My Work
Here's a collection of achievements from throughout my career - including successful campaigns, content pieces, good coverage and some other nice moments.
Retail Industry Revenue
For Software AG (ARIS), February 2021
Goal: accelerate sales with grocery retail customers.
Solution: Relevant content.
Outcome: 7-figure pipeline regeneration.
Major customer Tesco agreed to do a webinar to talk about how they're solving key process mapping challenges. I arranged for a journalist from The Grocer to attend.
The resulting article prompted Sainsburys to proactively contact our sales team, to re-ignite discussion on a 7-figure pipeline.
The Grocer article: Tesco Undertaking Massive Process Mapping Project
Exec Profile Raising for Sales
For Software AG (ARIS), 2024-25
Goal: raise profile of key execs to accelerate sales process.
Solution: Thought Leadership content, shared to key audience.
Outcome: Multi-industry pipeline support - approx $5m attributable.
A big challenge in the sales process was an element of unknown, complicated by turnover in sales team. The solution was to position key members of sales process to engender confidence and trust with customers, when 75% of customers don't want a sales rep involved.
Through media engagements (highlight being CNBC appearance), blogs and media articles, spokespeople increased engagement with banking, government and manufacturing customers. Social media engagement equivalent to 100x of analyst symposiums. Attribution based on 30% of sale influenced by brand/market awareness.
CNBC appearance: Consumers looking for 'little sweet treats'
Shadow AI (Thought Leadership)
For Software AG (ARIS), Nov 24 - Mar 25
Goal: strong thought leadership content.
Solution: Shadow AI research and commentary.
Outcome: 20 pieces of media coverage, 2 pieces of owned web content. Highlights: BBC, Forbes [organic] media.
The campaign needed to carry a message around process management and optimisation. I lead the project with our PR agency to identify the connection between employees using their own AI tools and disruption to business processes.
We commissioned research, analysed the results and created content to comment on the dangers posed by Shadow AI in the enterprise environment.
BBC article: Why Employees Smuggle AI into Work
Forbes Article: 46% of Knowledge Workers Tell Their Bosses to Take a Hike When it Comes to GenAI
Owned content: Getting Ahead of Shadow AI
Repeatable Research
For Software AG, annually 2020-2024
Goal: repeatable thought leadership content.
Solution: Annual research influenced by industry themes.
Outcome: 50+ 'Top Stories'; Highest performing web asset for sales progression.
Annual research and repeatable thought leadership helps to set the campaign strategy for the first half of the year. In five editions of the Reality Check, we've covered post-transformation, sustainability, technical debt, and operational chaos (twice).
I lead the project to scope, commission and analyse the research and personnally wrote the white paper that formed the content centrepiece for media and marketing campaigns.
2025 - Silicon.de: Operational Chaos Paralyzes Majority of Companies
2023 - Fortune: Greenhushing won't help Profitability
Owned content: Operational Chaos Threatens Long-term Strategy
Kaleidoscope (Events)
For Accenture, 2019 & 2020
Goal: showcase own and partner innovation for customers.
Solution: Annual event with partner showcases and mainstage talks.
Outcome: 1000+ attendees; $1bn+ pipeline.
Convening the UK tech ecosystem is something Accenture does internally every day, but the mission was to lift the curtain and share that innovation in a more interactive and visual way.
I was part of the organising team for the events in 2019 and 2020. I worked on messaging and event content. I also wrote the keynote speeches for 3 speakers.
Josh Robinson (Creative Director) Wrap Video
The Economist (Media Hit)
For Accenture, 2019
Goal: showcase innovation around blockchain.
Solution: Pitch unique developments.
Outcome: Multiple interviews and feature in The Economist special report.
The Economist is the hardest publication to get into, so this is a piece I'm proud of. Multiple conversations with the journalist, 3 interviews with our spokesperson, and we made it in.
Behind the scenes was also a lot of time spent trying to understand the detail of some very complex tech topics and translate them into real-world stories.
Economist Article: The Promise of the Blockchain Technology (log in required)
Reporting Dashboard
For Software AG, 2023 onwards
Goal: showcase value of media campaigns to board.
Solution: Dashboard showing Performance/Context/Value.
Outcome: Greater engagement from board and trust in campaign spend.
Knowledge of external comms activity and outcomes at the board level was not high. We needed a way to showcase value on a monthly basis, conscious of the level of time and interest in working through reporting.
Using Google dashboards to build a report we were able to showcase performance (through top stories, total coverage, interviews etc), context (through share of voice) and value (through a topic breakdown connected to sales initiatives).
There's always more...
If you're interested in seeing any other examples of work I've done in specific areas, industries, geographies etc, please contact me, I'll be happy to provide more information.