In-house

​Jump to chronological order of roles

 

SME Capital - Building a National Growth Engine​

• Built the marketing foundation that helped SME Capital become a nationally recognised alternative lender, finishing joint 3rd in the Experian League Tables and winning multiple awards across acquisition, retention and brand growth.

• Brokered partnerships that directly closed £10m+ in loan value

• Launched Navrisk.io, a spun‑out AI‑native SaaS risk platform enabling SME lenders to accelerate underwriting and strengthen portfolio monitoring through transaction‑level credit intelligence

 

CDC Group to British International Investment (BII)​

• Delivered a historic corporate rebrand for the UK’s development finance institution during a major strategic pivot in global development.

• Led migration of a 50,000‑contact internal database to Microsoft Dynamics following formal procurement
   

The Covid Years - Digital Pivot & International Delivery

• Founded and ran a digital marketing and SEO agency helping scale‑ups and SMBs transition from traditional retail and wholesale models to digital direct‑to‑consumer (D2C).

• Delivered projects across North Africa, the Middle East and South East Asia

• Applied scalable digital growth strategies to businesses cut off from traditional routes to market during periods of extreme disruption

 

​St. James’s Place Wealth Management: Growth, Products & Partnerships (Asia)

• Defined and led go‑to‑market strategies that delivered material commercial impact across Asia.

• Launched a new Portfolio Review service, securing 40 clients and £3.25m+ FUM within 18 months

• Built and scaled delivery teams across Hong Kong, Singapore and Shanghai

• Launched a suite of Corporate Protection products, generating £2.5m+ in revenue over two years, including contracts with KPMG and Linklaters

• Established SJP’s High Net Worth (HNW) private client proposition in Hong Kong and Singapore, onboarding clients from Credit Suisse and UBS

• Optimised Salesforce usage, reactivating dormant prospects and generating 5,000+ new leads and £1.2m+ FUM

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Edelman: Regional Transformation & Performance Growth

• Led regional transformation from traditional PR to integrated communications across APAC, Middle East and Africa.

• Delivered 27% YoY revenue growth and a 26:1 ROAS on paid media

• Managed a £100m budget and developed a team of 12 marketers across Asia, Africa and the Middle East

• Designed and delivered a three‑pillar regional strategy: content and storytelling, earned/owned/paid integration, and awards & sponsorship PR

• Delivered results across UK, EMEA, APAC and North America while maintaining global brand integrity

• Managed 3-global workstreams across award submission best practice; thought leadership and channel ROI.

 

Haymarket Media Asia: Digital & Product Innovation

• Founded Asia’s first in‑house digital marketing ecosystem, spanning SEO, SEM, paid media, content amplification and campaign automation.

• Built a big‑data analytics framework across eight brands to guide commercial decision‑making

• Launched Asia’s first digital‑only publication (PRWeek Asia), generating 1,500+ subscribers in the first two weeks

• Led monetisation, digital events and rebrands, increasing brand awareness by 35% in key markets

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The Mergermarket Group (now Acuris)

• Led marketing and media relations across 10 brands in Asia‑Pacific, consistently punching above weight with lean budgets.

• Secured tier‑one coverage with CNBC, Bloomberg, Reuters, Wall Street Journal and The Times

• Delivered partnerships and events across South Korea, Japan, Singapore, Shanghai, Melbourne and Mumbai​​

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