Built on strong foundations
I started my career in journalism, in newsrooms where pace, pressure, and shifting narratives shaped real-world outcomes every day. It taught me to think fast, communicate with clarity, and understand how stories can move people, and decisions. That instinct for narrative has underpinned everything I’ve done since, whether guiding a business through an acquisition or helping teams adapt to new ways of working.
Shaping culture from the inside out
At McCann Synergy, one of the UK’s leading employer brand and workplace experience consultancies, I worked at the intersection of business strategy, HR, and employee engagement. I saw first-hand how culture drives performance and how alignment between people, purpose, and strategy can unlock real transformation. That belief in change through people has stayed with me.
Learning to orchestrate global change
Working with Panasonic Business at Proctor + Stevenson gave me a seat inside a truly global organisation. I supported their pivot from hardware-led messaging to a solutions-driven model spanning professional displays, ProAV, Toughbook, smart factory and supply chain solutions. My role was about more than marketing campaigns, it was about connecting complex global narratives, navigating EMEA and APAC requirements, and supporting multi-region transformation.
Integration and sustainability
GPA Global was undergoing rapid transformation: 10 acquisitions, a shift from offshoring to nearshoring, and growing focus to lead on sustainability. I worked to unify acquired businesses under one global brand through a large-scale brand architecture project, led ESG storytelling and reporting, and worked directly with the President and CEO.
One of my largest projects was designing and rolling out GPA’s first company-wide intranet, from vendor selection to global launch in just three months, creating a single source of truth and culture across the organisation. Alongside this, I partnered with sales, IT, and operations to support a Microsoft Dynamics CRM and account planning overhaul, enabling smarter cross-sell and integration. These were as much change programmes as they were marketing projects.
Driving growth in complex organisations
At Momentum ITSMA, the consultancy credited with pioneering account-based marketing, I helped shape some of the industry’s most recognised programmes for Microsoft, Dell, State Street, Nutanix, Oracle, Infosys and SAP. These weren’t just campaigns, they were programmes that shifted perceptions, aligned sales and marketing, created shared KPIs, and helped global enterprises grow and retain multi-million-dollar accounts. It gave me rare visibility inside dozens of large, complex organisations across EMEA, the US, India, and the chance to spot patterns in what really drives change and where organisations often stall.
High-stakes integration
Most recently, I led the marketing workstream for the $540m acquisition of CWT by American Express Global Business Travel. This included customer communications, brand migration, and cross-functional alignment across multiple global teams. Alongside the acquisition, I drove AI adoption across the marketing organisation, from vendor onboarding to compliance frameworks and training programmes, and reviewed the company’s end-to-end events process for commercial effectiveness.
Transformation under pressure
At Exabeam, a US cybersecurity scale-up, I was brought in to build ABM from the ground up. I onboarded agencies, introduced 6sense, created sales and marketing alignment frameworks, and moved the organisation away from old lead-gen models towards a strategic growth engine. This work took place in the context of leadership shifts and the run-up to Exabeam’s merger with LogRhythm - a reminder of how marketing and change often collide in moments of transition.
Why this matters
Across every role, the common thread has been transformation. Whether through M&A, digital adoption, brand realignment, or cultural integration, I’ve worked at the sharp end of complex, global change.
This isn’t just about marketing.
It’s about helping businesses adapt, align, and grow in high-stakes environments — where clarity, strategy, and execution really matter.