RegTech SaaS
Shufti Pro: Global RegTech Scale-up
ARR growth: ~$3M → $20M · 3-year tenure · Post-Series A
Led global marketing strategy during a period of rapid international expansion, supporting Shufti's transition from SME-focused challenger brand to enterprise-oriented RegTech scale-up operating across EMEA, MENA, APAC and the Americas.
Directed the shift to structured account-based enterprise growth, establishing a scalable global demand engine aligned to board-level commercial objectives. Repositioned brand, proposition and go-to-market strategy to support engagement with larger regulated enterprises and complex buying groups.
Built and led a multi-regional marketing function spanning demand generation, brand, content, digital and marketing operations, creating the foundations for predictable pipeline performance and sustained commercial scale.
- Built global inbound demand engine generating 800–1,000 qualified leads per month
- Scaled marketing-sourced pipeline from early-stage volumes to enterprise-ready maturity
- Delivered ~300% organic growth through structured SEO and content strategy
- Implemented enterprise ABM framework aligned to high-value target accounts
- Led global brand repositioning and enterprise go-to-market transformation
- Established performance marketing and reporting infrastructure for executive decision-making
AI Start-up
startmyclaim.ai: AI-Native Legal Tech
Built solo in 8 weeks · 0 developers · 0 legal staff · Full-stack AI operations
I built startmyclaim.ai to answer a specific question: can a single person, working with advanced AI, create and operate a fully functional business from scratch, without a team? The answer, proven in eight weeks, is yes.
The platform enables individuals to pursue consumer compensation claims and is live, growing and fully operational. It was built without writing a single line of code, without legal qualifications and without any external resource. AI was deployed across every layer of the operation, product, legal training, website, SEO, paid advertising, content and social, replacing what would typically require a team of five to eight specialists.
This was a deliberate experiment to push the boundaries of what AI makes possible when combined with senior strategic expertise. Everything is automated. Content is AI-generated and continuously optimised. The business runs.
The approach I developed to build startmyclaim.ai is something I now offer directly to clients: a structured, AI-accelerated capability for building new business functions, products or digital ventures at a fraction of traditional cost and time.
Government · Health
NHS Test & Trace
Head of Digital Marketing, National COVID Response
Led digital marketing during a critical phase of the UK pandemic response, supporting national testing, tracing and NHS COVID-19 App adoption. Built and operated a national digital marketing function at pace, managing multi-million-pound budgets across search, social, display and strategic partnerships.
Government · Education
Department for Education
Head of Digital Marketing, National Recruitment Platform
Led digital growth strategy for a national education recruitment platform supporting large-scale adoption across UK state schools. Delivered integrated acquisition programmes enabling over 250,000 monthly job searches and adoption by approximately 80% of state schools.
Automotive · B2B
ZF Group
Automotive Aftermarket Demand Programmes
Directed multi-market European demand programmes supporting leading brands within the ZF automotive aftermarket portfolio. Focused on technician influence, distributor ecosystem engagement and structured performance visibility across complex Tier-1 supply chain environments.
Construction · Enterprise
Sir Robert McAlpine
Digital Visibility & Market Positioning
Led strategic digital visibility and search positioning initiatives to strengthen engagement with emerging stakeholders and new market entrants across complex infrastructure and engineering sectors.