Strategy. Systems. Results.
Senior contractor specialising in B2B strategy, GTM, product design and behavioural systems. I've built two live platforms from concept to product — and I'm available to bring that thinking to your team.
I build the model behind the strategy — buyer psychology, GTM systems, product frameworks — then hand over practical outputs your team can actually use.
B2B SaaS, healthcare, technology — teams navigating complex buying decisions, customer insight, GTM strategy, product journeys or behavioural change.
Senior strategic support, without the overhead.
I work as an embedded contractor or project-based specialist. You get senior-level thinking — buyer intelligence, GTM strategy, product and experience design — with practical outputs delivered on your timeline.
Embedded Strategist
Join your team as an embedded contractor working across strategy, GTM or product design. Day rate basis, flexible duration.
Day rate · 1 day–6 months · London or remoteSprint Engagement
Focused 2–4 week project with a specific output: buyer persona pack, GTM playbook, customer journey map, campaign strategy.
Fixed scope · Fixed fee · Fast deliveryPlatform & System Design
Turn your insight, methodology or IP into a structured framework, digital experience or proprietary platform — as I've done twice already.
Project-based · Scope defined in discovery
I've built two proprietary platforms
from concept to live product.
Not consultancy decks. Real, live platforms — with real users, real methodology and real outputs. This is what I can do for your organisation.
A B2B strategic intelligence platform that shortens long sales cycles using buyer psychology, persona insight, AI-assisted thinking and practical sales playbooks. Built with theStudio collective: sales psychologists, UX designers, wordsmiths and marketing automation specialists.
A self-discovery platform built around behavioural patterns, guided reflection and past / present / future transformation journeys. Designed to help people notice the patterns shaping how they move through life — without advice or diagnosis.
I turn complexity into usable intelligence.
Available as a contractor across buyer psychology, behavioural systems, experience design, customer insight and AI-powered transformation — always with a practical output at the centre.
Buyer Psychology & GTM
I uncover what different buyers care about, what blocks decisions, what creates trust and what moves conversations forward.
- Decision-maker and persona mapping
- Motivations, objections and buying triggers
- Persona-led sales and marketing strategy
- GTM playbooks and campaign direction
Behavioural Systems
I design frameworks that reveal patterns in how people respond, choose, resist, engage and transform.
- Pattern recognition models
- Structured questioning systems
- Behavioural insight frameworks
- AI-assisted insight architecture
Experience & Product Design
I map the journey people move through, then design the logic, content and touchpoints that support better decisions.
- Customer journey architecture
- UX and information architecture
- Insight-led product experiences
- Platform and system design
I create proprietary systems that help
teams see what is usually hidden inside
behaviour, language and decision-making.
Decode
Map the audience, behaviour, resistance, motivations and hidden buying logic.
Structure
Build frameworks that organise insight into usable categories and pathways.
Model
Identify patterns across personas, journeys, responses and behavioural signals.
Design
Create the platform, workshop, journey, playbook or experience layer around the insight.
Activate
Turn the system into strategy, messaging, sales enablement, content or transformation work.
Strategy, insight, systems and transformation.
A career built around understanding people, structuring complexity and creating practical outputs that teams can use. Available to bring this experience to your organisation on a contract basis.
Created and designed a proprietary B2B strategic intelligence platform combining buyer psychology, persona insight, customer journey logic, AI-assisted pattern recognition and sales enablement outputs.
- Designed buyer persona methodology for decision-makers, influencers and blockers.
- Created sales playbook structures, objection frameworks and discovery question logic.
- Built strategic output frameworks for messaging, campaigns and customer conversations.
- Led client-facing strategy, workshops and product direction.
Conceived and designed a behavioural transformation platform built around structured reflection, self-pattern recognition and past / present / future insight journeys.
- Created 15 pattern categories across past, present and future states.
- Structured 81 reflection inputs and output logic.
- Designed the UX, navigation, information architecture and insight journey.
- Developed the pattern recognition and personalised output methodology.
Delivered customer insight, strategic communications, buyer personas, customer journeys, campaign planning and stakeholder alignment across complex commercial environments.
- Worked across healthcare, SaaS, technology and professional services.
- Translated customer insight into campaign direction and sales enablement.
- Facilitated discovery and strategic workshops with client teams.
- Supported messaging and engagement work for growth-stage organisations.
Supported clients with persona-led strategy, content direction, customer engagement and journey mapping. Elemental work included strategic thinking around healthcare subscription opportunities ahead of successful acquisition.
- Persona development and buyer messaging.
- Customer journey and market insight.
- Campaign planning and strategic content direction.
- Client workshops and stakeholder engagement.
Explore the live platform.
theAlchemy shortens long B2B sales cycles by helping teams understand every persona, pain point, objection and hidden question across the buying journey — then turning that into practical sales and marketing outputs.
theAlchemy user feedback
A real person talking through the value of theAlchemy. This is the proof layer for the buyer psychology, pain point and Playbook work.
Explore the live platform
theAlchemy shortens long B2B sales cycles by helping teams understand every persona, pain point, objection and hidden question across the buying journey — then turning that into practical sales and marketing outputs.
How the work was experienced.
Client feedback showing how the thinking and outputs landed in practice.
Carradale Futures feedback
Client feedback showing how the thinking and outputs were experienced.
A reflective system for recognising what has been shaping you.
REN is a structured reflection experience built from scratch — 81 inputs, 15 pattern categories, full UX architecture. A second example of the kind of insight-driven system design I bring to contract work.
How strategy becomes visibility.
Good strategy does not start with content. It starts with understanding who needs to hear it, what they care about and what conversation they are already having in their head. This is the kind of thinking I bring to every contract engagement.
The Audience
Before creating content, I identify who we are speaking to and what matters most to them. Different audiences arrive with different questions. Some need certainty. Some need proof. Some need possibility. Some simply need to feel understood.
The conversation already happening inside their head.
The story that connects your offer to that conversation.
The format used to communicate the idea.
The next step you want them to take.