Alasdair Byers

The construction industry's
revenue operations specialist.

CRM architecture. AI implementation. Marketing ops that generate pipeline. Fractional. Remote-first. UK and EU.

Most construction businesses have bought the tools.
Few have made them work.

I specialise in the implementation gap — building and deploying CRM systems, AI-powered bid tools, and marketing operations that non-technical teams actually adopt and use.

Seven years across Tier 1 and Tier 2 contractors. Fifteen years across construction, enterprise technology, motorsport, and professional services.

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Three things I do
exceptionally well.

01

Construction Sector Specialist

I know this industry from the inside.
Not as an observer. As an operator.

Seven years across Tier 1 and Tier 2 contractors — including three years embedded inside Willmott Dixon running group digital marketing, building AI systems, and navigating the commercial realities of a £1bn construction business.

Before that: Wates Group, Modus Workspace, Fortem (social housing FM), PFKG (cross-contractor fire safety initiative), and Virgin Formula E.

I understand framework contracts, procurement cycles, bid culture, RIBA stages, public sector commissioning, and how construction businesses actually win work — not in theory, but in practice.

Tier 1 & 2 contractor marketing ops Social housing and FM sector Passive fire & building safety (PFKG) Framework & public sector procurement Bid support systems and content Sector repositioning Construction-specific CRM Proptech & ConTech GTM

7 years

Across Tier 1 and Tier 2 contractors

£16M+

Pipeline generated through sector targeting

5

Construction and built environment clients

pfkg.org

Cross-contractor industry initiative, live

02

CRM & AI Implementation

Not strategy. Not advice.
Deployed systems that non-technical people actually use.

I build CRM infrastructure and AI systems inside organisations that have tried and failed to make them work — or haven't started.

The core question I answer for every client: "What can we actually do with AI — safely, usefully, and at scale?"

The answer is always specific, always deployed, always designed for the people who have to use it on a Monday morning.

Dynamics 365 Group Rollout

Willmott Dixon

Full CRM configuration, templates, automation flows, event segments, integrations, and training across an 11-person multi-region marketing team. End-to-end customer journey standardised. Reverse IP lookup and lead identification integrated. Board-level pipeline reporting.

AI Chatbot & Automation

Willmott Dixon / Fortem

AI-powered chatbot for inbound qualification, enquiry routing, and automatic surfacing of relevant sector content. Alongside a full CRM rebuild and digital strategy pivot for Fortem (social housing FM) — fragmented contact data restructured into clean, segmented system with AI-assisted content and targeting framework.

Enterprise Sales Automation Platform

VMware EMEA

Global platform across 60+ person sales team: call prompts, email sequencing, engagement timing, lapsed account re-activation. Built on XANT, Outreach.io, and Kronologic.

£16M+

Pipeline generated through CRM and targeting systems

9% uplift

Closed deals at VMware ($2.9M USD)

Dynamics 365 · Salesforce · HubSpot · XANT · Outreach.io · Kronologic

03

Revenue Operations & Marketing Ops

The full picture — from lead generation to closed revenue.
Built for organisations where marketing and sales are still operating in separate worlds.

I fix the system between marketing activity and revenue outcome. That means CRM architecture, pipeline reporting, automation, lead routing, attribution, and the processes that connect what marketing does to what sales closes.

The numbers below come from four different organisations across construction, commercial interiors, enterprise SaaS, and motorsport. The pattern is consistent: connect the data, build the system, pipeline follows.

$2.9M USD

Closed revenue uplift at VMware via AI-assisted lead qualification and sales automation across a 60+ person EMEA sales organisation. 9% uplift in closed deals.

£16M pipeline

Generated at Modus Workspace through data-driven CRM rebuild and segmented targeting strategy. First CRM deep-dive in the organisation's history. 229% inbound demand increase.

300% demand increase

At Wates Group — introducing the organisation's first standardised digital marketing processes and automated lead routing. Nominated for Chairman's Award for Outstanding Achievement (top 10%).

Virgin Formula E

Campaign-to-podium attribution. Applied performance data and analytics inside a competitive racing environment. Social engagement campaigns with a measurable on-track outcome.

CRM architecture & pipeline design Marketing automation & lead routing Attribution & board-level reporting Inbound demand generation Sales & marketing alignment Account re-activation Fractional RevOps retainer

How I work

Fractional, not full-time

Available for part-time retainer engagements — typically 1.5 to 2 days per week. Senior implementation capability without the headcount cost.

Remote-first

Based in Barcelona. Working across UK and EU clients remotely. Available for in-person where it matters.

Implementation, not advice

I don't write strategy documents and hand them over. I build the thing, train the team, and stay until it works.

