I help service and SaaS businesses uncover what customers truly value, then align their positioning, strategy, and marketing around it.
Commercial strategy that gets you moving with confidence.
Most businesses talk about what they do. Customers care about why it matters.
When customers can’t hold your product in their hands, they can’t easily experience your expertise or test your advice. Winning isn’t about shouting louder. It’s about giving buyers confidence before they buy – and making it clear why you’re the obvious choice.
The answer isn’t more marketing. Growth comes from understanding what customers value, making better commercial decisions about where to focus, and aligning the business behind a clear strategy. That’s the gap I close.
I work with founders and leadership teams to diagnose what’s holding growth back and connect commercial ambition to customer understanding, strategic positioning, communications, and marketing leadership. Depending on what the business needs, I solve the strategic problem or step in to lead the work forward.
Customer understanding
Understand what your customers truly value: not just what you're selling, but what they're actually trying to solve.
Commercial strategy
Decide where to grow, who to serve, how to position the business, and where to focus investment for the greatest impact.
Marketing leadership
Align teams, establish priorities, and lead the work required to turn commercial strategy into measurable growth.
Sound Familiar?
Is this what you’re dealing with?
Not marketing tactics. Commercial problems. If this feels familiar, we should talk.
Tell me what’s getting in the way of growth and where you’re trying to go.
Who Velo Is For?
Growing businesses reach the messy middle. They have established revenue, demand, marketers, agencies, and plenty of activity. But they’ve reached the point where what got them here isn’t going to take them where they want to go next.
They need an experienced leader deciding where the business should focus, what customers truly value, why they should choose them, and how marketing should contribute to growth. That’s where Velo steps in.
Most consultants give advice. Most agencies execute tactics. Velo works in the middle. I step into the business, help make strategic decisions, and lead the work forward. I align your purpose, positioning, people, marketing, and customer experience around a single customer promise – so customers understand why you’re the obvious choice.
Because marketing isn’t the goal. Growth is.
Customer Understanding
Positioning
Strategy
Alignment
Growth
You’re in the right place if this looks like you:
Why Me?
I’m Samantha, a commercial strategist and CMO who helps founders and leadership teams build businesses that customers understand, choose, and recommend. Most CMOs improve marketing. I focus on making businesses easier to buy from.
For 25 years, I’ve helped businesses answer one question: why should customers choose you over someone else? I’ve built brands from scratch, repositioned for scale, launched bold new ventures, and led brand, marketing, and digital transformation across SaaS, finance, healthcare, professional services, insurance, education, and property. Different industries. The same commercial patterns.
When expertise is the product, customers need confidence before they can experience what they’re buying. Drawing on organisational psychology, product marketing, and executive leadership, I examine how businesses create, communicate, and deliver customer value, then connect customer understanding, strategic positioning, and marketing leadership to drive growth.
Marketing is my lens. Clarity is my craft. Growth is my outcome.
How We Work Together
Different growth problems need different solutions. Everything starts with a strategy conversation about where growth is stuck and what the business needs next.
Ongoing · 1–3 days per week
Best for founder-led companies with midweight marketers that need an experienced executive to own the strategy, establish priorities, lead the team, and drive revenue.
Explore Fractional CMO →4-5 Weeks · Evidence-led
Best for businesses with a strong offer but no clear, compelling reason for customers to choose them or brand positioning that hasn't kept pace with natural evolution.
Explore Strategic Positioning →Fixed scope · Independent assessment
Best for leadership teams wondering why growth has stalled or marketing isn't delivering and needing an objective diagnosis before changing strategy, increasing investment, or hiring new capability.
Explore Growth X-Ray →Fixed scope · Defined commercial problem
Best for businesses facing a specific, high-stakes decision that needs experienced commercial and marketing leadership or ongoing executive advisory.
