Strategic Director
Will helps our clients identify the most effective routes to sustainable commercial growth.
He has worked in marketing since 2015, combining experience as a strategist, agency founder and Fractional CMO. He has worked with organisations including Team GB, Oura Ring, Oyster HR, Payoneer, Remofirst and Alighieri.
Will helps clients improve customer acquisition, align marketing and sales, and make better decisions about their marketing spend. Drawing on experience across both B2B and consumer markets, he brings together the conversion discipline of e-commerce with the longer-term customer value thinking often associated with B2B marketing.
His work focuses on go-to-market strategy, lead generation and commercial growth, helping organisations solve challenges around channel prioritisation, marketing effectiveness and customer acquisition.
Will is especially interested in how AI is reshaping customer journeys, attribution and digital discovery. Prior to marketing, he worked as a journalist and editor, an experience that continues to influence his approach to communication, audience understanding and storytelling.
We analysed 86 UK energy companies to see how ready they are for AI search. The average AI Readiness score was just 36 out of 100, and only one company cleared our benchmark of 70. The biggest issue wasn’t technical performance. Most websites could be accessed by AI platforms, but far fewer gave them enough clarity, evidence, and confidence to recommend the business.
A good service page needs to do more than rank in Google. It needs to give AI search tools enough information to understand what you offer, who it is for, and why you should be recommended over someone else. Our research into 86 UK energy organisations points to four things to get right when it comes to AI search optimisation.
Our research into AI visibility in the energy sector found that LinkedIn was the most cited third-party source in AI search answers, appearing in 15.3% of responses. However, organisations with stronger third-party authority were no more likely to appear in AI answers. External coverage helps AI search tools validate your story, but it can’t compensate for a website that doesn’t clearly explain who you are, what you do, and why you should be recommended.
On the Monday evening of London Climate Action Week, with London cooking under a record-breaking heatwave, the most sensible place in the city was underground. We brought a room full of marketers together from across climate tech, clean energy, and sustainability, in an 18th century port cellar, for an eco wine tasting. The wine was […]
