Expertise
Digital marketing that is answerable to the business behind it.
My core discipline is digital marketing: strategy, search, content and analytics, built around a commercial objective rather than a channel. From there I extend into e-commerce and, where the operation needs it, into business transformation — workflow mapping, operating-model design, system and portal requirements, stakeholder alignment, automation and measurement.
Digital Marketing Strategy & Growth
Digital marketing is my core discipline. I set the commercial direction, decide where attention is genuinely worth earning, and hold the strategy accountable to what the business can deliver.
Strategic remit
- 01Commercial direction: the objective the marketing is answerable to, before any channel decision.
- 02Audience and proposition: who the business is for, and the argument that earns their attention.
- 03Acquisition architecture: the routes to market that justify sustained investment, in priority order.
Seen in practice
SEO, Content & Performance Intelligence
Visibility and measurement close the loop. I build search and content architecture around genuine demand, then use performance data to decide where effort belongs next.
Strategic remit
- 01Search and content architecture built on evidenced demand rather than assumption.
- 02Performance intelligence: reading commercial and operational data to direct investment.
- 03Honest measurement against an agreed baseline, reported in business terms.
Seen in practice
E-commerce Growth & Conversion
Commerce works when the proposition, the catalogue and the buying journey match what the business can genuinely fulfil. I set that structure, then improve what decides whether interest becomes an order.
Strategic remit
- 01Commercial scope: which products and services belong in an online purchase journey.
- 02Conversion strategy across the journey from first visit to completed order.
- 03Growth sequencing, so platform investment follows demand rather than preceding it.
Seen in practice
Digital Business Transformation
Where marketing meets the operation, I help businesses modernise how they work, so acquisition, service delivery and aftercare stop sitting apart.
Strategic remit
- 01Operating-model design: how work, information and customers move through the business.
- 02Requirements defined in business language, ahead of any technical decision.
- 03Cross-functional delivery across engineering, operations, commercial and IT, sequenced in phases.