Our mission is to help channel companies to reach their marketing goals. Good coffee, fitness and dogs are important to us too!
Founder / CEO
Sam cut her teeth in the rugged mobile computing space working for a vendor that transitioned from a direct to indirect model. She's in her element working in the channel.
Sam advises on strategy and planning for clients.
She is passionate about the benefits of fitness and regularly organises team workouts, often accompanied by her two dogs.
We ensure she's kept plied with a regular flow of coffee which fuels her creativity.
Essential was formed in 2002 by MD Sam Rudland following many years working client-side in the technology channel.
Sam had a vision to create an agency that really understood its clients and their markets and worked hand in hand with them to help them achieve their business goals. Our growth has been fuelled by happy clients who get great results from our services.
Our clients include vendors, distributors, resellers, ISVs and disruptive tech start ups.
We help tech companies see past the technology they’re selling to better understand the people making the decisions and identify the challenges the technology is solving for them. Sometimes this requires a fundamental mindshift from selling product.
Key to this is ensuring our clients understand their audience – the market they operate in, the people they’re targeting and their personas, the messaging that will resonate with them at all stages of the buying cycle and the best channels to reach them.
Our deep knowledge of the channel enables us to hit the ground running helping you to hit your goals on time and to budget. We're used to working with busy channel marketing leaders who need a team who can add value and execute helping them to successfully deliver on their plans.
Mike is our marketing technology specialist and guru when it comes to strategy and the creative. He has been fortunate to spend over 20 years in the field of digital marketing both in senior roles and working for clients in the channel. We keep his brains fed on a blend of coffee, crisps and cake.
Marie is a finance chartered accountant with a varied finance background. She laughs at all of Mike's jokes (no matter how bad!) and resembles a tomato after exercising.
Jack is a digital native who never knew a world without the Internet. He has a strong understanding of partner portals and digital marketing. Jack has a love of fast cars, skiing and downing oddly coloured drinks at festivals.
Ceri is passionate and committed to IT channel marketing having worked in the sector since February 1999. She has extensive channel marketing knowledge which ranges from planning marketing strategies with IT resellers to day-to-day tactical delivery. Ceri adds the Welsh “cwtch” factor in our marketing team with her commitment and positivity to get the job done to deliver effective marketing initiatives for our clients.
Tracey has worked in IT Distribution for nearly 30 years, mostly in marketing roles. She is passionate about delivering agreed campaigns on time and within budget, plus she cares deeply about building strong internal and external relationships to feel great about what we have jointly delivered. She prides herself on being professional, supportive and a true team player….… and being able to dance in a field for 9 hours at old skool festivals!
Debbie is a highly motivated, result-led digital marketeer, having worked in the digital arena since 2006. With a focus on data, Debbie is adept at identifying trends and interpreting the data, with the intention to optimise marketing activity. When not working or entertaining her young family, she can often be found with a large cup of tea and her head buried in a book!
PR is in Sarah's DNA. She loves all country sports especially horse racing.
Nicky is passionate about tech marketing and PR. Having worked for more than 25 years in technology companies, she understands the importance of effective channel marketing strategy to achieve business growth. When not working on client accounts, Nicky can be found ogling gadgets in Stuff magazine.
Associate PR Director
Sam’s an award-winning PR consultant and advises Essential's clients on strategy. Sam has a camper van and will spend weekends on adventures with her young family.
Junior Account Executive
Hannah enjoys playing an active role in the Essential team assisting with client projects and creating digital assets like brochures and presentations. She can usually be found with a notebook or sketchpad by her side and is easily bribed with chocolate.
Head of Special Projects
Kato has a number of key roles. He checks out everyone's lunch to ensure they are eating a balanced diet, moves his bed in front of the door to stop us leaving early and entertains us with his doggie humour (which is usually funnier than Mike's).
Deputy of Special Projects
While Archie is also on lunch duty, he takes care of cleaning by eliminating any crumbs and gobbling them up. He is also a great communicator, letting everyone know he is happy with our work environment by loudly snoring in his bed.