To create, to craft, to change the way we work.
FRACTIONAL CMO
Craft Equity
To create, to craft, to change direction.
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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Building and scaling direct-to-consumer channels that own the customer relationship end-to-end. From acquisition architecture to retention mechanics, I engineer growth systems that compound — turning first-time buyers into brand advocates without surrendering margin to intermediaries.
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For brands operating exclusively in the digital marketplace — Amazon, ASOS, Zalando and beyond — I develop the catalogue strategy, content infrastructure and promotional mechanics needed to win on platform without being held hostage by it. Pure play demands pure focus; I bring both.
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Customers don't think in channels — they think in journeys. I design the connective tissue between online and offline, ensuring every touchpoint — store, site, app, marketplace — speaks a consistent commercial language and contributes measurably to the whole.
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Brand is not decoration; it is the operating system beneath every commercial decision. I work at the intersection of identity and performance, building creative frameworks that give teams clarity on what to make, why it matters and how it should feel — consistently, at scale.
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Revenue growth means nothing if margin is quietly bleeding out through discounting, returns, fulfilment inefficiency or channel mix drift. I identify exactly where margin is being lost, quantify the impact and build the operational and commercial strategies to recover it — before it becomes a crisis.
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Most attribution models are built to tell you what you want to hear. I build the ones that tell you the truth — mapping the real contribution of each paid channel, creative and audience across the full customer journey, so budget flows to what actually drives growth, not just what claims credit for it.
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Data without interpretation is noise. I translate raw commercial and behavioural data into the decisions that matter — building reporting infrastructure, KPI frameworks and analytical models that give leadership teams the visibility they need to move quickly and with confidence.
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The next frontier of ecommerce is autonomous: AI agents that browse, evaluate and purchase on behalf of consumers without human intervention. I am actively developing frameworks to help brands become discoverable, credible and purchasable within agentic systems — positioning clients ahead of a shift that will fundamentally reshape how products are found and sold.
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.
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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A brand without rules is a brand without authority. I build comprehensive guidelines that define how your brand looks, sounds and behaves across every medium — giving your team the clarity to execute consistently without coming back to ask the same questions twice.
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Strategy is the difference between creative that looks good and creative that works. I build the strategic framework that connects your brand positioning to your commercial objectives — so every piece of content, campaign or communication is doing a precise job, not just filling space.
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Every interaction a customer has with your business is either building trust or eroding it. I map and redesign the full customer journey — pre-purchase through to post-sale — identifying friction, inconsistency and missed moments, and engineering experiences that convert and retain.
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Good UX is invisible. Bad UX is everywhere. I evaluate and redesign digital touchpoints — from homepage through to checkout — removing the decisions that cost customers, simplifying flows that create hesitation and building interfaces that make buying feel effortless.
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The product is only part of what people buy — they buy the whole experience of dealing with you. I design the service layer around your offering, mapping the people, processes and touchpoints that deliver it, to ensure every interaction reflects the standard your brand has set.
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AI systems don't interpret your brand — they reflect whatever context you give them. Context Engineering is the discipline of structuring that context precisely: defining how your brand should think, respond and behave when processed by language models, so the output is on-brand by design, not by accident.
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The brands that will lead in an agentic world are the ones that have documented themselves precisely enough to be followed by machines. I write the brand rules, behavioural recipes and structured markdown files that govern how AI agents represent your business — so your standards travel with the automation.
A path is a journey, an adventure is a direction.
CHARTROOM SERVICES
The Helm
My Services:
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Your data is already telling a story. Most businesses just don't have the plumbing to hear it. I design and build the data infrastructure that connects your sources, standardises your feeds and surfaces the signals that matter — creating a single version of truth your entire organisation can navigate by.
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A dashboard should function like the instrument panel of a car: not a museum of metrics, but a live readout of the things that matter right now — with warning lights for what needs attention. I build commercial dashboards that focus attention, not fragment it: the right numbers, in the right context, at the right time.
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Handing over the wheel only works if the driver knows how to use it. I run structured training programmes that build genuine capability inside your team — covering data literacy, platform operation, commercial thinking and the analytical habits that let people make better decisions without always reaching for external support.
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For individuals and leadership teams who want to develop their own marketing and commercial judgement. I work one-to-one and with small teams — challenging thinking, sharpening strategy and building the confidence to navigate ambiguity with clarity. You already have the capability; I help you trust and develop it.
NAVIGATING FORWARD
The Chartroom is where the handover happens. After the diagnostic and the build, the work of navigating forward begins — and the best outcome is a client who no longer needs to ask for directions.
I set up the instruments, teach the team to read them, and stay on call when the conditions change. The wheel is yours; I make sure you know exactly how to use it.
CONTACT
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.