Currently—
01 — About
Digital has always been my side of marketing — websites, search, social and the data behind them.
At Now Student Living I'm responsible for the company website, including a full redesign nearing launch, delivered with our development agency and shaped throughout by what the analytics told us about how students actually use the site. Over the past year I've also led the company's adoption of AI. What began as a conversation about efficiency became a programme of practical change: teams set up and trained in person, and a set of internal tools that have since become part of the weekly rhythm of the company — a single reporting view drawing on ten data sources, competitor intelligence covering advertising, pricing and content, a spend tracker reconciled against Xero, and a website audit that keeps every property page accountable. That habit of looking at what we paid external suppliers for and asking whether AI could now do it in-house led me to bring floor-plan production in-house myself, saving around £75,000 across our remaining sites.
Before Now Student Living, I spent three years freelancing in SEO, content and social media for agencies and brands across Ireland, the UK and the United States.
Experience
Before going in-house I spent three years freelancing for agencies and brands across Ireland, the UK and the US, leading SEO and content for clients in property, food and hospitality. Two results stand out: 6,000 organic visitors a month for a holiday-rental company in its peak season, and an Instagram audience grown 21% to 14.2k in a year.
I own the Now Student Living website and have led its full redesign, from the initial designs through to the build with our development agency, reconciling investor and student interests along the way. Every major decision was made on what the analytics showed rather than on preference. The new site is nearing launch.
When the company first sat down to discuss AI at the start of 2026, the conversation was still about chat assistants, and agentic tools had already moved well beyond that. I made the case, led the rollout, and trained people one to one across marketing, sales, finance and operations at a fifty-person company. Finance has since gone on to build tools of its own, which is the clearest sign it stuck.
Different teams were working from different numbers, and nobody had the full picture. The dashboard I built brings ten sources into one view, from sales by site and paid spend through to website traffic, social performance and competitors’ advertising and pricing, so that underperforming sites surface on their own. Cost per booking came out of untangling the tracking that was already there, and the competitor and review work that used to take around thirty hours a week across the site teams now happens on its own. It doesn’t make one big decision; it sits underneath a lot of small ones.
Not everything useful is a dashboard. I also built the smaller tools the business runs on week to week: a website audit now used by 25 site teams, automated monitoring that catches a listing error — a room showing as sold out when it isn’t — and alerts the site team before a student or an investor finds it, and a spend tracker that reconciles marketing spend against Xero.
I look at what the business pays external suppliers for and ask whether it can now be done in-house. Floor plans were the clearest case: producing them in-house with AI has saved around £75,000 across our remaining sites. The same approach produced a full brand pack and investor deck in three days when one was needed.
Next chapter
Looking for an AI-focused marketing role — Marketing Manager or Marketing Ops — in London or hybrid.
Email me →03 — What I do
Four things I’d bring to a team. The first is what changes how the other three get done.
Not a chatbot open in another tab. The tools a team uses weekly — reporting, competitor tracking, the admin that used to swallow a day — built, and then explained to the people who have to live with them.
Owning a site end to end: briefs, agency management, stakeholder alignment, and the UX and CRO calls made on analytics rather than opinion.
Scattered sources pulled into one view a commercial team can act on — spend against bookings, competitor pricing and advertising, and attribution that survives being questioned.
Where I started, and still the foundation: keyword strategy that follows intent, technical on-page that ships, and content measured against sign-ups and sales rather than impressions.
04 — Testimonials
Jack brought a spark and a strategic mindset to our marketing: proactive, creative, and consistently delivering measurable results. If you're looking for someone who combines creativity, strategy and a results-driven focus, Jack is your person.
DavidFounder & CEO
Jack is a great addition to any team. He has a strong understanding of digital marketing and always produces quality work on a tight timeline.
EddieFounder & CEO