Case Study
Role
Group Digital Marketing Manager (Interim)
Duration
Dec 2022 – Present
3.5 years
Type
Fractional / Embedded
Sector
Tier 1 Construction, Social Housing FM
The Brief
Willmott Dixon had the tools but not the operational layer to make them work. No standardised digital marketing process across an 11-person multi-region team. CRM purchased but not deployed. No pipeline visibility at board level. AI adoption at zero.
Content operation producing output with no commercial targeting logic behind it.
What I Built
Full configuration, automation flows, event segments, reverse IP lookup and lead identification, integrations, and training across the full marketing team. End-to-end customer journey standardised. Board-level pipeline reporting delivered.
AI-powered chatbot for inbound enquiry routing and automatic surfacing of relevant sector content. Built and deployed for both Willmott Dixon and Fortem — the social housing FM subsidiary — creating a consistent qualification layer across the group.
Mapped 541 case studies against 10 construction sectors. Built a 12-month content plan with commercial targeting logic embedded. Introduced AEO (Answer Engine Optimisation) as a forward-looking channel alongside traditional SEO — positioning the organisation for the shift from search to AI-surfaced answers.
Bimonthly communications reports across LinkedIn, YouTube, GA4, Google Search Console, Meltwater media monitoring, and AI chatbot data. Built as interactive HTML dashboards. Corrected and standardised data methodology across the team — replacing inconsistent manual approaches with a single source of truth.
LinkedIn, YouTube, and Instagram best practice frameworks. Social advocacy programme to extend organic reach through the team. YouTube content strategy and performance optimisation — turning an underused channel into a measurable engagement asset.
Scoped and deployed a cross-contractor passive fire safety knowledge hub and RIBA-stage compliance tool. Live and industry-facing — a rare example of competing contractors collaborating on a shared resource, built to address the building safety gap exposed by Grenfell.
The Numbers
£12M–16M
Contributed to opportunity pipeline via automated campaign targeting
549,690
LinkedIn impressions across a 12-month reporting period
33,608
LinkedIn clicks in the same period
8.32%
Average LinkedIn engagement rate — well above construction sector benchmarks
6,078
LinkedIn reactions across the 12-month period
344
Unique chatbot conversations in the reporting period
In Practice
Three days per week, fractional, fully remote from Barcelona — embedded in the client's Slack, Teams, and Notion workflows.
Treated as a senior internal hire, not an external agency. Present in leadership conversations, contributing to strategy, and accountable for outcomes — not just deliverables.
Delivered across strategy, build, and training. Nothing handed off after the deck.
Technologies Used
If you're a construction or built environment business with the tools but not the operational layer — this is what I do.
Get in touch