I’ve been thinking about Red Unicorn for years. Starting it now is the easiest decision I’ve made.
I started thinking about Red Unicorn properly a few years ago. Every conversation with a friend running a growing B2B business surfaced the same need: senior marketing leadership without the cost of a full-time hire.
I knew I could help. I just wasn’t ready to step away from CWT yet.
This year, that changed. The experience was there. The market need was clearer than ever. And the personal timing finally lined up.
This isn’t a reactive move. It’s one I’ve been preparing for, quietly, for years.
I joined CWT in 1999. I didn’t plan to stay 27 years.
For the first decade I worked across operations, events, and commercial roles. In 2007 I moved into my first dedicated marketing role and built it from a standalone position into a team of three. That’s where my marketing leadership career properly started.
From there, the work kept getting bigger. Eight years directing regional marketing across Asia Pacific. Three years leading global product marketing for CWT’s data and reporting platform. Most recently, global brand and corporate communications, reporting directly to the CMO.
What defined those chapters wasn’t the job titles. It was campaigns that closed multimillion-dollar deals, a rebrand that brought a US$100M client back to the platform, the launch of CWT’s global data product, and the brand publication The GBTA Global Business Travel Forecast 2026, one of the industry’s most cited annual references.
Twenty-seven years in total. Nineteen of those in senior regional and global marketing leadership.
As Senior Manager, Global Corporate Communications and Brand at CWT, I led the complete design refresh for the 11th edition of one of business travel’s most cited annual references, plus the launch campaign system that carried it across formats.
As Senior Manager, Global Product Marketing at CWT, I led the global go-to-market for CWT Analytics, CWT's AI data and reporting platform. Translated a complex technical product into clear enterprise value through positioning, messaging, sales enablement, and the global launch program.
As Senior Manager, Marketing, Asia Pacific at CWT, I designed and project-managed the global rebrand of CWT Energy, Resources & Marine, a core CWT sub-brand. The repositioning campaign brought a US$100M client back to CWT.
Two things about senior marketing genuinely energise me, even after 19 years.
The first is the craft moment. Finding the marketing angle that works. The tagline that just fits. The visual that brings it all together. The minute the story clicks, you can feel it. That’s the part of the work I’d happily do on a Sunday.
The second is simpler: simplifying the over-complicated. Marketing has a habit of dressing simple ideas up in unnecessary complexity. So does business. So does most professional writing. Your audience has access to more content than they can process. They need it easy to digest, not impressive.
Both instincts (the craft of finding the angle, the discipline of cutting through complexity) sit at the centre of how I work.
Strategy without execution is just expensive consulting. My work is structured to avoid it.
Every engagement combines both. I do the strategy work, and I do the work the strategy points to: brand, messaging, campaigns, content, the lot. No handoff between the thinker and the doer. They’re the same person.
That matters because what I want a client to think after their first conversation with me is something specific: she can add real value to my business and help me grow my pipeline. There’s real ROI in bringing her on.
That’s the standard I hold for the work. Real impact, traceable to revenue.