Musab Ghouri — B2B Marketing

About Me

How I
work.

Start with the commercial question

I begin with what the business needs to achieve, then work backwards into campaigns, channels and messaging. Every activation has a clear KPI agreed before launch — not after.

Sales alignment, not just marketing activity

I work closely with sales teams to make sure campaigns support the pipeline rather than run in parallel to it. The best results I've delivered came from that alignment being genuine, not just on paper.

Test, measure, reallocate

I test on a small scale first, measure what actually matters and move budget towards what works. I'm comfortable in the data and comfortable presenting findings to senior leadership.

Partners and agencies as an extension of the team

I've managed agencies, buying groups and channel partners throughout my career. Getting the most out of those relationships — with clear briefs, shared goals and honest feedback — is something I do well.

Campaign Work

Campaigns that
move the numbers.

Seasonal · Sales · June 2024

DART Euro Fever 2024 ↗

The challenge: drive order volume during a typically flat June period. The solution: tie the campaign to UEFA Euro 2024 using a tiered gift card incentive structure (£200/£500/£1,000 spend thresholds) and a weekly prize of an official Euro ball worth £120. Coordinated across internal sales, email marketing and social. 500 vouchers distributed over three weeks. Picked up by Troy Magazine and BMF Magazine.

21:1 ROMI ~£200k Revenue ~£30k Budget 2 PR Features

Behavioural · CRM

Online Ordering Campaign ↗

25% of customers were still placing orders offline. Rather than discounting, we used a simple insight — a free Mars bar with every online order, promoted via the sales team and email automation. Behaviour shifted completely within six months. No discounts. No complex tech. Just the right message at the right moment.

25% → 98% Online 6 Months Zero Discounting

Seasonal · Brand

Summer Promotions Series ↗

A tiered reward structure replacing the previous alcohol-only incentive model — Krispy Kreme gift cards, Corona bundles, branded footballs and PerfectDraft prizes across £200, £350 and £500 spend thresholds. Shifted the brand away from commodity discounting towards something customers actually talked about.

3-Tier Structure AOV Growth Brand Preference

Seasonal · Sales

Seasonal Promotions Calendar ↗

Built and managed a full year promotional calendar — Easter, summer, autumn and winter activations — each mapped to seasonal buying patterns and aligned with the sales team's commercial priorities. Removed the ad hoc approach and gave the business a consistent, plannable rhythm.

4+ Cycles/Quarter Sales-Aligned Year-Round

Channel · Partner Marketing

Channel Partner Programme ↗

Moved from one-size-fits-all campaigns to dedicated programmes for key accounts — MKM, Lawsons, James Burrell, Sydenhams and AWEBB. Co-branded flyers, exclusive deals, inter-branch competitions and shared promotional calendars. Built on account-based marketing principles and close collaboration with the external sales team.

11:1 ROMI 70% Revenue 40% Budget

Live · 2026

Screwfix Onboarding ↗

Currently managing the onboarding of DART into Screwfix — one of the UK's largest trade retailers. The project involves coordinating a full transition from plastic to cardboard packaging, range sign-off and launch activation, working across internal teams and the Screwfix buying group.

Live Now Plastic → Cardboard UK's Largest Trade Retailer

Marketing Materials

Real work.
Real collateral.

↓

Product Catalogue · PDF

DART Instore Solutions

Full instore solutions catalogue covering product range, POS display options and merchandising solutions. Produced and managed by the marketing team.

View PDF ↗

New Products Booklet · PDF

DART New Products 2026

New product launch materials covering Ultra Speed Flat Bits, Stubby 4 Wing Auger Bits and Premium German Jigsaw and Recip Blades.

View Booklet ↗

Events & Exhibitions

In the field.
At the table.

Annual · UK · 🏆 Stand of the Year 2026

NMBS Exhibition

Multiple years managing DART's presence at Stand 6+7. DART was awarded Stand of the Year at the 2026 exhibition. Full promotional strategy, competition activation and post-show CRM follow-up.

International · Germany

Hardware Fair Cologne

Represented DART at the world's leading hardware trade fair. Brand presence and partner engagement on an international stage.

Trade Show · UK

InstallerSHOW

Represented DART at Stand 4G36. Engaged with plumbing, heating and electrical trade professionals across the two-day show.

Roadshow · 10 Locations

CEF Tech Talks UK

Coordinated DART's presence across a 10-city roadshow with City Electrical Factors — Bristol, Glasgow, Brighton, Leeds, Manchester, Kent and more.

