15+ years fixing broken tracking, attribution and performance marketing for FMCG, telecoms, healthcare and hospitality brands — and eleven years running fractional and interim engagements myself.
£75M+
Marketing budget managed
Mars
583%
Conversion rate lift
Bupa Global
1% → 20%
Share of a £2bn portfolio
Tata Communications
11 yrs
Independent fractional
& interim consulting
Worked with
Stepping in during a transition or a gap, without waiting on a lengthy permanent search.
When campaigns are underperforming and nobody is quite sure why.
When the dashboard nobody trusts has become the real problem to solve.
Holding agencies accountable to efficiency targets, not just activity.
A marketing director has left, or you've never had one, and you need senior ownership now — not after a six-month search.
Book a free 20-min diagnostic callDifferent brands, markets or platforms report differently, and nobody fully trusts the topline number anymore.
Get the free tracking health-checkSpend is going out every month, but nobody can prove which pound is actually earning its place.
Book a free 20-min diagnostic callAnywhere from £2M to £75M+ needs a senior owner today, with the option to move to permanent later if it's the right fit.
Book a free 20-min diagnostic callPricing, product focus, stock discipline, brand consistency — the fundamentals that are easy to get wrong early, and expensive to fix later.
See how I help early-stage founders
Mars needed one person owning performance marketing across 13 brands and 4 European markets, with a 15-person team spread across four countries and a £75M+ budget. I rebuilt the campaign taxonomy and tracking framework so spend could be compared properly across markets for the first time, then used that visibility to reallocate budget toward what was actually working.
75%+
year-on-year efficiency gain
Digital was 1% of Tata Communications' £2bn sales and marketing contribution when I joined — treated as an experiment, not a channel. I rebuilt the strategy, the team, and the measurement behind it. Two years later digital's contribution had grown to 20% of the portfolio, on only 100% budget growth: a 20x revenue outcome on 2x spend. The work also won a 2018 ITSMA Global Award for automated ABM campaigns.
£450K → £9M
digital contribution, in two years
Bupa's acquisition funnel was leaking value somewhere between click and conversion, and nobody could say exactly where. I ran structured multivariate testing across the landing pages and funnel until I found it, then fixed it.
1.2% → 7%
conversion rate, £10.4M revenue delivered
The fastest way to understand a client's problems is to have lived them yourself. Running Pako Taco — a Pakistani-Mexican fusion food brand from concept to multi-venue, award-winning operation — meant owning pricing, stock efficiency, brand consistency, customer acquisition and P&L with no agency and no budget to waste. Every hospitality and early-stage client conversation I have now starts from that experience, not a framework.
Winner
Best Modern Taco, Tacover Awards 2025
Read the full case studies — challenge, solution, result for all eight engagements
Based in Alicante, Spain. I work remotely, with regular travel to the UK and Europe for in-person work. Fractional and interim marketing leadership since 2015, across FMCG, telecoms, healthcare, SaaS, D2C and hospitality — most recently at Mars, Tata Communications, Bupa Global and Royal Mail.
Fractional
1–3 days per week alongside your existing team. Typically 3–6 months. Suits businesses that need ongoing senior leadership without a full-time hire.
From £750/day
Interim
Full-time for a defined period — usually to cover a gap, a restructure, or a critical campaign. Typically 1–6 months.
From £750/day
Project
A defined piece of work with a clear output — a tracking audit, an attribution rebuild, an agency review. Fixed scope, fixed timeline.
Fixed fee on request
Advisory
A standing relationship for a team or founder who needs senior input without day-to-day involvement. Typically a few hours per month.
Monthly retainer
I allow 30 minutes in the diary in case we need longer than 20.