Consultancy
Senior commercial and marketing expertise, when and how you need it.
I work with ambitious businesses as a fractional CMO, CCO, MD, or strategic consultant bringing C-suite commercial experience without the overhead of a full-time hire. I’m particularly well suited to companies in complex, technical, or regulated markets that need to translate what they do into something compelling, for customers, for investors, or for both.
“Pamela has an exceptional ability to turn ambitious ideas into reality. At Wesleyan, she created a clear vision for NexGen, secured support and investment from senior stakeholders, built a high-performing team, and inspired people across the business to embrace change. She is a leader who can shape strategy, build belief, and make things happen.”
Katie Wadey, Chief Commercial Officer, Wesleyan
Katie Wadey, Chief Commercial Officer, Wesleyan
Go-to-market strategy
Defining how a new product, service, or brand enters and wins in its market.
Category creation and positioning
Building the narrative for something that doesn’t fit existing categories. I’ve done this for smart homes, heat pumps, IoT trackers, and AI-enabled financial services.
Brand and proposition development
Fom brand architecture and messaging frameworks to campaign strategy and creative direction.
Demand generation and growth
Building acquisition engines that are both creative and commercially rigorous. I’ve delivered a 93% reduction in CAC and grown revenue from zero to €150m.
Investor narrative
Shaping the market and growth story for fundraising. I played a central role in raising €500m+ at Aira.
Team build and leadership
Hiring, structuring, and leading high-performing commercial and marketing functions from scratch.
AI and digital transformation
Embedding modern tooling and data-driven approaches into marketing and commercial operations.
CV
Wesleyan / NexGen2025–2026
Managing Director
Built and led new digital-first, AI-enabled business
unit within a regulated financial services company.
Aira
2022–2025
Group CMO & UK Commercial Director
Scaled from launch to €150m revenue.
€500m+ raised. 93% reduction in CAC.
Vodafone Smart Tech
2018–2022
Chief Marketing Officer
Global category launch across 10 markets. 2.8M customers. €76M revenue.
Aldermore Bank
2015–2018
Marketing Director
Full brand repositioning and digital acquisition
engine for a FTSE 250 challenger bank.
Centrica / Hive
2009–2015
Head of Marketing & Insight
Core founding team. Built Hive from launch to 1M+
Qualifications & Affiliations
Henley Business School
Executive Coaching (2022)Brunel University
BSc Management, First Class HonoursCIM
Postgraduate Diploma in Marketing
General Assembly
Product Management
Google Squared
Digital Marketing
LocalGlobe Venture Capital
Fellow
The 10 Group, Forme Partners
Board Advisor
BAME2020
Founding Member
Newham Community Renewal Programme
Former Trustee
I work on a project or retained basis, typically a minimum of one day per week over a defined period, or on a defined project scope. I’m based in London but work internationally.
Typical engagements include:
Fractional CMO/CCO
Ongoing senior leadership on a part-time basis
Interim CMO or Managing Director
Covering a gap or supporting a critical growth phase
Strategic consultancy
A defined project with clear objectives and deliverables
Board advisory
Non-executive or advisory role providing commercial and marketing perspective