I have been marketing-focused in various roles for 10+ years, with practical experience in publishing, hospitality and tech. Having spent the last two years working alongside globally-respected marketing experts, I strive to implement the strategic and executional best practices I learned along the way in all my projects.
I care most about two things: customer centricity and business growth. I believe that the two are intrinsically linked; that if you get the former right, the latter will follow. This principle is at the core of everything I create and do.
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VP Marketing & Strategy
Marketing Leaders is an exclusive global community of senior marketers. Marketing Leaders connects, informs and inspires global marketing functions of the world’s biggest and best brands; helping them transform their organisations by leveraging best practice marketing methods, developing their own skillsets and those of their teams.
After joining Marketing Leaders in 2015 as a Marketing Manager, I was quickly given an increasing amount of responsibility across the business and promoted twice, ultimately to VP of Marketing & Strategy.
My critical focus areas were sales enablement, digital management, brand development, and customer experience, all with the primary aim of increasing customer lifetime value (CLV).
I was the company’s first non-sales hire and, as such, took on a wide range of responsibilities including event management, partner recruitment and management, account management and sales, service delivery, office management, procurement, software and platform setup and management, and employee onboarding and engagement.
During an initial round of customer research I discovered that there was an opportunity for Marketing Leaders to offer in-house training for its clients, to help them upskill their teams and execute the best practice marketing methods we taught on our Executive Masterclasses. Having launched the offering, I was responsible for sales and account management, as well as overseeing training development and delivery. This offered me the opportunity to work much more closely with our clients, better understanding their issues and needs, and work with our network of globally respected experts to address those issues with practical and effective in-house training.
My marketing responsibilities included digital communication, corporate design, content production (both in-house and with partners and customers), data collection and management, campaign management, customer engagement, market research, recruitment – including internships and apprenticeships – management and ongoing development.
I introduced software, templates and processes designed to ensure consistency across the brand, enable more ‘self-service’ by the sales teams and increase the effectiveness of our limited marketing resources.
During my time at Marketing Leaders, we launched two new brands (Leading Lean and Manufacturing Leaders) in the US and doubled in size, hiring finance, operations, and marketing staff. In March 2017 I successfully proposed an organisational restructure, bringing our many events, services and brands under one group, Executive Leaders; aligning brand and customer experience across the board with the aim of further increasing cross-sales and CLV.
- Launch of new brand in the US, taking revenue from £0 to over £500k in year one
- Launch of in-house training offering, taking revenue from £0 to over £500k in year one
- Introduced customer lifetime value (CLV) focus, leading to an average CLV increase of 73% over 2 years
- Contributed to group revenue increase of 102% over 2 years, being responsible for 35% of directly attributable sales and marketing activities.
Six Degrees Group
Six Degrees Group is a dynamic and fast-moving technology company offering Cloud, Data Center, Connectivity, and UC services. My initial responsibilities at the company were focused on logistics, branding, and design for a new head office before moving into a mainstream marketing role with primary responsibility for events and design/branding. I worked in a multi- disciplined team on joined-up go-to-market initiatives. In the last year we contributed to increased revenue (11% improvement in contracted revenue), reduced churn (down to 5%) and improved cross-selling (4x increase in product penetration for new deals).
Our marketing focus was on multi-channel campaigns spanning inbound digital (SEO and PPC), PR, social outreach, bespoke online content, outbound telemarketing, direct marketing and e-marketing, hardcopy collateral, smaller workshops and large seminars. I worked across the full marketing mix with a particular focus on branding, supplier management, design, copy-writing, sales enablement, desktop publishing and large-scale company events. I also worked on our CSR programme, Six Degrees of Hope. During my time at Six Degrees we doubled marketing’s contribution to the new business sales order book whilst improving sales effectiveness (35% yield improvement per quota bearing head) and supporting M&A activities.
Food & Beverage
Having worked in hospitality from the age of 14, I have worked with independent landlords, leased public houses and bars (breweries include St Austell, Enterprise and Punch Taverns) and J.D. Wetherspoon/Lloyds No. 1, and have partnered with organisations including Pubwatch, CAMRA and Cask Marque. I have worked as waiting staff, kitchen staff, bar support, bar service, cocktail service, and have management experience in all.
My focus areas are standards, customer service, staff development, stock selection, service optimisation, events, entertainment, and marketing – along with their contribution to happier and more loyal customers, and the resulting revenue increase.
My first management position was at an Enterprise location in Islington. Being a notoriously troubled location, I spent most of my time on-site and managing a small team of 5. I worked closely with the local police and joined Pubwatch, being elected Chair when the previous Chair relocated. This role strengthened my communication and diplomacy skills as well as enabling me to put my business and marketing skills into practice. I increased turnover by 400%; introducing entertainment and marketing the business as an events venue online and in local press.
Having succeeded in raising the profile of a small business, I was keen to take on a bigger challenge in a more structured environment. I admire the successful expansion of the Wetherspoons chain and took a role as part of the ‘turnaround team’ at The Ice Wharf. We increased annualised run-rate revenue from £3.4m to £6.3m in 6 months and managed a team of 110 people.
As well as contributing to increased operational excellence, I managed and promoted a number of the nationwide Wetherspoons events and worked with suppliers to run product-oriented campaigns and events.
The New British
I worked closely with the Editor-in-Chief on all aspects of this start-up magazine, from inception to launch. The first issue was awarded a D&AD Graphite Pencil Award.
My time was initially focused on developing and researching the idea, reaching out to and engaging creative people throughout the industry and producing the dummy magazine. We secured an international distribution offer with Condé Nast and begun work on the first issue. I worked with the Editor in Chief developing and commissioning content, producing interviews and photo shoots and managing timescales for each stage in the production process. I assisted with copy-editing, and used Adobe Creative Suite for some post-production and layout drafts. The magazine would not have been possible without the incredible partnerships we developed and the generosity of our contributors, all of whom worked for little or no fee.
As well as editorial and production responsibilities, I helped with a series of successful events in London and set up and managed the publication’s digital marketing.
Feel free to drop me a line and I can answer any questions you have.