From ambition to action

How I build full-funnel marketing strategies – from brand awareness to conversion and retention – and turn them into action.

My approach

Every strategy I write starts with the same questions: where are you now, and where do you need to be? From there, I build a clear, practical roadmap that people can get behind and deliver.

Insight first
Discovery across your data, audiences, competitors and people, so decisions rest on evidence, not assumptions.
The whole funnel
Every stage of the journey, from awareness and brand recall to conversion and long-term engagement.
Clear measures
Objectives, KPIs and targets at every stage show what success looks like and where to invest.
Stories that connect
Themes and narratives that build emotional connection and set you apart.
Built to be delivered
Channels, timelines, skills, resources and partners are all part of the plan.
University of Bristol logo

Postgraduate brand awareness campaign

Award-winning – two HAVAS HEIST Awards for Best Brand Campaign and Best Postgraduate Recruitment Campaign.

I led brand and marketing strategy, managing a 30-strong multidisciplinary team, and developed and delivered an always-on campaign for research and postgraduate audiences. Powerful storytelling engaged prospective students all year round, building brand recall early and capturing first-party data to fuel remarketing and lead generation at key moments.

  • The university’s first integrated creative brand campaign for research and postgraduate audiences, aligning research impact with degree portfolios
  • Insight-led B2B and B2C campaigns, brought to life through video and case studies
  • Targeted creative developed with agency PS London

The results

  • Postgraduate applications up 14.4% in 12 months
  • Improved selectivity of the postgraduate cohort
University of Bristol postgraduate brand awareness campaign strategy, results and creative
Gloucester Cathedral logo

Marketing, communications and digital transformation strategy

With falling awareness, engagement and income, declining engagement with Christianity among younger generations and no previous strategic marketing investment, the Cathedral needed a new approach. Working closely with the development team, I developed its first marketing and digital strategy, with three priorities across the funnel:

  • Grow awareness through brand, storytelling campaigns and earned media
  • Improve consideration with a new website, automated supporter journeys and livestreaming
  • Drive conversion through a single CRM and funnel-based reporting

SMART objectives, based on historic performance, were staged from awareness to income generation.

Read the full case study: Wonder that sustains →

Gloucester Cathedral marketing, communications and digital strategy overview

Example strategy proposal

A specialist wellbeing business

This proposal for a movement education business with deep expertise in anatomy and movement shows how I approach growth for smaller organisations. The aim was to move from teaching lots of small classes to owning a premium, specialist brand with scalable products.

  • Brand and proposition clarity – research, audiences, positioning and a more premium identity
  • Product and revenue strategy – a scalable portfolio, accreditation pathways and a recurring membership model
  • A conversion-focused website – clearer structure and copy, with stronger search and AI visibility
  • Marketing and growth – thought-leadership content and simple, repeatable promotion plans
Example brand and growth strategy proposal for a specialist wellbeing business

Your next steps

If you’d like help shaping a strategy that takes your organisation from ambition to action, say hello today.