I help companies build sustainable growth through marketing strategies that balance immediate performance with long-term competitive advantage.
Working with recruitment, talent, and B2B businesses, my approach brings strategic discipline from consumer brand building into B2B contexts, creating strategies that drive long-term value.
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Services | About | Current Work
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Building strategies that balance immediate performance with long-term competitive advantage, creating frameworks for how companies position themselves and grow sustainably in their markets.
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Developing clear positioning strategies that differentiate from the competition and creates lasting value. Particularly valuable for companies operating in two-sided marketplaces like recruitment.
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Marketing approaches, grounded in in evidence-based frameworks, that go beyond lead generation to build the brand equity and market presence that makes acquisition more efficient over time.
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Creating substantive thought leadership - reports, frameworks - that establishes expertise, shapes category conversations, and drives perception and competitive positioning.
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I started my career in recruitment marketing agencies Barkers and TMP before joining MediaCom, where I ran the British Army and global Shell Recruitment accounts, later moving into consumer marketing leading eBay UK, and Shell UK.
When I joined Monster, I brought that brand-building discipline into B2B marketing. As I became more immersed in B2B marketing, I saw how the brand fundamentals and belief in the power of brand that I'd taken for granted in consumer marketing were often absent, and how much opportunity that creates for companies willing to think differently.
Now I work independently with companies, building marketing strategies that create sustainable competitive advantage in increasingly complex markets.
My background in recruitment, consumer and B2B marketing is particularly relevant for recruitment and talent businesses needing to attract and engage both employers and candidates with fundamentally different value propositions and decision-making processes.
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I'm developing a comprehensive thought leadership report for Jobiqo that examines the forces the job board industry is being reshaped by.
As we live through what Nvidia's CEO calls "the new industrial revolution" many job boards are stuck optimising a model built for a different era, while the world changes around them.
The job board model that worked when average tenure was seven years and candidates applied selectively is straining under conditions it was never designed for.
This report explores what job boards are really selling, and whether they can redefine it before someone else does, building a sustainable competitive positioning in an era of rapid market transformation.
Register to receive the report when it launches: https://www.jobiqo.com/job-board-revolution/
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