About me.
Hi, I'm Gemma but you can call me Gem.
I built my career running marketing inside B2B companies. The kind where you're the only marketer — building strategies from scratch, running campaigns, managing rebrands, keeping marketing and sales aligned, and making sure every pound spent was connected to an actual business outcome.
When you're the only marketer in a business, you don't get to specialise in one thing and ignore the rest. You figure it out; you get it done.
Most of that experience has been inside SaaS and recruitment businesses. Fast-moving, commercially focused, usually operating across more than one market. That background shaped how I work. I don't start with marketing activity — I start with the business: where revenue is coming from, what the pipeline looks like, where the real problems are, and build from there.
I hold a degree in Advertising and Public Relations from the Universidad de Alicante in Spain. During my studies, I also spent time at Radboud University in the Netherlands and The University of Waikato in New Zealand. Three universities, three countries, three very different ways of doing things — it was an early lesson in how much context shapes communication.
My mum is English, my dad is Spanish, and I've spent my whole life navigating both cultures. I've lived in four countries and learned to read rooms that don't look like the last one. That's not something you learn from a textbook. It's also not just a language skill. It changes how I think about positioning, messaging, and what it takes for marketing to land with an audience that doesn't share your background.
My Approach.
I ask a lot of questions before I recommend anything.
Not just about marketing, but about your business. Who your best customers are, where revenue actually comes from, what the pipeline looks like, where the friction is.
The commercial picture has to come first. Without it, marketing is just activity.
I don't offer you a fixed template and try to make your business fit it. I adapt to what the situation actually needs and to how you like to work. Some clients want to hand things over and check in monthly. Others want to stay close to the detail. We agree on that from the start. That way, there are no surprises on either side.
I only work with a small number of clients at a time — no more than four. And when a project needs expertise beyond my own, I bring in people I trust. You'll always know who's working on what and why.