I help CMOs and leadership teams navigate AI.

My expertise is martech, data & analytics, and AI. I help in-house teams build a future-proof operational model, where the team works side by side with AI agents, agencies, and the martech stack. I was Group COO and CEO at Precis, Martech Lead at Ving/Thomas Cook, and I built Alvie (attribution/marketing intelligence) and Wilgot (agentic commerce/GEO).

Common questions

How should a marketing organisation be structured for 2026–2027 and beyond?

Collaboration, transparency, courage, and creativity are principles I believe will matter. I have also become obsessed with silos. More specifically why they have grown over the last few years and why they risk getting worse as AI agents take more space. Before I go into the risks of AI agents and silos, I need a short recap. Many in‑house teams are very competent, but working in the wrong silos is often a blocker. My view is that siloing has increased over the last ten years. There ar...

What is agentic commerce and why does it affect SaaS, B2B, and apps too?

Agentic commerce means AI agents help users, consumers and companies, research, compare, and sometimes complete purchases. It affects all verticals, e‑com, B2B, and beyond. Parts of discovery, research, and decision‑making move away from traditional surfaces into agent interfaces and recommendation layers. For SaaS and B2B this often means shortlisting and risk assessment become more agent‑assisted, for example comparisons, proof, policies, and pricing logic. For apps it can affect how user...

What should you consider in agency collaborations going forward?

Communication is critical, but the problem is when it replaces structure. In recent years many in‑house teams have grown and specialized, and the agency landscape has grown in the same direction. The result is often a mirror model where each internal function gets its own agency counterpart. It feels safe, but it tends to create duplicate work, more handoffs, and a huge flow of questions. When the Slack pipes are open and decisions happen in informal rooms, you get more noise than transparency, ...

Hi, I'm Matilda.

I help CMOs and leadership teams navigate AI.

My expertise is martech, data & analytics, and AI. I help in-house teams build a future-proof operational model, where the team works side by side with AI agents, agencies, and the martech stack. I was Group COO and CEO at Precis, Martech Lead at Ving/Thomas Cook, and I built Alvie (attribution/marketing intelligence) and Wilgot (agentic commerce/GEO).

LinkedIn AI in MarketingAvailable for strategic conversations

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How should a marketing organisation be structured for 2026–2027 and beyond?

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What is agentic commerce and why does it affect SaaS, B2B, and apps too?

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How do you avoid marketing AI initiatives becoming too fragmented?

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