My Story 

My Career

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I have built my career around one consistent focus: turning marketing into a measurable commercial function.

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This has been shaped by three important things: accountability, credibility and building teams that perform. 

Along the way, I’ve built functions from scratch, led growth across channels, navigated disruption and developed a broader commercial lens that goes beyond marketing alone. ​

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I started my career in financial publishing, developing a grounding in commercial marketing, audience development and revenue-driven campaign execution.

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I then spent over a decade in Asia, leading regional marketing across events, data products and media businesses. This included building teams, localising strategy across markets and adapting to digital transformation.

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Moving into senior leadership roles, I built and led marketing functions across multi-brand organisations, delivering omnichannel strategies and embedding performance accountability.

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I went on to lead marketing strategy in global and regulated environments, including financial services, where governance, credibility and data-led decision-making are critical.

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During COVID, I built and ran a digital-focused marketing consultancy, helping businesses transition to direct-to-consumer and digital-first growth models. This expanded my commercial understanding beyond marketing into pricing, operations, client delivery and decision-making under pressure.

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In 2022, I returned to permanent leadership, joining SME Capital to lead marketing across SME-focused businesses - building capability, setting direction and delivering measurable growth. This broadened to taking on additional responsible within the iO Finance Partners Group of businesses. 

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How I Operate

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What has remained consistent is how I approach marketing:

• Start with commercial objectives, not channels

• Build structure before scale

• Focus on measurable outcomes, not activity

• Balance brand and performance

• Create accountability across teams and leadership

• This approach has allowed me to deliver consistent results across very different types of organisations

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What I Stand For

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• I value clarity over complexity and accountability over activity. Marketing should be a commercial driver, not a collection of disconnected outputs.

• I care about integrity and credibility, particularly in regulated and trust-led environments where scrutiny is high.

• The strongest results come from teams that take ownership, supported by clear expectations and high standards. Creativity and discipline should work together - combining strong storytelling with measurement and operational rigour.
   

My aim is simple: leave businesses stronger than I found them - commercially, culturally and operationally.

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Education & Professional Development

 

• BA (Hons) in Marketing (2:1) from Buckinghamshire University

• First-class classified dissertation.

• Professional development includes digital marketing certifications from the Institute of Direct Marketing and ongoing study towards a CIM Diploma in Digital Marketing.

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​Guest Lecturing & Industry Contribution ​​

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I have contributed to undergraduate teaching, mentorship and industry panels, including work with:

• University of Hong Kong

• Hong Kong Polytechnic University

• Buckinghamshire University

I previously provided student mentorship through Hong Kong Polytechnic University’s Student Outreach Programme, supporting early-stage talent with practical insight into marketing, commercial strategy and career development.

I have also participated in marketing and business panels, sharing practitioner-led perspectives with professional audiences.

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​​Future Focus
 

​I am seeking a permanent Marketing Director or Head of Marketing role within an ambitious, growth-focused business where marketing is treated as a commercial driver. I do my best work in organisations that are serious about growth, where marketing plays a clear role in revenue, positioning and long-term value.

 

Outside of Work
 

Outside of work, I keep active through hiking, paddle sports and regular gym training. I also enjoy racket sports, theatre and live performance, and have a long-standing interest in collecting wine and whisky.
 

These interests reflect the balance I value professionally: discipline and creativity, focus and perspective.

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