My Blog
I share practical perspectives on marketing, growth, and decision-making based on my work with founders, leadership teams, and agencies.
These posts explore what I’m seeing across retail, direct-to-consumer, and global brands, with a focus on clarity, priorities, and making marketing work harder without adding unnecessary complexity.
Reach is dead. Retention is everything.
The marketing playbook of "more reach, more impressions" is over. In 2026, platforms reward connection over volume, and the businesses winning are the ones who know exactly who they're talking to. With 15 years at Microsoft/Xbox and 17+ years in marketing, I break down why retention is now the strategy that matters, and what founders and scaling brands should do about it.
Best practices for Social Media Marketing
Discover my best practices for social media marketing to grow your product-based business. Learn how to define your brand identity, showcase products in relatable contexts and build authentic relationships with your audience. I cover how critical it is to analyse engagement, test new ideas and adapt your strategy so social media becomes a powerful tool for customer loyalty and sales growth.
How to develop a content marketing plan
In this post, we’ll walk through the key steps to developing an effective content marketing plan that aligns with your business goals and resonates with your audience, because they should always be the foundation of everything you do!