I put your audience at the centre of your marketing, so you can bring them to the centre of your startup.

Too many businesses build their marketing around what they want to say, not what their customers need to hear. This is why so much marketing fails. My approach is different. I believe that before you can build a single social media post, sales deck, website, or ad, you must first build a deep understanding of the people you want to serve. The audience-first focus is the blueprint for everything I do.

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From champagne dreams to startup reality

I’ll be honest, I thought my career would look a bit like 'Absolutely Fabulous', champagne lunches included! But my first real job set me on a completely different and more rewarding path. I joined a startup charity helping black and ethnic minority founders build their own businesses, and I was instantly hooked.

It was a fast-paced world of big ideas and even bigger challenges. I quickly realised my passion wasn't for chasing parties, but for the puzzle-solving growth of it all: taking a founder's vision, understanding their audience deeply, and building a marketing function that could turn their goals into reality. Ever since, I've spent my career as the 'first marketer' in startups, sorting through the chaos to find the clearest path to ongoing growth.

Those early experiences taught me that failure is a far better teacher than success, and that a clear purpose is what truly earns loyalty in a world where it's easily lost.

It's why I now choose to partner with founders who are driven by more than just profit. My role isn't simply to execute a marketing task - I thrive on the collaborative push-and-pull that uncovers the best path to sustainable, long-term growth, not just the easiest one.

Ultimately, by challenging assumptions and focusing on the fundamentals before the complex, I create a marketing engine that is built to last and improve over time.

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Lecturer in Marketing at Richmond University

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AI Workshop Leader for companies & individuals

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15+ years of startup
marketing experience

My approach to AI

I’ve been experimenting with AI since the day generative models became publicly available. My 'aha' moment came when I moved beyond simple queries and started mastering prompt engineering. I discovered that when used for specific, foundational tasks, like initial data analysis, deep research, and brainstorming, AI could increase my productivity by over 60% without ever changing the quality or soul of my marketing work.

This experience shaped my ethical approach to the technology. I understand the concern that AI can strip creativity from marketing, and I share it. For me, AI is never a replacement for critical thinking or human insight, it's only ever a strategic assistant. It handles the heavy lifting, which frees up our time and budget to focus on what truly matters: understanding the nuances of your audience and developing a creative strategy that connects on a human level. You can read more here.

Let’s obsess over your audience together.

My approach is collaborative, hands-on, and focused on results. If you're a purpose-driven founder obsessing over growth but not sure how to get it, I'd love to hear your story and help.