About
Strategic and commercially driven senior marketing leader with a proven track record of driving brand awareness, increasing sales, and enhancing customer engagement across B2C and B2B markets. Adept at developing and executing innovative marketing strategies that deliver measurable business growth. Experienced in leading high-performing teams, managing budgets effectively, and collaborating cross-functionally to align marketing efforts with business objectives. Passionate about customer-centric marketing and leveraging data-driven insights to inform decision-making.
Work
DOVEDALE CONSULTING (own business)
|Marketing Consultant
London, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Launched a consultancy to provide fractional marketing support and project management, driving strategic growth for scale-up businesses.
Highlights
Developed strategic marketing frameworks and customer propositions for scale-up businesses, including Shepper and Matchbox, enhancing brand positioning and go-to-market strategies to increase customer engagement and revenue potential.
Served as interim CMO for Lumo Health, successfully repositioning the digital B2B mental health platform's proposition to enable better market engagement and drive growth and market penetration.
AETNA INTERNATIONAL
|Senior Director, Marketing Strategy & Planning
London, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Awarded top-level accountability for Marketing Services & Planning, overseeing brand management, social media, agency partners, lead generation, and a $4M budget with a nine-person team across UK, MEA, and APAC regions.
Highlights
Generated $8M in new business sales, breaking previous direct sales records, by establishing a value-based marketing strategy focused on insight, creative services, marketing automation, and lead generation excellence.
Trebled B2B social channels audience, unlocking new sales opportunities and raising brand visibility through a regular drumbeat of messaging.
Improved customer satisfaction scores by 58% and increased online claims submission by 44% by orchestrating a new digital CX strategy focused on corporate customer cohort needs.
Achieved 1BN viewers through Premier League advertising and played an integral role in the successful launch of a $125M Government of Guam health scheme for 25K members.
Maximized return on marketing spend by deploying Salesforce for optimized customer communications and Workfront for creative workflow, championing the customer voice.
LEGAL & GENERAL RETIREMENT
|Interim Marketing Director
London, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Steered a four-person Marketing Team to create a digital platform for customer decision-making and developed positioning for an acquired equity release business, managing a £500K budget.
Highlights
Delivered a time-critical digital platform in adherence with impending regulation, recovering a project that had six months of no progress to meet timescales without compromising quality.
Achieved 2,000% sales growth for the equity release business and hit direct lifetime annuity sales targets of £37M by designing powerful marketing materials that supported product launch.
TOWERGATE INSURANCE
|Interim Marketing Director
London, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Onboarded to establish rigor in the Marketing function, assuming leadership of D2C Marketing, managing a four-person team, and controlling a £1M budget, including GTM planning.
Highlights
Reduced marketing headcount by 23% and lowered cost base by 17% by implementing a newly designed target operating model, enhancing campaign planning and execution.
Mapped and reviewed the complex marketing structure, recommending a new target operating model to optimize operations.
Set vision for a rationalized brand structure, challenging local management teams to reduce CPAs and lower budgets.
A-PLAN INSURANCE
|Commercial Director
London, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Hired in a growth-focused role at the forefront of marketing activity for A-Plan, an insurance broker with a diminishing book of business, managing a £450K budget and one direct report.
Highlights
Realized 15% YoY lead growth with a limited budget by initiating a new marketing program that powered lead flow to the branch network.
Increased cross-sales by 15% and add-on product penetration by enhancing in-house telemarketing capability and defining a cost-effective, hyper-local price proposition.
AVIVA
|Marketing Director, Aviva/RAC
London, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Progressed through multiple Marketing Director roles across Aviva UK Direct Insurance, Aviva General Insurance, and RAC, managing budgets up to £60M and teams up to eight reports.
Highlights
Key driving force behind the £1BN sale of RAC, generating £250M ahead of expectations by shifting from £11M loss in 2009 to £4M profit in 2011 through improved marketing and an overhauled distribution/pricing model.
Increased Aviva UK Direct Insurance brand attribution from 35% to 96% and drove up renewal rates by 6% points, introducing online self-service capability that saved £2.6M annually and achieved 70% customer take-up.
Beat direct insurance sales target by £62M and delivered record profit for RAC of £59M, bettering the communications proposition and devising the digital insurance aggregator proposition.
Led the rebrand of Norwich Union to Aviva, changing consumer perception and driving business growth with an innovative risk selection and pricing strategy.
Headed development of the Paul Whitehouse 'Get the Aviva Deal' integrated campaign, achieving 96% brand attribution vs. previous campaigns in the 30% range amidst portfolio decline.
AA INSURANCE SERVICES
|Marketing Director
Basingstoke, England, United Kingdom of Great Britain and Northern Ireland
→
Summary
Joined as Customer Retention Manager, progressing to Marketing Director, leading a four-strong team and controlling a £15M budget during a period that coincided with sale to CVC / Permira.
Highlights
Generated 35% customer growth and doubled profitability as a member of the management team that turned around several years of decline, playing a lead role in M&A activity that drove revenue and optimized the core business model.
Masterminded and delivered an award-winning omnichannel marketing campaign (IDM Diamond Business Effectiveness accolade), memorably showcasing real consumer benefit of AA insurance.
Skills
Marketing Strategy
Brand Awareness, Sales Growth, Customer Engagement, B2C Marketing, B2B Marketing, Marketing Innovation, Go-to-Market Strategy, Proposition Development, Strategic Planning, Market Entry.
Digital Marketing
Digital Platforms, Online Claims Submission, Digital CX Strategy, Social Media Management, Marketing Automation (Salesforce), CRM Implementation, Digital Insurance Aggregator Proposition, Omnichannel Marketing.
Leadership & Management
Team Leadership, Budget Management, Cross-functional Collaboration, Project Recovery, P&L Management, Performance Optimization, Agency Partner Management.
Data & Analytics
Data-driven Insights, Customer-centric Marketing, KPI Tracking, Marketing ROI Maximization.
Business Development
New Business Sales, Revenue Growth, Market Penetration, M&A Integration, Value Proposition Enhancement.
Campaign Management
Multichannel Marketing, Content & Thought Leadership, Brand Visibility, Advertising Programs, Product Launch Support.
Financial Services & Insurance
Pension Freedoms, Equity Release Business, Lifetime Annuity Sales, Insurance Brokerage, Health Schemes.