0→1
Marketing Function Built
0→5
Marketing
Team
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.
Selected impact
A selection of marketing functions I've built, scaled, and transformed across B2B SaaS.
Elcom
Procurement SaaS | Supply Chain Fintech
Led post-acquisition marketing transformation, scaling the team, systems, and foundations for continued growth.
Scaled the marketing team from 0 to 5 post-acquisition. Delivered 290% email traffic growth, 146% Linkedin traffic increase, and 200% follower uplift.
Kuberno
Enterprise SaaS | Legal Entity Management
Built and scaled the marketing function, supporting growth, international expansion, and a successful £9.5m Series A raise.
Built the marketing function from scratch. Supported c.5x ARR growth. Influenced £3.4m+ in pipeline with c.55% MQL-to-SQL conversion.
Where I add value
Most of my career has been spent building marketing functions in lean, high-growth environments where priorities compete and teams need to deliver measurable results.
GTM strategy and demand generation
Define ICPs, build go-to-market plans, and create demand generation programmes that connect activity to pipeline.
Brand narrative and positioning
Develop positioning, messaging, and brand narratives that help complex products become easier to understand and buy.
Marketing ops and measurement
Build reporting, attribution, automation, and operational foundations that help marketing scale.
Team
leadership
Build teams, operating rhythms, and cross-functional alignment between marketing, sales, and leadership.
Content and organic growth
Develop content, SEO, thought leadership, and organic growth programmes that support long-term demand generation.
How I think about marketing
The stack I work with
Technology should remove friction, not create it. From HubSpot and Clay to ZoomInfo, LinkedIn and AI-powered workflows, I focus on connecting systems, improving data quality, automating repetitive work, and giving teams better visibility. I've set up stacks from scratch and untangled inherited ones. Both situations are fixable.
Let's build.
