It’s time to stop accepting marketing

that doesn’t move the business forward

If you’re a CEO reading this, chances are something’s not quite landing with your marketing.

You’re investing the budget.
You’re seeing decks.
You’re hearing updates.

But you’re still asking:

  • Where’s the business impact?

  • Why does marketing feel disconnected from our strategy?

  • And why does it take so many meetings to get a straight answer?

You’re not alone.

I’ve sat inside large, global businesses where marketing has been boxed into lead gen or campaign delivery - treated like a service centre, when it should be a strategic driver of clarity, confidence, and commercial impact.

And I’ve seen the consequences:

  • Disjointed brand narratives that don’t reflect who the company is becoming.

  • Campaigns launched in a vacuum, without sales or leadership buy-in.

  • Missed opportunities to use brand as a tool during transformation, especially in moments like M&A or business model change.

  • Marketing departments stretched thin, flooded with conflicting priorities, and focused on outputs, not outcomes.

Meanwhile, you’re dealing with much bigger pressures:

  • Staying agile in volatile markets

  • Delivering visible outcomes from investment

  • Building organisational resilience

  • Connecting strategy to execution

You don’t need “more marketing.”

You need marketing that sees the whole picture and can act as a connective tissue across the business.

And in the middle of all that, you need marketing to do more than just “deliver assets.” You need it to help tell the story, align the business, and shape how the company shows up in the world.

Rowers in unison

What I do

I help organisations rewire their marketing function to think and operate like a strategic business unit, not a service team. That might mean:

  • Leading marketing workstreams during M&A - ensuring brand strategy, customer communications, and internal alignment are handled with clarity and confidence.

  • Partnering with the CMO or CEO - to assess how marketing is resourced, structured, and measured for business impact.

  • Coaching marketers to operate at a more strategic level - helping them link marketing activity to commercial outcomes, customer insight, and executive priorities.

  • Helping sales and marketing teams work together in a unified, focused way - fishing with a spear, not a net - and sharing KPIs they’re accountable for together.

I’m not a fractional CMO.
I’m not a campaign consultant.
I’m a strategic operator who understands how marketing, sales, and transformation come together, and what gets in the way when they don’t.

If this resonates with you - let’s talk.

Whether you're scaling globally, navigating transformation, or simply ready for your marketing team to reflect the true scale and ambition of your business - I can help.

This isn't about overhauling everything overnight. It's about starting the right conversation at the right level.

Because marketing isn’t just a support function. It’s mission-critical to building a business that lasts.

Curious to see how these ideas play out in the real world?

Head to the blog, where I dive deeper into the themes I explore here, from marketing’s role in business transformation to leadership alignment, sales collaboration, M&A integration, and the future of strategic brand thinking.

If the manifesto is the big picture, the blog is where the thinking gets practical.