Executive Summary
A commercially-driven marketing leader with a 10+ year track record of architecting and operating predictable revenue engines for B2B tech and media companies. Proven ability to translate marketing investment into profitable growth, consistently delivering an average 6.5x blended ROI. Expert in building and leading high-performing teams, implementing data-driven Go-to-Market strategies, and aligning marketing with C-suite objectives for EBITDA growth and market share expansion.
Key Leadership Achievements
- Commercial Turnaround: Re-architected the B2B subscription engine for the flagship media brand, Property Week, directly leading to a 12-point increase in retention (64% to 75%) and an 8-point lift in acquisition (25% to 33%), reversing a long-term revenue decline.
- ROI & Revenue Generation: Proved a consistent 6.5x+ blended ROI on marketing spend, generating over £2M in annual revenue by building a full-funnel attribution engine that provided C-suite-level commercial clarity.
- Demand Generation Engine: Achieved a 20% year-on-year revenue uplift by architecting a multi-channel demand generation engine that produced over 8,000 MQLs with a 9.3% conversion rate across 15 international programmes.
- Audience Monetisation: Created a new, high-margin revenue stream by transforming a passive audience database (40k to 80k+) into an actively segmented, first-party data asset, enabling targeted commercial opportunities.
Professional Experience
Mandate: To reverse a long-term commercial decline by re-architecting the GTM strategy and instilling a data-driven, ROI-focused marketing culture across a portfolio of established B2B brands.
- Strategically lead marketing and sales strategy for a portfolio of seven B2B brands, targeting senior leadership and decision-makers in the real estate, architecture, and retail sectors.
- Own the marketing P&L, driving over £2M in annual revenue while optimising spend to achieve a 6.5x+ blended ROI through rigorous performance analysis and attribution modelling.
- Re-architected the customer lifecycle and GTM strategy for the flagship brand, reversing subscription decline and delivering the 12-point retention and 8-point acquisition uplifts.
- Direct a multi-agency ecosystem and manage key stakeholder relationships across business units to execute fully integrated, omnichannel campaigns that consistently exceed revenue targets.
- Lead team capacity planning and deliver regular business reviews (MBRs, WBRs) to C-suite and director-level stakeholders, providing strategic advice on long-term investment that shapes corporate strategy.
Mandate: To build a high-performing marketing function from the ground up, professionalise demand generation, and scale international programme revenue.
- Recruited, mentored, and led a high-performing team of 12, increasing on-time project delivery from 60% to 85% and establishing a culture of high-performance and data-driven decision making.
- Drove a landmark 23-point increase in customer retention (from 39% to 62%) through lifecycle marketing strategies targeted at C-suite, Director-level, and SME business owners.
- Architected the demand generation engine that achieved 20% YoY revenue growth, generating over 8,000 MQLs from audiences of HR, CX, and business leaders across 15 international programmes.
Mandate: To found, build, and scale a food service business, owning all commercial and operational functions from conception to exit.
- Founded and scaled a food start-up with both B2B (corporate clients) and B2C (retail consumers) operations, owning all end-to-end business functions including P&L management, brand creation, and team recruitment.
Early career in content strategy and journalism with leading media and information providers, including Gartner and NewsNow.
Core Competencies
- B2B Go-to-Market (GTM) Strategy
- SaaS Subscription & Retention Models
- P&L / Budget Management (6.5x+ ROI)
- Demand & Lead Generation
- Team Leadership & Org Design (12+)
- C-Suite Reporting & Stakeholder Mgt
- Full-Funnel Attribution & Analytics
- Marketing Automation & CRM
- Sales & Marketing Alignment
- Brand & Content Strategy