ABOUT
25 years making
financial products land.
I've spent my career at the intersection of financial markets, financial technology and commercial growth — learning how complex products get bought, and building the go-to-market systems that make it happen
WORKED WITH: CITI | BLOOMBERG | THOMSON REUTERS | RBS | CLS GROUP | LEHMAN BROTHERS | TRUSTOLOGY | FREEMARKET | PLEO
Institutional experience.
Startup and scaleup agility.
Over the past 25+ years, I've worked across global financial institutions, high-growth fintechs and scaling businesses. That breadth of experience enables me to combine strategic thinking with practical execution, helping leadership teams build commercial foundations that support sustainable growth.
It's a perspective built across both worlds. The governance, complexity and commercial rigour of enterprise, combined with the pace, ambition and adaptability of scaling businesses.
The foundation
I know how financial institutions buy.
I started my career inside financial institutions — at Citi, Lehman Brothers and RBS — learning first-hand how decisions get made, how risk gets assessed, and what actually earns trust in a regulated, relationship-driven environment.
At Bloomberg and Thomson Reuters, I led go-to-market programmes for regulatory, FX and treasury solutions sold into institutional clients across global markets. I learned how to position complex products clearly and get them in front of the right buyers at the right moment.
Then I took that experience into the startup world — where the stakes are higher, the resources are leaner, and the GTM has to work harder.
Across all of it, one thing has been consistent: strong products are not enough. Growth breaks when product, positioning and revenue execution aren't aligned. That's the work I focus on.
background
Results that matter
Trustology
Head of Marketing · Digital Assets / Custody
Built the product marketing engine from the ground up — strategy, campaigns, brand. Contributed directly to an eight-figure acquisition.
Freemarket
Head of Marketing· FX/Cross Border Payments
Generated significant pipeline rapidly in a competitive B2B payments market through targeted GTM and content execution.
40% of revenue attributed to marketing
30% contribution to £4M pipeline in nine months
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Every engagement begins with a structured review of narrative clarity, ICP definition, offer hierarchy, pricing logic and sales motion. I find where GTM is breaking before touching execution.
I start with diagnosis, not campaigns
WHY IT'S DIFFERENT
Not a generalist.
Not just a consultant.
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I bridge strategy into execution
I don't just write strategy documents. I build the programmes, direct the channels and sit alongside the leadership team to make it happen — fractionally, without the overhead of a full-time hire.
I speak the language of your buyers
Having worked inside financial institutions, I understand how complex B2B products get evaluated and bought. That buyer-side perspective is embedded in every GTM decision I make.
"In fintech and financial services, pipeline rarely fails because of effort. It fails when product isn't positioned clearly, marketing runs disconnected from sales, and messaging doesn't reflect how buyers actually make decisions. I work across those fault lines."
Let's find out where your
GTM breaks down.
The GTM discovery call is the right starting point — 30 minutes, structured conversation, genuinely useful. No pitch, no obligation.
FIND OUT WHERE YOU ARE
Marketing Intelligence in Action
Where strategy meets speed — clear priorities, smart execution, real results.
CONTACT ME
BOOK A FREE DIAGNOSTIC CALL
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