I help businesses get to their
next phase of growth.

Global education and membership business in the professional healthcare sector — established but running marketing entirely on instinct, with no scalable infrastructure to support its next phase of growth.

• Designed and deployed ELNA's first end-to-end marketing infrastructure, transitioning the function from ad hoc execution to a fully systematised, scalable operation.
• Built repeatable Meta Ads campaigns, email nurture sequences, and webinar-led launch programs — reducing reliance on heroic one-off effort and enabling consistent membership acquisition.
• Optimised conversion pathways across all course and membership purchase flows, reducing friction and improving completion rates through targeted CRO and landing page improvements.
• Authored operational playbooks and templates, eliminating single-point-of-failure dependencies and giving the team the tools to deliver consistently without constant oversight.

Small professional services agency that had grown beyond its informal operating model — delivery quality and account profitability were suffering as a result of unclear roles, inefficient workflows, and team instability.

• Introduced RACI framework, job architecture, and ClickUp delivery systems to establish clear decision rights, accountability, and workflow visibility across the team.
• Built capacity planning and utilisation tools, improving resource allocation and giving leadership real visibility into team performance for the first time.
• Elevated client reporting standards and conducted profitability analysis across accounts — identifying an unprofitable engagement and enabling leadership to act decisively.
• Stabilised team ways of working during a period of internal pressure, improving morale and delivery consistency without disrupting client relationships.

Early-stage digital health business with an underperforming patient acquisition funnel and a fragmented product backlog creating delivery delays and misalignment between product and marketing.

• Took ownership of the Jira backlog and roadmap, rationalising priorities and creating delivery alignment with offshore development teams.
• Optimised booking journey UX and UI to reduce friction and improve conversion through the patient acquisition funnel.
• Aligned product roadmap with marketing priorities to ensure a coherent customer experience across touchpoints.
• Advised leadership on platform limitations and provided strategic direction on future-state architecture, identifying the need for platform replacement.

Post-acquisition training business within a global testing, inspection, and certification enterprise — still operating on manual enquiry and invoicing with no eCommerce capability and no path to international scale.

• Led migration from legacy Ektron CMS to WordPress and WooCommerce, defining platform architecture, UX/UI, and eCommerce operating requirements end-to-end.
• Implemented Stripe payments to replace manual enquiry and invoicing processes with immediate online revenue capture — transforming the commercial model of the training business.
• Designed and executed a simplified global rollout model — consolidating to a single .com domain with USD pricing to support international growth.
• Onboarded regional teams across the Americas and aligned marketing, technology, training operations, and regional leadership through a complex multi-stakeholder programme.

B2B assurance, certification, and training business operating across 11 countries under private equity governance — fragmented digital ecosystem, no attribution, significant internal channel conflict, and no online revenue channel.

• Delivered an 11-country website rollout enabling regional autonomy, local content ownership, and accurate attribution for the first time — across APAC, EMEA, and North America.
• Owned and improved the full martech stack — Salesforce CRM, Pardot, GA4, and WordPress — including lead governance, lead scoring, and sales-marketing alignment.
• Built a full-funnel demand generation engine integrating SEO, content, paid media, and lifecycle marketing — establishing marketing's measurable contribution to pipeline for the first time.
• Established eCommerce operations from zero, scaling online revenue to a meaningful channel contributor within the first year.
• Resolved internal channel conflict, improved ROI visibility, and supported strategic portfolio readiness ahead of business sale.

High-growth B2C eCommerce business transitioning from founder-led marketing to a structured, scalable function — with no reporting infrastructure, no attribution, and customer support costs spiralling at $12k–$15k per month.

• Led a 12-person marketing team with full accountability for daily revenue targets across digital, content, social, and CRM functions.
• Rebuilt reporting and attribution from scratch, enabling data-driven decision-making and predictable revenue modelling for the first time.
• Reduced customer support costs from $12k–$15k per month to approximately $5k per month through automation, self-service tooling, and knowledge base implementation.
• Implemented CRO and A/B testing frameworks across landing pages and the purchase funnel, improving conversion rates and enabling predictable revenue growth.
• Identified and resolved a critical data privacy issue, protecting the business from significant regulatory and reputational risk.

Early-stage B2B2C fintech startup building a white-labelled rewards platform for banks — pre-scale, with enterprise clients to win and a product roadmap to prove.

• Owned the product roadmap and backlog, prioritising features aligned with enterprise client requirements and go-to-market goals.
• Supported enterprise sales pitches through prototypes and product demonstrations.
• Led planning for offshore operations capability in Manila to support scalable delivery.

Traditional equipment rental and retail business with no digital presence and no online revenue channel — tasked with building eCommerce capability from zero.

• Led end-to-end eCommerce rollout from platform selection through build, catalogue development, and go-live — establishing the digital business from scratch.
• Built a product catalogue of approximately 2,500 SKUs, including copy, imagery, taxonomy, and inventory coordination with warehouse operations.
• Implemented SEO strategy to drive organic discovery across a large product catalogue, improving search visibility across major product brands.
• Resolved payment processing and fraud prevention issues during launch, establishing digital service standards for the new channel.