Strategy Surgery for Marketers & Makers

Jo comes from a global advertising agency background. She understands the importance of strategic campaign work and its placement in equal measure. Jo has worked across a multitude of both B2C and B2B client sectors, delivering through-the-line campaigns for the likes of: Britannia Building Society, Magnet Kitchens, DAF Trucks, Thomson Reuters and smaller SME businesses. At Truth, Jo has worked across a diverse range of industries to support TTL campaign work, including but not limited to: The Authentic Food Company, M247, Newcastle University London, University Academy 92, Shaws of Darwen and GC Aesthetics. Jo is adept at understanding the wider strategic business objectives,ensuring an integrated campaign supported by research, insight and media planning can maximise its effectiveness and ROI.

Jon Clements is a Chartered Public Relations Practitioner who has, for more than two decades, helped companies from international blue chips to start-up businesses develop more effective and impactful communications. Following an early career in journalism and teaching English in Prague and Milan, Jon has worked in agency public relations and founded B2B PR agency, Metamorphic PR, in 2012. Alongside leading the agency’s PR, marketing communications and content creation activity, he has trained in sustainability assessment and reporting with Oxford Said Business School and the Global Reporting Initiative.

Rachel is MD of Start, a B2B marketing consultancy based in the North West, founded in 2016. With a background spanning professional and financial services, technology and social impact, Rachel works with a wide range of businesses and brands, from scaleups to global enterprises, that have something to say and want to do good in the world – helping them find clarity, confidence and sharper messaging.

As a CIM Chartered Marketer, Fellow of the Institute of Data & Marketing and certified for High Impact Leadership from UC Berkeley, Rachel combines commercial thinking with academic understanding and strategic execution. Rachel is also a passionate advocate for agile, flexible work that nurtures independent talent, working with a handpicked network of freelancers, fractionals and independents as part of Start’s unique ‘Curated Creatives’ model. Rachel is also a Trustee for Greater Manchester Mayor’s Charity and a mentor on the Creative Mentors Network scheme.

Joel sits on the Pro-Manchester Digital and Creative Committee. He has worked within commercial roles for the last 15 years. Most recently leading the growth of a digital agency in the Northwest. Joel has a proven track record of providing solutions for businesses and working with them to grow sustainably and profitably.

As Creative Director at MC2, I’m responsible for the agency’s creative output – developing ideas that connect brands with people in meaningful, memorable ways.

With a background spanning design, brand identity, campaigns and creative strategy, I enjoy turning brand positioning into clear, engaging creative solutions. Whether it’s shaping a brand from the ground up or delivering integrated campaigns, my focus is always on work that not only looks good – but aligns to the overarching brand strategy.

I’ve had the opportunity to collaborate with a number of high-growth businesses, including Manchester City FC, England and Wales Cricket Board, Deloitte, Booking.com, Clear Business, TalkTalk and Manchester Metropolitan University.

Kat Eddie is Account Director at Rumpus, a B Corp-certified PR and communications agency based in Manchester. With over 10 years’ experience across integrated agencies, digital PR and performance marketing, and traditional PR, she brings a well-rounded, strategic approach to communications. Kat has worked with clients across a wide range of sectors, spanning both B2B and B2C, delivering campaigns that combine creativity with measurable impact.

Lisa is the co-founder of Truth PR and oversees the strategic delivery of all client activity, spearheading the company’s operations from commercial performance to HR. Lisa ensures the agency maintains extremely high standards, impeccable customer service and provides a measurable return on investment.

Paul Culshaw is a Strategic Advisor and Mentor helping founders and expert-led businesses become recognised experts online and in AI.

With 29 years’ experience in digital marketing, SEO and online visibility, Paul helps businesses build structured visibility systems that make their expertise easier to find, understand and recommend.

He is CPD Certified in Business Strategy and AI Innovation, founder of Fuzzled, and works with business owners and teams to clarify their positioning, strengthen their authority signals, and adapt their marketing for a world shaped by AI search, Google AI Overviews and recommendation tools like ChatGPT.

At the event, Paul will be sharing practical advice on AI visibility, including how businesses can make their expertise clearer to both humans and AI systems, and how to build an online presence that supports trust, recognition, and commercial growth.