My Profile


Over twenty years experience in international marketing, controlling multi-million Euro budgets. Specialises on delivering tangible results. A judge on B2B Marketing Awards in 2010, a judge on Lionheart Challenge in 2011 and 2013 and advised MSSSB on new digital marketing standards in 2009. A Chartered Institute of Marketing mentor since 2012. Made a Fellow of the Chartered Institute of Marketing in 2014.


December 2015 – current

B2B Marketing Global Ltd


Own company to give advice on marketing strategy and tactics. Example projects:

CensorNet, UK: A start-up SaaS IT security company who needed someone to step in at short notice for 10 weeks when the Marketing Director was taken seriously ill.

  • reviewed various legal documents such as channel partner contracts, their privacy policy and email opt in policy;
  • advised on a demand generation strategy (including website, nurturing, SEO, SEM, events);
  • a strategy to EOL a product;
  • conducted a team assessment of the current marketing team highlighting training needs and ideal positions for the individuals as the company grows;
  • researched and wrote web content for a new website.

Hanse Orga / Serrala: A major 6 month project from January 2018 based between the UK and Germany.

  • project included reviewing the global marketing strategy for the client software company due to their acquisition of 4 companies between December 2016 and May 2017, so moving from being a DACH based SME to a small sized enterprise with offices on multiple continents;
  • also led a rebranding project for them on time and within budget (Hanse Orga becoming Serrala): name, identity (including logo, collaterals, messaging, mission statement, value proposition);
  • go to market strategy for the new identity (including website, PR, AR, social, advertising, PPC)
  • working with back office re the rebranding (HR (one company employee list and harmonised job titles for example), IT (auto-signatures, email addresses), Finance (informing accounts payable and accounts receivable at customers and suppliers as relevant)). Launch date of rebranding was June 5th

Other companies I work with are pre-launch and, therefore, subject to NDA, but I have advised on trademarking, market sizing assessments, marketing communications planning and strategy development.

December 2012 – November 2015

Fujitsu PFU EMEA, Hayes [imaging solutions including hardware and software]

Marketing Director, EMEA

Responsibilities: To set Marketing Strategy (marketing communications, channel marketing, sales & channel enablement, alliances, product marketing, events) to expand the overall scanner market size whilst maintaining Fujitsu’s >50% market share across EMEA.

Key Vertical Market Sectors: Finance, Legal, Accountancy, Healthcare, Government, Education, Enterprise (B2B predominantly, some B2C)

Key achievements:

  • Rolling 3 year marketing strategy including proposal for department restructure
  • Introduced concept of Integrated Marketing (previously silo)
  • Launched ScanSnap Enterprise Award aimed at Micro Business: largest sales promotion ever launched by PFU EMEA; introduced working with insurance backed promotions via an agency; part 1 of a 3 year micro business strategy
  • Channel mapping project launched to give an end to end channel value chain in targeted verticals
  • Quadrupled social media fans / followers between September 2013 and September 2014
  • Expanded advertising, social media and PR coverage to include MENA, Russia and Poland
  • Introduced Sales & Channel Enablement (S&CE) to the company; recruited that role in May 2013, first training courses delivered September 2013
  • Introduced vertical market analysis with buyer personas and distinct messaging in marcoms; playbooks being worked on as part of S&CE
  • Overhauled product literature so end customer focussed not feature biased
  • Attended Gitex in Middle East for first time in own right with a vertical market approach; generated 460 top quality leads, >1,000 business conversations
  • Channel portal overhaul scheduled to enhance repeat visitor numbers; social media portal launched; additional languages added; channel newsletters now monthly and multi-lingual
  • Marketing automation being rolled out for lead nurturing & relationship marketing programmes
  • Pitched events agencies for delivery of major industry conference (Imaging Channel Conference)
  • Overseen various major product family launches
  • Introduced centralised localisation facility to improve brand consistency including development of style guides and definition of brand personality

Number of staff in team: 14

Report to: VP

Aug 2003 – Oct 2012

Panduit, London [hardware and software enterprise solutions to connect, manage and automate communications, computing, power, control and security systems]

Senior Marketing & Communications Manager, EMEA (held acting Director role from 2009)

Responsibilities: Oversee marketing plan development and delivery across EMEA whilst in line with Global Strategies. Work with other global regions to hit global sales growth targets.

Key Vertical Market Sectors: Finance, Technology, Enterprise, Oil & Gas, Renewable Energy, Industrial Construction, MRO, OEM, Transportation.

