Method and Signal
When Digital Marketing Isn't Delivering What It Should
Is this you?
You’ve invested in ecommerce, media, analytics and platforms. The teams are busy. Campaigns launch. Traffic grows. Dashboards multiply.
But leadership still asks: Is this driving the business forward, or just generating activity?
Progress feels uneven. Silos slow decisions. Reporting doesn’t always connect to commercial outcomes. Confidence wobbles.
If this sounds like you, I’m here to help.
The issue is rarely effort. It’s alignment.
About Me
I’m a strategic digital marketing consultant working with leadership teams in large, complex organisations to turn digital marketing and ecommerce into genuine commercial drivers.
That means aligning marketing, ecommerce and media around shared business outcomes, and building the clarity, capability and confidence to deliver consistently.
Not just better marketing campaigns. Better commercial performance.
“Simon was the perfect leader to accelerate our ecommerce and digital marketing efforts. He turned around Perrigo’s UK ecommerce business making it one of the best performing markets in Europe.”
How I see the problem
Digital marketing underperforms when it operates as a specialist function rather than a business driver.
When ecommerce sits apart from brand.
When media is optimised in isolation.
When reporting focuses on channel metrics instead of commercial signals.
The work isn’t just about improving tactics. It’s about making digital marketing accountable to the same standards as the rest of the business.
Explore my ideas in my writing
How I work
I work alongside senior leaders as a strategic partner.
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We clarify priorities.
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We connect digital metrics to business outcomes.
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We align teams around what matters most.
The aim is never to create dependency. It’s to build your internal capability so performance keeps improving long after the initial push.
Hire me: Consulting | Talks and Workshops
How I came to this work
Over the past 20+ years, I’ve led digital marketing and ecommerce inside startups, government organisations, FMCG businesses and private equity environments.
The contexts changed. The lesson didn’t.
Digital marketing becomes powerful when it’s integrated, measured properly and owned by the business, not just the marketing team.
Timeline
2022-2026
Proving ROI under private equity pressure (Karo)
2019-2022
Building ecommerce from scratch (Perrigo)
2009-2019
Turning SEO into a strategic growth engine (Met Office)
2009-2019
Creating a Digital Academy
(Met Office)
2002-2007
Scaling partnerships to drive 60% of revenue (Kitbag)
Digital earned its place by speaking the language of margin, cost and P&L, cutting spend while scaling performance.
Growth followed once ecommerce was embedded into commercial planning and board conversations — not treated as an experiment.
Building an organic strategy that delivered the majority of traffic proved long-term capability beats short-term spend.
Marketing maturity improved when digital became a shared language across departments, not a specialist silo.
Performance accelerated when affiliates, operations and commercial teams aligned around shared targets — not when marketing optimised alone.
What you can expect from working with me
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Strategy grounded in commercial reality
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Breadth across ecommerce, media, SEO and retail partnerships
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Clear links between digital metrics and business performance
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Capability building over agency dependency
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Low ego, high accountability
“Simon was the perfect leader to accelerate our ecommerce and digital marketing efforts. He turned around Perrigo’s UK ecommerce business making it one of the best performing markets in Europe.”