Evidence in practice.

Turning sustainable opportunity into demand.

Interest in more sustainable formulation was growing, but the path to a product decision was unclear. Formulators needed help understanding what made a surfactant a more sustainable choice. Our relevant products were also spread across a broad, supplier-led portfolio, making the options difficult to navigate.

Those three conditions became the foundation of Eco Surfactants: a market opportunity, an education gap and an offer that needed structure. I brought the range together around customer needs and built an integrated, content-led campaign to help formulators understand and evaluate their options.

An introductory guide explained the considerations behind sustainable surfactant choices. A content hub connected that guidance to formulation needs and relevant products. Search, social and industry media brought people into the journey; interest-based email nurture and sales follow-up carried the conversation towards a suitable product.

The campaign generated 600 qualified leads and a six-figure sales pipeline.

Building a commercially aligned EMEA Marketing function

EMEA marketing was busy, but the small team worked in fragments. Success was measured largely by activity, and marketing was often seen as a service for Sales. Its contribution to the wider business was much harder to show.

I took leadership of the four-person team and began building a function aligned to commercial priorities. Over five years, I brought strategic marketing, campaigns, digital, content and events into a shared operating model. Plans had clearer ownership, with objectives and measures agreed before work began.

Building the function also meant building the team. I mentored and expanded it to nine people, while working with Sales to improve lead qualification, handover and CRM reporting. Leadership gained a clearer view of how a seven-figure budget contributed to opportunities.

Marketing became a strategic commercial partner. Annual marketing-influenced sales pipeline grew by 40% from an already seven-figure base.

Building a product & creating a market

Biopharma researchers already had trusted ways to assess protein stability and aggregation. Avacta Analytical had a disruptive alternative: an instrument that could deliver answers quickly from tiny samples. The opportunity was clear. Winning a place in established lab workflows required a compelling proposition and evidence researchers would trust.

I joined as the company’s eighth employee to build that commercial case. I developed the positioning, product proposition and marketing strategy around the applications where its advantages mattered most.

Working with scientists and academic key opinion leaders, I built application-led proof and turned it into campaigns, sales materials and support for international distributors. Over five years, that work helped take the instrument from an early-stage technology to a credible product range with an international market.

The journey culminated in a commercial exit: Avacta sold the trade and selected assets in a deal worth up to $5m.

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