Description

I support B2B and SaaS leadership teams when marketing execution exists, but confidence in its commercial impact does not.

With 25+ years’ experience leading customer marketing, advocacy and go-to-market strategy across EMEA and APJ, I now work as a fractional leader and senior marketing advisor. Engagements typically focus on alignment, prioritization and measurable outcomes rather than volume delivery.

My work commonly includes:

Customer marketing strategy and advocacy programs aligned to revenue goals
Go-to-market planning and execution roadmaps (3–6–9 months)
Alignment between marketing, sales and leadership teams
Transforming customer stories into sales-usable proof
Improving marketing credibility, focus and ROI visibility

I do not operate as an agency and I do not sell generic growth tactics. I work directly with founders, marketing and leadership teams to establish clarity, traction and momentum where marketing performance or trust has stalled or needs a fresh perspective and execution.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Southampton (up to 50km)

Elastic
Director, Customer Marketing
TECH
February 2022 - October 2025 (3 years and 8 months)
London, United Kingdom
I help SaaS/Tech leadership teams turn customers into revenue leverage.
Marketing & Advocacy leader for B2B SaaS scale-ups (Series C–pre-IPO)
Specialist in fixing unclear GTM, weak customer proof, and misalignment between Sales and Marketing
Designed and delivered customer-led growth programs influencing $100M+ pipeline
Built scalable customer proof engines: stories, video, references, events, and sales enablement
Created and launched a full customer advocacy program aligned to revenue streams specifically focused on cross-sell and upsell lead generation
Partnered directly with Sales and SDR leadership to support strategic deals and conversion through campaigns, social and SEO to drive inbound MQLs
Created prioritized 90-day roadmaps to turn strategy into execution
Implemented governance, measurement and ROI dashboards to restore trust in marketing
Drove performance through focus and reuse (154% FY24 delivery vs target)
Operated across EMEA & APJ as a trusted senior advisor during growth and change
Created ongoing advisory boards with strategic customers to provide real-world product development feedback loops, ensuring relevance and demand.
Go-to-Market (GTM) Strategy Revenue Enablement Customer Loyalty/ Retention customer success Marketing
Sage
Head of Marketing and Programs
SOFTWARE PUBLISHING
April 2018 - January 2022 (3 years and 9 months)
Reading, United Kingdom
Senior Customer & Go-to-Market Marketing leader in a global B2B SaaS organisation
Managed and mentored high performing team of 8 marketers
Built customer-led marketing programs to support pipeline growth and deal conversion
Adopted social campaigns to showcase key customers to create brand preference, leading to 35% increase in inbound web traffic
Scaled Sage Champions to 6,000+ customers as a commercial engagement engine
Drove 350% YoY growth in customer content and sales-usable proof
Repositioned customer stories as revenue assets, not brand collateral leading to full insertion within sales funnels to close more deals.
Worked closely with Sales leadership to align messaging with live opportunities
Improved deal velocity through stronger proof and field enablement
Introduced prioritization, governance and measurement tied to revenue outcomes
Continually demonstrated the value of marketing through OKRs and KPIs, becoming a trusted partner to leadership during growth and transformation
Operated cross-regionally, aligning teams around commercial goals.
Revenue Enablement Sales Excellence Customer Loyalty/ Retention Communication Content marketing
Cisco
Senior Marketing Manager, Cisco Services and Partner Enablement
TECH
August 2010 - August 2017 (7 years)
London, United Kingdom
Senior Partner & Services Marketing lead within a global B2B technology organization
Created full 3 year marketing plan and owned the go-to-market marketing for Cisco Services and Partner-led offers
Designed and executed partner marketing campaigns to drive revenue growth and adoption
Nurtured and onboarded European VAR partners exceeding recruitment target by 15% in year one
Built and scaled the Services Partner Program, enabling partners to sell higher-value services and create net new revenue opportunities
Improved partner performance through clearer value propositions and sales enablement
Delivered 32% YoY growth in partner-influenced services revenue
Aligned Marketing, Sales and Partner teams around shared commercial objectives
Created repeatable GTM frameworks for partner acquisition, activation and expansion
Supported regional and global stakeholders across multiple markets
Focused relentlessly on measurable outcomes, not activity
Marketing Transformation & Execution Go-to-Market (GTM) Strategy Content marketing Marketing and Communications Planning Revenue Enablement