International · Ireland

Ireland Hardware Fair

Managed DART's stand, logistics and on-site promotional activity for the Irish market.

Industry · London

BMF Parliamentary Reception

Represented the DART team at the Builders Merchants Federation Parliamentary Reception at the Houses of Parliament, engaging with MPs on sector skills and sustainability.

Forum · eBay HQ London

BMF Marketing Forum

Presented DART's campaign strategy and results to senior industry marketers at the BMF Marketing Forum, eBay HQ, Richmond.

Conference · Coventry

The Big Zero Show

Represented FourSynergy Group at The Big Zero Show, Coventry Arena, engaging with corporate sustainability and net zero leaders.

PR, CSR & Brand

Beyond
the campaign.

Troy Magazine — Spring 2024

Full-page feature on DART's 15 years in the industry. Content and communications planned and managed by the marketing team.

BMF Magazine

Euro Fever campaign featured as an example of effective promotional marketing in the builders' merchants sector.

Planet Mark Carbon Neutral

Managed communications for DART's Planet Mark carbon neutral certification, integrating sustainability messaging across all brand channels.

Lighthouse Construction Charity

Coordinated DART's official charity partnership with the Lighthouse Construction Industry Charity, supporting construction worker mental health and wellbeing.

❤️

15 Charities for 15 Years

Organised 15 charity partnerships to mark DART's 15th anniversary, including food banks across Kirkcaldy and surrounding communities.

🎨

View Case Study ↗

DART Brand Refresh 2026

Worked with Warbox agency on a full brand and digital refresh for DART — new website, sharpened brand strategy and an updated digital marketing programme.

Career

Six years.
Three industries.

Sep 2023
Present

Senior B2B Marketing Executive

DART Tool Group · Kirkcaldy, Scotland · Promoted twice in 18 months

Responsible for demand generation, channel partner marketing, CRM strategy and events across the UK and international markets. Delivered £1.5M+ revenue contribution, 21:1 ROMI and a full shift in online ordering behaviour. Works closely with sales, operations and external agencies. Currently managing Screwfix onboarding and the 2026 brand refresh with Warbox.

Oct 2022
Sep 2023

Marketing Manager

Global Digital Consultants · London · Hybrid

Managed a £250k marketing budget across fintech, SaaS and blockchain. Delivered a 45% increase in qualified leads, 35% reduction in cost per lead and 22% ROAS improvement within 12 months. Managed two agencies and two junior team members, presenting performance to board level.

Apr 2022
Oct 2022

Marketing & Engagement Executive

FourSynergy Group · Manchester · Contract

Built marketing infrastructure across a 10-brand portfolio from scratch within a seven-month contract. Co-ordinated the launch of a £200M investment company across print, digital and events. Achieved 80%+ brand awareness in six weeks. Represented FourSynergy at The Big Zero Show, Coventry Arena.

Oct 2017
Dec 2019

Senior Subeditor

The Express Tribune · Pakistan · Partner of the International New York Times

Led editorial production for a national daily newspaper with 250,000+ readers. Developed communication, accuracy and content skills that continue to inform how I write briefs, reports and campaign copy today.

£15M

Revenue Target 2025

21:1

Best ROMI Achieved

Industries

×2

Promoted in 18 Months

Education & Credentials

MSc Digital Marketing

University of the West of Scotland · 2021

CIM Diploma in Professional Marketing

Currently Pursuing

🏅 Certified Digital Marketing Professional

Digital Marketing Institute · Jul 2021

Skills & Tools

The toolkit.

Demand Generation

Multichannel CampaignsLead GenerationABMFunnel OptimisationConversion OptimisationPipeline Reporting

CRM & Automation

Dynamics 365HubSpotSalesforce MCLead ScoringEmail AutomationLifecycle Marketing

Analytics & Data

Power BIGoogle Analytics 4ROMI ModellingAttribution AnalysisA/B TestingC Suite Reporting

Email & Events

Campaign MonitorMailchimpTrade Show StrategyExhibition ManagementPost Event ActivationAudience Segmentation

Paid & Digital

Google AdsLinkedIn AdsPaid SocialSEOPPCContent Marketing

Strategy & Planning

Channel Partner MarketingGo to Market PlanningBrand GuardianshipPR and CSRAgency ManagementBudget Management

AI & Emerging Tools

Claude AIClaude CodeGenerative AIAI Video ProductionChatGPTAI Content Tools

Demand. Pipeline. Revenue.