Marketing leadership to help your business grow
Great marketing doesn’t happen by accident. It takes clear direction, the right priorities and someone who knows how to turn plans into results.
I’m a fractional CMO and senior B2B marketing leader with over 20 years’ experience helping SaaS and technology businesses build, strengthen and scale their marketing.
Whether you need someone to shape your strategy, tackle a specific challenge, or step in as a fractional or interim marketing leader, I bring the experience and hands-on support to make it happen.
Sound familiar?
You’ve got a great product, but marketing needs to catch up.
Growth has largely come through founders, sales or referrals. Now you need to put the marketing foundations in place to reach further and support the next stage of growth.
You’re investing in marketing, but aren’t sure what’s working.
There’s activity, people or agencies in place, but a lack of clear direction or measurable results. Do you have the right strategy, structure and team in place to deliver?
You’re not sure who to target, what to say or where to focus.
You need a clearer understanding of your ideal customers, stronger positioning and proposition, and a practical go-to-market strategy that brings everything together.
Sales is doing the heavy lifting with growth.
Marketing isn’t contributing enough to pipeline or revenue. You need a more consistent approach to generating demand, with the right plan, process and measurement in place.
Your business has evolved, but your brand hasn’t.
You’ve expanded your offering, entered new markets or changed direction. Now your brand, positioning and marketing need to reflect where the business is today – and where it’s going.
You need senior marketing expertise, without the full-time commitment.
Whether you’re building a team, developing existing capability or navigating a period of change, you need someone to set direction, make decisions and help get things moving.
Are you an investor, operating partner or portfolio CEO? See how I can help →
How I can help
Marketing strategy
& foundations
Get clear on what marketing needs to achieve and put the right foundations in place.
I can help assess where marketing stands today, identify gaps and opportunities, and develop a strategy grounded in your business objectives. From defining priorities and investment to establishing the right processes and measurement, the focus is on making marketing more effective, focused and commercially accountable.
Brand, positioning
& proposition
Make it clearer who you are, who you’re for and why customers should choose you.
Whether you’re establishing your brand, refining your market position or undertaking a full rebrand, I can help develop a compelling proposition to differentiate your business and support growth. From customer and competitor insights, through to positioning, brand identity and messaging, I’ll help create a clear, consistent story that resonates.
Go-to-market
strategy
Turn your commercial ambitions into a clear, co-ordinated plan to win the right customers.
I can help define your target markets, customer segments and routes to market, bringing together positioning, product, marketing and sales into a practical GTM approach. From launching something new, entering a new market or improving your existing approach, the focus is on aligning teams around shared commercial goals.
Demand generation
& growth
Build a marketing engine that contributes to pipeline and revenue, not just activity.
From establishing demand generation from the ground up to improving existing programmes, I can help bring together campaigns, channels, marketing technology and sales processes to create a more effective and measurable contribution to growth. The focus is on generating demand, improving conversion and demonstrating commercial impact.
Marketing leadership
& capability
Get experienced marketing leadership and build the team and capability your business needs.
I can step in as a fractional or interim marketing leader, working alongside founders and leadership teams to set direction and take ownership of marketing. That can mean developing an existing team, making key hires, managing agencies or building a function from the ground up. I bring the practical experience to put the right people, structure and ways of working in place.
A few things I’ve done
I’ve spent much of my career joining businesses at a point of change — building marketing from scratch, evolving brands and positioning, opening new markets and turning marketing into a more commercial growth engine. A few examples…
Repositioning for the next stage of growth
Led the evolution of positioning, messaging and go-to-market strategy for a growing SaaS business, strengthening competitive differentiation and supporting its move into larger enterprise accounts.
Bringing multiple businesses under one brand
Played a central role in a major business transformation that consolidated multiple B2B brands into one global organisation. Supported brand integration and positioning while leading the digital marketing and technology capability needed to support the new organisation.
Building marketing from the ground up
Joined a growing B2B SaaS business as its first marketing hire. Led a complete rebrand, clarified target markets and positioning, redeveloped the website and established the go-to-market, ABM and marketing automation foundations to support customer acquisition.
Turning marketing into a growth engine
Rebuilt marketing in a B2B SaaS scale-up, putting in place the strategy, team, technology and measurement needed to support growth. Built demand generation from the ground up, with marketing-attributed new business revenue reaching 40%, while the business doubled to €10m ARR.
Don’t just take my word for it
Turning marketing into a commercial engine
Sarah has a strong ability to go deep on topics and leverage her broad experience to create impactful results. She turned marketing into an integral part of the commercial engine and was a responsible, supportive and respected colleague. I strongly recommend Sarah.
Interim CEO / General Partner
From strategy to delivery
We needed to build strong marketing performance as we rebranded the company, making brave choices and leading the pack instead of following industry norms. Sarah was key to ensuring our success. She has an enormous capacity to manage the complex — from design to delivery, she is highly accountable. Sarah is an utterly impressive professional and human being.
CMO/GTM advisor
Building better marketing
We hired Sarah at a time when we needed to ramp up and professionalise our marketing in the region and we were not disappointed. She brought a huge amount of knowledge, experience, energy and action to the business. She has the fantastic ability to think and plan strategically while also being able to execute flawlessly. Absolutely one of the best marketers I’ve had the pleasure to work with.
General Manager
About me
I’ve spent over 20 years working across PE-backed and privately-owned B2B SaaS, technology and loyalty businesses, from ambitious scale-ups to complex global organisations.
I’ve held senior marketing leadership roles, working with founders and leadership teams through periods of growth and transformation. Often joining at a point where marketing needs greater focus, structure or commercial direction, I’ve helped build and develop marketing functions that can make a meaningful contribution to business performance.
I bring curiosity, energy and a practical, hands-on approach to my work. I like to understand the bigger picture, ask questions and challenge assumptions before deciding what needs to change. My style is collaborative and informal, with a healthy sense of humour. I’m equally comfortable shaping strategy with leadership teams or getting stuck into the detail to make things happen.
Let’s talk
I work directly with founders, leadership teams and investors, bringing senior marketing experience, commercial perspective and a hands-on approach. Whether you’re looking for support with a specific project or more ongoing marketing leadership, let’s talk.