A bit of Context
About the Founder
With over 20 years proven success leading B2C and B2B Marketing Strategies for Retail, eCommerce, Tech, Fintech, and Consumer Services brands, including Checkatrade.com, Tandem Bank, Openpay, New Look, Arcadia Group, Sweaty Betty, and Marks & Spencer, I have worked through the many challenges faced by hyper-growth businesses, and large-scale businesses, struggling to adapt to the ever changing digital landscape and increasing demands of consumers.
I provide current C-Suite Thinking, Strategic Brand Guidance, and Objective Marketing Advice to growing businesses and established brands. My extensive network enables me to connect companies to the right talent and partners to support their ambitions.
With deep experience working for Private Equity-backed businesses, I understand how Marketing functions need to quickly and efficiently drive commercial results. And I can provide Marketing Transformation Advisory for companies engaged in mergers and acquisition or looking to drive Cost Savings and Operational Efficiencies within existing marketing functions.
Building a sustainable business is a challenge
Over 20% of U.K. start-ups fail within the first 12 months of operations and 60% of new businesses fail in the first three years. 2023 saw a record number of business insolvencies recorded in England and Wales, hitting a 30 year high, with 2024 proving equally as challenging.*
Reasons for business failures include ill-defined brand strategies, poor marketing, sub-optimal human capital, and misunderstood regulatory challenges.
A surprisingly common mistake is an insufficient understanding of the market you wish to pursue. Conducting thorough Market Research and developing a Minimum Viable Product (MVP) with a clear Value Proposition and Customer Use Cases is a step on the road to success.
‘If you build it, they will come'
That was a great Hollywood story, but if your target audience is unaware of your existence or, worse, does not understand the value you bring, then why will they come?
Equally, investing heavily in acquiring customers, when your product and Customer Experience (CX) is unproven, might deliver on optics of customer growth but will drive churn and negative sentiment. This is not just a risk, it’s a potential disaster, leading to brand damage in the long-term and ruining your chances of success.
A compelling Brand Proposition, supported by a robust Go-To-Market (GTM) plan is critical for success and will significantly improve Customer Acquisition and Customer Retention and Advocacy creating a Flywheel Effect.
Employers & Clients
