Work
I have worked across sales, growth and marketing, usually close to the systems connecting marketing activity to revenue.
Over time, more of that work has moved into CRM, automation, data and now AI. The common thread has been trying to understand how the whole commercial system works rather than optimising one isolated part of it.
Optivian
Founding Growth Marketing Lead
I currently work at Optivian, an early-stage company building an AI sales co-worker.
One of the most interesting parts of the work has been seeing the difference between an impressive AI demo and a system that needs to work reliably with real business data every day.
Real data is messy. Information is distributed across systems, associations can be missing or wrong, and what was true about a customer or deal two weeks ago may no longer be true today.
Connecting a general-purpose model directly to raw data sources can get surprisingly far. The harder problem is maintaining the right context over time: understanding what belongs where, what has changed and what is actually relevant.
That has changed how I think about business AI considerably.
Futures Platform
Head of Marketing
I continued leading marketing after Statzon became part of Futures Platform.
A major part of my work toward the end was the positioning and launch of Synapse, Futures Platform’s new Futures Intelligence workspace.
Alongside the launch, I worked across marketing strategy, CRM and lifecycle development, sales and marketing alignment, website and content, acquisition and the systems needed to understand how those activities translated into pipeline.
The period also involved combining organisations and go-to-market approaches after the merger, which made the relationship between positioning, process, data and execution particularly visible.
Statzon
Head of Growth
Statzon was a B2B SaaS market intelligence platform.
I joined to lead growth and later took broader responsibility for marketing. My work covered acquisition, website development, CRM, content, analytics, automation and sales support.
This was where I became increasingly interested in the system behind marketing rather than individual campaigns.
A channel can perform well while the overall growth system performs badly. Understanding the difference requires looking beyond acquisition and connecting marketing activity with product behaviour, CRM data and eventual sales outcomes.
Earlier work
Before moving fully into B2B SaaS marketing, I worked in sales, business intelligence and growth strategy.
That background still influences how I approach marketing today.