When the business changes, the story changes with it.

Growth | New Investment | Acquisitions | New technologies | New markets | New business models

Businesses at moments of significant change create opportunity, but they also create complexity. The business moves forward while customers, investors, employees and sometimes even the leadership team are still working from an older version of the story. My role has been to close the communictions gap.

I have built and repositioned brands, taken new propositions to market, integrated acquired businesses, developed investor narratives, led international marketing teams and helped turn complex technology into something people can understand and value.

Marketing, brand and communications for businesses in motion.
I work with leadership teams when growth, investment, acquisition or technology changes what a business needs to say and how it needs to sell. The job is to make the value clear, connect the story to commercial strategy and build enough marketing capability to move the business forward.

Make the value clear
Clarify what the business does, why it matters, who values it and what evidence supports the claim. This can mean positioning, proposition development, corporate narrative, brand architecture or investor messaging.

Take it to market
Turn commercial strategy into a route to market. I work across proposition, go-to-market, sales enablement, campaigns, content and marketing capability so the story survives contact with customers, not just the strategy deck.

Explain change
Growth creates communication problems. New technology, acquisitions, new markets, fundraising and changing business models all alter what a company needs to say and who needs to hear it. I help leadership teams keep the story aligned with the business.

Building credibility around an unfamiliar environmental technology
Arq had developed technology capable of recovering valuable materials from industrial waste. The science was complex. The commercial story needed to work for investors, government, customers and strategic partners.

I led brand, communications and sustainability, repositioning the business and developing the corporate, investor and stakeholder narrative around its technology and commercial potential.

During my time with the company, Arq secured more than $280 million in government funding and investment and subsequently completed a merger with a NASDAQ-listed business.

Turning six businesses into one African technology brand
Liquid was growing through acquisition across Africa, but its expanding collection of businesses needed a clearer common identity and market proposition. We transformed a Zimbabwian calling card company into a pan-African fibre next generation network and carrier-neutral datacentres.

As Group CMO, I led the rebranding and integration of over 10 companies into the Liquid Telecom Group (including Kenya Data Networks, InfoCom Uganda, TPS SA, ipdi TV, PayBay, Rwanda Telecom, Africa Data Centres (and the East Africa Data Centre, CEC Liquid Telecom, Zimbabwe Online ZOL. We acquired businesses across Kenya, Rwanda, Ugabda, Zimbabawe, and South Africa, creating a unified brand across multiple countries and customer markets. I built and led the marketing team and developed communications that translated complex infrastructure into something more human and relevant.

The work helped establish Liquid as the most recognisable pan-African technology and connectivity brand while the business continued its rapid expansion.

Scaling a specialist telecoms business into a global group
Gateway grew from a specialist international telecoms company into a substantial African communications business.

I led marketing through much of that growth and subsequently supported Gateway's $700 million acquisition by Vodacom Group SA, helping take new propositions including broadband, VSAT, cellular backhaul and cybersecurity into the enlarged business.

The experience shaped much of how I work today. Growth creates complexity very quickly. Marketing has to keep the commercial proposition, customer understanding and corporate story moving at the same speed.

Turning complex telecoms technology into an investable proposition
Ekiva was building an AI and software-driven approach to 5G infrastructure using O-RAN and Network-as-a-Service.

As EVP Brand, Marketing & Media, I developed the positioning, brand strategy and go-to-market framework, translating a highly technical proposition into a clearer commercial and investor narrative.

That work included the investor materials supporting $32 million in seed funding and the market-readiness framework for the company's next stage of growth.

Making an emerging energy proposition understandable to investors
Flying Forest was developing a new approach to producing sustainable fuels from biomass.

As Board Adviser for Marketing & Communications, I worked on market positioning, investor communications and the narrative around its green-fuels technology, translating technical, regulatory and sustainability arguments into a more coherent investment proposition.

The companies are different, but the moments are similar. Growth. Investment. Acquisition. New technology. New markets. Repositioning. These are the points when the gap between what a business has become and how it is understood tends to widen.