Providing Marketing Strategy and Fractional Chief Marketing Officer services to a range of SaaS and Cloud based platforms.

Became a shareholder in SimPro group after their acquisition of BigChange in Nov 2024

**£100M EXIT TO PRIVATE EQUITY**I spent over 7 adventure-filled years working directly with award winning Yorkshire based Entrepreneur Martin Port at BigChange. I had also worked with him in his previous tech venture Masternaut that he successfully exited from in 2010. I had an opportunity to help shape the Brand and Marketing strategy of BigChange right from the beginning. I personally did the copywriting for the first website and the first brochure. I developed the brand positioning and creative that is still working successfully today. It was one hell of a ride!Here's what we achieved, very quickly:-2020 - Winner - Queen's Award for Enterprise (Innovation Category) -2020 - FT1000 - Europe's Fastest growing Technology businesses (458% growth 2015 - 2018)-2019 - Sunday Times Track Track 100 (UK's Fastest Growing Tech Businesses)-2018 - Deloitte Fast 50 (458% growth 2015 - 2018)-2017 - Deloitte Fast 50 (1095% growth 2014-2017)-2017 - Tech Nation - Northern Stars - Overall Winner-2017 - GP Bullhound Northern Tech Awards - 12th Fastest Growing Tech Business in the North HERE'S HOW I MADE A DIFFERENCE AT BIGCHANGE:-Founding member of the business-Member of the Senior Leadership team (C-Suite)-Developed and led a very lean marketing team that delivered BIG-Marketing Strategy and Marketing Operations (including implementation and activation of campaigns)-Use of lean-startup methodologies and growth-hacking strategies-Qualitative and Quantitative Market Research and Sector/Customer insight-Brand and Creative Strategy, including positioning-Go to Market Plans (full Marketing Mix)-Creation of all Sales ands Marketing collateral (including Digital)-PR and Customer Advocacy Programmes-Events Management-Account Based Marketing (ABM)-Performance Marketing (including PPC and SEO strategies)-Marketing Automation and CRM-Segmentation and Personas-Content Marketing Strategy (including content writing and creation)-Creation of Global Reseller scheme

Insight, Brand Strategy & Innovation -Uncovered market insights through trend analysis, ethnography, primary and secondary research -Implemented a combination of qualitative and quantitative analysis of the sector -Gleaned deep understanding of the haircare and personal care arena in the short & long term-Conducted competitive analysis and market segmentation -Collaboration with futurists, opinion leaders, influencers and industry entrepreneurs -Out-of-sector research with bartenders, mixologists and play experts -Combined focus groups, opinion leader workshops and depth consumer interviews -Identified key cultural and consumer trends to inform Concoction brand strategy -Brand Safaris to Italy, New York, London and Paris to look for innovation stimulus -Creatively developed the brand, product, channel and marketing strategies -Translated the strategy into innovation action points, creative briefs and implementation plans -Led brand positioning process and refinement -Developed the ‘Mixology’ customer proposition -Copywriting of Concoction brand strategy presentation for investors and stakeholders -Created future ‘opportunity’ roadmap and NPD pipeline for the brand (5 – 10 years ahead) -Extensive use of prototypes, video/multimedia content and mockups to bring strategy to life Creative Development -Led creative brainstorming, evaluation and development of brand name and architecture: ‘Concoction’, ‘ShampYou’, ‘Mixology Technology’, ‘You Call The Shots’ and ‘SuperSerum’. -Briefing of creative team who developed visual identity, tone of voice and brand essence. -Collaboration with art directors, copywriters, motion-graphics and pack-designers. -Developed strategy behind self-select merchandising concepts including mock-ups and production -Creative direction of the overall customer experience (in-store, packaging, product-mixing and use)

New Product Development -Worked to maintain critical paths to ensure deadlines and launch windows were met -Development of all products in-line with agreed cost of goods and margin requirement -End to end project management of the NPD process -Formulation (briefing, instructing and liaison with labs, sample approval and product testing) -Packaging and components (sourcing from international suppliers) primary and secondary -Fragrance research and development with leading Perfume Houses -Selection and management of contract fillers -Evaluation and testing of samples and prospective formulas -Proof reading & approval of artwork and product copy -Maintained product information files, specifications and global legislative requirementsCommercialisation -Negotiated and finalised licensing deal for North America with major cosmetics player -Project management at all stages of commercialisation -Built and maintained strong relationships with all stakeholders -Development of Business plan, P&L, pricing and channel strategy -Management of IP & Trademarks with legal partners -Secured seed investment from well known beauty industry backers -Development of pitch decks and brand strategy presentations for fundraising and VCs -VC discussions with Unilever Ventures, B&B Investments and Estee Lauder -Regular presentations and pitches to senior c-suite stakeholders (retailers, investors, VCs) -Secured prominent and exclusive launch and popup at Selfridges London Oxford Street -Personally pitched and won retail accounts including Boots, Debenhams, Look Fantastic (Hut Group), Beauty Bay, My Showcase and Sleek Hair. -Entered into discussions with Tesco about an exclusive diffusion brand -Development and successful launch of Concoction e-commerce site -Won ULTA Beauty account after two pitches at their HQ in Chicago -Secured chain-wide distribution at ULTA; 900 stores across 48 states -LVMH Dubai Mall Sephora Launch; their largest store in the world

Masternaut is Europe's largest and most trusted provider of vehicle tracking solutions and mobile workforce applications. As Head of Communications, I was responsible for managing the Marketing, PR and Communications for one of the UK's fastest growing technology companies. Masternaut had a place in the Sunday Times Tech Track 100 in 2007, 2008 and 2009.