. This helped to contribute to a 500% increase in organic traffic to the Encord website. And I also led the redesign of the Encord website, helping to double the on-page conversion rate.

PAID

I have extensive experience running paid media campaigns across Google Ads, LinkedIn, Twitter and Meta. This includes paid media strategy, visual and written content creation, campaign optimisation and reporting.

At Nautilus Labs and Dialog Solutions I managed and ran all of the paid activity, looking after six-figure campaign budgets. And at Encord I managed the paid media agency, ensuring we were getting the most out of our paid media spend.

EARNED

I have extensive experience of running earned campaigns, having spent a number of years working in a public relations agency. As a result I have a good understanding of what it takes to get earned coverage and what the press are interested in.

Part of my earned experience also covers working with industry influencers, both on a paid and free basis.

At Nautilus Labs I worked with a PR agency to secure blanket coverage in the maritime trade press for a major product announcement. I worked with the PR agency to develop the press release, pitch and outreach strategy. The campaign resulted in 17 pieces of maritime trade coverage, 1 podcast appearance and 5 spokesperson interviews.