I spent five years at tech start-up to scale-up MVF Global Ltd, growing revenue by an average of 200% year-on-year, and built GTM frameworks that enabled eight international high-growth market entries, whilst building new verticals in the core UK market. That grounding in data, commercial accountability, and what actually moves a number is the foundation everything else sits on.

From there, I moved through fintech at Investec, Quick-Service Restaurant loyalty at Wrap It Up, and enterprise loyalty at Nectar before joining Michael Page.

Six and a half years later, I left as Head of CRM for the UK and North America. During that time, I owned the CRM and marketing strategy across two of the most commercially significant markets, led platform and change management across Salesforce, Marketing Cloud and Pardot, built a high-performing team in the UK and US, and developed over 15 CRM specialists across all global regions.

The work ranged from BD and lead pipeline management in partnership with Ops — which fundamentally changed conversion rates — through to sophisticated segmentation, multi-region campaign strategy, and commercial reporting that connected CRM activity to revenue outcomes rather than channel metrics. £12m+ CRM-attributed revenue from 2020 to 2025. B2B lead revenue up 118% year-on-year. US audience engagement growth of 313%. UK lead-to-sale conversion lifted from 7% to 24%.

I hold a CIM Professional Diploma in Marketing and Chartered Marketer status. My degree was in Comparative Literary Studies at the University of Kent — built on analysing how texts operate across political, social and economic contexts. That analytical thinking transferred rather nicely into marketing strategy.