I build global go-to-market programs from scratch. Ones that don’t just look good, but actually move the needle.

I run global B2B demand generation as one system: buyer research, a consolidated plan and calendar across inbound, outbound and partner channels, with partner-led plays run through Visa’s partner organisations, pipeline targets agreed with field sales, and the operating model that ties every program to pipeline and revenue. Leads are scored the way buying groups actually buy, on engagement signals across channels, BANT qualification, buying-group coverage and profile fit, with Claude in the loop for scoring analysis, and routed and segmented on rules agreed with sales operations, so sales gets qualified opportunities rather than names.

One operating model for planning, execution and measurement across Europe, CEMEA, Asia Pacific, Latin America and North America, run with regional marketing and partner organisations under GDPR, ePrivacy, PECR and national consent rules. Campaigns above $1m in spend, and planning-to-launch cut from six months to ten weeks.

I run the team responsible for Visa’s global B2B brand strategy: the narrative, segment-level messaging and the campaign platform that carries them. I also lead the B2B visual identity, bringing Visa’s core brand to life across B2B applications and use cases, and defined a unified B2B content strategy for web, campaigns and sales globally, one the regions and business units supercharge their activations from.

A sourced-and-influenced attribution model with baselines set before launch and MQL to SQL to opportunity measured end to end, on Salesforce, Microsoft Dynamics, Tableau, Demandbase and Wrike. Pipeline contribution, revenue performance and marketing ROI sit on one executive view, reviewed with sales leadership in the operating cadence, so the next pound of spend goes where the numbers say. It started with Crowder, an analytics platform built from scratch.

I hold B2B Sales & Marketing’s seat on Visa’s only AI Tiger Team, 19 people from across the business, and I’m the AI champion inside the B2B Centre of Excellence. I wrote the AI content governance the function works to, delivered AI-driven brand and content platforms, and built a team hub that reads large volumes of data, drafts the plans and carries out the actions: 62 days of operational efficiency so far, around $438k in OPEX. Claude is in the weekly work, for campaign-performance and lead-scoring analysis and reporting. I also led GTM for Visa’s stablecoin and agentic-commerce launches: emerging technology, taken to market.

Took Crowder from conception to market: 25 clients at launch, 120 within six months, $3m raised, a team of 25, core IP sold to Rambus. At Rambus, teams of up to 30 including a design team in Berlin, and a seat on the management team for the ~$90m sale to Visa. At Visa, five direct reports, around 60 regional FTE influenced through the operating model, and the Token ID and Tink integrations across Sweden and London: programs carried through two acquisitions and the organisational change that came with them.