Real Results. Real Businesses.

! The Challenge

When I joined this FTSE-listed building materials company, the e-commerce operation was stagnant. Website sales had plateaued at £2.2m, Google Ads was returning less than £3 for every pound spent, and the conversion rate was sitting at just 1.2%. The platform was outdated, the customer journey was clunky, and there was no coherent digital strategy tying it all together.

The business needed a complete digital transformation — not just a new website, but a fundamental rethink of how digital could drive commercial growth across the group.

The Solution

I led a full Magento 2 re-platform, rebuilding the e-commerce experience from the ground up. The Google Ads strategy was overhauled in phases — moving from a Maximise Traffic approach through Conversions to a sophisticated Target ROAS model that drove efficiency at every stage.

The entire purchase journey was redesigned with a rebuilt checkout, topic-cluster SEO strategy with Trustpilot integration for trust signals, and Peak AI integration for predictive customer modelling. AI-driven targeting identified lapsed and high-value customer segments, generating £2.5m+ in incremental sales.

Beyond the platform, I built and coached a high-performing digital team, taking Gallup Q12 engagement scores from 3.65 to 4.79 (world-class) in just 14 months.

Key Insight

The biggest gains didn't come from any single channel. They came from connecting everything — platform, paid media, SEO, CRO, and AI — into one cohesive strategy where each element reinforced the others.

! The Challenge

The business needed to build a scalable trade account acquisition programme to grow its customer base. There was no existing digital lead generation system — new trade accounts came almost entirely from branch walk-ins and word of mouth. This was slow, unpredictable, and couldn't scale.

They needed a system that could consistently generate qualified trade leads at a predictable cost, convert those leads into active trade accounts, and prove a clear return on investment to justify ongoing budget.

The Solution

I built the entire trade account signup funnel from scratch — trade-focused landing pages, PPC campaigns targeting trade professionals searching for building supplies, and Facebook campaigns using trade audience targeting. The full funnel was designed as a machine: ad → landing page → signup form → branch follow-up → account opening.

Starting with an initial trial budget, I proved the model worked, then scaled from regional pilot to full national rollout. The 40% conversion rate from lead to opened account meant the programme was self-funding almost immediately — the revenue from new accounts far exceeded the ad spend within the first year.

Key Insight

B2B lead generation at scale isn't about brand awareness — it's about building a machine. When every step of the funnel is optimised, you get predictable, scalable customer acquisition that pays for itself many times over.

! The Challenge

Several accountancy practices came to me with the same problem: they were growing, but their lead generation was entirely dependent on referrals and word-of-mouth. They had no predictable, scalable way to generate new business — and when referrals dried up, so did the pipeline.

They needed a system that could deliver a consistent stream of qualified leads at a predictable cost, without requiring a large marketing team to manage it.

The Solution

I built end-to-end lead generation funnels using Facebook Ads targeting business owners who needed accountancy services. Each funnel included carefully crafted ad creative, dedicated landing pages, and a qualification process that filtered out tyre-kickers before leads hit the firm's inbox.

The landing pages were optimised through continuous testing — headlines, form fields, trust signals, and calls to action were all iterated based on real performance data. The qualification process ensured that the leads being passed to the firms were genuinely interested and had the budget for professional services.

Key Insight

Professional services firms often think paid social won't work for them. The reality is that Facebook Ads can be incredibly effective for B2B lead generation — you just need the right targeting, the right funnel, and the right qualification process.

! The Challenge

When I took over the marketing function at this building products group, the team was underperforming. Engagement scores were low (3.65 on the Gallup Q12), morale was poor, and there was no clear sense of purpose or direction. People were going through the motions without understanding how their work connected to business outcomes.

The team had the talent — what they lacked was clarity, coaching, and a culture that rewarded ownership.

The Solution

I started with the basics: clear expectations for every role, regular one-to-one coaching conversations, and a data-driven performance framework that made it obvious what good looked like. No ambiguity, no politics — just transparency about what we were trying to achieve and how each person contributed.

I built a culture of ownership and accountability. Team members were empowered to make decisions within their area, given the tools and training to develop their skills, and recognised for the impact of their work. Development conversations replaced performance reviews, and data replaced opinion.

Key Insight

You don't fix a team by replacing people. You fix it by giving them clarity, coaching, and a reason to care. The same group of people went from underperforming to world-class in 14 months.