Modern B2B marketing is no longer a series of campaigns; it is the commercial engine of the business. My purpose as a leader is to be both the architect and the operator of this engine. I design the blueprints for growth, but more importantly, I build and lead the integrated teams, processes, and technology stacks required to deliver sustainable, profitable results from within an organisation.
This portfolio is a showcase of that leadership philosophy in action. Each case study demonstrates how I've stepped into complex business situations to build lasting value—by architecting new commercial engines, unlocking hidden revenue streams, and leading the cross-functional transformation required for scale. They are the proof of my ability to turn strategy into execution and investment into measurable returns.
Building and optimising the core systems—from demand generation to subscription models—that create a predictable pipeline and maximise customer lifetime value.
Identifying and transforming under-utilised assets, like audience data, into new, high-margin products and revenue streams that enable true sales innovation.
Implementing the governance, operational frameworks, and ROI attribution systems required to align teams, lead change, and prove commercial value to the C-suite.
The business model was entirely dependent on generating a high volume of qualified leads to hit a 20% YoY revenue growth target. Existing marketing was sporadic, lacked a repeatable framework, and suffered from a "leaky bucket" with low customer retention (39%). The challenge was to build a systematic, predictable lead generation engine from the ground up.
Transformed the content strategy from brand promotion to value exchange, developing high-value, gated "lead magnets" (industry reports, guides) that compelled prospects to exchange their contact information for our expertise.
Implemented a formal marketing funnel (TOFU, MOFU, BOFU) and a data-driven lead scoring model to identify and prioritise the most engaged prospects (MQLs), focusing efforts on leads with the highest propensity to convert.
To fix the "leaky bucket," I built automated email nurture sequences that provided continuous value post-engagement, building trust and preventing lead decay.
Generated 8,000+ MQLs with a 9.3% conversion rate and drove a 23-point increase in retention, successfully achieving the primary revenue target.
Business Impact: Transformed marketing from a reactive support function into a predictable, scalable engine that reliably fuelled the company's primary growth objective.
The flagship subscription product was stagnating. A flawed acquisition model caused high 'sticker shock' churn, while a poorly defined value proposition led to low corporate engagement. The objective was to re-architect the entire engine for long-term, sustainable growth.
Introduced a model where premium content generates first-party data, enabling new commercial services whose revenue is reinvested back into creating more premium content.
Designed a data-driven 30-day onboarding sequence to demonstrate the product's value and make it indispensable before the first renewal, directly combating "sticker shock".
Deployed a dynamic paywall that used behavioural segmentation to balance ad-supported traffic with high-intent subscription conversions.
This re-architecting was the primary driver of the commercial turnaround, directly responsible for a 12-point increase in retention (to 75%) and an 8-point lift in acquisition (to 33%).
Business Impact: Shifted the flagship product from a high-churn, discount-reliant model to a sustainable, high-CLV recurring revenue engine with a clear path to profitability.
The sales team faced an obstacle: traditional digital advertising was a "hard sell" with eroding value. Clients demanded tangible ROI and high-quality, GDPR-compliant leads. The business was sitting on a valuable audience but lacked the strategy and products to convert this asset into a high-margin revenue stream.
Led the strategic overhaul of audience data, implementing progressive profiling and cleansing databases to convert a passive audience into an actively segmented, monetisable first-party data asset.
Designed a new commercial product suite featuring high-value, lead-generation products like "Sponsored Webinars" and "Lead Generation Reports" that provided clients with the exact qualified leads they demanded.
Armed the sales team with a new narrative, moving from selling "advertising" to selling "access to an engaged community" and "guaranteed, high-quality leads," complete with new media packs.
This data-first strategy created an entirely new revenue stream, successfully launching a new lead-gen product suite and doubling the qualified audience from 40k to over 80k.
Business Impact: Created an entirely new, high-margin revenue stream from a previously dormant asset, while simultaneously equipping the sales team to win larger, more strategic deals.
I was tasked with leading marketing for a portfolio of seven distinct B2B brands, each operating in a silo. This decentralisation had created systemic inefficiencies: internal teams were competing for audience attention, there was no unified data strategy, and the marketing function lacked a consistent operational model. The mandate was to transform this collection of individual brands into a cohesive, high-performing commercial portfolio.
Established a cross-functional "Growth Council" and implemented a RACI matrix to align the seven siloed Editorial, Sales, and Marketing teams, creating a single source of truth for strategic priorities.
Rolled out a standardised project management framework using a centralised Asana system, providing C-suite visibility and streamlining workflows across the entire portfolio.
Used a "Comparative Analysis" framework to identify the unique "burning platform" for each brand and develop a distinct strategic narrative to create a defensible market position.
This governance-led transformation created the foundation for significant commercial uplift, leading to a 25-point increase in on-time task completion (from 60% to 85%).
Business Impact: Unlocked significant operational capacity, enabling the marketing team to execute more strategic initiatives with the same resources and increasing the velocity of campaign deployment.
The marketing function operated as a "black box." The C-suite lacked a clear, data-backed connection between total marketing investment (including ad spend, technology, and team salaries) and specific revenue outcomes. The business needed to move from feeling that marketing was working to knowing precisely what the return on every pound spent was, enabling confident, strategic investment decisions.
Connected the full martech stack (GTM, GA4, CRM) to create a seamless flow of revenue data, providing a complete, top-to-bottom view of how user actions translated into revenue.
Implemented a tagging system within Asana to track team labour—the largest marketing expense—against specific campaigns and revenue-generating activities, in addition to direct ad and tech spend.
Replaced disparate spreadsheets with a centralised ROI dashboard in Looker Studio, synthesising all revenue and cost data to provide leadership with a real-time, unambiguous view of performance.
This attribution engine transformed the marketing function from a perceived cost centre into a transparent, validated growth engine, providing the definitive proof for a consistent 6.5x+ blended ROI.
Business Impact: Eliminated the "black box" of marketing spend, providing the C-suite with unshakeable confidence to invest in marketing as a validated and transparent driver of profitable growth.
If my approach resonates with you, I would welcome the opportunity to discuss how I can apply my experience to your specific challenges.