I build intelligence systems inside products and get them adopted inside enterprises.

My focus is on the stuff that determines whether AI becomes daily work or gets ignored: evaluation discipline, governance, workflow fit, rollout mechanics, and maintaining quality as things change.

Products shipped

🤖 Assist: AI operating system for marketing teams
Used by: Publicis, Toyota

🤖 BrandCheck: creative effectiveness and brand measurement
Used by: WPP, Google

🤖 PreFlight: AI video analysis and QC
Used by: WPP, Google

🤖 WAVE: AI-powered video automation
Used by: ThermoFisher

Product leader who sits close to the tech and closer to what users actually do.

Previously

🎬 Wooshii: founded to scale video operations and production
🧬 Envoke: co-founded, VR in life sciences
🍻 Hartest Brewing
🤪 Snowbombing Festival: co-founder

Patent: US 9754624 B2
Currently: CPO @ MSQ Global Studios
🏄🏽‍♂️ Surfer

If you’re turning AI into something teams trust and use daily, I’m always up for comparing notes.

Fergus Dyer-Smith

Chief Marketing Officer | SaaS Marketing Strategist & Advisor | Startup Consultant

I’m a hands-on SaaS marketing leader with 16+ years in tech and 8 years leading growth, positioning, and execution. My strength is simple: I fix what’s blocking revenue and I build the systems that keep growth moving.

I’ve taken B2B SaaS products from unclear ICPs and weak funnels to multi-million ARR by doing the work that actually drives outcomes. That includes rebuilding homepages that convert, tightening messaging so sales closes faster, and creating predictable acquisition systems across PLG, paid, and outbound.

I’m not the “deck” type of leader.
I work through the full stack: research, messaging, positioning, funnel optimization, content, homepage rebuilds, and the daily operational blocks that slow teams down. From strategy to shipping, I stay in the trenches until the system works.

Alongside full-time roles, I run Upleadium where I work 1:1 with early-stage SaaS founders. This keeps me close to real customer behavior and what actually breaks GTM.

Right now I’m open to Head of Marketing / Senior PMM roles in B2B SaaS where execution matters as much as strategy, and where the goal is clear focus, clarity, and measurable outcomes.

If your team needs a marketing leader who builds, not just advises, I’d love to connect.

taplio

The Battle

Fergus Dyer-Smith

Inna Shevchenko

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