I have spent twenty years inside marketing functions trying to make effectiveness work deliver on its promise.

Go Ignite exists because the technical disciplines of marketing effectiveness are not enough on their own. The work has to land inside a culture that is ready to use it.

The Work

I built the marketing effectiveness function at O2 over five years, starting from scratch and developing a discipline that became central to how the business made commercial decisions. The role required everything: methodology design, capability building, stakeholder management with finance and the executive, and the slow patient work of changing how the marketing function thought about its own contribution.

From O2, I joined Samsung as European Customer and Marketing Analytics Director, leading effectiveness transformation across seventeen markets. The scale was different, and the cultural challenge was sharper. The same technical disciplines that worked in one market often failed to land in another, not because the work was wrong, but because the cultural conditions for the work to land were different.

That experience is where the EFFECT Framework came from. The realisation that the most consequential variable in marketing effectiveness was not technical, but cultural.

I founded Go Ignite in 2018 to develop and apply that thinking commercially. Over the six years since, I have delivered effectiveness culture work for FTSE 100 financial services, global FMCG, healthcare, automotive, and not-for-profit clients. The framework has been refined through every engagement. The diagnostic and the methodology have been tested and re-tested. The thinking has been published, debated, and updated.

How I Work

Go Ignite engagements are delivered personally. There is no junior team, no offshored analysis, and no substitution. When you commission Go Ignite, you are commissioning my time, my judgement, and my attention. This is a deliberate choice. The work depends on the diagnostic insight and the senior credibility of the practitioner; both fall away when the work is delegated.

I work as a peer to the senior marketing leaders who commission me. I am not an outsider with a methodology to apply; I am a former in-house practitioner who has done the work from the inside. The conversations are direct, the recommendations are clear, and the value of the work is judged by whether it moves the organisation, not whether it produces a polished artefact.

I keep my engagement load deliberately limited. Quality of attention matters more than throughput. Most months I am working closely with two or three organisations at a time, and that is by design.

The work fits inside a wider life. I run trail ultras, am father to three children, and live in Wiltshire. Those things matter. They are part of why Go Ignite is structured the way it is.

The Framework

Built in the field. Refined by use.

The EFFECT Framework is the intellectual centre of everything Go Ignite does.

The framework was developed during senior in-house roles, refined across consulting engagements, and is now the basis of the Effectiveness Culture Scan diagnostic. It is the structural answer to a practical question: what actually has to be true inside a marketing organisation for effectiveness work to deliver value?

Read the framework in full, including the detailed treatment of each of the six dimensions and the cultural mechanics that connect them.

Read the framework in full

Beyond the Work

Context worth knowing.

The shape of the practice is influenced by the shape of the life around it.

I am a serious endurance runner, currently training for a one hundred kilometre race along the Jurassic Coast. The discipline of long-form physical work has shaped how I think about the discipline of long-form intellectual work. Both reward patience, repetition, and the willingness to stay with something when progress is invisible.

I read widely, mostly outside marketing, and write fortnightly on Substack at The Effectiveness Culture Edge. I am most useful to organisations that want a practitioner who can hold both the strategic frame and the operational detail, who values precision in language as much as in measurement, and who would rather be told the difficult thing than the convenient one.

The Next Step

If your marketing function is at the point where the question is no longer better measurement but stronger culture, we should talk.

Discovery calls are how Go Ignite engagements begin. Thirty minutes. No obligation.

Book a discovery call