Everyone Has AI. Not Everyone Has Taste.
I'm a digital marketing speaker, trainer and consultant who helps businesses develop the one thing tools can't give you — the instinct for what actually works.
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About
Entrepreneur at 14. Agency Owner by 25.
I built my first website at 14 — for my brother's electrical business. No courses, no mentors. Just curiosity and a lot of Google.
That turned into a string of businesses: a children's entertainment company, a glitter tattoo stencil brand, an upcycling venture. Each one was a crash course in marketing, sales, and what it takes to build from scratch.
In 2019, I founded Smart Marketing Group. We now manage 100+ client websites and have managed over £1.5M in ad spend for organisations including Michelin, Invest NI and councils across Northern Ireland. I also co-founded NI Influencers and built LeadLifter — an AI-powered CRM for lead automation.
Now I build SaaS products with AI and teach others to do the same. 30,000+ people follow the journey on social media. If you want to see how it's actually done — you're in the right place.
The Point
Every business now has access to AI. The same tools. The same prompts. The same playbooks.
But access is not advantage.
Imagine someone with no fashion sense walking into a luxury store. Unlimited budget. Every brand on the shelves. They'll leave with expensive clothes and still look terrible.
Marketing works the same way. ChatGPT can write your ad copy, but it can't tell you if it'll resonate with your audience. It can generate a content plan, but it can't tell you which ideas to kill. It'll build you a website, but it won't know why it looks like everyone else's.
AI is sycophantic. It's designed to agree with you. Ask it if your idea is good and it'll tell you it's great. Ask it to write a tagline for your product and it'll call it revolutionary. It won't tell you your branding is forgettable. It won't tell you your messaging sounds like everyone else's. It'll just keep saying yes. And you'll keep wondering why nothing's working.
AI gave everyone the same wardrobe. And now every business is walking out of the store wearing the same thing, convinced they look incredible because the mirror told them so.
The budgets are shifting. Software costs are falling. Headcount is shrinking. More money flows into marketing, but when everyone's spending more, with access to the same AI, running the same strategies, the spend isn't the advantage anymore.
The advantage is taste.
Taste is knowing which idea to bet on and which to bin. It's the instinct that says this headline works but that one just sounds like every other brand in your feed. It's understanding your audience well enough to feel when something's off before the data confirms it.
AI is the great equaliser. Taste is the great differentiator.
Everyone has the tools now. Not everyone knows what to do with them.
I've spent 15 years building mine. Now I help businesses develop theirs.
Read My Story →Trusted By
Companies I've Worked With
From Michelin to councils across Northern Ireland — I've delivered training, consulting and campaigns that drive real results.
Services
How I Can Work With You
Keynote speaker, hands-on trainer, or strategic consultant — every engagement is built around your goals.
Training
Hands-on digital marketing training for teams and individuals. From paid ads and SEO to AI tools — I make complex topics simple and immediately actionable.
Explore Training →Consulting
A few hours with the right person can change everything. I provide strategic guidance tailored to your business, audience and budget.
View Consulting →Speaking
High-energy talks for conferences, events and corporate stages. Real-world stories, actionable takeaways, and no filler slides.
Book Me to Speak →Expertise
Topics I Train & Speak On
From paid ads and SEO to AI and SaaS — I cover the full stack from strategy to execution.
Paid Advertising
Google Ads, Meta Ads, LinkedIn Ads. I've managed over £1.5M in ad spend and know what actually moves the needle.
Social Media Marketing
Organic strategy, content planning, community building and growth across Instagram, Facebook, LinkedIn, TikTok and X.
SEO & Content
Technical SEO, keyword strategy, on-page optimisation and content marketing that drives organic traffic and authority.
Email Marketing
List building, automation, segmentation and campaign strategy. Turn subscribers into loyal customers.
AI & Automation
Practical AI tools for marketers. I show teams how to use AI to create content, automate workflows and move faster.
SaaS & Product
From idea to launch — I build and advise on SaaS products, covering product strategy, development and go-to-market.
Testimonials
What People Are Saying
Don't take my word for it. Here's what clients and partners have to say.
I was really pleased with his knowledge and patience. My client base really grew.
Great work, highly recommended. Joshua really knows his stuff and worked wonders for our business.
The service Joshua provides is second to none. You won't be disappointed.
Joshua set up a Google Ads campaign for me, I was very pleased and impressed with his work. Very knowledgeable.
Joshua did Facebook ads training with me. Focused, intelligent & full of knowledge.
Delivered webinars and training sessions on behalf of LEDCOM. His knowledge and expertise is very valuable!
Learn How to Build, Launch & Sell Your Own AI SaaS Product
Everything I learned building and shipping real SaaS products, packaged into a step-by-step course. No fluff — just a proven system to go from idea to paying customers.
FAQ
Frequently Asked Questions
Quick answers to the things people ask most.
I work across all industries — from retail, hospitality and tourism to tech, professional services and the public sector. Digital marketing principles are universal, and I tailor every session to your specific sector and audience.
I'm originally from Northern Ireland and currently based in Spain. I work with clients across the UK, Ireland and internationally. Training and consulting can be delivered in person or remotely.
Rates start from £95 per hour for consulting and vary for training depending on group size, duration and content. Get in touch for a custom quote tailored to your needs.
Absolutely. I deliver training via Zoom, Teams or Google Meet. Remote sessions are just as interactive and hands-on as in-person workshops.
I speak on all areas of digital marketing including paid advertising, social media, SEO, email marketing, AI tools for marketers, and building SaaS products. I can also create custom talks tailored to your event theme.
Use the "Work With Me" button on this page to get in touch. Tell me what you need — training, consulting, or speaking — and I'll come back to you with availability and a tailored proposal.
Get in Touch
Ready to Work Together?
Whether you need a speaker, trainer, or strategic partner — let's talk about what you're trying to achieve.