Good to meet you
I've spent most of my career in professional services, where I’ve helped teams navigate change, sharpen propositions and take new services to market. I understand the dynamics of partner-led environments, commercial pressures and how marketing needs to integrate with business development to drive results.
Polaris Marketing was created to support firms that want to grow with intention. I believe marketing should be strategic, co-ordinated and commercially aware, not just a collection of disconnected activities.
I’m an MBA graduate, Fellow of the Chartered Institute of Marketing and a SOSTAC® Certified Planner, bringing structure, commercial thinking and discipline to marketing strategy and planning. I also like to roll up my sleeves – I’m as comfortable building a plan as I am helping deliver it.
I enjoy partnering with ambitious firms that want to scale, modernise and make marketing work harder.
Why Polaris Marketing
Why have I called it Polaris? Well, every business needs a North Star - they need to know where they are going and what they want to achieve. With a strategic and commercial approach, I guide businesses to their Polaris by aligning marketing with strategic business goals.
Over the years I’ve worked with some fantastic people and have built a great network. Whether it’s graphic designers, web developers, copywriters or SEO specialists I have a trusted network that I work with to provide the full scope of marketing.
Why use Polaris Marketing?
- Drive revenue - make your marketing go further by aligning marketing to business goals
- Experience - over 25 years working in marketing and business development
- Cost-effective - only use what you need
- Commercial - I understand how to commercialise your marketing activities and how they relate to your business and your clients
- Flexible - whether it’s a review of your existing marketing, setting up new activities or strategic guidance, I can work with you on a project, fractional or interim basis
- Strategy that works - a strategy is no use if it’s not implemented. I can support your business to make your marketing strategy come alive.
- Full marketing support - I have a network of trusted contacts that I’ve built over the years
My approach
My approach is structured, practical and commercial. I help firms shape marketing that builds visibility, strengthens positioning and supports profitable growth.
I use a planning framework based on SOSTAC® to ensure that marketing activity is aligned to business objectives, measurable and commercially intelligent. This creates clarity, focus and momentum.
Most engagements follow four phases:
- Discovery
Understanding where the business is today – clients, competitors, market dynamics, objectives and growth priorities. - Strategy & Plan (SOSTAC®)
Applying SOSTAC® to shape the Situation and Objectives, define Strategy, determine Tactics and Actions and establish Controls and KPIs. - Implementation
Turning the plan into action with hands-on delivery. - Measurement & Improvement
Tracking what matters, optimising activity and building long-term momentum.
My credentials
Commercial acumen
MBA with a distinction in Marketing, enabling me to bring analytical thinking, commercial rigour and structured decision-making to my client engagements.
Professional expertise
Fellow of the Chartered Institute of Marketing, recognising deep professional expertise and the ability to translate marketing thinking into commercial outcomes.
SOSTAC® qualified
As a SOSTAC® Certified Planner, I apply a proven framework to build clear marketing strategies, align teams and track performance against commercial goals.