My career spans 25+ years across Microsoft, Ingram Micro and the IT channel partner ecosystem - giving me a rare end-to-end perspective on how vendors, partners and communities create commercial value together.

In my most recent role l led marketing for Network Group for 6 years, where I scaled marketing income nearly 5x - delivering results more than two years ahead of the strategic plan and contributing over 50% of total organisational revenue.  I grew vendor sponsorship from a modest income stream into the organisation's primary commercial engine, built four flagship national events that became must-attend in the channel, and elevated vendor engagement to the highest levels in the Group's 30-year history.

In 2019 I took the leap to work for myself and, despite Covid’s best efforts, built a consultancy focused on the IT channel, working with community groups and member organisations in the MSP space.  Following a successful tenure at Network Group (one of my former clients!), I now work on a fractional or project basis with a small number of ambitious MSPs and technology vendors who want marketing that actually connects to their commercial goals.

The MSP and vendor world is full of people selling tactics: content calendars, social posts, campaigns and activity. But marketing only works when it starts with a clear understanding of the business behind it.

That's why I always begin with diagnosis.

Before we talk about marketing, I want to understand what you're trying to achieve commercially. Where does growth need to come from? What's getting in the way? What genuinely makes your business different from anyone else in your market? And what would success actually look like?

Only once those questions are answered do we start talking about strategy. And only once the strategy is clear do tactics earn their place.

I'm commercially grounded, focused on outcomes rather than activity, and a firm believer that the simplest approach is usually the most effective. Less is definitely more.