My approach to B2B marketing

Strategy only matters if it survives contact with reality.

For nearly 20 years, I’ve worked across fintech, financial services, professional services, education, technology and mission-driven organisations, turning scattered ideas, half-implemented tools and disconnected teams into joined-up growth engines.

I live where strategy meets systems. Beautiful decks don’t move pipelines. What matters is making plans work inside your actual CRM, automation, content workflows, data and team bandwidth.

Strategy only matters if it survives contact with reality.

For nearly 20 years, I’ve worked across fintech, financial services, professional services, education, technology and mission-driven organisations, turning scattered ideas, half-implemented tools and disconnected teams into joined-up growth engines.

I live where strategy meets systems. Beautiful decks don’t move pipelines. What matters is making plans work inside your actual CRM, automation, content workflows, data and team bandwidth.

The Firefinch philosophy

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

I’m comfortable with numbers and focus on what moves the needle: pipeline quality, acquisition cost, sales velocity and 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 PowerPoint. I care about ideas that can be implemented with what you have (or can realistically add), not theoretical “best practice”.

Working with me

Curious

I dig into how revenue is really generated: how customers buy, where deals slow down, and how your product and tools are actually used day to day.

Hands-on

Comfortable in leadership conversations or deep in the detail. I map journeys, review tracking, test handovers, and stay close to execution.

Pragmatic

We prioritise the 20% of changes that unlock 80% of impact, then iterate based on real data. No theoretical overhauls unless truly needed.

Collaborative

I work with your team and agencies, not against them. The goal is to leave you with stronger systems and less dependency on external support.

Who is it for?

Firefinch is a good fit for leadership teams who want marketing to be a growth system, not a collection of activities.

If you care about commercial outcomes, clear ownership and progress that is measurable, you’ll likely recognise yourself here.

Firefinch fits if you’re:

  • A founder/CEO wanting marketing to drive clear growth, not just “do things”
  • A senior leader needing an experienced partner to help move things forward
  • A business that values honesty, systems and sustainable progress over tactics and reinvention

A little more about me

I’ve always loved how systems work under the surface: patterns, cause and effect, tech that actually delivers. That’s why I enjoy workflows and practical problem-solving as much as strategy and messaging.

Curious by nature, I thrive in friendly, collaborative teams that experiment, measure honestly, and adapt together. I take a hands-on, pragmatic approach, focused on getting things done rather than just talking about them.

When I’m not working, you’ll usually find me walking (often while talking with a friend), playing basketball, or thinking about my next good meal.

I’ve always loved how systems work under the surface: patterns, cause and effect, tech that actually delivers. That’s why I enjoy workflows and practical problem-solving as much as strategy and messaging.

Curious by nature, I thrive in friendly, collaborative teams that experiment, measure honestly, and adapt together. I take a hands-on, pragmatic approach, focused on getting things done rather than just talking about them.

When I’m not working, you’ll usually find me walking (often while talking with a friend), playing basketball, or thinking about my next good meal.

Ready to make your marketing work as one system?

We’ll map your biggest gaps and get practical next steps, whether we work together or not.