Commercial marketing that supports growth

From communications function to commercial marketing

CILEX: Legal qualifications and professional membership.

I led the transformation of CILEX’s marketing and communications function, moving it towards a more commercial, insight-led approach.

This included creating the strategy, processes, team, and measurement needed to generate and manage prospective customer interest more effectively. I brought together audience insight, messaging, campaign planning, website journeys, data and internal ways of working to give marketing a clearer role in organisational growth.

Key skillset:

• Commercial marketing strategy and planning.
• Building a lead-generation approach from the ground up.
• Connecting marketing activity with customer journeys and organisational goals.
• Improving the use of audience, campaign and performance data.
• Leading change across teams and stakeholders.

Key results:

• Within 18 months I'd increased B2C leads by 25%, marketing-driven revenue by 15%, and marketing ROI by 60%.
• Introduced a culture of insight and performance reporting, presenting strategic marketing reports to the Board and senior leadership team.

2023 - 2026 (In-house role)

Growing the audience and commercial value of London Tech Week

InformaTech: Technology events and media

As Head of Marketing for the London Tech Week portfolio, I was responsible for ambitious commercial targets spanning audience growth, event attendance, sponsorship revenue and brand positioning.

I developed and delivered marketing plans designed to attract the right audiences, strengthen the event’s market position and create greater value for attendees, sponsors and commercial partners.

Key skillset:

• Marketing strategy linked directly to revenue and attendance targets.
• Audience acquisition across a major event portfolio.
• Stronger positioning and messaging.
• Collaboration with sales, sponsorship and event teams.
• Using performance insight to improve activity and investment.

Key results:

• Increased London Tech Week sponsorship revenue by 35% YoY, generating £1.2m revenue from sponsorship and delegate sales.
• Increased TechXLR8 London expo onsite attendance by 23% and TechXLR8 Asia’s delegate revenue by 70% YoY.

2018 - 2020 (In-house role)

Turning large-scale campaigns into demand

AAT: Professional accountancy qualifications and membership.

I developed and delivered large-scale campaigns to attract prospective customers and support their journey from initial awareness to enquiry and conversion.

The work combined audience insight, proposition and messaging with coordinated activity across paid media, outdoor advertising, digital channels, television, radio and press.

My focus was not simply on campaign reach. It was on creating a clear journey, giving prospective customers a reason to respond and using performance evidence to improve results.

Key skillset:

• Prospect acquisition and lead-generation strategy.
• Large-scale, integrated campaign planning and delivery.
• Audience-focused propositions and messaging.
• Managing complex campaigns across multiple channels.
• Improving the journey from awareness to conversion.

Key results: Increased number of prospect leads by 26% YoY through improved advertising across TV, radio, outdoor, press and online.

2018 (In-house role)