Challenge
Build a consumer brand from zero in a market that didn’t exist — residential heat pumps — and make it commercially compelling in three European markets simultaneously.

My role
First UK employee, first 10 founding team member.
Built the full marketing function from inception.
Defined the brand, positioning, audience segmentation, partnerships, and the consumer narrative.
Led integrated multi channel campaigns across digital, referral, content, and PR.
Built the investor growth story that supported four funding rounds.

Outcome
Revenue grew from €0 to €150m run rate within two years. Customer acquisition cost reduced by ~93%. €500m+ raised. Industry-leading NPS and Trustpilot scores.

airahome.com

Challenge
Create a brand-new consumer category; connected home technology (first product a thermostat) inside a large corporate with no existing market reference point.

My role
Core founding team member.
Built the Hive brand and go-to-market strategy from scratch.
Marketing team leadership.
Full-funnel ownership across digital, retail, and ATL and product marketing.

Outcome
Hive became the UK’s leading connected home brand, reaching 1M+ customers today in 5M+ homes. A template for creating consumer relevance for technically innovative products.

hivehome.com

Challenge
Launch a new consumer IoT category across 10 international markets — a product set (trackers, smart watches) that was technically complex and had no established consumer demand.

My role
Led global marketing with end-to-end ownership of GTM strategy across product marketing, brand, retail, and digital.
Delivered major partnerships with Samsung 
and Disney.
Established Vodafone’s in-house creative studio.

Outcome
2.8M customers.
€76M revenue.
A new consumer technology category 
built from zero.

Challenge
Build a new digital-first, AI-enabled business unit inside a traditional, regulated financial services company, and make it commercially viable fast.

My role
Appointed as Managing Director to lead strategy, proposition, and go-to-market.
Built a financial Health Check tool as a digital acquisition product.
Defined new audience strategy targeting doctors, dentists, and teachers.
Embedded AI tooling across operations.

Outcome
~40% adviser productivity improvement. Scalable digital acquisition platform. Board-level buy-in secured for new growth strategy.