To create, to craft, to change the way we work.
FRACTIONAL CMO
Craft Equity
As a freelance marketing professional my job is to distill down complexity into clarity; to pursue excellence through craftsmanship and for picking the direction of adventure over the path of predictability. This is what I believe sets me apart now and in the future.
My Programmes:
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Direct-to-consumer is about owning the customer relationship from first click to repeat purchase, without an intermediary taking your margin and your data. Most brands underinvest in the technical infrastructure that makes DTC scale: feed management, attribution, retention architecture and the data layer that connects it all. I build the systems that make it compound.
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Paid media is the fastest way to grow and the fastest way to burn money. The difference is attribution. Knowing which channels, creatives and audiences are actually driving revenue, not just claiming credit for it. I build the measurement frameworks and campaign structures that make every pound of spend accountable.
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Generative AI can produce content, creative and copy at a scale no team can match, but most brands are using it like a faster typewriter. The real opportunity is using it as a production engine with your brand, data and customer knowledge built in. I design the systems that make AI output distinctly yours, not generic.
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Most ecommerce businesses are sitting on more data than they can use, and making decisions based on a fraction of it. Predictive analytics uses your historical trading data to forecast demand, identify high-value customers before they churn and surface the signals buried in the noise. I build the models and reporting infrastructure that turn data into decisions.
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Brand and creative decisions are increasingly being made by algorithms. What gets shown, to whom, and in what format. Understanding how to feed those systems with the right creative inputs is now a technical skill, not just a creative one. I bridge the gap between brand strategy and the AI systems that distribute it.
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AI agents are software that can research, decide and act autonomously, and they are already changing how consumers shop and how businesses operate. On the consumer side, your brand needs to be discoverable and purchasable when an AI agent is doing the buying. On the operations side, that means deploying agents to run your visual merchandising, trading reviews and media buying around the clock. I build the frameworks for both.
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Revenue is vanity, margin is sanity. Most growing ecommerce brands are leaking profit through discounting, returns, channel mix drift and fulfilment inefficiency, often without knowing exactly where. I trace margin through every cost line, identify where it is being lost, and build the commercial strategies to recover it before it becomes a crisis.
Commerce is complex until it's concise.
AUDITING SERVICES
The Diagnostic
My Audits:
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Most businesses know their revenue. Few truly understand where profit is made, lost or quietly eroded. I conduct a full profit and loss examination — tracing margin through every cost line, channel and category — to reveal exactly where the business makes money and where it doesn't.
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Process gaps are the hidden tax on every growing business. I map your standard operating procedures against actual team behaviours, identifying where inconsistency, duplication or absence of process is creating friction, increasing risk and limiting scale.
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You cannot optimise what you cannot accurately measure. I assess the quality, completeness and reliability of your data infrastructure — from tracking and tagging through to reporting — ensuring every decision is grounded in numbers you can trust.
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Strategy without scrutiny drifts. I audit your full marketing output — channels, messaging, targeting, creative and spend — benchmarking performance against commercial objectives and identifying where effort is misaligned, wasted or simply missing.
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Every ecommerce business has a conversion problem they haven't found yet. I systematically evaluate your full trading environment — UX, merchandising, pricing, promotions, fulfilment and platform architecture — to find exactly where revenue is slipping through the cracks.
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A brand that cannot be articulated cannot be scaled. I assess the coherence, distinctiveness and commercial potency of your brand, from visual identity and tone of voice through to customer perception, identifying the gap between how you intend to be seen and how you actually are.
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Before you can use AI effectively in your business, you need to know whether the foundations are in place. Most aren't. I assess your data quality, process documentation, content infrastructure and technology stack to identify what needs to be built, fixed or connected before AI can do anything useful for you.
WHERE TO START
Every great build starts with a strip-down. Before systems can be optimised, strategies refined or teams realigned, you need a precise understanding of where things stand — and where they don't.
My audit programmes deliver exactly that: a detailed, honest reading of your business, stripped of assumptions and built for action.
Excellence evolves from craftsmanship.
WHERE STRUCTURE MEETS CRAFT
The Studio is where diagnosis becomes direction. Once the structure is understood, everything that follows — the brand, the experience, the system — must be built with the same precision it was stripped down with.
Great creative work is not decoration. It is architecture.
STUDIO SERVICES
The Build
My Services:
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When an AI system represents your brand, it works from whatever context you give it. Get that wrong and the output is generic, off-brand or inconsistent. I build the structured context files, agent rules and behavioural recipes that govern exactly how AI systems think, respond and act on your behalf.
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RAG (Retrieval-Augmented Generation) connects AI to your specific business knowledge: your products, your customers, your history. It stops working from generic assumptions and starts working from your data. MCP (Model Context Protocol) connects AI agents to your live systems in real time. Together they form the data infrastructure that makes AI genuinely useful rather than impressively vague.
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Before you automate anything, you need to know which processes should run on agents, which should stay human, and exactly where they hand off to each other. A Business Process Information Map is that blueprint. I design the human-AI workflow for your business so automation runs where it should and people stay in control where they need to be.
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AI is only as good as the data you feed it. I structure your data using proven architecture patterns, organising raw, cleaned and analytics-ready layers so your systems can actually use what you have. I also build the schemas that make your products and content readable by search engines, AI systems and the platforms your customers use.
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A brand that cannot be articulated cannot be scaled, and in an AI-driven world it cannot be automated either. I build the brand guidelines and creative frameworks that give your team and your AI systems the same clear rules to follow, so every output, human or machine-generated, reflects the same commercial intent.
A path is a journey, an adventure is a direction.
CHARTROOM SERVICES
The Helm
My Services:
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Most teams are handed a new system and expected to get on with it. I run structured training that builds real capability: how to work with AI agents effectively, where to trust the output and where to question it, and how to prompt, direct and correct AI systems so they do useful work rather than confident-sounding guesswork.
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AI systems without boundaries cause problems quietly. Guard rails are the rules, limits and oversight mechanisms that keep agents on track and human judgement in the right places. I design the operational boundaries for your AI systems so your team knows exactly when to let the agent run and when to take the wheel back.
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A dashboard should read like the instrument panel of a well-built vehicle: the things that matter right now, with warning lights for what needs attention. I build the commercial dashboards your team navigates by, and manage the platforms and infrastructure running underneath them. You get clarity at the top and a well-maintained engine underneath, without needing to know what powers it.
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AI is changing faster than any business can keep up with alone. I stay on as your navigator: testing new releases on my own systems before recommending them, translating what actually matters from the noise, and stepping in when the road gets complex. You get the benefit of staying current without having to follow every development yourself.
NAVIGATING FORWARD
The engine has been stripped, rebuilt and tested. The Chartroom is where you learn to drive it. Every tool and technique I recommend, I run in my own business first. No demos. No theory. Just what actually works in the real world.
Start a ConversationCONTACT
Start The
Conversation
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.
Based in Faversham, Kent — working with brands across the UK and beyond.
BOOK A FREE AUDIT
Fill in the form and I'll be in touch within 24 hours.