About Christine
I work with organisations that need marketing to become clearer, more focused and more commercially effective.
Over the past 24 years, I’ve worked across B2B technology, GovTech and regulated environments, supporting leadership teams through growth, pressure, change and transformation.
My work sits between strategy and delivery. Sometimes that means stepping in as a fractional marketing leader. Sometimes it’s helping simplify messaging, improve pipeline visibility or bring structure back into marketing. Increasingly, it also includes coaching leaders and teams navigating the reality behind growth and change.
What matters most to me is making marketing useful. Clear thinking, practical support and work that leads to better commercial outcomes.
Real-world marketing leadership
I’ve spent much of my career working in complex environments where marketing needed to do more than generate activity.
That has included working across public sector, education, healthcare and regulated industries, helping organisations improve commercial clarity, strengthen positioning and align marketing more closely to business outcomes.
Alongside strategic planning, I’ve led teams, built marketing functions, supported go-to-market activity and worked closely with sales and leadership teams where visibility, confidence and momentum needed improving.
Over time, that experience has shaped a very practical approach: less theory, more clarity and more focus on what actually works.
How I work
I’m not a traditional consultancy, and I don’t believe in overcomplicating things.
Most organisations already have a sense of where the friction sits. My role is usually to help bring structure, clarity and momentum back into those areas.
01
Clarity
Helping teams understand what is working, what is not and where attention needs to go next.
02
Commercial focus
Connecting marketing activity to business priorities, pipeline and decision-making.
03
Practical delivery
Not just creating plans, but helping organisations make progress.
04
Flexible support
Fractional leadership, focused projects, coaching or advisory support depending on what is needed.
Outcome-focused thinking
“Many organisations become very good at solving yesterday’s problems.”
Pressure, targets, and trading cycles naturally draw attention to immediate problems. Teams become very good at solving what is in front of them, firefighting issues and reacting to short-term pressure.
The challenge is that organisations can end up spending so much time fixing problems that they lose sight of the outcomes they are actually trying to create.
In fast-moving environments, particularly with AI accelerating change and expectations evolving quickly, that reactive cycle becomes even harder to manage.
That is why much of my work focuses on helping organisations and leaders shift towards clearer, outcome-focused thinking. Better alignment, better decision-making and more sustainable momentum.
For me, this applies equally to marketing, leadership and coaching.