Expertise
I wear many hats in the marketing world – and I love switching between them. Over the years, I've built a full-stack marketing skill set, meaning I'm just as comfortable geeking out over analytics as I am brainstorming big creative campaigns. Here’s a quick tour of my core specialties:
Brand Strategy
Crafting a brand’s story and identity is one of my favorite challenges. I’ve helped shape brand narratives from the ground up for startups, and refreshed strategies for established companies looking to modernize.
My approach to brand strategy is holistic: I dive into understanding the company’s mission, audience, and voice. I’ve led workshops to define brand values and messaging pillars, ensuring consistency across all channels.
From logo redesign projects to complete brand voice revamps, I ensure every tactic (ads, content, events, you name it) ladders up to a cohesive brand story. In short, I help brands find their voice in crowded markets – and shout with confidence.
Content Marketing
Storytelling time! Content marketing is where I blend creativity with strategy. I have extensive experience creating and managing content that engages and educates across multiple formats. Blogs, whitepapers, infographics, videos – I’ve orchestrated content calendars that integrate them all. My philosophy: content should provide value.
I’m also comfortable behind the pen (or keyboard) myself, having written articles that have been featured on industry sites. From crafting catchy social media posts to long-form ebooks, I ensure content isn’t just well-written, but is part of a larger strategy to nurture leads and build brand authority.
Digital Marketing
From SEO to social media advertising, I’ve run end-to-end digital campaigns that drive real results. I’m Google Ads certified and have managed campaigns with six-figure budgets across Google, Facebook, and LinkedIn. What’s my secret sauce? A mix of data-driven strategy and a keen eye for creative. I love A/B testing everything – headlines, images, CTAs – to continuously improve performance.
Whether it’s optimizing a website for search engines or fine-tuning an email funnel, I approach digital marketing like a scientist meets storyteller: hypothesis, experiment, analyze, and deliver the message in a way that resonates. The result? More clicks, conversions, and happy customers (and bosses).
Marketing Strategy
I start with a clear diagnosis: what market are we really in, who are we for, and what problem are we best placed to solve now. Then I make the hard choices—ICP, positioning, the few bets that matter—and set a plan we can execute without twenty open tabs. The strategy is only as good as the trade-offs it forces.
From there I build a simple operating rhythm: quarterly priorities, monthly checkpoints, weekly actions. Budgets match the bets. Measures are few and honest. If something isn’t moving the number or sharpening the story, we stop doing it and reallocate.
Sales Enablement
Marketing lands better when Sales is armed to continue the story. I build the essentials—decks, one-pagers, mini-cases, talk tracks—and keep them current so reps aren’t reinventing the wheel before every call. Objections are collected once and handled properly.
I also close the loop: what’s being opened, forwarded, used in late stage. Those reads shape the next batch of assets and the campaigns that feed them. The goal is simple—shorter cycles, clearer value, cleaner close.
Webinars, Events & Podcasts
I prep hosts and guests properly, script a tight run-of-show, and make the next step obvious. For podcasts, I set a season theme, a clear format, and a cadence you can actually keep—so episodes feel purposeful, not filler. Attendees and listeners leave smarter; Sales leaves with something specific to follow up.
From each session we create formats people actually want to digest: a full recording, a 10-minute highlight cut, short clips, an audio-only version, slides, a one-page cheat sheet, a Q&A digest, a transcript with chapters, and clean show notes. Then we repurpose for different mediums—LinkedIn reels and carousels, YouTube chapters, a newsletter recap, a blog write-up, email nurture, even quotes for ads—each with a CTA that fits the content. UTMs stay tidy, dashboards stay simple, and what people finish and click decides what we make next.
Growth Marketing
I start by finding the thing that’s quietly throttling growth and fix that first. Activation, conversion, retention—one of them is usually out of step with the story we’re telling or the experience we’re serving. I set a clear North Star, a small set of honest metrics, and a weekly test cadence that the team can actually keep.
In practice: tight hypotheses, quick reads, and playbooks we can reuse. Content feeds capture, capture feeds nurture, nurture feeds revenue. No theatre—just compound gains that show up on the dashboard and in the pipeline.
Paid Ads (PPC & Social)
Paid only works when the promise and the landing experience match. Search is for intent you’ve already earned; LinkedIn/Meta/YouTube are for creating it. I keep accounts clean, audiences sharp, and tests small enough to learn from.
When the budget moves, it’s for a reason. We track incremental lift, not just last-click wins; keep CAC, frequency and brand safety under control; and retire anything that isn’t pulling its weight.
Social Media
Each channel has a job. LinkedIn builds authority and opens doors; YouTube creates depth and discoverability; the rest extend reach and community. I write like a human, publish natively, and design formats people actually want to finish.
Behind the scenes there’s a calm system: an editorial rhythm, thoughtful repurposing, and real replies to real people. I measure the signals that matter—saves, comments, quality clicks—and let those shape what we do next.
