Your Marketing Engineer
The Journey
Twenty-four years in commerce,
creativity and craft.
I work as a Fractional CMO for DTC ecommerce brands. Senior marketing leadership, embedded directly into your business. No overhead, no account managers, no one-size-fits-all playbook.
Commerce is complex until it's concise.
The brands I work with are usually carrying more complexity than they need — in their data, their processes, their channel mix, their costs. My job is to find where the signal is buried under the noise, and build something that can go the distance.
I'm not interested in growth hacking, quick wins, or short-circuiting outcomes. What I do is closer to engineering: taking things apart carefully, understanding how they fit together, repairing what's broken, and rebuilding with precision. The results tend to be smoother lines and more durable growth.
The Work
Senior CMO thinking.
Without the full-time overhead.
Excellence evolves from craftsmanship.
I've spent 24 years as an independent operator — which means every client relationship is personal, every engagement is considered, and I only take on work where I can genuinely move the needle. If we're not the right fit, I'll tell you.
The work I'm drawn to sits at the intersection of brand, data and commercial reality. Brands that are serious about DTC. Founders who know something is off but need a senior eye to name it. Marketing teams who need direction, not just execution.
I've worked across 12+ countries, influenced £50M+ in ecommerce revenue, and helped more than 20 brands restructure how they grow. Not through formulas — through understanding what's actually happening inside the business and building from there.
Values
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Truth Conquers
From a Pictish clan motto and my own ancestry. Not just honesty — the courage to take the difficult path, to look beyond the obvious, and to keep pursuing until you find the most accurate answer you can possibly attain.
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Never Give Up
Twenty-four years as a freelancer with no guaranteed paycheck, no sick pay, no safety net. Life delivers births, deaths, house fires, recessions and everything in between. Focus on today, adapt, apply yourself fully. No regrets.
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Make Yourself a Sheep and the Wolf Will Eat You
Not about assertiveness — it's about resisting the pull of the herd. Creativity demands that you challenge yourself and others to go your own way, even when the road is less travelled.
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There Is No Such Thing as Can't, Only Won't
My Nan drilled this into me as a kid and it never left. Conversational bluntness that keeps it honest, with an undertone of confidence and a quiet warning against disengagement.
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Pay Attention to the Small Things
The highest leverage points are at the edges of the bell curve, not the centre. The subtle cues, the out-of-place patterns, the details others miss. High ISO — more detail, less blur.
If your dashboards are blinking red,
or your growth has stalled —
that's usually where I come in.
Every engagement starts the same way: a conversation about where you are and where you want to get to. No pitch. No jargon. Just an honest read of the situation and a clear view of what's possible.