About

I have a degree in environmental conservation and spent a decade working in NGOs before ending up running marketing for tech companies.

Most of what I know came from doing the work badly for a while and running on instinct. Experiments are fun!

I work at Everfield, supporting marketing for its portfolio companies in CEE and the Baltics 💜. Everfield buys and grows vertical and specialist software companies across Europe, so I get to work with many companies at once, alongside their sales, marketing and product teams.

Before that I was head of Marketing at Appsilon, where I led an amazing team of talented people 💙.

I run marketing like an engineering org: focused campaigns, systems to deliver them, and the work tied back to revenue with a sprinkle of AI, but used in a smart way.

Here, I write about the systems behind that work, plus shorter notes on AI and leadership when there’s something worth saying.