Adam Hughes
Head of Marketing @Bc4
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WORK HISTORY
Head of Marketing @Bc4
Glasgow, GB
Leading the marketing function at BC4, a specialist provider of Microsoft-powered retail systems for stadiums, retailers, and major events.I’m responsible for shaping the brand, building our go-to-market strategy, and driving demand across high-pressure, high-volume environments. This includes- Launching the BC4 brand from the ground up—defining our positioning, messaging, and visual identity across all touchpoints- Leading marketing strategy across our core verticals: Sports, Retail, and Events- Driving all demand generation, including paid media, SEO, email, and account-based marketing (ABM)- Creating clear, outcome-led messaging that resonates with both technical and commercial stakeholders- Managing agency partners and internal creative resources to deliver campaigns, content, and sales enablement tools- Developing our first messaging and positioning framework, tailored by persona and backed by real-world proof points- Owning all marketing performance reporting—tracking ROI, engagement, and contribution to pipeline growth.
EDUCATION
Strathclyde Business School
Business Administration (specialising in Marketing), Marketing
ABOUT ADAM HUGHES
With 10 years’ experience in marketing, I’ve spent my career turning complex products, services, and industries into clear, commercial stories that actually resonate.I lead marketing at BC4, building the brand from the ground up - defining positioning, developing messaging, and delivering campaigns that drive growth across stadiums, retailers, and large-scale public events. My role spans brand, strategy, demand generation, and performance reporting, with a strong focus on joining up sales and marketing efforts.Most of my background is in B2B, SaaS, and service-led industries - often in spaces where the sales cycles are long, the products are technical, and the audiences are a mix of IT, ops, and commercial stakeholders. That’s where I do my best work: cutting through complexity, finding a clear narrative, and making sure marketing drives real commercial value.Strong across brand, content, paid media, ABM, and the bits in between. I like a good challenge, a clean brief, and getting things done properly.
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