Jonathan Fine

”If you find yourself in a lifeboat in the middle of the Atlantic on a stormy night, the guy you want with you most is Toby.”

How it started

I was asked by Jonathan and Mike to join The Peloton when I left FalRiver. Mike’s vision for The Peloton was to offer both marketing and accountancy in the same business and they asked me to lead the marketing offering.

What I did

I managed the marketing agency side of the business. I had no formal marketing training, as everything I knew about marketing I had learned on the ground or from reading books. We started picking up and delivering work with some great results but it was a baptism of fire. Jonathan came from a big agency background, having run campaigns for heavyweight clients like BMW, Bentley, Diageo, and IBM. In the year I was with The Peloton Jonathan mentored me from someone that knew lots about tactical marketing into a strategic marketeer – and I am incredibly grateful for everything he taught me.

It was an exciting time and the Autologic lead generation campaign was the highlight. We built a database of suspects from scratch, cleaned it in a structured SQL database and then got a team in at night (because of the time difference) to call the most qualified and verify them as leads.

I was in early and out late, and after a year we were about to start a family and I decided agency life was not for me. I left and went freelance and have been helping people with their marketing ever since.

In 2014 I worked with Toby on a highly complex project in the extremely competitive US automotive aftermarket business – It was a year of challenging and often frustrating work – but got a result and got paid too !

This time with Toby gave me an insight into his tenacity and unstinting creativity in solving problems.

If you find yourself in a lifeboat in the middle of the Atlantic on a stormy night, the guy you want with you most is Toby.

— Jonathan Fine, Fine Company & Ex CEO McCann Erickson