About
I've spent twenty years making B2B marketing work in practice, not just on paper.
Twenty years in B2B marketing across SaaS, travel technology, and enterprise software. I've led marketing functions at iCIMS, Traveltek and Candidate.ID, run multi-million-pound budgets across EMEA and beyond, and most recently led and delivered the GTM strategy and execution at Kaptio.
Travel has been a constant throughout my career. I spent nearly a decade at VisitScotland working across international markets with tour operators, trade partners, and destination stakeholders before moving to Travel2, which was subsequently acquired by dnata, where I worked with airlines, hotel groups, and destinations across the UK market.
That breadth across destination marketing and tour operations gave me a strong grounding in how the travel industry actually works commercially. The relationships, the channels, and the buyer dynamics that vary market to market. It shapes how I approach B2B marketing today. Less about big campaigns, more about reaching the right buyers, building the systems to do it consistently, and measuring what actually works.
Across travel, SaaS, and enterprise software, the constant has been getting things done. The strategy, the execution, the team, and the results.
How I work
I care about the work, but I care more about the people doing it. Teams I've worked with tend to leave better equipped than when I arrived and that matters to me as much as the commercial results.
I don't believe in marketing for its own sake. Every decision I make is oriented around pipeline, revenue, and building something that keeps running after I leave.
I'm also dyslexic. I mention it because it has shaped how I think and in marketing, it turns out to be an advantage. Dyslexia gave me the ability to see patterns others miss, to hold the big picture clearly while staying on top of the detail, and to cut through complexity quickly. It's why I'm drawn to data. I've always needed to see things clearly to understand them, and that habit turns out to be exactly what most marketing functions need.
What people say
"Lindsay is a seasoned marketing leader with a penchant for data-driven decision making. She oversaw a marketing team responsible for executing regional go-to-market strategies and successfully drove marketing-influenced demand and ARR. She is a true partner and thoughtful mentor."
Agatha Asch
CMO, DoorLoop
"I have been reporting directly into Lindsay for nearly three years, and I can say with confidence that she is the best manager I have ever had. She has the ability to inspire every member of the team, while creating a culture of openness and collaboration."
Rachel Findlay
Product Marketing Manager, OAG
"Lindsay brings a rare combination of strategic thinking and hands-on execution that consistently delivers results. As Marketing Director at Candidate.ID, she was instrumental in sharpening our go-to-market strategy, transforming how we ran marketing operations, and driving measurable impact at a critical stage of the company's growth."
Adam Gordon
Founder & CEO, Poetry
"Lindsay brings a rare combination of strategic thinking and hands-on execution. During her time at Kaptio, she became a trusted partner across the commercial team — strengthening our go-to-market approach and building genuine alignment between marketing and commercial objectives. Whether leading campaign execution, managing leads, or driving operational improvements, she consistently delivered measurable impact. Lindsay is proactive, commercially minded, and a genuine pleasure to work with."
Tracy Sharp
VP of Commercial, Kaptio
"Having worked closely with Lindsay for a number of years, I found her to be a key team member, leading across strategy, planning and innovation. Her well-rounded knowledge of the marketing mix, and in particular audience engagement, led to a number of successful campaigns and partner ROI. Aside from her professionalism, she is also a joy to work with and is collaborative, committed and always gets the job done!"
Kerry Gallagher
Director of Business Development, WTH UK
The short version
Twenty years in B2B marketing. Deep specialism in travel tech and SaaS. A track record of building functions that generate pipeline and teams that don't need managing to death.
If that sounds like what you need, let's talk.
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