Built around
one goal:
fixing the structure behind your pipeline.

Three ways to work together.

Fractional marketing leadership

For fintech startups that need senior marketing leadership without the overhead of a full-time hire.

I step in as your commercial marketing lead, aligning positioning, demand strategy, and sales execution and take ownership of the work that matters most: sharpening your value proposition, building your go-to-market strategy, standing up your demand engine, and working alongside your team to execute against it. This isn't advisory. It's hands-on, accountable, and built around your pipeline.

ENGAGEMENT MODELS

Project-based engagements

When positioning isn’t landing or pipeline has stalled, I step in to fix the structure with a specific challenge, a defined scope, and a need to move fast.

I take on focused engagements across the areas where I do my best work: GTM strategy and launch planning, value proposition development, demand generation programme design, and sales enablement. Each engagement has a clear brief, a defined output, and a start-to-finish commitment.

TYPICAL TIMEFRAME

3-6 months

2-6 weeks depending on scope

TYPICAL TIMEFRAME

ADVISORY

Strategic advisory

For teams that have the execution capacity but need experienced strategic direction to make it count.

We work together in regular monthly sessions covering GTM strategy, messaging review, campaign direction, and the kind of honest sounding board that's hard to find inside a business. You keep control of execution. I make sure the strategy behind it is solid.

TYPICAL TIMEFRAME

Ongoing monthly engagement

Not sure which model fits? Let's figure it out.

A free 30-minute conversation is usually enough to understand your challenge and whether I'm the right person to help. No pitch, no pressure.

Where I focus.

PROJECT-BASED WORK

Each project engagement has a defined brief, a clear deliverable, and my full attention from start to finish.

01

Go-to-market strategy and launch

Entering a new market or repositioning an existing one requires more than campaigns. I build the strategic foundation first. I deliver the full picture: buyer research, competitive positioning, messaging, channel strategy, and a 90-day action plan ready to execute.

02

Value proposition development

Your product is strong but the story isn't landing. I work with you to define exactly what you do, who it's for, and why it matters — then build the messaging framework your whole team can use.

03

Demand generation programme

You need a pipeline engine, not a one-off campaign. I help design the full architecture: content strategy, campaign structure, ABM approach, and nurture flows that move buyers from awareness to conversation.

04

Sales enablement pack

Your sales team is in front of buyers but the collateral isn't closing them. I help build the deck, the case studies, the battle cards, and the objection handling that turns conversations into pipeline.

WHO I WORK WITH

The right fit matters as much as the brief.

• Fintech startups from Seed through Series B building their first real GTM motion.

• Financial institutions launching new products or entering new markets.

• B2B companies across payments, treasury, embedded finance, and crypto who need a GTM partner that already understands the space.