About
Marketer who builds things
I'm a marketer with a web development background going back to when I first used a computer. The two sides feed each other - I build things that grow businesses and actually measure whether they worked.
Right now I run digital for Beaphar UK. Before that I led digital at Releaf, building AI-assisted SEO and content systems in a regulated space. Before that I ran a consultancy helping startups and SMEs launch and grow. The thread through all of it: systems beat willpower, and the best results come from owning the full loop - strategy through to measurement.
Systems thinking (the lens I use)
Everything I do goes through a systems lens. Not because it sounds impressive - because it actually works. The core idea comes from Donella Meadows: find the leverage points where small changes create outsized results.
In practice, that means I'm always looking at how things connect rather than treating channels in isolation. SEO, content, email, paid - they all feed each other. Change one thing and it ripples. Understanding those connections is the difference between tweaking tactics and actually moving the needle.
Creativity x Data x Technology
I like a tidy pipeline: clear briefs, measurable outcomes, and a feedback loop that closes the gap between idea and result. Content, SEO, email, CRO and analytics all talk to each other - that's the point.
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 tool: only when it makes the output better, not just faster.
AI (how I approach it)
My interest in AI goes back further than most people's. I was messing around with Google's Deep Dream back in 2015 - feeding photos through neural networks and watching them turn into psychedelic animal landscapes. It was a novelty then, but it planted the idea that this technology was going to matter.
When GPT arrived in 2022, I was on it immediately. What started as experimenting with prompts turned into building: websites first, then automation, then a full local AI stack on hardware I built myself. I've kept a close eye on the pace of change ever since - it's genuinely hard to overstate how fast this field moves.
AI-assisted coding pushed me from HTML and CSS into increasingly complex projects - systems design, reliability, product thinking. Building my own PC (Project Zeus) took that further, into local-first AI and the reality of running inference on hardware you actually control.
Right now I'm working on zeus.computer, a personal AI operating system, and figuring out how to turn the software side into a proper business.
Interests
When I'm not building, you'll find me exploring:
- 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 - staying hands-on with tools and experiments.
- 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
Uni was where the tinkering habit started. Less about what I learned in lectures, more about pulling things apart to see how they worked and then rebuilding them. That curiosity eventually turned into a career.
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2014
Visual storytelling
Got into photography before marketing. Turns out learning to frame a shot - what to include, what to cut, where to draw the eye - is basically the same skill as making a good landing page. I still think visually first.
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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. The big lesson: build processes that scale, because results shouldn't depend on someone staying up until 2am.
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2022
Systems mindset
Started reading Donella Meadows and it clicked. Feedback loops, leverage points, the idea that small changes in the right place beat big changes in the wrong one. It's the lens I use for everything now - marketing, tech, building products. Zoom out, find what's connected, zoom in and change the thing that moves everything else.
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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. 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.
