Meet the team

Rich Fitzmaurice is a former CMO and MarTech founder with over 20 years of experience leading global marketing teams through periods of fast growth, M&As, IPOs, and hostile takeovers, and he has the grey hairs to show for it. A career B2B marketer, Rich is a fierce advocate for the discipline, dedicated to helping professionals reach their potential and navigate life’s challenges. He is on a mission to elevate B2B marketing out of the shadow of B2C, ensuring it is recognized as the strategic powerhouse it truly is.

John Coe pioneered the term 'B2B marketing' in 1997 and is widely recognized as the earliest professional advocate of B2B marketing as a distinct discipline. He is the author of Fundamentals of Business-to-Business Sales and Marketing (McGraw Hill, 2004) and was the founding owner of b2bmarketing.com. John held senior sales and marketing roles in the chemical and plastics sectors, including national sales leadership at Quaker Oats Chemical and marketing leadership at West Agro Chemical and Samuel Bingham. In 1980 he founded Integrated Target Marketing, a Chicago direct marketing agency that became one of the top 50 in the US. He later led campaigns at IBM and served as senior vice president at Rapp Collins Worldwide. To date, John has presented on B2B marketing topics around the world and is currently working on his new book ‘The New fundamentals of B2B Sales & Marketing with Rich Fitzmaurice as a co-author.

A B2B marketer through and through, Lindsay Robertson has spent her entire career in B2B marketing, and she’s passionate about it for good reason. With 20 years of cross-industry experience across BT, TMF Group, Poppulo and VisibleThread, she’s a hands-on digital and growth leader who brings optimism, momentum, and clarity to complex challenges. Lindsay loves a challenge, believes positivity is a competitive advantage and champions opportunity in marketing without limits of geography or background. For her, B2B marketing isn’t a stepping stone...it’s where real impact happens.

Steve is a multi-award-winning marketer and public speaker who has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and latterly helped build one of the most respected and awarded B2B marketing agencies in the UK. He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle. Steve is a regular speaker and guest lecturer at various universities and business schools. He has been invited to speak throughout the world about his core work passions of digital marketing and behavioural economics. He was appointed a Fellow of the IDM in early 2009, making him one of their youngest ever appointments.

Mark Choueke is a creative partner at Orbital X with over a decade of experience helping B2B and technology brands shape clear, compelling narratives. Having worked closely with founders, marketers, and leadership teams, Mark specializes in turning complex ideas into focused creative direction that actually delivers. A career B2B creative, he’s passionate about raising the standard of work in the industry and believes great strategy, strong storytelling, and honest execution should always go hand in hand.

With 25+ years in commercial functions, Mary is a no-nonsense operations and marketing technology expert, mastering workflows, analytics, and reporting. She knows how to cut through complexity and make systems work better. With hands-on experience in marketing operations, Mary understands how to drive commercial impact and help marketing collaborate seamlessly with growth functions.

Luan Wise is a seasoned marketing practitioner with 25 years of experience across agency, client-side, and consultancy roles, working with both B2B and B2C organisations, large and small. She is a chartered marketer and Fellow of the Chartered Institute of Marketing (FCIM) and is currently pursuing a PhD by Portfolio at the University of Lancashire. Alongside her consultancy work, Luan delivers industry talks and training workshops for professional bodies, university business schools, and organisations worldwide, including LinkedIn, Meta, and Google. Luan is the prolific author of eight books, including The Future of B2B Marketing: Harnessing AI to Unlock Smarter Decisions, Relax! It’s Only Social Media, Planning for Success: A Practical Guide to Setting and Achieving Your Social Media Marketing Goals..

Emma Blackmore is a Fractional CMO and growth partner who helps founders and leadership teams move from reactive marketing to a predictable growth system. She works as a true partner in the business, going beyond marketing output to bring strategic clarity, commercial alignment, and a focused execution rhythm. With over 15 years of experience, Emma has helped founders, CEOs, and leadership teams build marketing functions that support sustainable business growth, drawing on a thorough knowledge of the full marketing ecosystem and a talent for bringing people and ideas together.

Tom Parling is the founder of Growthvibe, an AI-native growth consultancy specialising in Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) for ambitious B2B brands. Before launching Growthvibe in 2026, Tom built and sold Ocere, an international digital marketing agency that worked with more than 3,000 clients across Google's most competitive verticals. In 2021, Ocere was recognised with the Queen's Award for Enterprise. Ocere is now part of European Digital Group, headquartered in Paris.