Track Record

Group Digital Marketing Manager (Interim)

Current

Willmott Dixon Construction

Dec 2022 – Present | Barcelona (Remote)

  • •Led marketing operations within a group-wide Dynamics 365 CRM rollout
  • •Built and deployed an AI-powered marketing chatbot for inbound qualification and routing
  • •Implemented AEO (Answer Engine Optimisation) and AI-driven social listening to identify emerging growth sectors
  • •Built an evolving bid support system connecting insight, content, and delivery evidence
  • •Contributed £12M–16M to opportunity pipeline via automated campaign targeting
  • •Standardised digital marketing operations across an 11-person multi-region team
  • •Scoped and deployed pfkg.org — cross-contractor passive fire safety knowledge hub and RIBA-stage compliance tool
  • •Led digital strategy pivot and CRM rebuild for Fortem (social housing FM, WD Group)

EMEA Marketing Operations Business Analyst

VMware (NASDAQ)

Apr 2020 – Oct 2022 | London (Remote)

  • •Delivered 9% uplift in closed revenue (~$2.9M USD) through AI-assisted lead qualification and prioritisation
  • •Built a global sales & marketing automation platform driving call prompts, email sequencing and engagement timing
  • •Implemented AI-driven scheduling using XANT, Outreach.io and Kronologic to re-engage lapsed accounts
  • •Created a regional enablement platform improving lead qualification by 10% across a 60+ person sales organisation
  • •Led global enablement sessions on the commercial impact of marketing automation and AI systems

Sales Data Analyst

Modus Workspace

Apr 2019 – Mar 2020 | London

  • •Implemented a data-led digital marketing strategy increasing inbound demand by 229%
  • •Conducted the organisation's first CRM deep-dive, restructuring data into a connected sales–marketing process
  • •Produced board-level reporting linking marketing activity directly to pipeline
  • •Generated £16M in pipeline through data-driven customer segmentation and targeting

Digital Marketing Manager

Wates Group

Apr 2017 – Mar 2019 | London

  • •Designed the organisation's first standardised digital marketing processes
  • •Introduced automated lead routing, increasing inbound demand by 300%
  • •Nominated for Chairman's Award for Outstanding Achievement (top 10%)

Earlier & Adjacent Experience

  • •Virgin Formula E Racing – Digital Marketer (2016–2017) – applied performance data and analytics to real-world competitive environments. Social engagement campaigns with a measurable on-track outcome — campaigns that contributed to genuine podium positions.
  • •Freelance Journalist & Content Agency Director (2012–2016) – investigative pieces on police corruption that made national headlines, hidden footage stories from the Calais refugee camps, content agency running photographer and videographer teams at music festivals.
  • •Graduate Recruitment (2010–2012) – High pressure, KPI-driven, cold calls, frontline commercial grounding and revenue accountability.

Technical Skills

Practical AI, grounded in data, embedded in real sales and delivery systems.

Microsoft Dynamics 365 Salesforce CRM Architecture & Development Marketing Automation AI-Assisted Content & Scheduling Lead Scoring & Attribution API Integration Google Analytics & Microsoft BI SEO / AEO

About

Alasdair Byers

Sales, marketing, and AI systems implementation across construction, enterprise technology, electric motorsport, and music.

Fifteen years connecting commercial strategy to operational execution — CRM architecture, marketing automation, AI implementation, and the enablement that makes complex organisations actually use the systems they've invested in.

I specialise in the implementation gap: where the strategy has been agreed and the tools have been purchased, but nothing has changed.

Scottish. Based in Barcelona on a digital nomad visa. Native English, working Spanish (targeting C1). UK passport. Available remotely for UK and EU clients.

Brosure

Founder Project

Brosure

AI-Powered Sales Enablement

Brosure is an AI-powered sales enablement platform I'm co-founding.

It converts company and prospect data into bespoke sales collateral, microsites, and bid materials — designed for real sales workflows, not experimental demos.

The problem it solves is one I've lived inside for three years: organisations that have the data, the relationships, and the delivery evidence — but still produce generic, slow, inconsistent materials for every sales conversation.

Governance and user adoption built in from day one.

Visit brosure.io

Beyond the Day Job

When I'm not building systems, I'm on stage — or behind the desk running events.

Stand-Up Comedy

Performing across Europe

Ally Byers performing stand-up comedy

Gig Highlights

Edinburgh Fringe Festival - Stand-up comedy performance

Edinburgh Fringe

Barcelona Fringe Festival - Stand-up comedy performance

Barcelona Fringe

Madrid Comedy Festival - Stand-up comedy performance

Madrid Comedy Festival

Watch a Set

Ally Byers at Madrid Comedy Festival

Events & Music Production

DJ · Sound Production · Event Management

Ally Byers DJing

Almost two decades playing venues and festivals across Europe — from club residencies to 10,000-person festival stages.

I run events end-to-end: full PA rig (owned), front-of-house sound, MC, and full production management. Whether you need a DJ, a sound system, or someone to run the whole night — I have the kit and the experience.

Gig Highlights

Ultra Europe Festival - DJ performance in Split, Croatia

Split, Croatia

Pacha London - DJ performance

London

Otto Zutz Barcelona - DJ performance

Barcelona

My Tracks

Visit my SoundCloud soundcloud.com/allybyers →
Ally Byers DJing at Ultra Europe
Book for an event →

Let's Work Together

Talk to me about fractional consulting, AI implementation, Brosure, or events.