Experience
Pendulum of Change is for people who have started questioning their relationship with alcohol and are quietly wondering: what would life look like without it? Turns out — a lot clearer.
I founded and built a lifestyle brand for sober curious people. Aimed at the over 40s social drinker who is considering a week off the booze, thinking about cutting back, or simply curious about life without alcohol.
Using my marketing experience and AI tools, I built the brand's strategy, content, design and delivery myself.
The Pendulum of Change website includes:
- A lifestyle blog covering a range of topics, such as:
- A free seven-day alcohol abstinence challenge — coached, structured, and designed to get people started
- A consumption tracker showing users what they drink based on country guidelines
- An introduction to my book, The Last Drop: My Journey to Quitting Alcohol, and where to purchase
Project tools and platforms for Pendulum of Change
I'd had a calling to publish my own work for a long time, but the right subject matter evaded me. Then, when I entered my 40s and decided to question my social drinking, little did I know that taking a different path — and documenting my experiences — would lead me to finally author a book and learn new skills along the way.
- Researched and wrote The Last Drop: My Journey to Quitting Alcohol, drawing on thirty years of my own experience
- Edited, designed and self-published it independently, cover to publication
- Secured an ISBN and listed the book across Amazon, Barnes & Noble, Google and Apple
- Set up distribution through IngramSpark so it reaches bookshops and libraries, not just online retail
Project tools and platforms for The Last Drop
Since 2020 I've taken on more than 20 home renovation and design projects — kitchen, utility and en suite renovations, landscaping and bespoke builds — putting an Industrial Design Engineering degree to hands-on use for the first time since university. The decision to take the work on myself was driven by a need to get the projects done cheaply and to satisfy a lifelong desire to build.
The standout project was the one that made all the others easier: the Mobile Workbench — a rolling workstation with an integrated mitre saw, table saw and dust collection system, designed and built to solve the constant reshuffling of tools in a small workshop.
- Designed all projects in SketchUp to determine aesthetic and cost before committing to the build
- Developed and set project budgets, making sure not to exceed them
- Completed online training courses for safe use of a variety of power tools, including table saw, mitre saw and track saw
- Designed and built the Mills & Mitre portfolio site myself with Wix and GoDaddy
Project tools and platforms for Mills & Mitre
CRU is a subscription and consulting corporation, specialising in mining, metal and fertilizer commodities, and delivers global business intelligence through market analysis, price assessment, consulting and global conferences.
I joined to build a marketing function from the ground up: brand, campaigns, customer events, and a global team of six across America, China and Europe, running a £600k annual budget.
- Rebuilt the corporate website end to end — managed five external partners and an internal stakeholder group to deliver on a £200k budget within 12 months
- Led the CRM and marketing automation migration (Salesforce, Pardot), capturing marketing's requirements and seeing them through implementation
- Built go-to-market plans for new product launches, including a SaaS cost analysis tool and a global steel trade service
Achievements FY19
S&P Global is a leading provider of multi-asset class and real time data, research and analytics, serving clients such as Wells Fargo, Morgan Stanley, Fidelity and Barclays.
I was brought in to build brand awareness and demand for Real-Time Solutions, a new multi-asset class market data business spanning desktop tools, managed services and value-added content.
- Designed and ran the go-to-market plan, setting the objectives and KPIs for brand awareness, lead generation and product trial downloads
- Built targeted, personalised campaigns into both buy-side and sell-side organisations
- Owned lead capture and ROI tracking in Salesforce, flagging opportunities directly to the Sales Director
FIS provides software and IT services to financial institutions worldwide.
I was hired by the CMO to set up and run SunGard's first global interactive marketing team, building campaign strategy across seven business units.
- Promoted Asset Arena, an integrated suite for asset managers' global investment operations
- Promoted Market Map, multi-asset class data, news and analysis sourced from over 160 exchanges and OTC sources worldwide
- Built the team and the playbook from the ground up — campaign strategy, channels and reporting all new to the business