Commercially driven marketing leader with 18 years’ experience, including 7 years leading growth across technology consulting, AI, digital workplace, and SaaS organisations. I help B2B tech businesses turn fragmented marketing into structured, scalable demand generation systems that generate qualified leads, strengthen the pipeline, and align marketing with business objectives.
I help B2B SaaS and technology organisations turn fragmented marketing into structured, revenue-driven growth engines. I specialise in building strong marketing foundations, clarifying market positioning, defining the value proposition, and establishing scalable, data-driven demand generation systems that align marketing, sales, and product to deliver measurable commercial impact.
I began my career in global, market-leading organisations, gaining exposure to structured marketing functions and best-in-class processes, but often felt constrained by siloed teams and single-function marketing roles.
More recently, I’ve led marketing across B2B SaaS and technology SMEs, gaining a holistic understanding of the full marketing system, the customer buying journey, and the importance of cross-departmental alignment to achieve optimal revenue outcomes. This experience provides credibility rooted in real-world execution and informs a strategic, systems-level approach to marketing leadership.
I leverage my 18 years of marketing experience to make well-informed strategic decisions and successfully mentor and lead high-performing marketing teams. I focus on building marketing functions that are aligned with organisational goals and deliver measurable commercial outcomes, including significant increases in qualified leads, demo bookings, organic traffic, and pipeline performance.
Delivered 342% growth in UK organic visibility and a 96% increase in high-intent website traffic within six months, significantly strengthening inbound demand and enterprise pipeline generation.
Led GTM strategy and demand generation for a SaaS product launch, generating 1,200% growth in demo bookings, 850% increase in qualified leads, and 2,563% growth in organic traffic within 20 months.
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Appointed as Interim CMO (maternity cover) to lead a strategic transformation of the marketing function and growth strategy; retained on a fractional basis to provide ongoing CMO-level strategic advisory, performance oversight, and direction of growth initiatives.
Content Formula and Xoralia
(B2B Tech & Microsoft 365 Consultancy, and SaaS)
Contracted to lead the marketing function for a portfolio of digital workplace consulting services and Microsoft 365 SaaS products targeting enterprise and mid-market organisations.
OnCare Technologies Limited
(B2B Homecare SaaS Startup)
Contracted to lead end-to-end go-to-market strategy for a Homecare SaaS startup, owning the full conversion funnel and customer lifecycle to drive high-intent demand, optimise customer journeys, and increase marketing contribution to qualified pipeline.
Earlier Companies
(Wolfstar PR and Marketing Agency, Hallmark, Freemans and Grattan Holding (FGH), Damartex)
Over 12 years of progressively senior marketing experience across B2B, B2C, and D2C sectors, including digital marketing and campaign management, content strategy, demand generation, SEO, paid media, CRM, and analytics. Developed strong expertise in full-funnel marketing and ecommerce, brand storytelling, and data-driven growth, laying the foundation for senior leadership roles in high-growth tech and SaaS organisations.
Senior marketing leader with proven experience developing and executing go-to-market strategies aligned directly to commercial growth objectives, pipeline targets, and revenue outcomes. Strong track record of building and leading high-performing marketing functions that deliver measurable increases in qualified pipeline and support sustainable business growth. Commercially accountable leader with extensive experience aligning marketing strategy to organisational priorities and operating effectively within performance-driven, scaling environments.
Proven track record of building and evolving marketing foundations during periods of rapid growth and organisational transformation. Extensive experience defining Ideal Customer Profiles (ICP), audience segmentation, buyer personas, and vertical targeting strategies to improve acquisition efficiency and pipeline quality. Proven ability to translate complex solutions into clear, compelling value propositions and differentiated market positioning that strengthens competitive advantage and supports demand generation. Brings valuable first-hand experience working within a professional membership organisation, providing deep understanding of membership lifecycle, engagement models, and the operational and commercial priorities of membership-based organisations.
Proven track record designing and scaling multi-channel demand generation programmes that materially increase high-quality, sales-ready pipeline. Extensive experience across paid media, content marketing, SEO, email nurture, social, partnerships, and account-based marketing to drive both inbound and outbound acquisition. Strong focus on improving lead quality, increasing conversion rates, and building scalable demand generation engines that deliver predictable pipeline growth.
Extensive experience partnering with sales leadership to align go-to-market strategy, demand generation, and pipeline targets with revenue objectives. Proven track record of establishing closed-loop collaboration, using CRM data, pipeline insights, and sales feedback to refine ICP targeting, messaging, and acquisition strategy, improving pipeline quality and funnel conversion. Skilled in defining pipeline qualification frameworks and supporting sales through targeted campaigns and sales enablement materials that strengthen prospect engagement and drive opportunity conversion.
Strong expertise implementing marketing operations infrastructure, attribution models, and performance measurement frameworks that improve reporting accuracy, accountability, and decision-making. Experienced in developing KPI frameworks and reporting dashboards that provide clear visibility into pipeline performance, campaign effectiveness, and marketing’s contribution to revenue growth.
Proven experience leading website strategy, redevelopment, and digital experience optimisation to support scalable acquisition and improve conversion performance. Strong technical understanding enabling effective leadership of developers and digital teams to optimise UX, site architecture, SEO implementation, and conversion pathways.
A: Tricky. Both up in the hills in Bali and out on the sea sailing. I’ve been lucky enough to go to Bali twice, although 30 years apart. It still retains its magic for me. Beautiful and peaceful, both scenery and people. I just relax and smile the minute I think about it. Also, out at sea, the peacefulness of being on a boat with the sails up, no motor and beautiful scenery and wildlife to watch is also a place of calm. After that it is home.
A: A detective or pathologist. I’m always looking to solve puzzles – spot patterns, fill in the gaps, connect the dots, make things work better, solve problems. It’s what I do in DWG and in another life I’d do the same. As a child, apparently I wanted to be a nurse; I suppose making people better is fixing stuff too!
A: Our people. Hands down. DWG is full of dedicated, professional, knowledgeable and fun people to work with. I learn something from someone, and laugh, every day.
A: A cat. Nobody truly owns them or tells them what to do, they make their own rules. I have three, so I know.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Launching a dynamic and multi-faceted lead generation campaign to revitalise Xoralia’s brand and online appeal.
Pioneering a transformative journey to reposition brand identity through strategic SEO and visual revitalisation.
Embarking on brand resonance, we meticulously crafted a compelling visual identity for Lightspeed365 technology.
For all enquiries please email: hello@piperline.io or fill out the contact form and I will be in contact shortly.
