“Before starting Onwards, Yash worked for my agency. His AI implementation helped us deliver for our clients.”
Jordan W
CEO of Campaign Company
About
The playbook from national campaigns. Built for your business.
I’ve spent my career running digital marketing at scale, for senior ministers and party leaders in the UK, at the European Parliament, and across New Zealand. Now I build the same kind of systems for businesses.
How I got here.
My first marketing job wasn’t for a brand. It was a campaign.
Over the years I ran digital for senior ministers and party leaders across the UK, at the European Parliament, and in New Zealand. Political campaigns teach you something you don’t always learn in commercial marketing. There’s a deadline that can’t move, an audience you have to genuinely understand, and no room for work that just looks good on a slide.
I went on to lead digital at an advertising company in Auckland, managing copywriters, web developers and creatives. Running a team changes how you see the work. You start noticing where an agency model serves a client and where it quietly doesn’t. How many meetings sit between a good idea and a shipped asset. How often clients pay for process that isn’t really helping them.
In 2025 I started running a couple of small businesses of my own. The thing that surprised me wasn’t that AI could write copy. It was that AI could replace whole layers of what an agency charges for: research, reporting, competitor analysis, campaign scaffolding. If you know what you’re doing.
Onwards is what came out of that.
Why work with me.
Marketing that’s been through the fire.
Digital campaigns for senior ministers and party leaders in the UK, at the European Parliament, and across New Zealand. When your audience is millions of voters on a deadline that can’t move, you learn what marketing is actually for.
AI-native, not AI-curious.
My workflow runs on AI tools I’ve built or adapted over the last year. This isn’t someone who just downloaded ChatGPT. It’s a practice rebuilt around what AI actually changes.
You work directly with me.
No account managers, no junior team, no telephone game. If you’re paying for strategy, you’re talking to the strategist.
You own what gets built.
Code, creative, accounts, automations, data. If we stop working together, nothing leaves with me.
Marketing and software under one roof.
The same person designing the funnel is building the tools that run it. That’s where most agencies hand you off; here it’s the whole point.
Specific over impressive.
Every claim is backed by a metric you can check. See the Work page.
Why I built Onwards this way.
Traditional agencies are expensive, and the systems they build belong to them. When the relationship ends, so does the machinery. That’s fine if you’re a large brand with budget to rebuild; it’s expensive and slow if you’re a founder.
On the other side, plenty of business owners want to use AI but haven’t had anyone to help them beyond the obvious. ChatGPT for copy, maybe an automation or two. The tools are there; what’s missing is someone who knows what’s worth building and how to make it pay back.
Onwards sits in the middle. Enough strategic depth to build things that compound. AI-native enough that you’re not paying for work machines can now do. Independent enough that what I build is yours to keep.
Testimonials
In their words.
“As an AI-first agency owner, I’ve brought in Onwards to assist with my clients’ lead gen and AI agent development and have been very happy with the services provided.”
Alex A
Owner of Launchfyi
“Incredibly pleased with the results Onwards have driven for my business, the marketing takes care of itself.”
Craig S
Co-founder of WITR
“The digital transformation we’ve had recently is amazing and I have Onwards to thank. As well as a slick website they’ve also saved me hours every week with their backend AI tools.”
Neepa M
Director of Aaina
Where I’m based.
Glasgow is home. The career has moved around. Edinburgh for a stretch, Brussels for work at the European Parliament, Auckland for the agency years. Most of my work is remote now. I’ll travel for kickoffs and workshops across the UK central belt, and I’ve worked with clients from London to the US West Coast without a time zone ever being the thing that broke a project.
Want to see if we’d work?
Book a free 30-minute call. I’ll listen, tell you honestly if I’m the right fit, and walk you through what I’d do if I am.