Experience
Twenty years. Both sides of the table. One consistent focus: growth.
I've worked across agencies, brands, start-ups, charities and international organisations, leading commercial, customer and organisational growth work. That range helps me recognise the practical links between proposition, demand, delivery and the people responsible for each.
Selected brands & organisations
Breadth of Experience
Growth rarely sits neatly inside one department.
Different seats. Different organisations. Growth is the common thread.
Agency side
- Board-level growth leadership across award-winning agencies.
- Helped generate £30m+ in agency revenue and drive hundreds of millions in client revenue.
- Built and led sales, marketing, client partnership, strategy, insight and experimentation teams.
Client side · Commercial
- Head of Digital & Marcomms, leading digital growth, transformation and go to market across APAC.
- Led the digital transformation and growth of an APAC sports TV channel from 0 to 17 platforms across 10 countries, reaching 36m customers.
- Built and led teams across digital, brand, and marketing communications.
Client side · Not-for-profit
- Led teams responsible for close to £50m in fundraising income, alongside supporter growth and income diversification.
- Built and scaled Mindful Monsters to £4.5m+ revenue and 25k+ monthly subscribers, later expanding into 1,000+ schools, publishing with Scholastic and launching with the NHS.
- Leadership responsibilities spanned digital marketing, individual giving, digital engagement, supporter growth, innovation and product development.
What that breadth means in practice.
01
People, teams and leadership
Creating and leading teams, developing people, shaping structures and roles, building capability and bringing teams together, from team leadership through to board level. People make growth happen.
02
Growth, sales and marketing
Propositions, ideal customer profiles (ICP), demand generation, new business, existing account growth and predictable commercial performance.
03
Strategy, proposition and focus
Turning ambition, customer understanding and market opportunity into clear choices about where to compete and what to prioritise.
04
Transformation, product and customer experience
Leading change across products, platforms, journeys, touchpoints and ways of working, turning ideas into practical change rather than leaving them on the page.
Selected Experience
Four examples, with the context, role and results.
Enjoy Digital
Visit website ↗Growth Director and Board Member
Performance Agency of the Year
Prolific North, 2025
Summary
Agency life is tough. Buying decisions take longer, cut-through is harder and commitment is increasingly difficult to secure. A clear proposition, a dedicated growth team, a growth mindset across the agency, and customer relationship management (CRM) at the heart of the operation have been key to success.
My Role
- Leading the business growth strategy, with accountability for all commercial opportunities and forecasts.
- Responsible for three teams: Insight & Planning, Client Partnership, and Marketing & Sales.
Results
- Growing total turnover and sales revenue amidst a challenging agency landscape.
- Retaining and growing clients including Sherwin-Williams, Coop, Camira, House of Rohl, Brompton, Northern, Ageas, CareUK, Bank of Ireland and Commonwealth War Graves Commission.
- New client wins including Northern, Brompton, Cloud Nine, Arrow, Corinthia Hotels, Jacuzzi, Connells, Ewemove and Titan Wealth.
- Multiple award wins: Prolific North Best Performance Agency (2025), Best Umbraco Commerce Solution (2024), The Drum Retail Award (2023), Prolific North Large Agency of the Year (2023).
Woven Agency
Visit website ↗Chief Growth Officer and Board Member
2×
Turnover doubled in 28 months
Summary
From people, processes, marketing, and culture, growth was my focus. Proud to say that during my 28 months I doubled the business turnover and the team delivered many world-class strategies and campaigns.
My Role
- Leading the Client Services, Planning & Strategy, and Marketing & Sales teams to grow the agency through relationship-based, long-term strategic partnerships.
- Board member and business equity holder.
Results
- More than doubled business turnover in 28 months, with growth from both existing and new clients generating more than £4.5m in revenue.
- 19 new clients won.
- Progressed from Gold to Platinum HubSpot partnership tier.
- 98.1% client happiness score (clients surveyed weekly).
- Creativepool 'Small Agency of the Year' for two consecutive years, 2021 and 2022.
Setanta Sports APAC
Head of Digital and Communications
0 → 17
Platforms across 10 countries in 18 months
Summary
Setanta Sports (now BeIN Sports) were an international independent subscription-based sports broadcaster available in 47 countries. The Australian satellite office had a small marketing budget and relied heavily on costly above-the-line (ATL) advertising such as TV and press. Customer acquisition cost was high, and limited post-purchase engagement led to high subscriber attrition.
My Role
- Through a test and learn approach, I set up, championed, and pivoted the entire marketing output to one that was 95% focused on digital and inbound marketing.
- Brand marketing, customer engagement, and the development of Setanta Sports Plus, a multi-device sports app.
Results
- A business transformed from the inside out in its confidence and capability in digital-first marketing.
- Subscriber volume greatly increased; cost per acquisition (CPA) and attrition dramatically decreased; profitability soared.
- Pan-Asian HD sports channel launched from zero to 17 pay-TV platforms across 10 countries in 18 months.
- Euro 2012 campaign exceeded subscription targets by 160%, whilst lowering CPA by 74%.
Mindful Monsters
Watch the product advert ↗Managing Director (at Scope)
25k+
Paying monthly subscribers
Summary
Scope needed to diversify its income. Like many in the third sector, they were over-dependent on a handful of traditional fundraising channels. With rising costs and a rapidly decreasing ROI, the organisation needed to think differently.
My Role
- Taking a newly created children's mindfulness subscription product and leading a team to roadmap, champion, and implement all core elements: product optimisation, marketing, retention, business modelling, brand building, and marketplace diversification.
Results
- 25k+ paying monthly subscribers, with parents reporting their children benefited from this multi-award-winning product.
- Over £4.5m raised at a positive ROI.
- A book launched with Scholastic.
- Product expanded into schools, the NHS, holiday clubs, and a print-on-demand eCommerce store.
- International interest from major global children's animation, film, and TV studios.
"Having met and worked with hundreds, if not thousands of individuals at this point in my career, Si continues to stand out as one of a small number of genuine one-of-a-kind superstars that I have had the pleasure to work alongside. I would recommend Si absolutely without reservation."
That is one perspective. Hear from clients and colleagues about what working together was like.
Read what others sayA personal note
How Might We started with a question. And a sandcastle.
After twenty years in different seats around the table, I wrote about the crossroads that led me to start How Might We, and why getting better at building matters more than owning the perfect castle.
My AI Chief of Staff
Human-led. AI-amplified.
I bring the experience, judgement and challenge. Kitt supports my research, analysis and day-to-day coordination, helping me spend more time on the work that needs a human.
Read the film transcript
I’m Kitt, AI Chief of Staff at How Might We.
AI is changing how we work. What matters is how you use it.
At How Might We, the outcome comes first. Then the tool.
I help Si research, analyse information, spot patterns and test ideas. I also help turn meeting notes into clear actions and streamline the everyday admin.
Different tools, each with a job.
Si brings the experience, creativity and intuition. He sets the direction, checks the conclusions and makes the final call.
Because AI can be confidently wrong. Yes, even me.
The aim is simple: human thinking, amplified by AI. More room for judgement, relationships and useful action.
That’s how we use AI at How Might We.
Human-led. AI-amplified.
Experience matters. What I do with it matters more.
I won't know your business better than you do. But I can bring experience from different roles, organisations and growth challenges to help you weigh options, make decisions and put them into practice.
Thinking
The thinking behind How Might We
Why a question became the name, mindset and starting point for How Might We.