Where I’ve worked.

• Founder, strategic AI trainer and consultantNovember 2025 to present

  I started JDW Strategy to help small and growing B2B marketing teams build their marketing function and work out where AI fits. Through JDW AI I run AI Confidence Workshops and AI audits, built on my Prompt → Process → Partner approach.

• Demand generation for N.Rich, a JDW Strategy clientJanuary 2026 to present

  I build N.Rich’s demand generation engine. The work covers paid media strategy and execution focused on pipeline, always-on campaigns and infrastructure, signal-based go-to-market playbooks, AI-assisted content, AI workflows for sales and marketing, and marketing operations in HubSpot.

A specialist account-based marketing agency. I helped more than 20 clients, from fast-growing scale-ups to global technology brands, win, grow and retain their most important accounts.

• Director of ABMJanuary 2024 to October 2025

  I led the strategy team that planned and ran ABM programmes. I also set up and led the agency’s AI steering committee. It assessed more than 50 use cases and built AI-first workflows for service delivery.

• Podcast co-host, ABM under the HoodAugust 2023 to October 2025

  I co-hosted ABM under the Hood, a podcast about how ABM works in practice.

• Head of ABMMay 2022 to January 2024

  I led one-to-many, one-to-few and one-to-one ABM programmes for enterprise and scale-up clients in financial services, manufacturing, retail, CPG and healthcare. I ran ICP and account selection workshops with intent data, mapped buying groups and reported on reputation, relationships and revenue. I also developed a small team of ABM strategists.

• Senior ABM StrategistSeptember 2021 to May 2022

  I built ABM strategies with clients: ideal customer profiles, account selection, target account lists, insight reports and sales and marketing funnels.

• Digital Marketing ManagerJanuary 2021 to September 2021

  I ran the digital marketing team inside Customer Experience. We ran persona-based campaigns, the ecommerce sites, SEO and email, and moved email to Oracle Eloqua. This is where I found ABM: I trained sales in ABM and ran one-to-many campaigns across key regions and verticals.

• Digital Marketing Team LeadJune 2019 to December 2020

  I led a team of three through a global transformation. I moved email to a new ESP and built marketing automation for new customer segments.

• Digital Marketing ExecutiveApril 2018 to June 2019

  I ran the ecommerce webshop, email marketing in Mailchimp, social media and campaign reporting.

• Digital Marketing ExecutiveJanuary 2016 to March 2018

  I was hired as a marketing assistant, mainly to write copy, and taught myself HTML and CSS at weekends. I built and sent HTML email campaigns, ran five Magento websites, made SEO improvements and reported to the board each month.

• Marketing ExecutiveOctober 2014 to December 2015

  My first marketing role, newly created. I built inbound marketing and lead generation to win new contracts for the special works department.