Fractional Chief Marketing Officer  ·  SaaS & Growth-Stage Companies

WHAT I DO

I come in when a SaaS or growth-stage business has a marketing problem it can’t quite name yet. My work starts earlier than most — I diagnose the structural issue first, design the strategic framework, and hand a clear plan to the execution team. That handoff is intentional: I’m most useful at the problem-definition and architecture stage, not running the day-to-day.

I’ve done this across fintech, ecommerce, maritime tech, automotive, and media — in markets from the GCC to Southeast Asia to Europe. The common thread isn’t sector, it’s stage: pre-product-market-fit to Series B, where the strategic problem is still ambiguous and the right framing changes everything.

WHAT I BRING

• Go-to-Market:  Market entry strategy · Positioning · Pricing frameworks · Channel architecture · Partnership development
• Product Marketing:  ICP definition · Messaging hierarchy · Competitive differentiation · Launch strategy
• Brand & CX:  Brand architecture · Customer journey mapping · Retention strategy · Community & content
• Tech Stack:  CRM · CMS · Marketing automation · AI applications · Ecommerce ecosystems · KYC/Payments
• Sectors:  SaaS · Fintech · Ecommerce · Maritime tech · Automotive tech · Media & entertainment

SELECTED ENGAGEMENTS

Fractional CMO  ·  REACH — Virtual Yacht Club SaaS Platform   Aug 2025 – Present

• Diagnosed a positioning problem masquerading as a growth problem — the platform had a clear ICP but no messaging that reflected it
• Architected full go-to-market strategy including channel sequencing, partnership framework, and AI-enhanced product roadmap
• Defined the user acquisition model around community-led growth rather than paid acquisition — structurally more defensible for the category

Fractional CMO  ·  AutoSettle — Vehicle Transaction Fintech   Jul 2023 – Jun 2025

• Built the marketing function from zero for a two-sided platform serving automotive dealers and financial institutions — two different buyers, one product
• Identified the core structural challenge: the platform was being sold as a fintech product to people who think like automotive dealers; repositioned accordingly
• Created customer experience framework that directly shaped product development priorities — marketing and product became the same conversation

Fractional CMO / Board Advisor  ·  Pilote Media Network   Jan 2020 – Present

• CMOx and strategic advisor to founders navigating early-stage digital transformation across healthcare, F&B, transport, and AI
• Recurring engagements with Dubai RTA, Saudi German Hospital, UK AI startup, London Michelin-starred restaurant group

Head of Marketing & Sponsorship  ·  Ocean Crusaders — Environmental Nonprofit   Jun – Dec 2023

• Designed sponsorship and partnership strategy from scratch; generated AU$850K in corporate commitments within six months
• Built a blue economy ecosystem of 15+ sustainability brands — the structure outlasted the engagement

EARLIER RELEVANT EXPERIENCE

Managing Director MENA  ·  Global Head of Marketing  ·  Redbox Digital   2014 – 2017

• Built Middle East practice from zero to £3M+ revenue in 18 months; simultaneously led global marketing repositioning
• Enterprise ecommerce implementations for Chalhoub Group, AlTayer, AlShaya, Nestlé
• Repositioned brand from UK agency to global Magento specialist — 40% increase in qualified enterprise leads

Commercial Director  ·  TOROQ.ME — AI Travel Startup   2019 – 2021

• Developed full GTM strategy for an ML-based personalisation platform in MENA — before AI-led personalisation was a mainstream pitch

Product Lead, Ecommerce  ·  OSN (Orbit Showtime Network, 7M+ subscribers)   2017

• Led platform overhaul RFP (Sitecore, Adobe, Kentico); built 3-year product roadmap for unified CMS and ecommerce

Founder & CEO  ·  Lateral Syncing — Sports Marketing Technology   2003 – 2008

• Founded and scaled marketing technology company serving MotoGP, NASCAR, Manchester United, Everton FC; raised $500K seed funding

ADVISORY

Associate Partner · TFPA Fintech & Payments Advisory Network (2024 – Present)

Publisher & Author · Antipodeon Publishing (2023 – Present)

EDUCATION

Bachelor of Commerce (Economics · Accounting · Marketing · Information Systems)  ·  University of Melbourne