Big-picture thinking with hands-on delivery.
Strategy only matters if it survives contact with reality.
I’ve been the first marketer in the room and the one brought in when marketing needed fixing. I’ve worked with founders defining their brand from scratch and with leadership teams trying to make sense of what they already have. Always in financial services, from data and advisory to fintech.
I work at strategy level and get into the detail (digital channels, martech, campaign execution, etc.), which means I can build what I recommend, sense-check what an agency is telling you, and know when something isn’t working.
The way I work
Marketing as a system, not tactics
When brand, content, channels, sales and ops are disconnected, even good work underperforms. I focus on building a system where each part supports the others, so effort compounds instead of resetting every quarter.
Data that supports decisions
Comfortable with numbers, focused on what moves the needle: pipeline quality, acquisition cost, sales velocity, how fast you can learn and adjust.
Clear signals over vanity dashboards.
Implementation that actually works
Most strategies fail between workshop and standup. I bridge the gap so plans run in reality, not just in PowerPoint, built around what you have or can realistically add.
