Commercially Sharp. Psychologically Smart.

I'm Anthony Roberts, and I launched ARKTYPE to help ambitious businesses grow through better marketing, stronger brands and smarter commercial thinking.

​

For nearly two decades, I've worked across insurance, legal services, construction and consumer products, helping businesses launch, reposition, scale and transform their marketing. My experience spans the entire marketing mix - from strategy and brand to CRM, digital, customer acquisition and product marketing - with one constant focus: delivering commercial results.

​

At Dayinsure, one of the UK's leading temporary car insurance providers, I spent four years as Head of Marketing. During that time, I led a full brand repositioning that contributed to more than £30m in revenue growth and £10m in additional profit. I scaled the marketing team, improved agency performance, relaunched the mobile app into one of the UK's fastest-growing insurance apps and helped turn marketing into a genuine commercial growth engine.

​

More recently, as Marketing Director at Cavis, I helped build a lead gen agency from the ground up, created the consumer legal brand PocketClaim.com, developed the marketing strategy & processes across paid, owned and earned channels, launched a new B2B website, implemented CRM, established affiliate partnerships and supported the growth of a scalable legal lead generation business. It was another opportunity to bring together brand, product, CRM, digital marketing, customer experience and commercial strategy in a fast-moving, regulated environment.

​

Before that, I spent seven years at Gradus, a global construction manufacturer, where I unified fragmented communications across business units, repositioned the brand, launched products internationally and helped commercial teams better connect with contractors, architects, specifiers and estate managers.

​

Earlier in my career, I worked across manufacturing, sportswear and sports fashion, building brands, launching products and delivering campaigns for businesses that wanted to grow.

​

Along the way, I've built my own marketing consultancy, worked alongside some of the UK's leading creative, media and digital agencies, and managed significant marketing investment. Having sat on both sides of the client-agency relationship means I know what good looks like, how to brief effectively and, most importantly, how to make marketing deliver commercial value.

​

How I Can Help

​

Whether I'm supporting your business for a few days, a few months or as an ongoing strategic partner, I can help with:

​

• Marketing strategy and planning

• Brand positioning and messaging

• Product marketing and go-to-market strategy

• Customer acquisition across the full marketing mix

• CRM strategy, automation and lifecycle marketing

• Customer journey optimisation

• Digital marketing and website strategy

• Content, SEO and organic growth

• Paid media and paid social strategy

• Partnerships and affiliate marketing

• Marketing technology and CRM implementation

• Agency selection, management and optimisation

• Marketing team development and leadership

• Commercial planning, reporting and measurement

Brands I've worked with

​

• Dayinsure

• PocketClaim.com

• Gradus (part of Gerflor)

• Homestyle (part of Carysil)

• Genesis Sports (acquired by Puma)

• Umbro (acquired by Nike)

The ARKTYPE Difference

​

ARKTYPE isn't just about tactics or marketing outputs. It's about connection.

​

Having helped build a running community and always been fascinated by what drives people, I trained as a psychotherapist for four years. That experience has given me a solid understanding of human behaviour, communication and decision-making.

​

With that background, I don't just analyse customer journeys - I understand emotional drivers, why people buy (or don't), and what helps or hinders teams from doing their best work.

That insight shapes strategy, messaging and marketing that feels authentic because it's built around real people. And I'm no clairvoyant. I use the data that actually matters.

​

Whether you're launching something new, repositioning a brand, improving customer acquisition, building a marketing function or fixing what's not working, I bring calm thinking, commercial experience and a genuine understanding of people.

​

Let's build something that actually connects.