I'm the person behind Threshold. For twenty years, I've led marketing strategy and investment decisions that drove significant commercial growth and protected businesses from expensive mistakes. At ASDA, PokerStars, Sports Direct, Silver Cross, Evans Cycles and others. Across £275m+ of marketing investment. This is where that judgement comes from.
I see things in marketing setups that others miss:
I've spent twenty years being accountable for spotting these things and making the call on what to do about them. Not in theory. In practice. At scale.
Team under-scaling Meta due to wrong metrics. Corrected measurement. Tripled investment. Revenue captured.
The Sun investment served agency trading obligations, not marketing objectives. Econometrics proved it. Removed.
Share of search dropped 1st to 7th. Brand had lost differentiation. Positioning and comms strategy reset.
Half of agency time on reporting theatre. Contract restructured. Fees flat. Performance improved. Drum award won.
Identified loss-making legacy deals. Terminated. Restructured. Returned to profit.
Unit economics didn't support category expansion. Investment paused. Costly error avoided.
Media strategy redesign. 20% more attention from flat investment. Lower CaCs via incremental performance media.
Concentrated investment behind 3 customer missions and 10 hero items that drove store visits.
Built case against Black Friday discounting. More full-price bikes sold. Net revenue up. Brand protected.
Some decisions stopped spend. Others deliberately increased it. Several changed strategic direction entirely. The thread: spotting what others couldn't see, making the call, backing it with evidence.
Led media strategy, comms planning and £65m annual investment for Britain's third-largest supermarket. Governed how brand, performance and retail marketing worked commercially across ASDA and George.com.
Led media and comms strategy and £40m+ media investment across four European markets. Accountable for acquisition growth, brand building and commercial return across poker, casino and sportsbook.
Senior marketing, comms and media strategy counsel through Journey Further (Campaign Magazine's Global Agency of the Year).
Across these roles: brand strategy and positioning, communications planning, customer strategy, media investment, measurement design, agency governance, commercial decision-making. £270m+ of marketing investment governed. Strategies built. Growth delivered. Waste stopped.
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Marketing degree. Chartered Institute of Marketing. Marketing Week Mini-MBA with Mark Ritson. Strategy Finishing School with Julian Cole.
It comes from being in the room when the decision matters and getting it right repeatedly. From understanding how brand, creative, customer targeting, measurement and media investment work together commercially - not just optimising channels in isolation.
From twenty years of pattern recognition under pressure.That's what Threshold is built on.