B2B & Trade Marketing · Glasgow

I build campaigns that sell

Trade promotions, partner marketing, exhibitions and brand work for the UK builders' merchant and trade sector — planned with sales, measured on revenue.

See selected work → Get in touch
DART stand at the NMBS Exhibition
Stand of the YearNMBS Exhibition 2026
Featured in trade pressTroy · BMF Magazine
NMBS Stand of the Year✦ Troy Magazine✦ Hardware Fair Cologne✦ BMF Magazine✦ Houses of Parliament✦ Planet Mark✦ BMF Marketing Forum✦ InstallerSHOW✦
Selected work

Three campaigns,start to finish.

The brief, what I did, and what it delivered.

01 DART Euro Fever 2024 campaign creative
DART Tool Group · Seasonal trade promotion · June 2024

Euro Fever: turning a flat June into a sales month

The brief
June is usually a quiet month for trade orders. The business needed a reason for stockists to order — without resorting to discounting.
What I did
Tied the campaign to UEFA Euro 2024 with tiered gift-card rewards at £200, £500 and £1,000 spend, plus a weekly draw for an official match ball. Coordinated delivery across the sales team, email and social over three weeks.
The result
500 vouchers redeemed, and the campaign was picked up by Troy and BMF Magazine as an example of effective merchant-sector promotion.
~£200krevenue generated
~£30kcampaign spend
2trade press features
02 Box of Mars bars used as an online ordering incentive
DART Tool Group · Customer behaviour & CRM

Moving trade customers online — with a chocolate bar

The brief
A quarter of orders were still coming in by phone and email, which cost time and created errors. The goal was to shift customers to online ordering without cutting prices.
What I did
Kept it deliberately simple: a free Mars bar with every online order. Promoted it through the sales team's conversations and an automated email sequence, so the message landed at the moment customers were ordering.
The result
Online ordering became the default within six months. No discounts, no new tech.
75→93%orders placed online
6months to shift behaviour
£0in discounting
03 DART exhibition stand at a UK trade show
DART Tool Group · Exhibitions & events

NMBS Exhibition: from stand to sales follow-up

The brief
The NMBS Exhibition is the key annual meeting point with independent merchants. The stand had to attract visitors, start conversations and turn them into orders after the show.
What I did
Ran DART's presence end to end: show promotions, an on-stand competition to capture leads, stand design and staffing, and a post-show CRM follow-up programme with the sales team.
The result
DART was named Stand of the Year at NMBS 2026, and the same approach now runs across the wider events calendar.
2026Stand of the Year
8+UK & international shows
10city CEF roadshow
More work

Brand, partners& everything between.

DART brand refresh
Brand · 2026

DART brand refresh

Worked with agency Warbox on a full brand and digital refresh: new website, sharper brand strategy and a new digital marketing plan.

View case study
Co-branded partner campaign material
Channel · Partner marketing

Merchant partner programmes

Replaced one-size-fits-all promotions with tailored programmes for key merchant groups: co-branded flyers, exclusive offers and inter-branch competitions, built with the field sales team.

Summer trade promotion creative
Seasonal · Promotions

Year-round promotions calendar

Turned ad hoc offers into a planned calendar of seasonal activations, each matched to buying patterns and sales priorities, with tiered rewards customers actually talked about.

DART POS display installation
Retail · POS

74 stores in 8 working days

Part of the team behind one of DART's most ambitious rollouts: 92 metres of DART display profile installed across 74 merchant locations in just over a week.

DART Instore Solutions catalogue
Collateral · Print

Instore Solutions catalogue

The range, POS display options and merchandising solutions for stockists, in one sales-ready catalogue.

View PDF
DART at Hardware Fair Cologne
Launch · Product

New Products 2026

Launch materials for Ultra Speed Flat Bits, Stubby 4 Wing Auger Bits and Premium German jigsaw and recip blades.

View booklet
Hardware Fair CologneInternational · Germany
InstallerSHOWTrade show · UK
Ireland Hardware FairInternational · Ireland
CEF Tech Talks10-city UK roadshow
BMF Marketing ForumSpeaker · eBay HQ, London
BMF Parliamentary ReceptionHouses of Parliament
NMBS ExhibitionStand of the Year 2026
The Big Zero ShowCoventry Arena
Press & purpose

Beyondthe campaign.

Trade press, sustainability and charity work I've planned and managed.

Troy Magazine feature on DART
Troy MagazineFeature on DART's 15 years
BMF Magazine coverage of Euro Fever
BMF MagazineEuro Fever campaign coverage
Planet Mark carbon neutral certification
Planet MarkCarbon neutral communications
Lighthouse Construction Industry Charity partnership
Lighthouse CharityConstruction mental health partner
Musab Ghouri
About

I started out as a newspaper subeditor, where every word had to earn its place. I still work that way — just with campaigns instead of headlines.

Today I work in B2B and trade marketing in Scotland, where I plan promotions, partner programmes, exhibitions and brand work for a national power tool accessories brand selling through UK builders' merchants.

I start with the commercial question, plan alongside sales rather than next to them, and judge everything on what it does for revenue. Before trade, I worked on launches and lead generation across fintech, SaaS and property, and I hold an MSc in Digital Marketing.

Where I've worked
DART Tool Group Global Digital Consultants FourSynergy Group The Express Tribune
Contact

Say hello.

Questions about the work, a speaking invite, or just a chat about trade marketing — I'm always happy to hear from people.

musabghouri@gmail.com → LinkedIn