The short version
I've spent my career inside companies where the product was strong but the market didn't know it yet — or knew it wrong. My job has always been to close that gap: figure out what buyers actually care about, build a narrative around it, and make sure every touchpoint tells the same story.
At Procore, I was the founding product marketer for their UK & Ireland expansion. The US brand meant nothing in the British construction market, so we had to earn trust from zero. I built the local ICPs, rewrote the sales narrative, repositioned the Preconstruction suite, and launched industry research that became a lead gen engine. That region became Procore's fastest-growing international market and I led PMM through their IPO.
Before that, at Featurespace, I positioned their ARIC platform as the first enterprise-grade adaptive fraud detection system — helping shift an entire industry's conversation from static rules to machine learning. At Eastnets, I repositioned their compliance platform for a global audience of banks, PSPs, and regulators, and launched the flagship research that reshaped how they were perceived by analysts.
I studied PPE at the University of Oxford, which taught me how to think about systems, incentives, and trade-offs — skills that turn out to be remarkably useful when you're trying to figure out why a good product isn't landing with buyers.
I now run Segment8, where I'm building software that solves one of product marketing's most persistent operational problems. FractionalGTM.io is the consulting arm — it's how I make the same calibre of thinking available to founder-led teams without the full-time price tag.