Founder-led B2B digital growth + MarTech consultancy
I help global B2B and professional-services businesses connect digital experience, Marketo, CRM, search, data and AI — so more of the demand they create becomes pipeline, revenue and action.
The real constraint
Marketing builds the website. Operations runs Marketo. Sales lives in CRM. Data sits somewhere else. Then AI arrives as another pilot. The result is plenty of activity, but no coherent commercial system.
High-value behaviour gets lost in generic reporting and disconnected journeys.
Qualification, routing and ownership do not match how the business actually sells.
Data reaches the CRM without the context a frontline team needs.
Marketing cannot clearly connect investment to pipeline, revenue or behaviour change.
Where I help
The work can start with a single platform problem or a wider growth challenge. Either way, the aim is the same: make the technology, process and commercial team work as one system.
Make Marketo the operational backbone — not an expensive email tool.
Architecture and instance reviews, lifecycle design, scoring, routing, CRM integration, governance, reporting and the operating model around the platform.
Turn the website from a publishing estate into a measurable demand engine.
Website strategy, requirements, form and lead-capture journeys, content operations, governance, personalisation, analytics and conversion — across platforms such as AEM, Sitecore and WordPress.
Define who matters, what happens next and who owns the follow-up.
Funnel architecture, qualification models, nurture, behavioural segmentation, routing, sales activation and measurement — across marketing, BD and frontline teams.
Understand how customers discover, compare and find your business across search engines and AI.
SEO and answer engine optimisation across traditional search and AI assistants: technical foundations, content opportunity, structured data, competitor analysis and measurement, supported by tools including Semrush.
Use AI where it changes a commercial workflow — not simply where it demos well.
AI lead intelligence, behavioural-signal interpretation, Marketo and CRM workflows, proof-of-concept design, vendor assessment and responsible scaling into day-to-day work.
Connect the strategy to the people, process and governance needed to make it stick.
Senior advisory support for transformation roadmaps, global and local operating models, team design, capability building, vendors, measurement and interim leadership.
What sets the work apart
I don’t just commission marketing systems. I architect them — then bridge them into the business.
Start with growth, operating-model and commercial outcomes — not a platform feature list.
Data, integrations, scoring, routing, content, measurement and AI workflows.
The job is not finished until the capability changes behaviour and creates value.
Selected experience
These are outcomes delivered in previous in-house leadership roles, not claims about Arena Digital client work.
Designed AI lead intelligence that translated Marketo behavioural signals into concise, actionable context for frontline teams. The point was not the AI itself; it was making the next commercial action clearer, faster and easier to take.
Digital growth · MarTech · AI
A strategist, architect and bridge
I’ve spent 15+ years leading digital and marketing transformation across global B2B and professional-services businesses, including Robert Walters and Korn Ferry.
At my best, I sit between the CMO, the platform team and the frontline commercial organisation — translating between them, designing the system and making sure new capability becomes new behaviour.
Arena Digital is intentionally founder-led and hands-on. I can work independently, alongside an internal team, or with agency and technology partners where a broader delivery model is needed.
How I work
No giant discovery phase for its own sake. No hand-off deck that dies in SharePoint. The work should create a clear decision, a working capability or both.
Separate symptoms from the real commercial, process or technology problem.
Map the experience, data, decisions, ownership and measurement end to end.
Prioritise the smallest set of changes that unlocks meaningful value.
Train, govern and measure until the capability works without heroics.
Ways to engage
A clear assessment of what is working, what is not, the risks, the opportunities and the order in which to act.
A bounded project to design and establish a capability such as lead management, Marketo optimisation, lifecycle or AI sales intelligence.
Senior support for a CMO, Digital Director, Growth leader or transformation team without adding a permanent role.
Bring me the messy version
That is usually where the useful work starts. Arena Digital is based in London and works with B2B and professional-services teams in the UK and internationally.