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Curriculum Vitae

Experienced and enthusiastic Digital Specialist Leader with a history of quantifiable success working in the pharmaceutical, healthcare, political and tech industries.

Specialising in Strategic, Digital and Multichannel Marketing, Communication, Sales, Management and Leadership.


CanTrack Global

Head of Marketing & Communications

April 2016 – Present

For the past year, I􏰁’ve been leading the Marketing and Communications team at CanTrack Global, 􏰈a Tech start-up providing advanced telematics and theft-recovery for various industries.

  • 􏰀My team ensure our products and services are reported locally and nationally to the highest standards with several front pages in the tabloid press. 
  • 􏰀I’ve devised and (now) execute my scalable and flexible marketing strategy, implementing the right tactics at the right time to hit the goals of CanTrack􏰁s Senior Leadership Team, Board and Investors. 
  • 􏰀I train the Sales and Marketing teams in the latest value-selling strategies and tactics. 
  • 􏰀After several successful TV Interviews, I􏰁’m now the spokesperson for the company with several filming commitments with the BBC still to shoot after lockdown. 

Senior Marketing Manager

October 2018 – March 2019

On a temporary (6 month) contract, I headed up the Marketing team at Healthera – a SaaS tech start-up in the pharmacy and healthcare sector. Starting in October 2018 as the Senior Marketing Manager, I quickly took the interim role of Head of Sales & Marketing after radically improving both departments shortly after my arrival. 

  • 􏰀I devised and implemented the 2019 Sales and Marketing strategy based on targeted personas while handling multiple million-pound budgets and phasing. 
  • I designed, delivered and iterated the point-of-sale/digital collaterals and copywriting for all multi-channel marketing campaigns. 
  • My marketing plan directly brought on 34% more pharmacies during my tenure with Healthera, generating an extra £118k in the first six months with an estimated total contract value of half a million pounds (doubling turnover). 
  • 􏰀I worked closely with the product team and external agencies to collect and analyse user feedback, consistently improving UX. 
  • 􏰀I led training sessions on the latest sales pitch techniques to ensure optimal conversion statistics. 
Boehringer Ingelheim

UK Digital Marketing Manager

June 2016 – September 2018

My most recent pharmaceutical role was as UK Digital Marketing Manager for the newly formed Boehringer Ingelheim Animal Health company, managing the digital marketing for all channels across all species. I was an internal digital consultant across UK head office, field, European and Global functions. I focused on keeping the business in front of current digital marketing trends in the industry while managing digital agency relationships to ensure quality and value for money. 

  • I designed and implemented the Boehringer Ingelheim Animal Health digital strategy, ensuring an optimised, innovative approach to complement brand objectives. 
  • I identified, recommended and implemented new initiatives that further enhance their value-add tools for industry prescribers. 
  • I worked as a bridge between Global, European and UK initiatives, sharing and reworking campaigns as necessary. 
  • 􏰀I conducted training for both internal and external stakeholders to up-skill the business and create a more digitally thinking company. I recently worked with the 􏰂Head of META􏰁 region, sculpting their marketing strategy for the Middle East, Turkey and Africa after giving the keynote speech at the 􏰂META􏰁 regional meeting in Monaco. 
  • 􏰀 I lead the design and production of sophisticated digital marketing materials. I also built relationships with key customers to investigate their marketing needs and how the business can help them. 
Bristol-Myers Squibb

Digital Marketing Specialist

December 2015 – May 2016

I was the Digital Marketing Specialist for Bristol-Myers Squibb in Australia, New Zealand & Canada (as well as an advisory role for UK, Ireland, Nordics, Germany, Italy and Brazil) applying our new World Wide Customer Organisation model. 

I supported the EMAC (European Markets, Australia & Canada) Digital Hub in the planning and implementation of digital projects. 

I ensured the company was up to date with the latest digital and industry trends and advised upwards where necessary. 

  • 􏰀 I worked with worldwide internal teams and outside agencies/vendors to defining project scope, timelines, and deliverables, defining project tasks, resource requirements and communicating needs to management. 
  • 􏰀 I managed multi-million-pound budgets within internal tracking systems. 
  • I supported submissions of digital material through the Legal/Medical/Regulatory (LMR) review process. 
Financial Ombudsman Service

Digital Content Manager

February 2014 – November 2014

I managed a team of online content specialists in the fast-paced financial district of Canary Wharf, London. We produced creative social media plans, wrote and maintained content for the website and intranet on relevant topics as well as coding and design for online assets. 

