Where are you based?
What job do you do?
I am the founder of BIAS Digital where I am Chief Strategist
How did you get into marketing/communications?
I worked in financial services for a number of years, first full time then as a consultant. I liked automating stuff with technology and as you get more involved in growing businesses strategy becomes as important as the product.
Originally we focused on the technology and the products, but my true passion was understanding what made buyers/users tick. We migrated from websites and software into an old school full-service agency. I picked up the role of customer development and acquisition strategies and adopted inbound marketing in 2015.
Not having any formal qualifications was difficult to explain at first as I’m one of those people who can see the big picture and how you get from A to Z. This made strategy easy and so I sat some qualifications afterwards to make my partners feel better.
Since 2017 we have won 3 marketing awards including Best Inbound Marketing Agency London 2017 and Best Campaign the same year so we are doing something right.
What are you most proud of in your career as a marketing/communications professional?
I believe that the best marketing agencies consult. As we use a consultative approach to our client’s challenges we recently used this to beat EY and KPMG to help build a new challenger bank. Not only are we designing the technical functionality of the bank, but we are also changing how business banking can be done.
In addition to this, I will be running the marketing and customer acquisition strategy so its one of our most exciting accounts to date.
The awards are great, but they don’t excite me. Complex challenges and the opportunity to challenge or change the status quo are far more intriguing and exciting. If I am honest, my business and career to date grows and evolves daily and so the thing I am most proud of is my constant drive to be better than I was the last time at everything.
How has marketing/communications helped the organisations you’ve worked for?
I believe in 2019 we generated somewhere around 29,000 marketing qualified leads for our clients. Companies we work with have seen increases in deal flow, adopted data-driven marketing and sales models which were previously not in place. Have seen increases in headcount as they have increased revenues and have streamlined operations saving costs by automation.
As we focus mainly B2B we combine our inbound marketing strategies with outbound Linkedin prospecting increasing sales opportunities earlier in the engagement. Content marketing from a standing start takes time to accumulate traffic and optimise for performance.
Using our dual approach strategy, we enable our partners to generate interest and connect with decision-makers far earlier.
What challenges have you overcome on your professional journey to where you are today?
I think the biggest obstacle in life is yourself. I’m lucky that I have an inbuilt drive and ambition but respect everyone no matter what they do. When I worked in finance, you’d see me talking to the post guys one second and in high-level meetings with my directors the next. I see everyone as vital to the bigger picture.
In addition, I was blessed early in my career to work with managers who believed in me and allowed me to flourish and develop and I couldn’t be where I am today without their help.
But coming from London’s east end, it wasn’t without its challenges. I was often labelled wide boy for my accent and because I am quite shy when I’m out of work I often didn’t attend the social events which put me at a disadvantage. People like people they socialise with.
Having not sat my A levels didn’t stop me getting into Investment Banking working at the top firms and from there I have gone onto work with some of the worlds most famous brands and biggest companies.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
My advice for anyone wanting to move or start in marketing is that you have to believe in yourself. You must work in an agency that specialises in things you are passionate about. The best marketers will submerge themselves in their work and the industries that they work in.
Always train, even if your company doesn’t pay for it and never be satisfied with achieving a plateau. By this, I mean to analyze and measure everything that you do. Small percentages can mean the difference between massive gains or not. I’ve employed and worked with people who consider themselves at the top of their game when they often believe they always know the best.
If you adopt this mindset, you can never be the best, but hey, if you want to be mediocre just do enough, I couldn’t, I have to keep moving forward. It’s not for everyone, but it helps to keep your mindset focuses on growth.
Where can we find you online?
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