Strategic marketing & communications for the work that matters.
A pattern shows up across values-led organisations. Activity is full. Output is steady.
But the strategy underneath has thinned, or never quite got named, and the gap between what marketing and communications is producing and what the organisation actually needs is now visible from the outside.
A new campaign doesn't close that gap. Neither does a new brand. What closes it is strategic work that can read the whole picture and sharpen what is already there.
That's the work I do.
What I do
My strongest work is brand foundations: positioning, identity, tone of voice, mission, vision, and values. I build and lead marketing and communications functions from inside the team. I've done that across charity, heritage, cultural and community organisations, over everything they run, from fundraising and programmes to venues and events. AI fluency is built into how I deliver, which keeps the work senior, fast, and properly resourced without scaling the team to match.
How I work
Three engagement shapes, depending on what you need. Services lays out how each one runs.
Fractional
Holding the marketing and communications function from inside the team for a defined period, not freelance support delivered from outside it.
Advisory
A lighter-touch monthly or quarterly rhythm.
Per project
A defined piece of work, no ongoing commitment.
About me
I've built brands from zero and led marketing and communications strategies across charity and commercial. The work is finding the gap between what is true and what people can hear.
Most recently: six years of brand and marketing leadership for a multi-site community organisation, from pre-opening build through three years of operation, and AI fluency work with senior leaders. The full picture is on About.
Two places to read the work.
Both show how I think.
The Edit
An opinionated directory of AI tools for charity, cultural and heritage comms teams, built because the teams I work with needed it and nobody had made one. Every tool has been through the same checks before it appears: where your data sits, whether it trains on what you type, whether there's a nonprofit price, and whether you could explain it to your board in one sentence. The ones that didn't hold up are published too.
The Edit ↗︎ (opens in new tab)The Substack
Not a roundup of what is happening in AI, and not a beginner's reassurance letter. Committed arguments about strategy, communications, and where AI actually fits, alongside practical guides for people who want to use it well. Written from inside an active practice, honest about what works and what doesn't.
The Substack ↗︎ (opens in new tab)