I’ve been asked a few times recently why I’ve started focusing more of my fractional marketing work on Climate Tech and Energy founders. The honest answer is that it’s been a long time coming. I was a Greenpeace member as a teenager. I worked at The Body Shop when Anita Roddick was running it as a campaigning business. Caring about this stuff isn’t new for me. What’s new is having the experience, the sector knowledge, and the right clients to make it count.
It started long before marketing
Growing up, I was the kind of teenager who actually believed that ordinary people could change things. Greenpeace wasn’t just a badge I wore. It was a genuine belief that the world could be different if enough people pushed for it.
Then I found myself working at The Body Shop during a genuinely exciting period. Anita Roddick was building something that most businesses wouldn’t dare attempt. A company with opinions. A brand that campaigned. A business that treated its values as non-negotiable rather than a nice-to-have. It wasn’t perfect, but it was real. And it showed me early on that business could be a force for something that actually mattered.
That never left me.
Twenty years of marketing later
I’ve spent the best part of 20 years working across corporate, agency and freelance marketing. I’ve worked with brilliant businesses, helped founders find their voice, and supported teams who were doing genuinely good work.
But I’d be lying if I said all of it felt meaningful.
A lot of marketing, if I’m honest, is disposable. It serves a purpose, it generates results, and then it’s forgotten. That’s fine. But it’s not what gets me out of bed in the morning.
Yes, I know. A marketing person who didn't niche.
I’ll be honest about something. For most of my career I resisted niching. Which I appreciate is a slightly embarrassing admission for someone who regularly tells clients that a clear niche makes marketing easier.
My defence is that I genuinely love working with all kinds of businesses. And if I’m really honest, my niche has always been less about sector and more about people. I’ve always worked best with founders who are ambitious, straight-talking and actually committed to what they’re building. People who don’t half-arse things. If I had to sum it up, my niche has always been people who are not dicks.
But something shifted when I started working in Climate Tech and Energy. Because here I found both things at once. The kind of founder I love working with, and a sector I genuinely care about.
Why this sector specifically
The scale of the challenge is hard to overstate. Decarbonisation, clean energy, the transformation of how we produce and consume power. These aren’t niche concerns. They are the defining problems of our time.
And the businesses working on them are doing extraordinary things. But having a brilliant solution is only half the battle.
I’ve seen what happens when genuinely important Climate Tech and Energy businesses struggle to communicate their value. When the proposition is technically brilliant but the messaging lands flat. When a long B2B sales cycle stalls because the marketing isn’t doing enough work early in the funnel. When a founder is so deep in the detail of what they’re building that they’ve lost the ability to explain why it matters to someone who doesn’t share their expertise.
That’s where I come in.
Working with businesses like Odqa and Fornax showed me how much difference the right marketing support can make in this sector. Not generic advice applied to an unfamiliar brief, but genuinely sector-aware thinking that understands the audiences, the language and the commercial realities.
What I bring to Climate Tech and Energy founders
I bring 20 years of marketing experience, multiple qualifications, and a track record working with complex technical businesses where the proposition needs careful handling.
I bring sector knowledge. I understand the difference between marketing to a procurement team, a sustainability lead, an energy director and an impact investor. I know how to translate a technical proposition into language that lands without dumbing it down.
And I bring something that’s harder to put on a CV. A genuine, long-held belief that this work matters. That the businesses being built in this space deserve marketing that’s as serious as they are.
If you’re building in Climate Tech or Energy and you’re ready to take your marketing seriously, I’d love to hear from you.
