A profile

Kate
Pennell.

Marketing leadership for B2B companies scaling past founder-led growth

I work with B2B companies at the point where marketing needs to become a commercial function, not just a supporting one. That's usually Series B to D, PE-backed, or established businesses hitting a growth ceiling where founder-led marketing has run out of road. I've been a CMO at Howden Insurance, a board member and CMO at IBM, and led marketing for TransUnion across the UK and Europe. What I do now is bring that experience to companies that need the fundamentals built properly: positioning, brand architecture, demand infrastructure, and reporting that stands up to board-level scrutiny. Most of my work is with early-stage B2B technology companies across AI, health tech and SaaS. If you're weighing up your first senior marketing hire, rebuilding a demand engine, or trying to make marketing accountable to revenue, that's where I operate.