Fractional CMO & CX Director | Bridging Marketing & Customer Experience
Most companies keep CX and Marketing siloed. I bridge them—creating unified customer strategies that drive revenue growth, not just satisfaction scores. My background: I've led both CX and Marketing functions across SaaS, fintech, and financial services for 15+ years. I've also served as a Non-Executive Director and advised CEOs who needed C-suite perspective on customer strategy but didn't have it in-house. This dual expertise is rare—and it means I can help you connect customer insights to marketing execution, build programmes that work together (not against each other), and speak both languages when these teams aren't talking. I've coached 100+ founders and led fractional engagements delivering 250% engagement lifts, doubled revenue, and 92% retention rates. I work with: · Startup and scaleup leaders building their first CX or Marketing function · Leaders in transition – CX → CRO, Marketing → CMO, taking on functions they haven't led before · CEOs and founders who need board-level customer strategy advice but don't have that expertise in-house I can help you: Bridge siloed CX and Marketing teams for unified strategy Translate customer insights into marketing that resonates Build VoC frameworks that drive actual decisions (not just reports) Refine product-market fit, ICP, and GTM strategy Navigate leadership transitions and imposter syndrome Connect metrics to revenue, retention, and churn (not just NPS) How I work: Direct and practical. I've led the functions you're building, advised the C-suite, and made the mistakes you're trying to avoid. No theoretical frameworks—just solving the specific problem you're facing right now. Beyond mentoring, I take on fractional CX/Marketing leadership (3-18+ months) for ongoing support. Book a session. Let's figure out if I can help.
I advise leaders on building and scaling CX and Marketing teams—including defining roles, hiring for gaps, structuring teams for growth, and ensuring CX and Marketing work together rather than in silos. Particularly valuable for first-time CX or Marketing leaders building their functions.
I help startups and scaleups build customer experience and success programmes that drive revenue and retention, not just satisfaction scores. This includes voice of the customer (VoC) frameworks, journey mapping, customer segmentation, and connecting CX metrics to business outcomes executives actually care about.
I help companies create go-to-market strategies that bridge CX and Marketing for unified customer approaches. This includes connecting customer insights to GTM execution, building launch strategies informed by customer research, and ensuring your GTM plan actually resonates with target customers.
I develop integrated growth marketing strategies for B2B SaaS, fintech, and financial services companies—including positioning, messaging, content strategy, and customer acquisition approaches that connect marketing execution to actual customer insights and behavior.
I coach leaders navigating career transitions—CX to CRO, Marketing to CMO, first-time function leadership—and help them build confidence while building capability. This includes managing imposter syndrome, stakeholder alignment, and learning to lead functions you haven't led before.
I work with teams to identify unmet customer needs, refine their ICP, define their MVP, and determine which customer segments will drive the most value. This includes customer research, persona development, customer strategy development, and validating whether your product solves a problem people will pay for.
Used for customer journey mapping, service blueprints, and process design. Created visual frameworks to align cross-functional teams on customer experience strategy and identify friction points across touchpoints.
Led Zendesk implementations for customer support and feedback management. Integrated with CX programs to capture insights, improve response times, and optimize customer journey touchpoints for better experience outcomes.
Built analytics dashboards to track customer behavior, engagement, sentiment, and business outcomes. Used data to optimize content strategy, identify high-value segments, and connect CX metrics to revenue and retention.
Implemented for marketing automation, CRM, and customer journey management. Used to create integrated customer acquisition and retention campaigns connecting marketing and CX efforts.
Implemented Intercom for customer engagement and communication management. Used to capture real-time feedback, manage customer interactions across journey stages, and improve engagement rates through targeted messaging.
Implemented for email marketing and customer communication campaigns. Used to execute onboarding, engagement, and retention strategies connecting marketing to customer lifecycle management.
Implemented and managed Salesforce ecosystems for CX and marketing programmes. Built KPI dashboards, integrated VoC touchpoints, used Marketing Cloud to drive 23%+ click-through improvements and customer engagement, used Tableau for data visualisation.
Built and managed content marketing platforms and corporate websites. Used for content strategy execution, SEO optimization, and publishing thought leadership across owned and external properties.
