Currently available for new projects
AI-First B2B Marketing Consultant
I help B2B companies build brands, drive pipeline, and scale marketing faster across demand generation, content, events, and web, using AI to move at speed.
Trusted by teams at
Challenges I Solve
Most clients come to me with one of these four problems. If any of these feel uncomfortably close to home, let's talk.
You have growth targets but not the headcount or budget for a full-time marketing lead. I step in at 1 to 3 days a week and act as that person.
Leads are flat, conversion is down, or sales and marketing are pointing fingers at each other. I audit, fix, and build the programmes that get things moving again.
Reporting, content briefs, campaign build, research. I design and implement agentic workflows that free your team up to do the work that actually needs a human.
Someone has left, a role is open, or a big push is coming. I cover the gap so momentum does not stall while you find the right permanent person.
Expertise
Four core disciplines that underpin every campaign, strategy, and growth programme I build.
01
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.
02
Building full-funnel demand programmes that fill pipelines with qualified opportunities, not just leads. Every tactic is tied back to revenue.
03
From roundtables to roadshows, trade shows to brand activations. I plan and run field programmes that put you in the room with the right people and leave a lasting impression.
04
If you cannot measure it, you cannot improve it. I set up the attribution, reporting, and tech stack that shows you exactly what is working, what is not, and where to invest next.
Tools & Stack
The platforms and technologies I actually use, from demand infrastructure to AI-assisted build.
Demand Generation & GTM Stack
AI & Build Stack
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.
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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 studyPoint of View
Opinions from 20+ years in the trenches. No fluff, no hot takes for the sake of it.
Brand & Creativity
Why is B2B marketing so boring? Aldi just roasted every UK supermarket by name on a hydration station and marketers lost their minds over it. Meanwhile B2B is still shipping "unlock synergies" and a stock photo of a handshake.
We've got the budgets. We've got the data. We just don't have the nerve. Somebody in B2B should try it before Aldi starts selling software.
Strategy & Execution
They hired a fractional CMO or a big consultancy. Got a 40-slide strategy deck. Great frameworks, sharp language, all the right buzzwords. Then nothing happened.
I write the strategy AND I execute it. Same person, start to finish. Strategic thinking. Executor's hands. No handoff, no gap, no deck gathering dust.
Events & Field Marketing
Why is it always events that get yeeted out of the budget the second a CFO sneezes? Whole spreadsheets full of underperforming channels, but sure, let's cancel the one thing that actually gets your prospects talking to you like humans.
When done well, events outperform nearly everything else in trust-building, competitive intelligence, and revenue acceleration. Cutting them may feel tidy on a spreadsheet. It usually costs far more in real pipeline.
Experience
20+ years building marketing functions, demand engines, and teams across scale-ups and global enterprises.
2024 — 2026
Global Demand Gen and 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
Director 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
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.