About
Marketer who builds things
I've always made things online in one form or another: websites, content projects, music, workflows, tools, experiments. Some polished. Some weird. Most useful.
Professionally, I work where marketing, content, systems and AI overlap. Right now I run digital for Beaphar UK. Before that I led digital at Releaf, building SEO and content systems in a regulated space. Before that I ran consultancy work for startups and SMEs. The thread through all of it is fairly simple: take messy digital problems and turn them into something that works in the real world.
Systems thinking (the lens I use)
Everything I do goes through a systems lens. Not because it sounds clever on a slide, but because it makes the work less chaotic. The core idea comes from Donella Meadows: find the leverage points where small changes create outsized results.
In practice, that means looking at how things connect rather than treating channels in isolation. SEO, content, email, paid, product pages, reporting - they all feed each other. Change one thing and it ripples. The boring bit is usually where the leverage is hiding.
Creativity x Data x Technology
I like the bit where an idea stops floating around and becomes something you can actually use. Sometimes that's a campaign. Sometimes it's a website, a content structure, a reporting flow, an automation, or a spreadsheet that has got completely out of hand.
I know my way around GA4, Search Console, SEMrush, Ahrefs - the usual stack. I script things when it saves time and use AI the same way I use any useful tool: for research, structure, drafting, coding help, checking outputs and making information easier to use.
AI, without the small religion
I'm interested in AI, but not in the bow-before-the-glowing-robot way. I care about where it fits into real work: organising knowledge, speeding up research, building tools, improving workflows, testing ideas and getting unstuck.
I was messing around with Google's Deep Dream back in 2015, mostly because it was strange and funny and obviously pointing at something bigger. When GPT arrived in 2022, I got properly hooked. Prompts turned into websites. Websites turned into automations. Automations turned into local tools, agents and a full PC build because apparently I cannot leave things alone.
I don't think AI replaces taste, judgement or experience. It makes those things more important, because now the hard bit is knowing what to ask for, what to trust, and when the machine is confidently talking rubbish.
These days I'm building with AI a lot, but the useful parts are often unglamorous: clear instructions, good inputs, sensible checks, logs, fallbacks, and making sure the thing doesn't quietly wander off into nonsense.
Actual life
Outside work I'm usually with my family, walking Teddy, making music, listening to audiobooks, or disappearing into some new tool I definitely only meant to test for ten minutes.
- Family - husband, dad to Arthur, dog owner, and generally trying to keep the real-life bits bigger than the screen bits.
- Music - I produced as Boski and ran Fracture Recordings from 2014 to 2016, signing artists, releasing music and organising events. Music is still part of how I think about building things.
- British history - from the medieval period through the Tudor era and beyond.
- Ancient Greece and Rome - the politics, philosophy and stories that still shape how we think.
- AI research and coding - not because I want to become an AI prophet, because I like tools that make people more capable.
- PC building - designing and tuning machines for work and play (see my Project Zeus build log).
- Tolkien - an avid re-listener of the Andy Serkis Lord of the Rings audiobooks. I recently discovered A Long-Expected Soundscape, an immersive audio layer that syncs with the audiobooks.
2010 → present
The short version of how I got here.
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2010
Foundations
Studying History gave me a taste for systems, stories and unintended consequences. The useful habit was learning to ask how things got that way, not just what happened. That ended up being surprisingly useful for marketing and tech.
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2014
Visual storytelling
Got into photography, music and making things online before marketing became the job. Turns out learning what to include, what to cut, and where to draw attention is basically the same skill whether you're making a track, a landing page or a content system.
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2016
Into digital marketing
Moved into digital marketing and consultancy. Worked across enough clients to see how SEO, content, email and paid all feed each other when you set them up right. Also learned that results should not depend on someone staying up until 2am and praying at a spreadsheet.
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2022
Systems mindset
Started reading Donella Meadows and it clicked. Feedback loops, leverage points, small changes in the right place beating big changes in the wrong one. It gave language to something I already cared about: finding the structure behind the mess.
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2024 → now
Leadership & delivery
Running end-to-end digital now. I'm at my best when I own the whole loop: plan it, build it, ship it, measure it, improve it. No handoffs, no guessing. Just clean foundations and decisions backed by actual data.
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Present
Keeping it human
I love what I do, but I'm not trying to become a dashboard with legs. Family, music, history rabbit holes, AI experiments, building PCs, Tolkien re-reads - the stuff outside work feeds the stuff inside it.
Let's talk
If any of this resonates - or if you're curious about working together - drop me a line. I'm always happy to chat about growth, systems, building, or new challenges.
