AI-First B2B Marketing Consultant
Freelance demand generation consultant helping ambitious B2B brands build pipelines that convert, campaigns that perform, and marketing functions that scale, using agentic AI to move faster than teams twice the size, on a project, retainer, or fractional basis.
Expertise
Four core disciplines that underpin every campaign, strategy, and growth programme I build.
01
Building full-funnel demand programmes that fill pipelines with qualified opportunities, not just leads. Every tactic is tied back to revenue.
02
Crafting GTM strategies across multiple regions, translating brand vision into locally-resonant, market-ready campaigns that land.
03
Bridging creative instinct and analytical rigour, from stack architecture to attribution modelling, dashboards to decisions.
04
AI-first by default, not as an experiment. I design and run agentic workflows that handle research, reporting, and campaign build, so strategy time goes further and output ships faster.
Case Studies
Real programmes, real results, from 18x MQL growth to AI-assisted marketing infrastructure.
Built the EMEA demand generation engine from scratch: hiring the team, architecting the full funnel, and scaling MQLs from 250 to 4,500 per quarter. Marketing contributed directly to Signavio's acquisition by SAP for $1.2B.
Request full case study
Built a professional demand generation dashboard using Claude Code, tracking MQLs, SQLs, pipeline by channel, CAC, and 12-month conversion trends. AI-assisted marketing infrastructure built without a development team.
Request full case studyExperience
20+ years building marketing functions, demand engines, and teams across scale-ups and global enterprises.
2024 — 2026
Senior Marketing Manager, Global Demand & Events Lead
Imagination Technologies
Owned global demand generation strategy with accountability for pipeline, conversion rates, and ROI across regions. Built and operationalised full-funnel demand architecture across HubSpot and Salesforce.
2022 — 2023
Director Marketing, EMEA
H2O.AI
Led EMEA marketing during rapid scale, introducing commercial discipline, partner marketing motions, and regional positioning across EMEA markets.
2017 — 2022
Head of EMEA Marketing
Signavio Acquired by SAP · $1.2B
Grew MQLs from 250 to 4,500 per quarter, delivering 18x growth. Built the EMEA marketing function from scratch, scaling to a six-person team. Contributed to Signavio's successful $1.2B acquisition by SAP.
2015 — 2017
Marketing Manager
Transalis
Built the marketing function from zero, establishing strategy, processes, and CRM foundations to support the business's commercial growth.
2012 — 2015
Marketing Manager
Cortex
Led repositioning from manufacturing technology to IT services. Contributed to Gartner Cool Vendor status in 2014.
2010 — 2012
Marketing Program Manager
IBM / SPSS
Delivered enterprise demand generation programmes. Exceeded pipeline targets by 150% in year one. Recipient of the IBM Business Analytics Worldwide Award 2011.
About Michelle
I'm a B2B marketing leader with 20+ years building demand generation engines that compound over time. I've worked with high-growth scale-ups and global enterprise brands across the UK, Europe, and North America, always in pursuit of marketing that earns its seat at the revenue table.
My background is equal parts strategic and executional. I believe the best marketing leaders can sketch a GTM strategy in the morning and interrogate attribution data in the afternoon, and I've spent my career doing exactly that.
"I build marketing functions that become competitive advantages: where demand gen is predictable, campaigns are measurable, and the team is the best it's ever been."
Outside of work I'm building a 30k+ social media brand, attempting to keep a garden alive, and planning the next trip wherever the flight deals take me. Based in Hampshire and currently taking on new freelance and consulting projects.
In The Field
A look at the events, activations, and campaigns behind the numbers, from conference booths to out-of-home media.
Imagination Technologies, out-of-home media
Signavio, conference booth activation
Signavio, Power of Process Tour, London
Imagination Technologies, exhibition stand
Imagination Technologies, Graphics Compute stand
H2O.ai, client event
Beyond Work
Giving back has always been part of how I work. Alongside my career I've invested time in causes that matter: education, professional development, community welfare, and mental health.
Tools & Stack
The platforms and technologies I actually use, from demand infrastructure to AI-assisted build.
Demand Generation & GTM Stack
AI & Build Stack
What People Say
A few words from people I've worked alongside over the years.
A sound head with a knack for producing emotively charged, meaningful work that cuts through and delivers real leads and results.
She's broken almost every previous metric record and set a new standard for excellence on socials at Imagination. A true force, always ahead of the curve.
A talented and accomplished marketer, with a clear focus on ROI generation. Passionate and creative, with a positive nature that inspires others.
A consummate professional, able to originate, communicate, and deliver complicated marketing strategy without ever losing sight of the detail.
Let's Connect
Whether you need a fractional marketing lead, a consultant for a specific programme, or extra hands during a critical campaign push. I'd love to hear from you.