For B2B businesses with a marketing, team or leadership challenge
Fix the strategy, structure, leadership and talent, working alongside you, and pipeline moves. Not more activity, more tools or more headcount.
Experience built with
Global B2B, SaaS, fintech and enterprise technology
The Mal//keting diagnosis
Before you add another campaign, channel or hire, work out whether the real issue is the market, message, plan, team or leadership.
Marketing spend is rising, but qualified pipeline is not.
The product is difficult to explain, and the message changes depending on who is selling it.
Sales and marketing cannot agree which customers or accounts matter most.
Campaigns are generating activity, but not enough commercial return.
The reporting is detailed, but leaders still cannot see what is working.
The business has outgrown founder-led marketing, but has not built what replaces it.
The marketing plan no longer matches the company stage, sales target or market.
The team is busy, but priorities, ownership and decision-making keep changing.
The business is hiring marketers before deciding what the function needs to do.
ABM is a target-account list, not a joined-up sales and marketing plan.
Technology, agencies and channels are adding cost faster than capability.
Good marketers are being judged inside a system that makes strong performance difficult.
Three connected pathways
Build a marketing function with a clear commercial role, focused priorities and a practical plan for what changes next.
Define what marketing owns, how the team should be structured, who to hire and how people are supported to perform.
Explain your value, assess opportunities and make stronger career moves.
Where to start
Start with the problem as you see it. We will work out what is causing it and whether the right next step is a diagnostic, a focused sprint, flexible leadership or a team plan.
When marketing is not working, but the reason is unclear
Review the strategy, positioning, pipeline, team, budget and reporting to identify what is blocking performance.
A clearly defined problem, priorities in order and a practical 90-day action plan.
When the offer is difficult to explain or sell
Choose priority customers, sharpen the value proposition and align sales and marketing on how to take it to market.
A target customer, value proposition, message hierarchy and usable go-to-market plan.
When senior leadership is needed, but not a full-time hire
Senior ownership of the marketing plan, team, budget, reporting and sales relationship while you hire, restructure or navigate change.
Clear decisions, an accountable plan and a team that knows what to do next.
When the team no longer matches the work ahead
Define what marketing needs to own, the skills missing and which roles to hire in what order.
A team structure, role briefs, hiring sequence and 90-day onboarding priorities.
You do not need a polished brief or a chosen service. Bring the problem as you see it; the first conversation is to work out what is happening and whether I am the right person to help.
The work in numbers
Genesis Global: more than $12M in influenced pipeline across new business and expansion.
Quadient: delivered alongside a 32% uplift in opportunity conversion.
Confirmit: $1.2M in opportunities, alongside 115% growth from events.
Genesis Global: built and led across brand, demand, content, digital, field and product marketing.
Added brand, content, digital and product marketing, then rebuilt the website, segmentation, ICP mapping, lead scoring and attribution.
Created the SDR function, enterprise ABM programmes, campaign reporting and funnel analytics with sales.
Ran integrated campaigns, events, webinars and partner programmes across the US, Europe, the Nordics and APAC.
About me
I have spent more than 15 years building B2B marketing across SaaS, fintech and enterprise technology. My career has taken me from hands-on campaign delivery to global demand generation leadership and responsibility for the full marketing function as VP Marketing. I have built global teams, held full budget and ROI accountability and led work tied to pipeline, positioning and board-level growth priorities alongside CEOs, CROs and investors.
I have worked at every level of marketing, from specialist to VP, and have navigated organisational change and senior career transition myself. I know how board priorities translate into team structure, messaging, campaigns, reporting and day-to-day decisions. I make the problem clear, show the choices and set a practical next move.
Talk to MalHow I work
Commercial rigourPractical empathyHuman leadershipFive independent honours
These honours recognise results in B2B leadership, demand generation, team performance and fintech marketing.
Fin.Tech Marketing Awards 2025/26
Fin.Tech Marketing Awards 2025/26
Fin.Tech Marketing Awards 2025/26
The Fintech Marketing Hub
Acquisition International Magazine Business Leader Awards
Speaking + media
Moderating a panel on predictive intelligence, operationalising data and measurable marketing effectiveness.
Joining global CMOs to discuss revenue accountability, AI, martech and brand.
Speaking to 400+ senior marketers on demand generation and revenue growth.
Podcast guest, discussing pipeline acceleration and lessons from building revenue-focused marketing programs.
Joining as a guest on this video podcast, where CMOs step away from brand talk to discuss a piece of culture that shaped how they see the world.
