Consultant and advisor
I'm privileged to spend time helping interesting people achieve great things in the face of lots of change. Specific focus on market strategy, content strategy, thought leadership, digital transformation, editorial strategy, brand voice and organisational capability. Recent client assignments include...
Global reputation program
Advisor and partner to the Consumer Markets Leadership Team and US Innovation Lab for a major global reputation program launch across four continents. Consulting on content and editorial strategy, launch planning, stakeholder management, internal comms and PR engagement.
Content and community strategy
'Kill or cure' review of content and community project focused on UHNW millennials. Rapid project assessment and recommendations for refocus. Developed foundations for community development and editorial positioning.
Content and editorial strategy
Created an end-to-end content and editorial strategy for the B2B arm of leading global education institution, the OU. Audited end-to-end marcoms processes, created editorial strategy and positioning, developed editorial narrative, content agenda and roadmap, and built toolkit to help in-house team manage over time.
Content and editorial strategy
Partnership with a premium content and publishing agency to help brands to find relevance in a content era, finding their editorial territory and content agenda to cut through the noise. Combining a wide range of industry, client and subject expertise to do great things for progressive businesses.
Capability framework and diagnostic tool design
Commissioned to research, design and develop an organisational capability framework and diagnostic tool for a new service offering from this niche consultancy.
Product launch campaign
Developed proposition, product positioning and marcoms programme for launch of new educational offering.
The Times and Raconteur
Freelance business writer
Regular freelance writer on a range of marketing, digital and business issues for special reports published in The Times and The Sunday Times.
Chair of the Jury
Appointed Chair of the Jury for the PMAs for 2016, charged with reinvigorating judging committee, improving judging process and helping improve awards currency and credibility. Position extended for PMA 2017.
Strategy and proposition review of a niche customer experience training and consultancy business. Market and competitive landscape analysis, and determined options for future direction of the business.
Strategy white paper
Conducted review of research findings and synthesised into conclusions, recommendations and a narrative for external stakeholders. Delivered white paper and supporting content to enable CEO and executive team to tell the future story to stakeholders.
Packed with insight, case studies and interviews from across industry, grounded in reality, and written with practitioners and leaders in mind (people who actually have to make a difference, day-to-day). My first book ('Building Digital Culture') is on Amazon now, and I've just been contracted for a second ('Brand Voice in a Content Era'), due out in early 2018.
Building Digital Culture - a practical guide to successful digital transformation
Published by Kogan Page, 03 January 2017
'Building Digital Culture' aims to answer a simple question: How can organisations succeed when the environment they operate in is changing so quickly? The last thing businesses need today is a digital strategy - instead they need a strategy that's fit for our fast-changing digital world, where businesses have more data than they know what to do with, a media landscape that's exploded in size and complexity, the risk of a new disruption around every corner, and only one certainty: that this change won't let up.
The book is based on more than 200 hours of research, candid interviews and contributions from senior leaders at a diverse range of brands including Twitter, Made.com, Tech London Advocates, Deloitte, HSBC, Reckitt Benckiser, Ladbrokes, Direct Line Group, The Metropolitan Police, Zurich Insurance and more.
A little bit of background
I spent 13 years with a view across industry, interrogating the issues and challenges facing marketing, digital and brand leaders, helping to shape best practice and develop industry capability.
Until January 2016, I was the board-level Director of Strategy and Marketing at CIM, the world’s leading professional body for marketing, where I focused on understanding the changing nature of marketing and digital, building compelling thought leadership programmes, driving a distinct and authentic brand voice and leading the conversations that mattered.
In more than 13 years at CIM, I was the architect of more than 35 major international research initiatives ranging from digital and social strategy to brand experience, marketing confidence to marketing capability... and lots more. I presented at, chaired and moderated countless conferences and industry events over many years in the UK, Europe and Asia. I was also a spokesperson for the organisation for a number of years, and my words, ideas and work were covered on, in and by The Financial Times, The Times, The Guardian, The Independent, Marketing, Marketing Week, Bloomberg and BBC News, amongst others.
I led the rebrand of CIM in 2014-15, its biggest strategic and creative change in over 40 years; I introduced a new content strategy to put great ideas, thinking and content at the heart of engaging with customers; I defined a new model for publishing, moving from a failing publication to a coherent strategy integrating print and digital, increasing quality and quantity of output whilst reducing costs YoY; and I was a member of the Executive Team that delivered stabilisation of membership decline and first growth in more than a decade, as well as returning the organisation to two years of profit/surplus after several years of losses. The full story's on LinkedIn.
Oh, and had an office with a view, worked with a great team I learned lots from, and got to meet countless fascinating marketing folk, from the inspirational to the downright whacky. Loved it.