Good marketing is
commercially
accountable.

The Brief

Agencies lose client context constantly. Decisions made in meetings are not captured. Emails with important client steers are buried. A new team member starts on an account and has to mine months of history out of other people's heads. The result is inconsistency, repeated mistakes and a hidden coordination cost that quietly erodes margin.

The Approach

Built using n8n as the orchestration layer, connecting to the Claude API with a structured system prompt. The system connects to every data source for each client: emails, Slack threads, project management tasks, Google Drive documents, brand guidelines, campaign performance data and meeting transcripts (via Fireflies or Fathom webhook).

Each client has a structured knowledge base split into Soul (rarely changes: who the client is, how they sound, what they will never do) and Memory (grows weekly: decisions made and why, patterns of what works, dated log). An inbox document per client acts as a frictionless capture point — anyone drops a dated line after a meeting or email. Once a week the account lead promotes real decisions into the right place. n8n automates the capture: meeting transcript arrives, Claude extracts decisions and drafts inbox entries, human approves before anything becomes canonical.

The result is a pre-meeting brief generated automatically before every client call — outstanding items, recent emails, deliverables in flight, anything flagged urgent.

The Outcome

30–40% reduction in admin and coordination overhead. Zero client context lost between team members. New team members inherit institutional memory from day one. Every piece of work produced with the right context, every time.

The Brief

Omniamed Communications was a medical communications agency with four publisher brands, a broken CRM, no demand generation infrastructure and no marketing team to speak of. The brief was to build all of it — and run it.

The Approach

Rebranded and replatformed all four publisher brands — Diabetes on the Net, Wounds International, British Journal of Cardiology and GPNotebook — saving over £1.2M in the process. Implemented Microsoft Dynamics CRM end-to-end with new team structures aligned to the sales function. Built the demand generation engine from scratch: ICP definition, content strategy, ABM campaigns, lead scoring and attribution across 12 countries including US market entry. The publisher brands served HCP audiences — physicians, cardiologists, wound care specialists — with clinical content and pharmaceutical brand messaging. ABPI compliance, ASA healthcare advertising rules and GDPR were the operating environment throughout.

When COVID collapsed the events industry overnight in 2020, I personally built a remote broadcast studio in weeks. Launched a digital events programme that grew revenue year on year while competitors contracted.

The Outcome

120% inbound lead growth. 10x CRM engagement improvement. Over £1.2M saved in technology procurement. 25% revenue growth during COVID while the rest of the industry contracted. A marketing function that ran across 12 countries with a lean team, modern infrastructure and commercial accountability built into every decision.

The Brief

Self-initiated. Build a commercially viable DVLA-registered number plate reseller that could compete for high-volume UK search terms against established players with significant budgets and full development teams.

The Approach

Used AI — primarily Claude and ChatGPT — as the primary build tool throughout. Not for content generation. For actual engineering decisions, architecture choices, debugging, code generation and problem solving. Every technical challenge was approached as a human-AI collaboration.

The stack: PHP 8.4, Twig 3, MariaDB and Elasticsearch indexing over 70 million DVLA registered plates dynamically. Cloudflare handles edge caching across all 70 million product pages. Payment systems include Google Pay, Apple Pay and PayPal — each debugged and implemented personally. SEO architecture was built to generate indexed, crawlable pages at scale across every plate combination.

The Outcome

A live, revenue-generating platform ranking competitively for search terms with 220,000 monthly UK searches. Built by one person. The platform proved that the gap between having an idea and having a working product has collapsed — if you know how to use AI as a genuine build partner rather than a content helper.

The Brief

OzMobiles was a D2C second-hand phone reseller with an inventory problem. Their stock changed daily — phones selling out, new devices arriving, prices shifting. Previous agencies ran campaigns manually, which meant wasted spend on phones no longer in stock and missed opportunities on new stock not yet in campaigns. They needed someone who could actually solve it rather than manage around it.

The Approach

Built a scripted database system that connected directly to their Magento inventory. Every day, the system pulled new stock data, parsed each device's attributes — make, model, colour, storage, accessories, price — and automatically constructed the correct ad copy, set destination URLs and activated or paused ad groups based on live stock status. If a device was in stock, the campaign ran. When it sold, the campaign paused. No manual intervention. This was before smart campaigns with inventory feeds were a standard feature. The logic was built from scratch.

The Outcome

87% increase in revenue within one month. Zero extra spend on clicks. The entire gain came from eliminating waste on unavailable inventory and ensuring every active ad was accurate, relevant and pointed at a live product.

The Brief

TruBe was a personal training marketplace app. The commercial problem was the gap between someone downloading the app and completing their first paid training session. At over £30 per activation the unit economics did not work. The task was to fix the number without increasing the spend.

The Approach

Ran performance marketing simultaneously across PPC, App Store Optimisation, SEO, paid social and CRM retention — with CRO as the connective tissue. The unlock was building cross-device scorecards using historical conversion data to break down the active audience into precise behavioural segments. Rather than optimising against broad demographic signals, we identified the specific behavioural variables that predicted payment conversion. Every channel was then optimised against activation rate, not just downloads or installs.

The Outcome

Cost per app activation fell from over £30 to £4.80. An 84% reduction in the core commercial metric. Delivered through audience intelligence and multi-channel CRO rather than increased spend.

The Brief

Three agencies had tried and failed to make the performance marketing work before the brief reached me. The budget was adequate. The platforms were fine. The problem was that PPC, SEO and CRO were being run as separate activities by different hands, pointing in different directions, with no unified strategy and no shared attribution model.

The Approach

Full audit: account structure, keyword architecture, quality scores, landing page performance, CRO test history, attribution setup and reporting framework. Then a ground-up rebuild — one unified strategy across PPC, SEO and CRO, with shared conversion goals, consistent messaging from ad to landing page to checkout, and a performance framework that made the real numbers visible rather than the comfortable ones.

The Outcome

55% conversion rate increase. 326% pure profit growth. Delivered within the engagement period. No increase in media spend.

The Brief

easyMoney had a launch date, a product and no marketing infrastructure whatsoever. No website, no campaigns, no CRM, no analytics baseline, no brand presence. Build everything operational before launch.

The Approach

Audience profiling and ICP definition first. Then brand messaging architecture built around the real competitive landscape — a regulated investment product in a market crowded with both traditional providers and early fintech challengers. Website designed, built and launched. Performance marketing operational across Google, Facebook, LinkedIn and Bing. Print campaigns developed and placed. London ATL and radio planned and activated. Every channel running before launch day.

The Outcome

The brand grew to over £100M in funds under management.

The Brief

The Copper Development Association needed to fill a major industry conference in Washington DC targeting a notoriously hard-to-reach audience: politicians, policy experts and data specialists. Standard outreach had not moved the dial. Two separate project engagements also required PPC campaign management and a full HubSpot CRM setup from scratch.

The Approach

Built and enriched a targeted prospect list using Clay and Apollo — identifying the right contacts, verifying details and layering in contextual data for each individual. Then created personalised outreach sequences matched to each contact profile. Not a mail merge. Sequences where the opening line, the reference point and the ask were all calibrated to the individual — using AI to do at scale what a skilled human would do manually for a handful of contacts. Alongside the outreach, managed PPC campaigns and built out HubSpot CRM with automated follow-up sequences and pipeline reporting.

The Outcome

The conference sold out. Engagement was three times the original target. The HubSpot CRM handed over with clean data, working automations and a reporting framework the team could run independently.