Digital Architect | B2B SaaS Marketing Leader

From Copywriter to Systems Builder

WinPure™

Marketing Communications Manager

2022 – Present
Reading, England, United Kingdom

I run marketing and communications for WinPure, a B2B data quality and entity resolution software company. I joined in 2022 as a part-time Content Marketing Consultant, moved into Product Marketing, and now own the day-to-day marketing function: positioning, website, content, partners, sales enablement and the systems that hold it all together.

Website and positioning: repositioned and rebuilt the site around customer needs and use cases, covering messaging, copy, SEO, landing pages, development and brand design.
Organic demand generation: search, thought leadership, webinars, video and LinkedIn programmes that contributed £200K to pipeline revenue without relying on paid acquisition alone.
HubSpot and revenue operations: built workflows, lifecycle stages, lead scoring and reporting views that give sales and marketing one view of pipeline.
AI-assisted workflows: built outbound intelligence (Sales Navigator, Instantly.AI, Apollo), content production and competitive analysis workflows so a lean team publishes consistently without losing brand control.
Partner marketing: created programmes for the US government market, including joint webinars with consultants and CEOs.
Thought leadership: increased website traffic by 40% and LinkedIn engagement by 100% within four months.

Joopio Product Marketing

Communication & Digital Strategist (Contract)

2019 – 2022
Dubai, United Arab Emirates

I managed integrated digital marketing projects for technology and crowdfunding clients, from early market validation through campaign launch and promotion.

Crowdfunding results: six of the ten campaigns I managed exceeded their funding targets.
Market validation: used Facebook and Instagram testing to assess product-market fit and refine targeting before Kickstarter and Indiegogo launches.
Campaign systems: planned audience research, landing page copy, creative production and launch promotion, coordinating clients, creatives and remote contributors.
Thought leadership: built the CEO’s programme across YouTube, social content, an eBook and community activity.

Data Ladder LLC

Product Marketing Specialist

Oct 2018 – Oct 2019
Remote

I supported product marketing and demand generation for a B2B data quality software platform, working with marketing and sales teams across international markets.

Organic growth: technical SEO content generated 60% of inbound leads and contributed to a 26% increase in lead volume.
Messaging and sales enablement: release content, white papers, RFP templates, integration guides, comparison sheets and technical FAQs.
Customer insight: used feedback from buyers, users, sales and implementation partners to shape positioning, customer education and product marketing priorities.

Woomentum

Chief Content Officer

Nov 2018 – Nov 2019
Remote

I led content and communications for an entrepreneurship community supporting women building businesses.

Content: created practical resources on business tools, entrepreneurship and growth.
PR and visibility: produced communications material to support women-led initiatives.
Stakeholders: worked on communications involving Cambodian and Singaporean government stakeholders.

360training

Content & Course Quality Assurance

Mar 2015 – Sep 2018
Karachi, Pakistan

I oversaw content standards and quality assurance for online courses and marketing materials at a US online learning company, working with subject matter experts, product teams and project managers.

Quality standards: defined standards and reviewed course content, storyboards, scripts, user guides, videos and eBooks throughout production.
Research and releases: conducted market research with subject matter experts and product teams and coordinated release documentation.
Team training: trained new colleagues on products, project management tools and quality standards.

Earlier career. Copywriter and Social Media Manager at Spectrum Y&R (Dec 2013 – Feb 2015), where I was both digital strategist and copywriter on regional campaigns for Special Olympics, Coca Cola, Unilever and Emirates Airlines. Before that, Content Specialist at Guru Corporation (Nov 2010 – Nov 2013), writing website and blog content and working with SEO teams for a US app and software development agency.

Mentoring and community. ILM-certified business mentor to UK small businesses and startups through Enterprise Nation’s Help to Grow programme, and mentor to UK marketing professionals on ADPList (both 2024 – Present). Co-founder of the Gritty Marketer’s Society (Apr 2026 – Present), a private community for senior UK marketers.

Want to discuss a potential opportunity?

I’m always up for discussing opportunities that align with my values and experience. Whether it’s a consultancy, or a full-time role, I love a good conversation to see how I can help!

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