Expertise
Strategy, operations and delivery, joined up.
I work across the whole journey from marketing strategy to the campaign that reaches people. These are the four areas where I spend most of my time, and how I approach each one.
Marketing operations & workflow design
Many marketing problems are not about ideas. They are about how work arrives, who decides and where it gets stuck. I design the routes work takes through a team and across functions, so that the right things move quickly and nothing important is lost.
In practice
- Campaign and request intake in tools teams already use, such as Asana and Trello
- Briefs that capture objectives, audiences, dependencies and sign-off
- Agreed priorities, clear approval routes and named ownership across marketing, fundraising, product and leadership
- Agency relationships with clear handoffs, ways of working and review points
The judgement behind it
A process should be as light as it can be while still protecting quality. I look at where effort is being wasted before adding anything new.
Integrated campaign strategy & delivery
I plan campaigns as a whole: the audience, the idea, the channels, the people involved and the order in which things need to happen. Then I stay with them through creative production, launch and review, in both fundraising and consumer marketing.
In practice
- Campaign plans that run from concept to launch, with dependencies mapped across teams
- Creative planning and production with designers, agencies and internal teams
- Coordinating activity across TV, out-of-home, digital and email with the partners responsible for each
- Launch readiness checks and post-campaign reviews with practical recommendations
The judgement behind it
Good delivery means knowing what can flex and what cannot. I protect the parts of a campaign that matter most to the audience and the result.
Marketing strategy, audiences & creative direction
Operations only work when they serve a clear strategy. I bring market and consumer research, segmentation and positioning into planning, then turn them into propositions, campaign concepts and channel choices that make the work distinctive and relevant.
In practice
- Market and consumer research to understand needs, motivations and competition
- Segmentation and positioning that decide who to focus on and what to stand for
- Propositions and strategic campaign concepts built around distinct audiences
- Channel planning and creative briefs that give partners a real problem to solve
The judgement behind it
I start from the people a campaign is for. A sharp understanding of an audience is usually the fastest route to better creative and better results.
Marketing measurement, insight & automation
Measurement should help a team make the next decision. I agree the measures that matter, bring together reporting from paid channels, GA4 and CRM, and use practical automation where it removes repetitive work. My focus is on what to measure and what it means, rather than on building marketing technology.
In practice
- KPIs tied to campaign and business objectives, agreed before launch
- Reporting that draws on paid-channel, GA4 and CRM data
- Campaign reviews that feed into performance and budget decisions
- Practical reporting automation with n8n to reduce manual collation
The judgement behind it
More data is rarely the answer. I look for the few measures that change decisions and make those easy to see.
Marketer first
Marketing fundamentals underpin everything I deliver.
I am a marketer and strategist first, with practical operational expertise. Good processes make good marketing easier to deliver, but they do not replace marketing judgement: understanding customers and markets, choosing who to serve, deciding what to say and where to say it, and learning from the results.
Customer & market insight
Understanding how people make decisions, what the market already offers and where there is room to be different. I use research, customer feedback and performance data to build that picture before planning anything.
Positioning & propositions
Segmenting audiences, choosing which groups to prioritise and shaping propositions and messages that are relevant to each. Clear positioning makes every later decision easier.
Campaign strategy & creative development
Turning insight into a campaign idea, a channel mix and a brief that gives creative partners a real problem to solve, then judging the work by what it achieves.
These are foundations I have applied in practice, across fundraising appeals, project work with growing businesses and a consumer brand I founded. The Experience page shows specific examples.
Sector depth
Deep charity fundraising experience, applied more widely.
Much of my recent work has been in charity fundraising, including faith-based organisations, where campaigns are time-sensitive, emotionally significant and involve many stakeholders. That experience is a real strength, and I value it.
The same skills carry across sectors. I founded a consumer ecommerce brand, and my project work has included a direct-to-consumer wellness brand and an automotive technology start-up. I am interested in organisations of any kind where marketing needs to work better.
Get in touch
Have a campaign, a role or a problem worth talking through?
Send me a short note with some context. I am happy to have an initial conversation and see whether I can help.