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Results achieved while working in-house.

I believe in delivering clear, quantifiable outcomes, whether that’s growth in WIP, client value, and case stocks – or a reduction in your ‘Cost per Client’.

Head of Marketing

2012–15

Asons Solicitors

£12m in new business

  • 10:1 return on ad spend, approx.
  • 1 to 7 marketing team

Built the marketing team from one person to seven – and £12m of new business from £1.2m of marketing.

Situation

I joined as their first marketing hire – a one-person marketing team with a mandate to generate 90% of their work organically – removing their dependency on BD and referrals.

What I did

Grew the team to seven and built a function focused on being found in the right places, by the right people, looking for legal help.

What changed

£12m of new business delivered with £1.2m of marketing spend – principally through SEO, content and social lead generation.

Group Marketing Director

2016–19

Your Legal Friend

£13.9m in new business

  • 7:1 return on ad spend, approx.
  • +79% enquiry growth

£13.9m in new business from £2m of marketing over two years, with annual enquiries up 79% – while building a new clinical negligence practice.

Situation

Took declining case stocks to rapid growth by modernising their go-to-market approach – realising untapped potential in social and digital lead generation.

What I did

Built reporting that gave partners and practice heads a clear view of performance and value delivered – supporting further investments in marketing and advertising.

What changed

£13.9m in new business from £2m of marketing over two years. Increasing annual enquiry volumes by 79%.

Head of Digital

2019–21

National Family Law Firm

£4.3m in new business

  • 4:1 return on ad spend, approx.
  • +38% enquiry growth

A user experience (UX) overhaul, supported by content (SEO) and improvements to PPC management, saw enquiry volumes grow by 38% in a year, while the cost of each fell by almost 50%.

Situation

An already well-known family law brand had hit a ceiling, and needed to find growth and efficiencies beyond its staple channels.

What I did

Following extensive user research, screen recording analysis and experimentation (CRO), I revamped the website user experience to improve traffic conversion rates, while simultaneously growing traffic and enquiries.

What changed

The cost of each new enquiry halved, while overall volumes rose 38% without big changes to existing budgets – delivering growth and efficiencies.

Marketing Director

2022–25

National Consumer Law Firm

+131% average client value

  • 14:1 return on ad spend, approx.
  • 3.8 to 4.6 Trustpilot rating

Redesigned the client onboarding journey to fix ‘leaks’ in the handover process between first call, lawyer triage and the signed engagement – while refocusing budget and advertising activity around more valuable, profitable clients.

Situation

Outdated lead generation methods were being used to attract clients in declining markets – and it was taking around 16 hours to respond to new prospects.

What I did

I audited the function, updated team skills and integrated our ad platforms with our CRM to provide granular reporting on investments and performance – while transforming the new client journey and intake process.

What changed

Return on ad spend (ROAS) grew from 5:1 to 14:1 in target practice areas, with enquiry conversion rates improving by as much as 50%.

Improvements in customer responsiveness also increased our Trustpilot rating, from 3.8 to 4.6 (“Excellent”).

Return on ad spend (ROAS) is predicted case value, divided by advertising spend.

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