What I Do
Strategic Marketing Services
I work across four interconnected areas of strategic marketing, each addressing a different dimension of the clarity that makes marketing effective. Most engagements begin with positioning and evolve from there.
Service Areas
Where I Work With You
Brand Strategy & Modernisation
Positioning · Messaging · Target Audience
Most brands don't fail because of bad design — they fail because the positioning is unclear, the message is inconsistent, or the brand does not reflect what is relevant to the target audience. I help you close that gap. I develop brand positioning that is commercially grounded, competitively differentiated, and built to last — then support your team to translate it correctly into every touchpoint.
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- • A clearly defined positioning that differentiates you in your market and gives your team a shared direction. Not a tagline, but a strategic foundation.
- • A messaging framework aligned to your actual target audiences, so every communication (from pitch deck to product page) says the same thing, differently.
- • Deep target audience understanding. Not just demographics, but the motivations, concerns, and decision-making patterns that make your message resonate.
Communication & Channel Strategy
Messaging · Channels · Audience
The problem is rarely that companies aren't communicating enough — it's that they're communicating the wrong things, on the wrong channels, to audiences that aren't listening. I design communication strategies that bring discipline to your message and logic to your channel mix. My work stops before execution — which means no conflicts of interest, no media commissions, no reason to recommend anything other than what works.
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- • A structured audience segmentation and messaging framework so each stakeholder receives a communication that speaks to their actual priorities — not a broadcast version of your homepage.
- • A channel strategy with clear rationale — where to invest, where to cut, and how the channels work together across the buyer journey.
- • A campaign architecture your internal team or agency can execute directly, without needing to reverse-engineer the thinking behind it.
Data & AI-Enabled Marketing
Analytics · AI · Decision-Making
Most marketing teams collect more data than they use. The dashboards exist; the insights don't. I help companies turn data into decisions — by connecting what you measure to what you're actually trying to achieve. I also help teams move beyond AI as a writing tool and into AI as a genuine strategic advantage — building workflows, governance frameworks, and practical capabilities that save time and sharpen thinking.
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- • A KPI framework and data architecture aligned to your commercial goals — so reporting stops being a ritual and starts being useful.
- • A clear picture of where AI can realistically improve your team's output: faster research, sharper briefings, better prospect intelligence — without the hype.
- • Custom AI workflows and hands-on training your team can actually use, not a theoretical roadmap that sits in a drawer.
B2B Growth & ABM Strategy
ABM · Pipeline · Sales Alignment
When sales and marketing aren't aligned, the pipeline suffers — and everyone blames the other team. I help B2B companies build the systems that close that gap: account-based marketing strategies that target the right companies, reach the right people within them, and give sales a framework they'll actually follow. I design the strategy and support implementation — but I don't run your campaigns or replace your sales team.
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- • A rigorously defined ICP with account tiering and buying committee mapping — so your team knows exactly who to target, why, and with what message at each stage.
- • A sales and marketing funnel strategy with a shared qualification logic, removing the grey zone between marketing handoff and sales follow-up.
- • ABM playbooks your team can run independently — with governance, tracking, and enough flexibility to adapt as you learn.
How I Work With You
A Structured Path to Clarity
Discovery
Analysis: I dig into your business, market and internal dynamics to identify friction, gaps and unused potential and present an action plan.
Strategy
Based on discovery findings, I build a strategy specifically for your context with a clear rationale for every decision.
Delivery
I deliver frameworks your team can execute, with clear handoff and training. Not 100-slide decks that sit in a drawer.
Support
Optional ongoing advisory as you implement. I answer questions, adjust as you learn, and keep strategy on track.
Ready to build strategic clarity for your marketing?
Let's start with a conversation about your situation and whether a strategic foundation can help.
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