I’ve spent my career moving between business-to-consumer financial services and business-to-business technology, working in acquisition, customer marketing, account-based marketing, demand generation, events, partnerships and marketing operations in New Zealand, Australia and Canada.

My work has included acquisition and re-engagement programmes for a database of 1.5 million insurance prospects, as well as automated customer programmes that lifted activation by 10%, added more than $1 million in renewal value and contributed to 12% year-on-year pipeline growth.

In B2B, I helped generate more than $10 million in enterprise pipeline at Woolworths at Work and a $110,000 sales opportunity within my first three months at Fusion5.

Different businesses, but the same principle: good marketing starts with understanding exactly who you are trying to reach and what matters to them. From there, the job is to connect the right message, activity and people around a clear business goal.

Too often, marketing becomes a series of disconnected activities: a website refresh here, a campaign there, or content created when there is time. Each may be worthwhile, but they do not always add up to meaningful progress.

That is why I started who EXACTLY. I bring the structure and joined-up thinking I’ve developed throughout my career to help businesses work out what matters, set a clear direction and bring the right people together to make it happen.