Marketing Director

DMM is a climbing and tree care equipment manufacturer based in Llanberis, north Wales – they make carabiners, harnesses and hardware used by climbers and arborists around the world. When I joined, it was predominantly selling B2B through distributors, not really talking to the people actually using the gear.

I shifted the marketing to speak directly to the end customer instead, which meant building a lot from scratch: we opened DMM’s first proper website, and I went back through all the socials and content and rebuilt them from the ground up. That work grew the following from 9.7k to 90k in four years, entirely organically.

Alongside that I led the product storytelling from insight through to launch, including the Kinisi tree care harness, working across climbing, tree care and industrial sectors.