2024 – March 2026 | Chief Marketing Officer / Chief Growth Officer | Healthtech SaaS vendor

Long term contract assignment for fast scaling UK health tech SaaS company transforming NHS operations enabling real-time co-ordination of care, improving patient flow and driving system-wide efficiency at Trust, ICS and system level.

• Led corporate, brand and go-to-market strategy, repositioning the business from a ~£200m clinical communications niche to a £1b–£3b+ workforce orchestration category securing board endorsement (“nailed it”), driving category creation, market expansion, higher acvs, and reduced commoditisation risk.
• Drove 100% QoQ growth in MQLs, contributing to 100% QoQ ARR growth alongside Sales, with marketing contributing ~23% of pipeline through data-driven demand generation, CRM optimisation, ABM and full-funnel performance marketing.
• Increased customer lifetime value (CLV) by 40%, implementing a customer expansion and revenue growth strategy leveraging customer success, upsell/cross-sell and multi-stakeholder engagement across NHS trusts.
• Built Agentic AI solutions strengthening our strategy, planning & delivery, including bespoke AI brand agent (Gemini), LLM-driven strategic planning (ChatGPT), AI-powered research (Perplexity), and workflow automation (CRM, reporting, meetings), improving decision-making, responsiveness to market intelligence, brand implementation, overall efficiencies and scalability.
• Optimised investor narrative, including website, LinkedIn profiles and pitch deck, strengthening market credibility and positioning for investment supporting £2M fundraise in 2026.

2023 – Jan 2026  |  Chief Brand Officer (fractional contract)  |  Market-disruptor digital health domestic abuse recovery programme provider

Founded by multi-award winning Clinical Psychologist and Behavioural Economist with national innovation portfolio.  Engaged to drive brand development for a new digital initiative to combat domestic abuse.

• Launched Get Out Get Love B2B brand focused on empowerment and recovery in employee benefits, corporate health and health insurance spaces. Led market research, brand strategy and identity, and go-to-market.

2016 – present  |  Growth Mentor (fractional)  | Start up Accelerator

Appointed as Growth Mentor for Startup Accelerator that aids startups in idea validation and risk mitigation to help sustainable business creation. Focused on brand and marketing development and growth. Joined to mentor healthcare companies across EMEA and The Americas on go-to-market. Recently, explored Europe-wide health tech companies as part of the Accelerator, branching into new sectorial areas.

• Backed notable brands such as Huma, Healthily.io and Infermedica . Mentored teams on brand creation, value proposition, audience and messaging. Oversaw production of pitch decks to make entities investor ready.  Laid out how to use brand effectively in marketing. Offered global perspective on healthcare and advised on market opportunities, in-house recruitment and agency usage to drive efficient resource utilisation.
• Supported progression of country-first blood donor organisation in Lebanon. Spearheaded in-depth market analysis and brand strategy outlining complicated cultural barriers.

2013 – present  |  Founder & CEO  |  brand agency for health tech innovators

Set up a strategy-first brand agency for health tech innovators, partnering with accelerators such as PwC Scale Health, DigitalHealth.London, NHS Innovation Accelerator and Google AI for Health when healthtech and digital health were relatively unserved.  Concentrated on brand, PR, marketing and comms strategies and GTM.  Awarded for creativity and dynamism.

• Increased monthly average revenue and scaled client portfolio from zero to 50+. Secured grant for asset investment, developed business, marketing and brand strategies, financial forecasts and virtual talent.
• Landed Rory Sutherland, VP of Ogilvy, as mentor and invited as guest speaker on ‘On Brand’ podcast.

