Demand Generation — AI-Native Execution

Good marketing is commercially accountable.

Your business will have good marketing activity. But very few have the infrastructure that connects it to pipeline and makes every pound of spend measurable. That is the gap I close. Strategy to execution, under one set of hands, with AI as a genuine force multiplier.

How I Work Proof
20 Years Experience
12 Countries, One Engine
£1.3M Saved in One Engagement
70M Pages Built with AI
About Dylan

The work is the
point. It always has been.

Started in performance marketing when paid search had no job title. Built the first SEO department at my first agency. Wrote the pitch decks, won the clients, ran the campaigns. Progressed through WPP to Head of Media Services leading teams across 18 global offices. Then spent four years building an entire marketing function from scratch at a medical communications agency across 12 countries.

Since then I have taken on engagements where the brief was specific and the problem was real. I have also built two technology platforms personally — one of them a 70 million page AI-powered platform — because the hands-on instinct does not switch off when the client work does.

I adapt to what the business needs. Strategy one day, campaign execution the next, CRM configuration the day after. The brief determines the work. Not the job title.

Named in The Drum’s Search Top 50 — Most Influential People in Search
Judge, DMA Awards and The Drum Search Awards
Co-authored the UK’s first BTEC qualification in Online Copywriting
Google Ads and Google Analytics Advanced Certified
Degree in Marketing and Business Management — IMM Graduate School, South Africa

“The businesses I work with are not short of ambition. They are short of the marketing infrastructure that turns ambition into pipeline. That is the gap I close — and I close it personally, not through a team of account managers.”

— Dylan Coetzee
Background
WPP — Mindshare, MediaCom, POSSIBLE
Marketing Director, Omniamed Communications
Head of Digital, Wordbank (75 countries)
Founder, Yellowhite (70M page AI platform)
Clients: NHS Digital, easyMoney, Carwow, Skype, Live Nation
What I Do

Three problems.
One person who solves them.

Three areas where I do my best work. The brief can be a single channel project, a short consultancy stint, or a full leadership engagement — whatever the problem actually needs.

01

Build the demand generation engine

Most businesses have channels. Very few have a system. The difference is the commercial infrastructure — ICP definition, CRM, ABM, attribution — that makes channels work together and connects every pound of spend to pipeline. That is what I build.

  • Audience definition and customer research
  • Targeted outreach into the right markets and accounts
  • CRM end-to-end — HubSpot, Microsoft Dynamics, Salesforce
  • Lead scoring, nurture sequences and lifecycle automation
  • Marketing and sales alignment
  • Pipeline reporting and attribution
  • AI-powered outreach using Clay and Apollo
02

Fix a marketing function that is not working

The symptoms are usually obvious — wasted ad spend, no inbound pipeline, a CRM nobody uses, a team pointing in different directions. The cause is usually not what it looks like. I audit everything, identify the real problem and fix it. Fast.

  • Full marketing audit — channels, funnel, tech stack, team
  • PPC, SEO and CRO audit and rebuild
  • Martech procurement and legacy stack replacement
  • Agency management and performance accountability
  • Brand positioning and messaging architecture
  • Content and thought leadership strategy
  • Performance dashboards and ROI frameworks
03

Lead marketing as a senior operator

Some engagements require stepping inside completely — taking the marketing director seat, building the team and the infrastructure, and running the function with full commercial accountability. I do that. Permanently, on an interim basis, or fractionally. Strategy and execution. Not one or the other.

  • Board-level marketing leadership and reporting
  • Direct CEO and commercial leadership relationship
  • Marketing-sourced pipeline ownership
  • Team hiring, structure and development
  • Go-to-market strategy for new products or markets
  • Permanent, interim or fractional arrangements
  • Structured handover at end of engagement
Results

The work speaks.
Here is the evidence.

Every number here is real, specific and defensible in conversation. No rounded estimates. No vanity metrics.

