GARY RUDDELL
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Gary spent his early years shooting lifestyle photography. But his next move set the course for everything that followed.
He joined British Military Intelligence, where the job was simple to describe and hard to do. Gather information. Turn it into intelligence. Then communicate it so clearly that the customer on the receiving end can actually make a high-impact decision with it.
That's the whole job in marketing too. Most people just never learn the middle step: intelligence. Almost nobody arrives at marketing from that direction.
From there, a career inside financial services. State Street in Edinburgh. Virgin Money in Glasgow. Credit Suisse in Singapore. UBS across Europe. It was during this time that Gary became a content creator and started building his own audience.
That audience is now more than 100,000 strong, with millions of views on YouTube and LinkedIn. He built it from zero on his own. Now there's a team behind it.
Gary then founded Switchfire, a marketing agency with a focus on building trust with audiences, headquartered in Edinburgh. The work spans the globe. Most of it comes from technology companies, but also retail, food and beverage, recruitment and more. Clients include Group-IB, Maltego, OffSec, Skopenow, Flare, Authentic8, Origin, PowerDMARC, GLIMPS, CultureAI, SocialLinks, Hack The Box, Castaway Coffee Co and many more.
As a creator, Gary has worked as a content partner with brands including Amazon, Artlist, ClickUp, Framer, Kit, Moo Print, Senja, Squarespace, and Webflow.
Gary also invests in technology companies and advises new founders on their marketing strategy.
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