About

I’ve spent more than two decades at the senior end of marketing (as CMO, Marketing Director and Board Director, and in advisory roles) in businesses that were either defining their category or fighting hard to stay at the top of it. That list includes lastminute.com, its Holiday Autos brand, and Monster.com. The common thread across all of it was figuring out how to connect what a business does to the people who need it, and making that connection work commercially.

Tech and SaaS is increasingly central to my work. I’ve held an advisory role with Dragonfly AI (a predictive-attention creative testing platform whose patented algorithm predicts what grabs attention, trusted by some of the world’s largest CPG brands and agencies), the kind of fast-moving space where senior marketing judgement earns its keep.

More recently, I have chosen to work directly with founders and leadership teams as a fractional CMO and strategic advisor. The businesses I work with are typically at an inflection point: past the stage where tactical marketing execution is enough, not yet ready for a full-time senior hire, and looking for someone who can come in, get up to speed quickly, and start making things move. That is where I work best.

My sector experience is broad by design: education from EdTech platforms to higher-education institutions, green tech and clean energy, and hospitality. Each sector has its own language, its own buying psychology, its own competitive dynamics. Having worked across all of them means I bring perspective that specialists rarely can, and I’m not wedded to a single playbook.

I co-founded an EdTech venture that was acquired within the multi-million-pound education-group sale I led marketing for. That means I understand what commercial growth readiness for a sale actually looks like from the inside: what investors and acquirers look for, what due diligence surfaces, and how to build the marketing foundations (strategy, data, brand, and positioning) that hold up under scrutiny. For founders building toward an exit, that experience matters.