The plumbing under the marketing
A marketing plan runs on foundations: tracking that can be trusted, a site that can ship a page without a sprint, a CRM that agrees what a lead is, and an operating rhythm the team keeps. Digital transformation is the work of putting those in place, so campaign work has something to run on.
What results has digital transformation produced?
In a current engagement with a regulated digital-asset firm, replatformed from legacy WordPress onto Next.js, the website conversion rate went from 0.67% to about 1.5%.
Numbers I’m proud of
- 2.2×Website conversion rate, from 0.67% to about 1.5%
- +73%Average monthly sessions after the June 2026 relaunch
- +30%Site traffic over six months, against a falling market
Website and platform migration
Moving off a legacy CMS onto something the marketing team can operate: faster, more secure, better for search, and editable without a sprint. I have led this end to end, including the front-end build.
Measurement and attribution
Tracking standards, GA4 and Search Console configured properly, attribution that reflects how people buy, and dashboards that surface the handful of numbers worth looking at. This is the work that stops last-click quietly misallocating your budget.
CRM and lifecycle plumbing
Connecting marketing activity to the pipeline: CRM integration, lead definitions everyone agrees on, and the reporting that lets you see which activity produced revenue rather than which produced clicks.
Operating rhythm
Planning, testing and governance frameworks: how work gets prioritised, how a test is judged, what “done” means. Boring, and the difference between a team that compounds and one that stays busy.
A fixed fee of £4,000 covers one product in one market, over three to four weeks. A second product, another region or interviews with your customers are quoted before we start.
What you get
How the work runs
Week 1–2
Diagnose
Audit the stack, the tracking, the site and the way the team works. I map what is broken and what is merely irritating, and what each fix would make possible. You get the findings whether or not you go further.
Week 2–3
Sequence
A prioritised plan. Not everything is worth fixing, and the order matters. Measurement usually has to come before anything else, because otherwise you cannot tell whether the rest worked.
Month 1–3
Build
The actual work: migration, tracking implementation, CRM integration, process. I do this hands-on rather than briefing it, which is generally faster and always cheaper than a translation layer between the strategy and the build.
Ongoing
Hand over
Documentation, training, and a team that can run it without me. The test of this work is whether it still functions six months after I stop invoicing.
After the handover your team runs the plan, or I run it with them. Full pricing
Teams where the marketing plan is broadly right and execution keeps hitting the same wall.
- Teams blocked by their own site
- Every page change is a developer ticket. Marketing has no control of the conversion funnel it is measured on.
- Companies on a legacy CMS
- Slow, awkward to secure, and holding back both SEO and the team’s ability to move.
- Post-raise teams
- Building the marketing function properly for the first time, and wanting the foundations right before the headcount arrives.
- Regulated businesses
- Where Legal and Compliance are genuinely in the loop and the process has to work for them too, not around them.
- Teams that do not trust their data
- Reporting exists but nobody acts on it. Usually a tracking and definitions problem rather than a tooling one.
- Teams inheriting a stack
- You did not choose any of this, the person who did has left, and nothing is documented.
Who will I work with?
You work directly with me throughout the engagement.
I lead marketing at a regulated digital-asset firm, and led it at Improbable before that. At eBay’s KnownOrigin I led the digital marketing strategy. Agency-side, I ran digital strategy for clients in finance, travel and energy, among them Liontrust Asset Management and Aldermore.
Questions before an engagement
Something not covered here? Ask me directly.
Is this a marketing job or an engineering job?
Both, which is the point. I write front-end code (HTML, CSS, Next.js, working in GitHub), so I can implement the things I recommend rather than handing them to a developer who has to reconstruct my reasoning. For anything deeper than the marketing site I work alongside your engineering team rather than pretending to replace it.
Do we have to replatform?
Usually not. Replatforming is expensive and disruptive and I will tell you if your CMS is fine. Much of the value in this work is in measurement and process, which are far cheaper to fix. I would rather rebuild your tracking than your website.
How long does a migration take?
For a marketing site, typically two to three months from decision to launch, depending on how much content needs restructuring and how many approvals sit in the path. I will give you a real timeline after seeing the current site, not before.
What happens to our SEO if we move platforms?
Handled properly, it improves, and that is usually part of the reason to move. Handled badly it is the single most expensive mistake in this work. Redirect mapping, URL structure and content parity are planned before anything is built, not fixed afterwards.
Can you work with our existing agency or developers?
Yes, and often that is the right shape. I can specify the work and hold the standard while your existing team delivers it. That tends to be cheaper than replacing anyone.
What if our compliance team has to approve everything?
Then they are part of the design from the start. I have run marketing inside a regulated financial business with Legal and Compliance in the approval path. The answer is building review into the process rather than routing around it.
How much does it cost?
A diagnostic is fixed-fee. Build work is scoped and quoted once we know what is actually needed, which is why the diagnostic comes first. No hourly billing.