Turning Complexity Into Commercial Clarity

Taking innovative solutions to market - 15+ years product marketing at high-growth tech businesses

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I love to work at the intersection of product, marketing and commercial growth, translating complex technology into propositions that resonate with enterprise buyers and scale through channel partners.

Across B2B SaaS, fintech and AI platforms, I've led the full product marketing motion: from market research and positioning through to sales enablement and demand generation. My philosophy is always the same, laser in on the pain the solution addresses, build a compelling narrative around it, and use every touchpoint to tell the story.

Case studies

Positioning & messaging, go-to-market strategy, sales enablement, customer education, product launches and everything in between

Scaling with Mastercard

Channel GTM & Sales Enablement

Taking a fintech product to market through a three-tier distribution channel

InstantPay had proven the model with enterprise buyers. The next challenge was a different order of magnitude: translating that proposition onto card payment rails and taking it to market across North America through Mastercard’s distribution network, their banking partners, and ultimately the enterprise clients those banks served. Three tiers of channel, three distinct sales enablement challenges, each requiring its own proposition, content suite and activation approach.

Results

  • $20M ARR pipeline generated within three months of banking client rollout
  • 5x card volume uplift achieved through the Motorola pilot case study
  • Citibank and HSBC activated as first banking partners across North America
  • Battle cardsChannel strategyCompetitor analysisGTM strategyICP developmentLaunch planningMessaging frameworkPartner/channel enablementPitch decksPositioning statementROI calculatorsSales enablementSales playbooksSales trainingValue propositionWin/loss analysis
  • for Previse

Repositioning InstantPay

Product narrative and messaging

Previse’s technology was innovative but deals weren’t closing. Rebuilding the narrative that changed that to create a $300bn AI payments platform.

  • ABM (account-based marketing)Buyer persona researchCategory creationCompetitor analysisContent strategyDifferentiation mappingICP developmentJobs-to-be-Done analysisMessaging frameworkNarrative developmentPitch decksPositioning statementProduct-market fit assessmentROI calculatorsSales playbooks
  • for Previse

Beating the unicorns

B2B SaaS Positioning & GTM

When competitors are better funded, win on positioning. How BCSG created a category that made the app marketplace model look poorly considered.

  • Buyer persona researchCategory creationCompetitor analysisConsultative sales programmesContent strategyGTM strategyJobs-to-be-Done analysisMessaging frameworkNarrative developmentPitch decksPositioning statementProduct-market fit assessmentRFP response frameworksSales playbooksWebinar programmesWin/loss analysis
  • for BCSG

From transaction to trusted partner

Customer Education & Lifecycle Marketing

Turning one-time buyers into repeat customers through education, lifecycle marketing and CRM at LegalZoom UK

  • A/B testingBuyer persona researchCAC/LTV modellingCampaign attributionCompetitor analysisContent strategyCross-sell/upsell frameworksCustomer lifecycle mappingEmail nurture sequencesICP scoringJobs-to-be-Done analysisKnowledge base developmentMessaging frameworkPricing strategyRetention programmeValue propositionVideo tutorials
  • for LegalZoom
Alan brings strategic positioning and hands-on execution in equal measure. He was instrumental in building the marketing engine that drove our growth for LegalZoom in the UK proposition.
Laura Goldberg
CMO (Auctane) / ex CMO (LegalZoom)
One of the best, always at the heart of BCSG's growth from startup to market leader. One of the few who genuinely combines strategic vision with the discipline to execute it consistently over time.
John Davis
CEO (Cordel Group PLC) / ex CEO (BCSG)
Alan turned complex AI technology into deals with Fortune 500 C-suite leaders. It takes a deep understanding of a market and an ability to think strategically which  he has proven he can do over and over.
Paul Christensen
Founder and Chairmen (Previse)

About me

Life is for adventure.

Every adventure starts with a destination - ambitious, sometimes daunting, very rarely straightforward. What I find most energising isn't the destination itself, but the process of figuring out how to reach it: the uncertain path, the pivots, how to apply the resources you have available to best effect.

This philosophy carries across life and work and has taken me on some exciting journeys. I've competed for the British Triathlon age-group team finishing in the top 10 at the Aquathlon World Championships, I've done ultra-endurance events running more marathons than is sensible and love being a father to two boys who provide their fair share of adventure.

Most of my best thinking happens somewhere between the swim, the bike and the run and the instinct has shaped my career. Leaving Barclays for an early-stage SaaS startup. Backing Previse when AI-powered payments was still a concept most buyers hadn't encountered. The pattern is consistent, I'm drawn to big challenges, and I find genuine satisfaction in using my skills and experience to establish the commercial clarity that delivers on them.

 

Get in contact

Whether you need focused help on a specific challenge or ongoing support, I'd love to hear what you're working on, to see if I can help.