About me
Twenty years building marketing that makes a commercial difference
My career has been built leading marketing at some of the world’s largest telecoms and technology businesses. At BT Wholesale I led the marketing function for a £1bn B2B division, realigning it to commercial objectives and building it into a recognised contributor to revenue and pipeline growth. At TalkTalk I built the wholesale marketing function from scratch, growing qualified leads by 170% at half the cost. Earlier in my career at Telefonica I scaled mobile advertising audiences from 10 million to 84 million users across Europe and Latin America, and at Yahoo led partner marketing across six markets, launching major consumer propositions including Yahoo! Mobile and BT Yahoo! Broadband.
I now offer that same experience independently, giving channel, telecoms and technology businesses access to senior marketing leadership without the commitment of a full-time hire. Alongside client work, I contribute regularly to industry press, sit on awards judging panels and speak at sector events. It keeps me close to the challenges businesses in this sector are navigating, and means the advice I give is grounded in what’s actually happening in the market.
What I do
I work with channel, telecoms and technology businesses at three points in their marketing journey. Fixing a function that isn’t delivering, building marketing capability from scratch in a sales-led business, or advising where senior marketing leadership is needed without the commitment of a full-time hire. The work always starts in the same place: understanding the commercial priorities of the business and making sure marketing is aligned to them.
Strategy & planning
Setting direction and building a marketing plan that connects directly to commercial objectives. Defining priorities, allocating resource and building the reporting framework to measure what matters.
Brand & proposition
Developing and articulating a brand and proposition that resonates with the right audience. From post-acquisition brand architecture to value proposition and messaging for complex technical products.
Go-to-market & campaigns
Planning and delivering integrated campaigns across paid, owned, earned and partner channels. Briefing and managing specialist agencies to deliver against clear commercial outcomes.
Team building & capability development
Building marketing functions from scratch and developing existing teams. Hiring, coaching and embedding a performance culture that shifts marketing from reactive delivery to strategic contribution.
Agency management
Briefing, directing and holding agencies to account on behalf of the business. Bringing operator-side experience to the client relationship so agencies deliver what the business actually needs.
Partner & channel marketing
Marketing into and through partner and reseller ecosystems. Partner programme development, channel communications and enabling partners to take propositions to market effectively.
Where I’ve built my experience
Before working independently, I spent twenty years at some of the world’s largest telecoms and technology businesses, building and leading marketing functions across BT Wholesale, TalkTalk, Telefonica and Yahoo.
From the people I’ve worked with
“Faye brought deep expertise across the channel, MVNO, mobile infrastructure and international voice. She has a brilliant network that enables her to get things done with no fuss and takes a highly pragmatic approach in any situation, always outcome focused.”
“Faye had a clear ability to align marketing strategy directly with commercial and sales priorities, which meant the work genuinely supported our growth goals rather than running in parallel to them. She is the kind of senior marketer who understands how a commercial business works and builds marketing around that.”
“I worked with Faye during a big period of change at BT Wholesale. She played a big part in changing how we all thought about marketing, and that’s had a lasting impact. She built a brilliant team and worked closely across the business to bring everything together, always keeping it focused on what actually mattered for sales and results.”
“Faye is not only an exceptional leader who has a deep understanding of the industry and is able to look through the lens of the customer to translate business outcomes effectively, she is also a delight to work with showing compassion, empathy and an inspirational coach, guiding her team through complex scenarios. I thoroughly enjoyed our time working together and would have no hesitation in recommending Faye to any business wanting to create a cohesive and exciting marketing strategy.”
Let’s Talk
The first conversation is informal. Tell me what’s going on in your business and we’ll work out together whether I can help.
Your details will only be used to respond to your enquiry. See the Privacy Policy for how your data is handled.