Key Achievements

  • Introduced GSIC (Global System Integrators Congress) to EMEA in November 2011. Engaged sponsors and rolled out comprehensive IMC campaign
  • Global channel marketing strategy across EMEA for Distributors, SIs, Installers, Electrical Contractors and ACE community (Architects, Consultants and Engineers)
  • Launched PIM (Physical Infrastructure Manager) DCIM (Data Centre Infrastructure Management) Software via regional implementation plans
  • Worked with Cisco on Cisco Live in London and Bahrain as well as engagement on Channel Marketing side (PCIP roll out) and joint events in Cisco Emerging
  • Worked with Stulz on sales enablement collateral and presentations
  • Rolled out Unified Physical Infrastructure Demand Generation, Branding & Thought Leadership Roadshow 78 cities 2008 to 2011
  • Project managing the EMEA languages for the RPD (Rich Product Data) and IWE (Integrated Web Experience) projects for the improvement of the digital experience.
  • Acquisition campaign for Advisory Services via Facebook and LinkedIn in Middle East
  • Developed Localisation of Marketing Strategy: move tactical responsibility from EMEA HQ into regions so closer to customer. Associated restructure of department with skills gap analysis and staffing recommendations
  • Introduced qualitative as well as quantitative KPMs: amount of pipeline generated as a result of marketing activities; number of hot leads (BANTS qualified); number of impressions in defined Tier 1 media.
  • Introduced and modified procedures to facilitate smoother operations across EMEA.
  • Developed and implemented mid-market and large corporate account marketing strategies for both the electrical and datacommunications businesses (including channel, product launch and communications strategies).

Number of staff reports: Direct: 2 Indirect: 8-9 Report to: SVP of Business, EMEA

June 2002 – Aug 2003

Career break: Got married, travelled, renovated a house

July 1999 – June 2002

Transputec Computers plc, Wembley, Middx

Marketing Manager (July 2000 – June 2002)

Responsibilities: Strategic Marketing Plan development encompassing the full marketing mix for company overall and each division. Member of Senior Management Team.

Major achievements:

  • Launched new corporate and divisional brochures and website to reflect new branding.
  • Established series of workshops with key vendors (including Citrix and Compaq)
  • IMC product launch of TOPS (Transputec Online Partner System) client zone (executive reports, ordering, order tracking, asset tagging and a searchable database of over 160,000 products with client specific pricing). Objective: to generate 18 new accounts with a combined spend of £4M pa. Results: Accounts opened including one with spend of £5M pa. Campaign cost £68,000.
  • Introduced detailed marketing procedures to increase accountability and improve the links between the sales and marketing departments.

Number of staff reports: 1 – 2 Reported to: Managing Director

Overall marketing budget: £250,000


Tactical Marketing Manager (April 2000 – July 2000)

Responsibilities: Tactical delivery of all divisions’ marketing activities. Also developed customer database to allow targeted marketing and improved customer segmentation.

Number of staff reports: 2 Reported to: Strategic Marketing Manager

Marketing Executive (July 1999 – April 2000)

Responsibilities: Launched Business Advantage Technologies, a new division

of the company specialised in workflow, document management and ebusiness back office integration. Go to market and communications strategy; on the team to select suitable products and vendors for BAT to represent.

Reported to: Marketing Manager and Managing Director


Sept 1994 –  Dec 1995

Studied for the Chartered Institute of Marketing Advanced Certificate and Diploma at Staffordshire University Business School

Sept 1998-

Full Member of the Chartered Institute of Marketing (MCIM)

July 2001-

Awarded Chartered Marketer status

Aug 2014-

Fellow of the Chartered Institute of Marketing (FCIM)


1991 – 1993

PgDip and MSc with Distinction in Computing Science

Subjects: Databases, Computer Networks, Object Oriented Design andProgramming

Dissertation: The Strengths and Weaknesses of the OMG’s Specifications (OMA and CORBA)

1987 – 1991

BA(Hons) German and Modern Germany (IIi)
Dissertation: Umweltschutz: Vier Hauptbegriffe aus einer österreichischen Sicht.
(Environmental Protection: Four Main Terms From An Austrian Point Of View)

1980 – 1987

High School
10 ‘O’ Levels – June 85; 2 ‘A/O’ Levels – June 86; 5 ‘A’-Levels – June 87


1992                 WTec award from the EU (Women in Technology)

1993                 School of Computing Prize from University for MSc dissertation