Martech + marketing operations
Across CRM, marketing automation, ABM, paid media, events, analytics and reporting, I have selected, implemented and improved the platforms behind the work. Connected data, integrations and workflows let teams run multi-channel campaigns, track the customer journey across touchpoints and see what is creating pipeline.
SalesforceCRM + automation
HubSpotCRM + automation
MarketoMarketing automation
Pardot / Account EngagementMarketing automation
Microsoft Dynamics 365CRM + automation
DotdigitalMarketing automation
DemandbaseABM + intent
6senseABM + intent
TechTarget Priority EngineABM + intent
ZoomInfoData + intelligence
CognismData + intelligence
LinkedIn Sales NavigatorSales intelligence
Google Analytics / GA4Analytics
Adobe AnalyticsAnalytics
Looker StudioReporting
Power BIReportingLinkedIn Campaign ManagerPaid media
Google AdsPaid media
Microsoft AdvertisingPaid media
Meta Ads ManagerPaid media
WordPressWeb + CMS
WebflowWeb + CMS
CanvaCreative
Adobe Creative CloudCreative
FigmaCreative
ON24Webinars + events
CventWebinars + events
Zoom WebinarsWebinars + events
GoToWebinarWebinars + events
EventbriteWebinars + events
AsanaPlanning + collaboration
Monday.comPlanning + collaboration
JiraPlanning + collaboration
TrelloPlanning + collaboration
WrikePlanning + collaboration
SmartsheetPlanning + collaboration
Microsoft TeamsPlanning + collaboration
SlackPlanning + collaboration
ChatGPTAI + productivity
Microsoft CopilotAI + productivity
ClaudeAI + productivity
GeminiAI + productivity
PerplexityAI + productivity
JasperAI + productivity
WriterAI + productivity
Notion AIAI + productivityAI systems and agentic workflows
Set up the prompts, templates, tools, agents, review points and output standards that turn isolated experiments into repeatable ways of working. Connect research, planning, production and quality checks so marketing teams can move faster without losing judgement, consistency or control.
Define the question, source material, audience, constraints, success criteria and decision required before a model or agent begins.
Create prompt libraries, templates and structured input and output formats so the same process can be reused, improved and scaled.
Connect research, synthesis, planning, production and quality checks while keeping human judgement where brand or commercial risk is highest.
Research accounts, combine buying signals and build evidence-led account plans.
Turn inputs and priorities into sequenced plans, owners and review points.
Synthesise customer evidence, test narratives and create reusable message frameworks.
Translate brand principles, voice and visual identity into prompts, templates and consistent quality checks.
Connect insight, creation, distribution and performance in one repeatable loop.
Move from page strategy and copy to prototype, build and quality review.
Before we start
Direct answers about who I work with, how the work starts and what to expect if we decide to move forward.
I work primarily with B2B SaaS, fintech and enterprise technology businesses that need to strengthen marketing strategy, positioning, demand, leadership or team capability.
No. I can help a founder-led business define what marketing needs to become, or work with an established team that needs clearer priorities, structure or leadership.
We use 30 minutes to define the problem, identify the decision that needs to be made and agree the most useful next step. You will also get a direct answer on whether I am the right person to help.
If there is a useful fit, I recommend the smallest piece of work that can move the problem forward. That may be a diagnostic, focused sprint, team plan or ongoing marketing leadership.
It means senior ownership of the marketing plan, team, budget, reporting and relationship with sales without making a full-time VP or CMO hire. It can support a period of growth, change, restructuring or recruitment.
Yes. The work can support a CEO, CRO, marketing leader or in-house team. The role, decision rights and expected outcome are made clear before the work begins.
Yes. I can help identify where AI can improve speed or consistency, which workflows and responsibilities need to change, and where human judgement and accountability must remain.
Diagnostics and sprints are scoped around a defined outcome. Ongoing leadership is agreed around the time and responsibility required. Scope, timing and fee are confirmed before work starts.
I am UK-based and can work remotely with businesses and teams across the UK, Europe, the US and APAC.
A 30-minute working call
No polished brief is required. Bring the problem as you see it. We will work out what is happening, which decision matters now and whether I am the right person to help.
Thanks, that's through. Pick a time that works for you below.
You leave with
The Mal//keting Edit
A fortnightly newsletter for the people funding, leading and working in marketing. One idea each for the function, the team and the career, a curated Jobs Edit, and a short note from Mal.
Thanks, you're on the list. Watch out for the next edition.
What the Edit helps you do
See what is blocking performance and decide what marketing needs to do next.
Set clearer mandates, roles and ways of working so good marketers can perform.
Assess roles, explain your value and make stronger career moves.
