Marketing leader with a wealth of experience across multiple industries including sport, igaming, property, proptech, recruitment and more recently community groups. Grounded in brand and communications at Arsenal Football Club; full marketing planning and GTM strategy and delivery in online gambling; growth, strategy and product development with startups.Working with small businesses, startups and scale ups to deliver positive outcomes for consumers is my passion.I cut my teeth in online gambling, evaluating markets and opportunities, launching brands and businesses. Delivering a full marketing plan and go to market strategy from first principles multiple times a year, the learning was fast and successes came with failures too.Then it was the startup world with MyHomeGroup an online estate agency we grew 20x in 2 years, from Seed to Series A and led in brand recognition, lowest CAC in the industry, lowest cost of service all with restricted budgets compared to other online agents. With the writing on the wall as VC money increased acquisition costs astronomically I moved on to a my own new challenge.I started looking at the application of Ai to solve the real moving problem: Fear. Fear of missing out on your perfect home and fear of being on the bad end of the deal. We looked to replicate the role of the buying agent using Ai and democratising that specialist knowledge for the many. We ran into Covid hard and our hard won traction slowed. The business was closed down in March 2024.Throughout this period I have advised other startups from Seed to Series A on strategy, comms, content, growth, operations and more.Since January 2023 I have been heavily involved with Yorkshire Swim Works and a vision to deliver a community owned naturally filtered swimming pool in my local area meeting the demand for safe, accessible, clean outdoor swimming.