Explore Strategic & Advisory →Most businesses don’t hire the wrong person. They hire the wrong role. Recruiters find candidates who match the brief, but figuring out what the business actually needs comes first. Velo defines the right leadership level, capabilities, responsibilities, and team structure, then writes the job description to attract the right talent so you can recruit with confidence – with or without an agency.
Quiet Work. Loud Results.
“Samantha translated years of complexity into a clear strategic market position that finally helped our customers instantly understand our value in less than 5 seconds after reaching our website. She helped redesign our service packages, pricing, and to launch our first customer journey system. It's remarkable and working with her was genuinely enjoyable.”
12X
Transaction value
4X
Team growth
A brand clarity and strategic repositioning engagement redefined the entire business. Within six months, growth had accelerated and the team grew by 4X and pricing for services doubled.
Making complex value easier for customers to understand and choose.
Scaling B2C services firm
“Samantha worked diligently to understand our market, customers, and commercial opportunity. She turned my complex idea into a business customers immediately understood and wanted. Within four weeks of launch, we had earned national recognition. And it's still thriving 18 years later.”
2X
Annual revenue
2X
Average deal value
A business and brand transformation redefined the commercial strategy, aligned the leadership team and expanded the firm's capabilities. Within 12 months, average deal size doubled and annual revenue doubled.
Sharper strategy. Bigger opportunities. Commercial growth.
Scaling B2B services firm
“Samantha brought executive leadership that realigned sales, marketing, and customer experience around compelling customer value propositions and unified strategy. She built the systems needed to exceed growth targets, increasing marketing productivity by 423% and sales capacity by 260%. The outcomes were clear: stronger pipeline, healthier conversion, and scalable systems to sustain long-term growth.”
8 → 1000
Monthly leads
600%+
Lead growth
A new product marketing and GTM strategy connected positioning, demand generation, sales enablement, and the customer journey, delivering 600% pipeline growth and scaled demand from 8 monthly leads to more than 1000.
Better research. Sharper positioning. Demand at scale.
Global B2B SaaS firm
“Samantha translated years of complexity into a clear strategic market position that finally helped our customers instantly understand our value in less than 5 seconds after reaching our website. She helped redesign our service packages, pricing, and to launch our first customer journey system. It's remarkable and working with her was genuinely enjoyable.”
12X
Transaction value
4X
Team growth
A brand clarity and strategic repositioning engagement redefined the entire business. Within six months, growth had accelerated and the team grew by 4X and pricing for services doubled.
Making complex value easier for customers to understand and choose.
Scaling B2C services firm
“Samantha worked diligently to understand our market, customers, and commercial opportunity. She turned my complex idea into a business customers immediately understood and wanted. Within four weeks of launch, we had earned national recognition. And it's still thriving 18 years later.”
2X
Annual revenue
2X
Average deal value
A business and brand transformation redefined the commercial strategy, aligned the leadership team and expanded the firm's capabilities. Within 12 months, average deal size doubled and annual revenue doubled.
Sharper strategy. Bigger opportunities. Commercial growth.
Scaling B2B services firm
“Samantha brought executive leadership that realigned sales, marketing, and customer experience around compelling customer value propositions and unified strategy. She built the systems needed to exceed growth targets, increasing marketing productivity by 423% and sales capacity by 260%. The outcomes were clear: stronger pipeline, healthier conversion, and scalable systems to sustain long-term growth.”
8 → 1000
Monthly leads
600%+
Lead growth
A new product marketing and GTM strategy connected positioning, demand generation, sales enablement, and the customer journey, delivering 600% pipeline growth and scaled demand from 8 monthly leads to more than 1000.
Better research. Sharper positioning. Demand at scale.
Global B2B SaaS firm
0%
Pipeline Growth
0
Years Helping Businesses Grow
0
Strategic Positioning Projects
0
Years in the CMO Seat
Bring me the growth problem. We’ll talk about what’s getting in the way, where you’re trying to go, and whether Velo is the right way to help you get there.