I help B2B teams turn digital strategy into shipped pipeline.
Digital Marketing Lead at Nutcracker Agency. I lead demand generation and commercial performance across B2B accounts, measured against pipeline and revenue. I publish The Operator’s Notebook — a fortnightly letter for senior B2B marketers.
The working years
Digital Marketing Lead · Nutcracker
Part of Nutcracker Agency, supporting B2B teams with digital strategy, content, paid media, social, and measurable growth.
Independent operator
Strategy, content, and marketing operations work focused on closing the gap between activity and pipeline.
Head of Mkt Ops
Series B SaaS. Built content and operating systems that contributed to marketing-sourced pipeline.
Content & Growth
In-house marketing roles across B2B teams, learning which positioning, channel, and execution variables mattered.
Explore the commercial system.
Work and services
See the engagement shapes behind the digital marketing work.
Practical playbooks
Use decision frameworks before sending a Nutcracker brief.
Latest writing
Read current thinking on search, paid media, and B2B pipeline.
Contact route
Use the local contact page to understand why enquiries now route through Nutcracker.
Website Rewrite: About Page
Status: Draft
Logic: Humanizer Pass 1
[Section: Hero]
Label: About
Heading: The gap between intention and commercial reality is where I work.
Sub-heading: Most marketing strategies look solid on paper but fall apart when they hit the real world. I’ve spent my career in that gap—rebuilding broken systems, fixing tracking that told comforting lies, and turning chaotic activity into predictable pipeline.
[Section: The Origin Story]
Body:
I didn’t arrive at digital marketing through a clean, academic path. I started on a construction site in 2006, interning with Bouygues UK. It wasn’t marketing, but it taught me the most important lesson I rely on today: a plan only matters if it survives contact with reality.
Later, at PwC, I worked on consulting projects tied to mergers and acquisitions. That sharpened my ability to look at any strategy and ask the question most people avoid: Where does this break?
[Section: The Record Label Era]
Body:
I stumbled into marketing through necessity. While studying, I ran an independent record label for six years. There were no playbooks. I had to manage releases, budgets, licensing, and sales simultaneously. Every decision had a direct cost. Every mistake showed up in the bank account. That’s where I learned to think commercially.
[Section: The Practitioner Scale]
Body:
I later moved into gaming and kids’ entertainment at Snatch and PlayStack. Worked on the UK market launch at Snatch AR. Over one million downloads. Contributed to a $15m Series A. I had to understand how to drive growth and maintain industry-beating retention rates in a $15M Series A environment. I had to figure out what made people act, not just what made the dashboard look healthy.
Now, as Digital Marketing Lead at Nutcracker Agency, I run the full stack: PPC, SEO, CRO, analytics, and operational AI systems. I don’t theorise about marketing. I do the work.
[Section: The MSc Perspective]
Body:
I’m currently finishing an MSc Marketing dissertation focused on the tension between privacy and performance. In a world of increasing regulation, I wanted to understand the mechanics properly before the pressure makes them unavoidable.
[Section: The Core Argument]
Pull-quote: “Marketing only counts when it moves revenue. If it looks busy but doesn’t produce pipeline, it’s theater.”
[Section: Sidebar/CTA]
Label: The Operator’s Notebook
Body: Weekly analytical pieces for senior marketing leaders. Frameworks over trends. Evidence over opinion.
CTA: Subscribe →