Selected engagements
Details are kept high-level to protect client confidentiality. Happy to go deeper on a call.
Turning a strong social following into consistent local search visibility
Daniel, a Glasgow gardener trading as Only Dan's Garden, had built a loyal audience on social media but had no real presence beyond it: no professional brand, no website, and no way for homeowners searching on Google to find him. Word of mouth and social media could only take the business so far.
I built Daniel a brand from the ground up, designed and built a new marketing website to showcase his work and make it easy for people to get in touch, and set up and optimised his Google Business Profile so he'd show up when local homeowners searched for gardening services in Glasgow.
What I did
- Developed a brand identity, including logo, colour palette and tone of voice
- Designed and built a new website with services, gallery, testimonials and a contact form
- Created and optimised a Google Business Profile listing for local search
- Connected his existing social presence into the new site to reinforce trust
- Positioned the business to be found across Google Search and Maps in Glasgow
Building a marketing engine from zero in the Microsoft partner ecosystem
This Microsoft-specialist technology business had grown entirely through referrals and the founders' personal networks. Marketing was ad hoc, there was no brand consistency, and no one owned demand generation. I joined as Head of Marketing with a mandate to build the function from scratch.
Starting with a brand and messaging overhaul, I then built out the demand gen infrastructure: content, paid media, events, and a Microsoft co-funded campaign programme. Within 18 months, marketing was generating a measurable proportion of new pipeline for the first time.
What I did
- Full brand refresh and messaging framework
- Built and led a 4-person marketing team
- Designed and launched the company's first demand generation programme
- Secured and delivered Microsoft co-funded campaigns
- Established monthly marketing reporting tied to commercial outcomes
Scaling paid media performance and expanding into new verticals
An agency with a strong track record in one vertical wanted to grow its client base across two new sectors. The challenge was twofold: develop campaigns that resonated with a different audience, and make existing paid media spend work harder.
I led the strategy and delivery across LinkedIn, Meta, and Google, introducing a more rigorous approach to audience segmentation and creative testing. Alongside this, I built out a content and case study programme to support new market development.
What I did
- Rebuilt paid social targeting strategy with proper audience segmentation
- Implemented A/B creative testing framework across LinkedIn and Meta
- Developed vertical-specific content and case study assets
- Introduced attribution reporting for the first time
- Supported new market entry in two industry verticals
Turning scattered activity into a coherent content and lead generation engine
This B2B technology consultancy had plenty of marketing activity but no coherent strategy. Messaging was inconsistent, no one could clearly articulate what made the business different, and there was no repeatable process for generating leads through content.
I led a full brand and messaging overhaul, developed a content strategy built around their target buyers' real questions, and implemented marketing automation to turn content engagement into pipeline. I also grew the marketing team to support sustained delivery.
What I did
- Messaging framework and brand voice redevelopment
- Buyer-led content strategy with editorial calendar
- HubSpot implementation and lead nurture automation
- Sales and marketing alignment: shared definitions, handoff process, SLAs
- Grew marketing team from 1 to 3 headcount