Led CX and Marketing functions for B2B and B2C software companies from startup to scale. Built integrated customer strategies that connected experience insights to marketing execution, resulting in 250% engagement lifts and 400% user growth.
Served as Director of CX for fintech startup, building VoC programmes and customer journey strategies from scratch. Drove 250% engagement increase, 20% CSAT/NPS improvement, and helped scale to 40,000+ users in five months.
Led CX and Marketing functions for B2B and B2C SaaS companies from startup to scale. Built integrated customer strategies that connected experience insights to marketing execution, resulting in 250% engagement lifts and 400% user growth.
Built CX programme for global financial services organization (5,300+ members, £35M revenue) achieving 30% engagement uplift, 85% engagement rate, and 92% retention through integrated stakeholder experience strategy.
Led CX transformation for global telecom company, redesigning VoC programmes and survey frameworks. Increased response rates by 120%+ while improving data quality and customer insights.
Developed integrated CX and marketing strategy for UK hospitality business during COVID crisis. Doubled revenue in under 6 months through customer journey optimization, community engagement, and data-driven decision making.
Provide fractional CMO and CX Director services to startups, scaleups, and PE-backed companies building or transforming customer and marketing functions. Recent results: 250% engagement lifts, revenue doubled in 6 months, 92% retention rates, 120% survey response improvements.
-Shaped strategic messaging and engagement campaigns to strengthen relationships with key members and stakeholders. -Amplified the organisation’s mission and thought leadership across digital platforms and events, elevating CtC’s profile as a leading advocate for inclusive governance. -Championed a customer-centric approach across all member touchpoints, aligning communications with broader organisational goals to enhance trust, engagement, and impact.
-Provide Customer Experience, Digital Marketing, and Business and Digital Transformation advisory services as part of a large, global, executive network. -Collaborated with executive teams across industries to develop transformation initiatives. -Advised on agile implementation of customer-focused technologies and data processes.
Executive in Residence and Visiting Industry Fellow at Surrey Business School, working at the intersection of industry and academia to improve graduate employability. I bring real-world experience in marketing, CX transformation, and AI to the university — collaborating with faculty on curriculum, partnering with staff, guest lecturing, and mentoring students to help prepare the next generation for a fast-changing, AI-shaped workplace. I'm also a member of the Founders Circle and Leadership Academy.
Built first CX program for global organization with 5,300+ signatories across 19 regions (£35M+ revenue). Achieved 30% engagement uplift, 85% engagement rate, and 92% retention through integrated stakeholder experience strategy and VoC framework.
Part of global Board of Directors at this independent non-profit driving CX standards and best practices. -Contributed to global CX governance and standards, advancing practitioner education and certification. -Helped shape international frameworks for customer-centricity and experience management. -Published CX content and insights on VoC strategy and embedding customer-centricity at scale to advance practitioner education and influence global CX maturity -Represented the institute in global forums as a CX thought leader and NED.
Led marketing and customer experience strategy for life sciences firm. Role concluded due to funding constraints.
Advised early-stage cloud analytics firm offering performance measurement tools for staffing agencies. -Advised on GTM planning, product-market fit, user onboarding and engagement, and branding. -Helped shape early-stage CX strategy and value proposition refinement. -Supported investor engagement and leadership team communications.
Drove all marketing activities, including branding, product marketing, content strategy, customer experience, social media, SEO and search marketing, PR and marketing communications activities. Also managed agency and analyst relationships. Nuvel was acquired by Orangehook in 2015.
Led marketing and PR strategy for VC-funded cloud storage startup. -Developed marketing and customer strategy and led all marketing activities for 10,000 users of B2C cloud storage product. Results included acquisition of 10,000 active users, and increased brand recognition by 110% in 90 days. -Drove the strategy, positioning, and go-to-market for a new B2B cloud storage solution.
Worked on financial transformation, internal audit, and operational effectiveness projects for Fortune 500 clients at this multinational consulting firm. -Led Sarbanes-Oxley (SOX) compliance initiatives for several large public companies. -Delivered business process redesigns and KPI dashboards, improving operational efficiency by 45%. -Delivered internal audit, risk, and change management projects under tight regulatory timelines aligning Finance and Operations teams for stronger operational insights.
