I write about the practical side of marketing: how organisations make clearer choices, build useful partnerships, improve customer journeys and use technology without losing sight of the people they are trying to reach.
My perspective comes from working across large organisations, growing businesses, agencies and consulting engagements. I’m interested in what works in practice, where teams become stuck and how marketing can contribute more directly to commercial decisions.
What I write about
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Clearer strategy
Positioning, priorities and the choices that turn marketing into useful commercial work.
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Better journeys
The joins between marketing, sales, CRM and the real experience of the customer.
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Useful partnerships
How organisations create shared value through sponsorships, collaboration and practical activation.
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Technology with judgement
AI, retail media and new tools considered through a practical, human lens.
Latest thinking
- Why Customer Journeys Break Between Marketing and Sales
- What Account-Based Marketing Looks Like with a Small Team
- ’Tis the Season: Why the John Lewis Ad Works
- What 1980s Advertising Knew About Memory
- AI Video Has Changed the Production Question
- Retail Media: Access Is Only the Beginning
If an idea here connects with a challenge in your organisation, you can get in touch or see how I apply this thinking in Selected Work.