120% Lead Growth Built demand generation engine from zero — CRM, ABM, content engine and attribution framework. Used AI to accelerate content production and lead scoring. Pipeline grew 120 percent across 12 countries including US market entry.
10x CRM Engagement Rebuilt broken CRM with AI-assisted segmentation models, dynamic lead scoring and automated nurture sequences. Rescued domain deliverability, restored IP reputation and reignited a critical revenue stream. Sales acceptance of marketing leads increased significantly.
Over £1.3M Saved Led full martech procurement replacing fragmented legacy stack with a modern integrated platform. Freed significant budget for growth activity while improving team capability and operational efficiency across the organisation.
478% ROI Uplift Rebuilt paid media strategy using insight-led audience segmentation and AI-powered bid optimisation. Eliminated waste spend and maximised buyer intent signals. Delivered 478 percent ROI uplift for a luxury travel brand at POSSIBLE WPP.
326% Profit Growth Inherited a fragmented performance marketing function that had burned through three agencies in 18 months. Audited and rebuilt PPC, SEO and CRO into a unified strategy. Delivered 55 percent conversion rate increase and 326 percent pure profit growth within three months.
3x Event Engagement Built and enriched a prospect list of politicians and data experts for a tech conference in the US using Clay and Apollo. Created AI-personalised outreach sequences matched to each contact profile. The event sold out with three times the expected engagement.
70M Page Platform Personally built Yellowhite — a DVLA registered D2C platform managing 70 million dynamic pages using AI as the primary build tool alongside Elasticsearch. Revenue generating, ranking competitively for search terms with 220,000 monthly UK searches. No development team required.
25% Revenue Growth When the events industry collapsed overnight during COVID, personally built a remote broadcast studio, launched a digital events programme in weeks and grew event revenue year on year while competitors contracted.
How I Work

No long discovery.
No decks. Just the work.

The first conversation is short. I ask what the commercial problem actually is, not what the marketing symptoms look like. Everything else follows from that.

01
Diagnose
View the entire operation. Audit the channels, the funnel, the tech stack, the team and the competitive landscape. Identify what is actually broken versus what just feels broken.
02
Design
Define the audience, the positioning, the channel strategy and the commercial framework. Build the plan around what the business needs, not what a template suggests.
03
Build
Implement personally. CRM configuration, campaign execution, team briefing, agency management. AI as a force multiplier throughout. No handoffs to juniors.
04
Measure and Scale
Build the reporting framework that connects every pound of marketing spend to pipeline and revenue. Optimise continuously. Hand back a function that compounds without me.
Who I Work With

The right problem
for how I work.

I take on a small number of engagements at any one time. The common thread is not sector — it is a specific kind of commercial problem. A founder or MD close to the marketing brief, and a gap between what marketing is doing and what it should be doing commercially.

Sectors I work across
SaaS Healthcare Technology Fintech Professional Services PE-Backed Scale-ups Medical Communications AI and Data Technology Consumer Brands Retail Events
Engagement types
Permanent Director Role Interim CMO Fractional Marketing Director Fixed Term Contract Single Channel Project Short Term Consultancy
This is probably the right fit if your situation looks like this
  • Marketing is reporting directly to the founder, MD or CEO
  • You know marketing should be generating more pipeline but it is not
  • You have tried agencies and they have not delivered what you need
  • You need someone who implements personally, not someone who advises and leaves
  • Your CRM is broken, absent or not connected to any revenue reporting
  • You are scaling and the marketing infrastructure has not kept up
  • You are entering a new market or launching a new product
  • You want commercial accountability built in from day one
Probably not the right fit if you are looking for a pure strategist who delegates all the delivery to someone else.
Selected clients & brands worked with
Carwow
easyGroup
Skype
MailOnline
FutureLearn
CloseCircle
Digital Theatre
Wordbank
CDA
Kapow Primary
TruBe
Stint
Grit
Niix
Taking on new engagements.
Permanent, interim and fractional.
Technology, healthcare, fintech, professional services and PE-backed scale-ups. London and remote.
Start the Conversation
Get in Touch

The right problem
deserves the right
conversation.

Tell me what the commercial problem actually is — not the marketing symptoms. I will tell you honestly whether it sounds like the kind of engagement I take on and what I think the real fix looks like.

No pitch deck required. No lengthy briefing process. Just a straightforward conversation about whether the fit is right.

Email [email protected]
Phone +44 (0) 74 1130 1274
LinkedIn LinkedIn.com/in/DylanCoetzee
Location London and Kent, UK
DJC Assistant
Online · replies sent straight to Dylan

    All conversations are read personally by Dylan. No sales team, no auto-sequences, no spam. If it sounds like a fit, you’ll hear back directly.