Ally Byers | Marketing Strategist • Comedian • DJ

About Me

Sales, marketing & AI systems implementation across construction, enterprise tech, electric motorsport and music. 5+ years designing CRM, automation and AI-enabled sales infrastructure inside complex organisations. Specialist in strategy, operational execution and team enablement.

Scottish, based Barcelona. Native English, working to C1 Spanish. UK Passport. Right to work in Spain.

Career

£12M+

Opportunity pipeline influenced

Willmott Dixon

9%

Uplift in closed deals

VMware

229%

Increase in website-led demand

Modus Workspace

300%

Increase in inbound leads

Wates Group

Group Digital Marketing Manager (Interim)

Willmott Dixon Construction

Dec 2022 – Present | Barcelona (Remote)

Current

•Led marketing operations within a new Dynamics 365 CRM implementation at group level
•Designed and deployed a custom AI system generating bespoke, customer-specific sales and bid content
•Introduced AEO (Answer Engine Optimisation) and AI-driven social listening to identify emerging sectors and reposition marketing activity
•Built an evolving bid support system connecting insight, content and delivery evidence
•Contributed £16M+ to opportunity pipeline via automated campaign targeting
•Standardised digital marketing operations across an 11-person team

EMEA Marketing Operations Business Analyst

VMware (NASDAQ)

Apr 2020 – Oct 2022 | London (Remote)

•Delivered 9% uplift in closed revenue (~$2.9M USD) through AI-assisted lead qualification and prioritisation
•Built a global sales & marketing automation platform driving call prompts, email sequencing and engagement timing
•Implemented AI-driven scheduling using XANT, Outreach.io and Kronologic to re-engage lapsed accounts
•Created a regional enablement platform improving lead qualification by 10% across a 60+ person sales organisation
•Led global enablement sessions on the commercial impact of marketing automation and AI systems

Sales Data Analyst

Modus Workspace

Apr 2019 – Mar 2020 | London

•Implemented a data-led digital marketing strategy increasing inbound demand by 229%
•Conducted the organisation's first CRM deep-dive, restructuring data into a connected sales–marketing process
•Produced board-level reporting linking marketing activity directly to pipeline
•Generated £16M in pipeline through data-driven customer segmentation and targeting

Digital Marketing Manager

Wates Group

Apr 2017 – Mar 2019 | London

•Designed the organisation's first standardised digital marketing processes
•Introduced automated lead routing, increasing inbound demand by 300%
•Nominated for Chairman's Award for Outstanding Achievement (top 10%)

Earlier & Adjacent Experience

•Virgin Formula E Racing – Digital Marketer (2016–2017) – applied performance data and analytics to real-world competitive environments. Highlight was a league initiative that saw social media engagement lead to more points on track – our campaigns led to genuine podium positions
•Freelance Journalist & Content Agency Director (2012–2016) – highlights include writing investigative pieces on police corruption in London that made national headlines, shot hidden footage stories inside the Calais refugee camps, ran a content agency handling teams of photographers / videographers at various music festivals
•Graduate Recruitment (2010–2012) – High pressure, KPI driven, cold calls, frontline commercial grounding and revenue accountability

Technical Skills

Practical AI, grounded in data, embedded in real sales and delivery systems.

Microsoft Dynamics 365 Salesforce CRM Architecture & Development Marketing Automation AI-Assisted Content & Scheduling Lead Scoring & Attribution API Integration Google Analytics & Microsoft BI SEO / AEO

Founder Projects

AI-powered sales enablement

Founder Project

AI-Powered Sales Tool

Brosure revolutionizes how businesses create and manage their sales materials. Using advanced AI, teams can generate compelling proposals, personalized pitch decks, and sales collateral in minutes instead of hours.