Strategic. Commercial. Human.
AI should improve outcomes, not just increase output.
I work with organisations before, or early in their AI journey, helping them get the strategy and prioritisation right before investing in AI.
Implementation comes second. AI benefits come third.
What I Deliver
AI Readiness Assessment
Did you ask yourself: Are we actually ready to use AI, or are we about to bolt it onto processes that are already broken?
I've sat in enough leadership meetings to know this question rarely gets asked honestly until something's already gone wrong. I audit your current state across eight marketing and operational dimensions, score your maturity against a clear four-stage framework, and hand you a gap analysis that tells you, plainly, where the real opportunities sit.
Marketing Effectiveness Review
Do you ask yourself: Content output has gone up, so why isn't engagement, conversion or reach moving with it?
More output rarely means better results, and most teams already sense this even if nobody has said it out loud. I will review your channel performance and content effectiveness, map how customers and stakeholders actually move through your organisation, and give you an honest read on your brand, messaging and digital presence.
Prioritisation Framework and Roadmap
Do you ask yourself: Everyone has ideas for where AI could help, so how do we actually decide what to do first?
This is the part most consultancies skip past. I score every opportunity against commercial impact, ease and effort, then build you a phased plan with clear ownership, quick wins first, and with larger initiatives sequenced behind them.
Practical AI Use Cases
Do you ask yourself: which tools are actually worth paying for, and which ones do you not need at all?
I'll tell you plainly which tools suit your team's size and capacity, not what's technically possible in theory.
Once the prioritisation work is done and you know what actually matters, I help you match the right tools to that list. Not everything needs AI behind it. This is where the strategy becomes practical: a set of tools and processes that fit your organisation, not a shopping list you'll never use.
Governance and Ethics
Do you ask yourself: How do we adopt AI without exposing ourselves to data, compliance, or reputational risk that hasn't been properly thought through?
Adopting AI responsibly isn't a constraint on your ambitions: it's what protects them. I review AI outputs for appropriateness to your specific audience, particularly where you're operating in regulated, sensitive or policy-led environments. I check any tools under consideration against GDPR, data retention and sector-specific regulations before deployment. I build in a clear human oversight stage, so nothing goes out the door without someone accountable reviewing it first. And I make sure any recommendations match your organisation's actual size and capacity, not what's technically possible in a vacuum.
Who I Work With
Financial Services and Wealth Management
I've spent close to two decades inside regulated environments, so I understand that governance, tone and stakeholder complexity matter as much as the marketing itself.
Charities and Membership Bodies
Organisations doing meaningful work with limited resource, often in sensitive subject areas where trust has to be earned before it's spent. I know how to work carefully here.
Mid-Market and Scale-Up Businesses
Teams building a marketing function for the first time, without yet knowing what to prioritise before investing further. I help you get that clarity before the spending starts.
Who I Am
I have spent over two decades as a Chief Marketing Officer and as a senior marketing leader across financial services, wealth management, digital banking, subscriptions, retail, media and the charity sector. I've operated at Board and Executive Committee level throughout, including trustee and treasurer roles in the charity sector. I've worked across large enterprise organisations and smaller, faster-moving businesses, spanning B2B and B2C.
I've held full ownership of multi-million-pound marketing budgets and led teams of 30 or more, delivering cost savings in excess of 30% while improving campaign effectiveness, not cutting corners. I've also sat on the Executive Committee that launched a UK FCA-regulated digital bank from the ground up, and led marketing through a major group-wide rebrand and go-to-market transformation.
I'm not an AI evangelist. I'm pro-intelligent implementation: giving recommendations grounded in what actually works for your organisation, not what's fashionable. The advantage isn't access to AI tools anymore, everyone has that. It's judgement: knowing what to build, what to fix and what to leave alone.
Commercial impact is only half the picture. The other half is operational resilience: whether your teams are actually ready to work differently, not just whether the tools exist. That's the question I help you answer before you spend money finding out the hard way.
Get in Touch
AI is changing what marketing teams are expected to deliver. I help organisations get ready for that, before the tools, not after. If that's where you are, let's talk.
START HERE
Initial Conversation
A thirty minute, no obligation call to understand your organisation, your priorities, and what success would look like for you.
Discovery Session
Once we've spoken, I'll recommend whether a Discovery Session makes sense as your next step. It's a focused ninety minute session, together, working through what's actually going on in your organisation. You'll leave with a written summary of key findings and three priority recommendations. A sensible starting point if you're new to this or working with a limited budget.