I’m Nikki Dawson.
I fix go-to-market.

I fix go-to-market for PE-backed B2B companies. Not just the marketing — the whole commercial engine. From positioning through to pipeline.

Diagnostic rigour, operating credibility, and accountability for pipeline - not just activity.

I've spent twenty years in commercial transformation, the last five rebuilding GTM engines inside investor-backed businesses. I know the patterns that stall growth: misaligned positioning, broken lead generation, sales teams working with outdated materials, marketing functions that exist but don't connect to revenue. I find the blockage and fix it.

That pattern recognition comes from two places. Doing the work built the instinct. A postgraduate diploma from the Chartered Institute of Marketing built the method behind it.

Most senior marketing leaders advise. I operate. I sit inside the leadership team, make decisions with the CEO, present to the board, hire the team and own pipeline delivery.

One of Nikki's talents is the ability to mesh detailed execution with strategic thinking, whilst also not being afraid to innovate, test and learn.

Andy Champion

Global Head of Enterprise Sales
Atlassian - GTM Operating Partner

Career Timeline

2025-Present

Fractional CMO and GTM strategist for PE-backed B2B businesses. Bringing the pattern to companies that need it most.

2023-2025

VP Marketing, PE-backed CX services. 257% pipeline growth. Built demand gen from zero. Drove eNPS from 25% to 75%.

2021-2023

Head of EMEA Marketing. Built the function from 2 to 11 people. Scaled EMEA from $5M to $12M ARR. 182% MQL targets. AMEC Award winner.

2012-2021

Strategy-to-execution programmes with C-suite sponsors. Built the diagnostic framework that underpins everything I do today.

Let's talk about what's holding back growth

Book a Discovery Call

Let's talk about what's holding back growth

Book a Discovery Call

My values

Truth Over Comfort

I’ll tell you what’s actually happening in your marketing function, not what you want to hear. You’re paying for an honest diagnosis, not a comfortable one.

Build to Last

I design marketing functions that work after I leave. If the team can’t run it without me, I haven’t done my job.

Revenue Is the Only Metric That Matters

Brand awareness and social engagement are a means to an end. I measure against pipeline and revenue. If it doesn’t connect to commercial outcomes, it doesn’t survive the first board review.

Speed With Rigour

PE timelines demand urgency. But speed without diagnosis is just expensive chaos. Quick wins in 30 days, structural fixes by 90.

I’m Nikki Dawson. I fix go-to-market.