Brand • Demand • Operations • Revenue
A FEW OUTCOMES
0 → 1
Market Function Built
0 → 5
Market Team Growth
c.5x
ARR Growth
£9.5m
Series A Raised
UK → US
Market Expansion
£3.4m+
Pipeline Influenced
Building the Marketing Function
A practical operating model for B2B SaaS marketing.
Over the years, I've built marketing functions from scratch, led teams, and worked as a solo marketer. This is the operating model I use to identify gaps, prioritise what matters most, and understand how the different parts of a marketing function work together to support growth.
WHERE I ADD VALUE
[1]
FOUNDATION
Understand the ground
Understand business goals, the market, buyers, sales motion, existing customers, data and where deals actually slow down or get stuck.
[2]
FOCUS
Sharpen the
target
Define ICPs, positioning, buyer problems and value narratives that help complex products become easier to understand and buy.
[3]
ENGINE
Build the infraestructure
Create infrastructure that supports growth: automation, lifecycle stages, content frameworks and reporting rhythms .
[4]
ACTIVATION
Move buyers
forward
Launch campaigns, nurture programmes, ABM initiatives and sales plays that translate strategy into measurable pipeline.
[5]
SCALE
Measure and compound
Build teams, operating processes and performance frameworks to execute consistently and grow sustainably.
Selected impact
A selection of marketing functions I've built, scaled, and transformed across B2B SaaS.
Kuberno
Enterprise SaaS | Legal Entity Management
£9.5m Series A Raised
c.5x ARR Growth
£3.4m+ Pipeline Influenced
Built and scaled the marketing function from scratch, supporting international expansion and Series A growth.
Elcom
Procurement SaaS | Supply Chain Fintech
0->5 Team Growth
290% Email Traffic Growth
146% Linkedin Growth
Led post-acquisition marketing transformation across brand, website, digital channels and product marketing.
How I think about marketing
Let's build.
