user13968

Fractional CMO & Brand Strategist | Ex-Sage, BT & Newcastle University | Fintech & SaaS

I am a veteran Chief Marketing Officer and Brand Strategist with over 20 years of leadership experience. I specialise in driving revenue growth and brand transformation for organisations ranging from industry giants such as Sage PLC and BT to ambitious Fintech scale-ups and heritage institutions such as Newcastle University.

My approach is rooted in data, consumer psychology, and commercial reality. I typically work with senior leaders who need to improve performance in evolving business environments through differentiation and innovation. I also bring board-level governance and strategic oversight to my consulting work, drawing on my past experience as a Non-Executive Director and Chair of the IoD Women’s Leadership Group (North East).

My career has been defined by delivering growth and navigating complex turnarounds across B2B, B2C, and the public sector. Key highlights include:

Driving B2B SaaS Growth - As Interim Marketing Director for Sage PLC (Northern Europe), I oversaw a targeted data strategy that increased the sales-opportunity pipeline for ERP software by 112% year-on-year and reduced client acquisition costs by 36%.

Fintech Scale-Up - I served as CMO for Finance Nation, playing a key executive role in a >£1m equity fundraise, developing the brand from scratch, and launching the commercial proposition.

Turnaround in Higher Education - At Newcastle University, I reversed a critical 14% decline in student recruitment. By overhauling digital platforms and brand vision, I achieved a 20% increase in applications over two years.

Consumer Brand Building - I have been the MD of a Strategic Brand-Building company in the US and the UK. Our main global clients were Coca-Cola and Nestlé. In addition, I founded Woolly Green, a lifestyle digital brand highlighted by The Sunday Times as “one to watch”. Previously, I steered marketing for Mothercare (delivering 18% sales growth in a static market) and BT Residential (increasing ARPU by 60%).

I stand out by bridging the gap between corporate-grade strategy and entrepreneurial agility.

Having served as a Marketing Director for FTSE 100 giants, and as a founder building a digital brand from the ground up, I understand both the discipline required for governance and the hustle required for growth.

My sweet spot is execution-led strategy. I don’t just design the marketing plan, but also drive the commercial revenue results behind it. Whether you are a start-up needing a Series A brand strategy or a traditional sector leader needing to reverse a decline, I bring the experience to deliver immediate value.