Notable Engagements:

• EQL: launched Phio brand into NHS and health insurance and transformed into reputable competitor in musculoskeletal (MSK) healthcare space. Created and delivered coveted brand, profitable in a matter of years.
• TPXimpact: boosted average order value from £500K to £1M and supported winning bids with NHS Jobs and Royal College of Psychology. Defined branding for Digital Transformation Agency, attracting larger clients.
• Ummanu: assisted health tech with UK market penetration, winning award at launch event and signing £10M+ clients from competitor in six months. Worked with UK sales agency to create assets (PR, media, case studies).
• World Health Organization (WHO): established AI for MSK Topic Group in conjunction with WHO, a worldwide community of 50 influential people, including academics, researchers, clinicians and policymakers. Improved MSK outcomes. Provided means for evaluation of AI tools. Generated global campaign involving look and feel and messaging to entice some renowned international influencers to join new community.
• Find Me Health: enabled new startup to secure £250K seed funding for private healthcare comparison site. Created brand strategy, identity, story and pitch deck underpinning pitches to potential investors.
• Imperial College London: facilitated White City Innovation District build that attracted major players such as Novartis and became known as cutting edge location for science and innovation, elevating brand awareness.
• THIS Labs, Cambridge University spinoff: supported set up of new research agency reshaping health and care using insights. Handled all brand aspects from positioning, audience messaging and value proposition.

2010 – 2013 | Regional Sales Manager | Global healthcare company specialising in lifesaving medicines, transfusions & clinical nutrition

Headhunted from previous role and joined company during turbulent time with disconnect between sales and marketing, and high attrition rates in Southern team. Reported to National Sales Manager and headed a team of seven to deliver and embed the rollout of the new marketing campaign.  Lead the development to elevate sales in a declining clinical nutrition market with fierce competition operating at unsustainable pricing levels.

• Achieved 40% growth in market share within clinical nutrition. Launched new marketing campaign to national sales team and encouraged greater collaboration between sales and marketing.
• Recorded 109% of annual target in primary care, 103% in secondary care and 104% in dysphagia primary care.
• Stimulated new growth. Rendered valuable assistance to land high-profile bid with Barts Hospital for three years.

2006 – 2010 | New Partnerships Lead | Leading healthcare communications agency

Handpicked as part of ambitious growth plans to drive new business opportunities with major healthcare companies, forming integral piece of new pitch business team, securing ‘Excellence in Communications’ Communiqué Award.

• Aligned internal brand across organisation after Havas acquisition, including identity, name, story and pitch deck.
• Won new accounts such as Teva, GSK, Boehringer Ingelheim and Novartis worth £8M, as part of pitching team.
• Reduced impact of declining sales across infusions market for Fresenius Kabi following uncredited clinical evidence scandal. Shaped new brand identity and positioning. Reinforced trust and brand credibility.
• Explored offering digitisation. Set up digital division researching capability to examine smart use of technologies.

Advisory and Mentoring Positions

2021- present | Advisory Partner for startup incubator that helps refugees and conflict-affected entrepreneurs launch and grow their business in W Asia.  Worked on female empowerment piece, including audience and messaging

2020 – present | Brand & Comms Advisory Partner for NHS Innovation Accelerator

2018 – present |  Branding & Comms Mentor for startups and SMEs seeking to deploy solutions into the NHS.

2018 – 2021 | Advisory Partner to UK Lebanon Tech Hub, Lead Mentor / PwC, Scale Health Advisor

Education and Professional Development

Google AI Professional Certificate, 2026 / Generative AI Marketing, American Marketing Association, 2026

AI Marketing Strategy & Tools: Generative AI & Agentic AI Tools, Chartered Institute of Marketing (CIM), 2026

MAD // Masters, Behavioural Science, Distinction Rory Sutherland, 2023

Brand Specialist: Disruptive Thinking, Level C by Marty Neumeier author of the World’s Best Selling Branding Book The Brand Gap, 2023 / Visionary Leadership, VisionCamp by Motto, 2023

Strategic Marketing, CIM, 2020 / Social Media Marketing, CIM, 2018

A-level Human Biology, Lambeth College, 2008

Degree in Business and Spanish (2:1), Salamanca University, 2006

For further information on this candidate please use reference number: 121