CONSULTANCY
Alongside my work in higher education, I offer strategic marketing consultancy to SMEs and organisations looking to sharpen their digital presence. Whether it’s refining messaging, improving campaign performance or building a strategy from the ground up, I help brands cut through the noise with clarity and focus.
I specialise in planning and delivering multi-channel digital campaigns that meet users where they are. From email marketing and paid social, to organic content strategies, search ads and landing page optimisation, I understand how to align the right message with the right channel at the right time.
The digital landscape is fast-moving and increasingly shaped by automation, personalisation and platform fatigue. Many businesses struggle not with ideas, but with knowing where to focus, which channels to invest in and how to measure what matters.
I bring a balance of creative thinking and analytical rigour to every project. Using behavioural insight, strategic frameworks, and practical experience with tools like Google Analytics, Mailchimp, Microsoft Dynamics CRM, HubSpot, and Meta Business Suite, I support organisations in making better marketing decisions and building strategies that deliver long-term value.
Proven Delivery
I’ve planned and delivered multi-channel campaigns across email, social media, brand development, CRM development and paid media, which are always insight-led, audience-first, and performance-focused. From lead generation to stake-holder engagement, my work connects strategy with execution and delivers measurable results.
Distinction Pending
I've achieved distinctions in all modules of a Master's in Digital Marketing, covering areas such as strategic marketing, e-commerce, the future of marketing technology, and social media, a standard I expect to continue into my dissertation on digital incentivisation for zero-party data for Gen-Z audiences.
AI Certified
My Advanced AI for Digital Marketers Qualification from the Digital Marketing Institute equipped me with the skills to use AI to generate content for your campaigns, analyse vast insight data, and improve your campaign's effectiveness.
MY APPROACH
I utilise the SOSTAC framework developed by Chaffey & Smith – a proven strategic model that turns marketing plans into action with clarity, focus, and purpose. It’s not just theory to me; it’s how I break down complex challenges and build campaigns that deliver.
My approach blends academic rigour with hands-on experience, making frameworks like SOSTAC genuinely usable in fast-moving, real-world contexts. Whether I’m planning a long-term campaign or responding to a shift in audience behaviour, this structured thinking keeps strategy sharp and execution effective.
1.) Situational analysis
We’ll assess the current landscape — audience, channels, competitors, performance — to understand what’s working, what’s not, and why. Without that context, strategy is just guesswork.
2.) Objective setting
Based on the review of your current situation, we set clear, measurable goals tied to outcomes that matter — reach, engagement, conversion, loyalty. If it doesn’t align with the bigger picture, it doesn’t belong in the plan.
3.) Strategic overview
I shape the high-level approach — segmentation, targeting, positioning, and messaging. It’s where creative thinking meets commercial intent.
4.) Tactical approach
We start to look at how to execute the strategy and what channels we’ll use to do it. From email, social, SEO, paid ads, webpage content and more. Tactics follow strategy, not trends.
5.) Actions
We’ll itemise all the specific actionables that are going to achieve the objectives into workflows, with responsibilities and timelines. Critically we’ll also look at mitigations – what do we do if we can’t do what we planned when we want to?
6.) Control Measures
Here we’ll set KPIs designed to assess whether we are achieving the objectives we know we need, tracking performance and using data to adapt where necessary. It’s not about chasing numbers, it’s about ensuring all work retains its strategic value.