Three examples of how insight, a clearer proposition and disciplined delivery turned technical strengths into commercial results. These outcomes came from my previous roles and the teams I worked with.
Optim 1000 could measure protein stability and aggregation quickly from very small samples. The commercial challenge was to make a new analytical approach relevant to biopharma researchers who needed convincing evidence before changing established workflows.
I helped translate the technology into application-led positioning, customer proof, sales materials and distributor support, working with scientists and partners to take the proposition into international markets.
Over five years, we built the Optim product range into a credible commercial offer; its trade and selected assets were later sold for up to $5m.
Formulators were under pressure to make more sustainable choices, while a broad supplier-led surfactants portfolio was difficult to navigate. I brought the offer together as Eco Surfactants, organised around customer needs and backed by practical technical guidance.
An introductory guide, content hub, search, social and media activity led into interest-based email nurture and sales follow-up. The campaign connected thought leadership to a relevant product conversation.
600 qualified leads · approximately £250,000 in sales pipeline.
Result from the integrated Eco Surfactants campaign.
03 / Marketing leadership · Univar Solutions
Building a marketing function with commercial focus.
EMEA marketing needed a shared way to plan, deliver and show its value. I introduced a common planning model that connected strategic marketing, campaigns, digital, content and events to agreed business priorities and clearer ownership.
Working with Sales, we strengthened qualification, handover and CRM reporting. Objectives and measures were agreed before activity began, giving leadership a clearer view of where a seven-figure budget was contributing to opportunities.
More than £7m in annual marketing-influenced sales pipeline.
The team grew from four to nine people as the operating model scaled.
What could a sharper story do for your business?
If your technical strengths are difficult to communicate or your marketing needs more commercial direction, let's talk about the opportunity.
