Description

I am a fractional CMO with 20+ years B2B marketing experience and 10+ years working in professional services with accountants, lawyers, expert witnesses, and finance professionals.

I’ve built marketing and business development strategies from scratch and transformed the way firms attract new business.

My experience spans all areas of business strategy, including driving sales and business development, improving marketing operations, internal communications, brand building, talent acquisition, and CSR and sustainability.

I've worked with startups through to large-scale complex matrix structures at regional, national, and international levels.

At a Top 100 UK accountancy firm, I took their marketing from a handful of local events to a fully integrated marketing ecosystem, covering content, website, social media, events and CRM.

Results included:

→ 650% increase in organic website traffic

→ 22% of new business came through the website

→ 50+ annual events supported by email and social media

And in other roles, I’ve:

→ Been responsible for £1.5m+ new business and managed budgets of £500k+

→ Increased MQLs by 10% in 3 months by creating a content and thought leadership strategy.

→ Developed the global digital and communications strategy across 45 offices in 17 countries, including a 1,000+ person employee engagement survey and launching an industry-leading report.

→ Managed the rebuild of a 2000+ page website across 20+ service lines and optimised the user journey to increase enquiries.

→ Project managed the implementation of an intranet for 1,600 employees across 10 regions and 5 languages

→ Managed global teams of multidisciplined staff at all levels.

Over the past two years, I've developed a specialism in utilising LinkedIn for personal branding and business growth and built my own audience of 20,000 from scratch.

I enjoy collaborative environments where strategy and delivery go hand in hand.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

HKA
Digital & Communications Director
CONSULTING AND AUDITS
June 2024 - June 2025 (1 year)
London, United Kingdom
• Developed the global digital and communications strategy across 45 offices in 17 countries. Including a 1,000+ person employee engagement survey and launching an industry-leading report.
• Increasing organic traffic by 350% and MQLs by 10% by creating a content and thought leadership strategy.
• Implementing CRM strategies to support the Business Development teams in HubSpot.
• Managed the global marketing team and provided guidance to regional marketing teams.
• Ran LinkedIn training across the global Partner and Business Development teams to grow organic reach.
• Managed a reskin of the 2,000-page website across 20+ service lines and optimised the user journey
Digital communication LinkedIn Marketing Internal communication Digital marketing Marketing strategy
Laguna Marketing
Fractional CMO
DIGITAL AND IT
September 2021 - Today (4 years and 9 months)
United Kingdom
• CMO for smaller firms that don't need a full-time hire or need strategic direction for their in-house team.
• Creating integrated digital strategies to grow brands and help professional services and non profits target their ideal clients.
• Auditing existing marketing strategies and creating actionable roadmaps for marketing teams to implement.
• LinkedIn strategy and ghostwriting for CEOs to build their personal brands and grow inbound leads.
• Copywriting to create integrated sales messaging and position service providers as thought leaders.
Website Web project management Content marketing Digital Marketing LinkedIn Marketing
London's Air Ambulance Charity
Digital Consultant
DIGITAL AND IT
August 2022 - June 2025 (2 years and 9 months)
London, United Kingdom
• Project Lead for all website activity. Developed a website strategy to support a £15m urgent appeal, including rebranding the website, upgrading the CMS (Drupal), increasing analytics capabilities, and introducing a new recruitment area.
• Implementing a CRO programme to improve UX and increase donor conversion.
• Responsible for resolving business-critical issues and providing digital support across the charity.
Drupal Mailchimp CRO UX Web project management