  • I coordinated focus groups and 360-degree feedback schemes to identify new opportunities and enhancement of existing services and support tools. 
  • 􏰀I managed relationships with external providers, including social media companies, to ensure the organisation got the latest news, tips and techniques direct from the companies creating the trends. 
  • 􏰀I created and managed the content strategy calendar to ensure all employees were aware of content, timescales and accountability. 
  • I unified communications between internal, outreach and press office teams to ensure the delivery of a consistent message. 
Liberal Democrats & Nick Clegg

Online Media & Content Manager

May 2011 – February 2014

I managed the design and maintenance of the federal and leader web pages as well as training MPs, MEPs and Peers on social media best practice and strategy. I worked with the Deputy Prime Minister daily to ensure his information was clear and on message.

  • I, with my team of online content creators, took the lead role in the party􏰁s national digital strategy and conversion architecture – this included the creation and design of campaign websites and user flow. I pioneered extensive A/B testing for the launch of the new (and still current) federal website to ensure the public receives the optimum messaging. I tested several variations of wording and hero image, teasing for donations along the way. This testing increased website donations by 250%, generating an extra £750k to the party.
  •  I ensured a consistent message across our brand by creating and implementing our Liberal Democrat style guide for social media, articles and graphics. 
Matuta Marketing

Creative Director

October 2010 – April 2011

While working within the pharmaceutical industry, I noticed that many pharmacies had minimal to zero digital assets. I set up a digital agency to meet this unmet need. I started with pharmacies and quickly moved into small-business in general. I employed lead generators, web designers, and social media strategists to create an agency that covered all aspects of small-business digital marketing.

  • 􏰀 We set up websites and ensured through SEO, SEM and Advertising that each site gained maximum exposure.
  • We trained up the end-user in the fundamentals of digital marketing and assisted them throughout their marketing journey.
  • We devised bespoke campaigns for each customer depending on budgets, needs and industries.
  • We ensured all aspects of digital marketing was fulfilled by Matuta to give each customer a one-stop-shop for all of their marketing needs.
  • I ceased my day-to-day involvement with Matuta when a client (the Liberal Democrats) offered me a career-defining role that needed to be my primary focus. Matuta is still operated successfully today under the management of my wife as 􏰂Matuta Consultancy Group􏰁.
Ashfield Healthcare

Senior Pharmaceutical Representative

October 2008 – September 2010

My first step into the pharmaceutical industry was with the outsourced sales company Ashfield In2Focus. I trained as a representative within the mental health sector with a speciality in depression and insomnia. I was quickly fast-tracked onto the Ashfield Emerging Leaders Plan, where I met monthly with company executives as we assess my career and share success stories. Through here, a promotion to Deputy Regional Business Manager followed, where I continued my work as a Senior Representative while assisting national and regional managers with best practice techniques, relief management and staff training.

  • My main focus was with primary healthcare GPs and nurses, organising visits in surgeries and local events to maximise our product awareness and prescribing.
  • 􏰀Between meetings, I devised a strategic plan for pharmacy sales in my region. I sold dermatology products directly to pharmacies in my patch, assessing sales potential by local demographics and historical transactions. After a positive campaign, I trained up colleagues on my methods at a national meeting to share success across the country.
  • I left Ashfield to pursue a new venture in Italy with my own company.
The Restaurant Group

Regional Marketing Manager

May 2006 – September 2008

After graduating from the University of Liverpool, I started an exciting job with The Restaurant Group as the Marketing Manager for a Frankie & Benny’s restaurant in Liverpool. Within a matter of months, I was promoted to Regional Marketing Manager, overseeing a third of all UK Frankie & Benny’s restaurants.

  • I split my time between each restaurant, assessing individual needs and demographics, creating custom marketing plans for each restaurant and their sister restaurants nearby (Chiquito and Garfunkel’s).
  • I sourced and scored new locations for restaurant openings, assessing the local business and footfall before implementing an algorithm to determine the success potential of each site before presenting and organising a visit from the company directors.
  • I planned events and promotions for new and existing restaurants in line with planned annual activities.
  • I was a central part of the head-office campaign planning process with regular consultancy visits to give feedback and advice on upcoming campaigns to maximise impact nationally. I took the lead in the website and social media planning years before digital marketing an aspect within the hospitality industry.
  • On occasion, I was deployed to restaurants with high complaints or low standards to provide an uplift in quality and reputation of the specific restaurant.
  • I left the restaurant group in July 2008 to start training for a career in the pharmaceutical industry.

Education / Qualifications / Personality

Squared Online



Image Analysis (RAF Association)


BSc (hons)

Computer Information Systems





S/i (BLUE/red)

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