Email Marketing
Email is a trust channel. I treat it that way. Useful notes sent at a pace people can live with, segmented by behaviour rather than guesswork, and written in plain English.
The small things make the difference: a subject line that earns the open, preheaders that do real work, clean lists, a proper preference centre, and a thank-you flow that keeps momentum. It’s unglamorous, and it moves revenue.
Customer & Competitor Insight
I’d rather ask than guess. I interview customers, read win/loss notes, mine support tickets, site search and GSC queries, and sit in on demos to hear the language people actually use. In parallel, I break down competitors—who they target, the promise they make, pricing and packaging, proof, product edges, and the channels/content they lean on. The output is simple: what’s table-stakes, what’s truly differentiating, and the problem we can credibly own right now.
Then we turn insight into changes people feel. Messaging and offers get rewritten in customer words, tested in ads and on key pages, and carried into Sales via battlecards, objection handling and a one-page positioning brief. SEO topics and ABM lists come from the questions buyers ask; creative angles come from what they react to. I keep a monthly “market pulse” (claims, features, pricing moves) so we don’t chase every twitch—we update the story where it matters and ship.
Lifecycle & CRM
Owned channels are where I do quiet, compounding work. I segment, score and personalise in HubSpot; then build journeys that move people from first touch to booked call, from first deal to expansion. Deliverability matters, so does restraint—right message, right moment, right expectation.
I test everything: subject lines, send times, offer framing, microcopy on forms. I also look after the unglamorous bits—preference centres, re-engagement, inactive lists—so the list stays healthy and trust stays high.
ABM & Demand Generation
I like earning meetings the thoughtful way. Start with a sharp ICP, map the buying committee, then orchestrate LinkedIn, email and SDR plays around a real business problem—not a pitch.
Sales gets enablement (one-pagers, talk tracks, mini-cases), and Marketing provides air cover that feels useful, not noisy.
Small, well-timed touches usually beat big campaigns: two great insights, one strong asset, and a follow-up that proves we listened. When it’s done right, pipeline feels inevitable.
SEO & GEO (Technical + Content)
I treat SEO as demand capture, not a magic trick. Sort the foundations (CWV, internal links, schema, crawl paths), then build topic clusters and briefs that actually match search intent. It’s steady, systemised work that pays back every month.
I run a refresh cadence, interlink ruthlessly, and use GSC to decide what to prune, what to improve, and what to double down on. Fewer “SEO posts,” more useful pages that win categories over time.
Web & Conversion
The website’s job is simple: reduce friction from “curious” to “take action.” I focus on fast pages, clear hierarchy, strong proof and focused forms. If it doesn’t help a visitor make a confident next step, it doesn’t belong above the fold.
I rely on evidence—A/B tests, heatmaps and session replays—to tune messages, layout and CTAs. Small changes add up: tighter microcopy, smarter thank-you pages, clearer paths for different intents.
Performance Marketing
I’m a bit of a numbers nerd (and proud of it!). Performance marketing is where my analytical side shines. I specialize in campaigns that live and die by the metrics – think PPC, retargeting, affiliate marketing, and conversion rate optimization. I’ve managed multi-channel acquisition campaigns that had to hit strict ROI targets.
Tools like Google Analytics, Facebook Business Manager, and Tableau are my go-to allies. I thrive on optimizing ROI: digging into data to lower CPCs, increase CTRs, and squeeze more conversions out of every dollar spent. One of my proudest achievements was boosting an e-commerce client's ROI by 200% in one quarter by overhauling their ad targeting and landing pages. When it comes to performance, I believe in iterative improvement and never leaving results to guesswork.
B2B Marketing
Business-to-business marketing runs on building relationships and trust – and I’ve got plenty of experience in that arena. Working with B2B tech companies and agencies, I’ve learned how to appeal to decision-makers who value data and ROI. Longer sales cycles? No problem. I implement lead nurturing through email drip campaigns, insightful webinars, and LinkedIn content that addresses the specific pain points of target clients.
One example: I spearheaded an account-based marketing (ABM) initiative targeting Fortune 500 companies, customizing pitches and content for each. The result was a 30% increase in enterprise leads in a year. In B2B, I combine patience with personalization, ensuring that every touchpoint – from a case study to a sales deck – speaks the language of the audience and moves them closer to a partnership.
B2C Marketing
On the flip side, I’ve also dived deep into the fast-paced world of consumer marketing. B2C is all about emotion and timing – catching people’s attention and winning their hearts (and wallets) often in seconds. I’ve managed B2C campaigns for retail and e-commerce brands where agility is key. Think viral social media challenges, influencer partnerships, and seasonal product launches that require creative flair and impeccable timing. I love the adrenaline of B2C campaigns: monitoring social trends, jumping on relevant memes or cultural moments, and engaging directly with consumers.
In B2C, it’s crucial to be bold, quick, and customer-centric – creating marketing moments that make consumers feel like your brand just “gets” them.
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