Work

Employee #10 at a B2B fintech selling accounts-payable automation to finance teams. I built the marketing function from nothing: positioning, website, demand, events, partner co-marketing with Xero, and the first marketing hire.

Three years later the business was live in the UK and Australia/New Zealand on a £110k budget, with thirty inbound leads a month, half of them from email. 250+ Capterra reviews. Seventy-plus leads per trade show. The Access Group acquired the business after my time there.

What it taught me: finance buyers are professional skeptics. They don't respond to hype. They respond to proof, and to copy that respects their intelligence.

A mental performance app for competitive athletes, sold to clubs, schools, and colleges in the US and UK.

I shipped the first version myself with no-code tools, then hired the engineering team that rebuilt it properly. Along the way we won grant funding, places on two accelerators, and our first paying customer, a US club. I built the systems around the product too: agent-run outbound that created the sales pipeline, customer-facing analytics dashboards, and the context design for the in-app AI agent, written with our sport psychologist.

I wound the company down in June 2026, with strong product validation but not the revenue scale to sustain a founding team. I chose to bring that experience into a team rather than start again alone.

A payments and club-management SaaS with an inbound problem.

Qualified inbound went from 5 to 25 leads a month. Page load went from around 30 seconds to under one. The product became visible in AI search results, where its buyers increasingly start. Strategy and implementation, one person, using the same AI workflows shown on this site.