In this episode, Duray sits down with James Crossland, Head of Marketing at FormusPro, a Microsoft Dynamics, Power Platform and AI partner working with nonprofits, universities and membership organisations across the UK.

James spent ten years as a commercial underwriter and three years selling cruises before he ever did a marketing job, and that route in shapes everything about how he thinks.
The conversation covers where sales and marketing actually meet (and where most teams get the line wrong), what AI is genuinely good for in B2B marketing versus what people are pretending it's good for, the power of storytelling when your buyers will never click a Google ad, and the realities of marketing for a Microsoft partner in a market full of them.

Vanity metrics get killed. Middle-funnel strategy gets unpacked. LLMO and SEO get the treatment they deserve. Honest, sharp, openly anti-fluff.

The Wise Build Bridges - S3E13: Martin Ives

The Wise Build Bridges - S3E12: Kristina Causer

The Wise Build Bridges - S3E11: Raphael Ceillier

The Wise Build Bridges - S3E10: Maria Malaniia

The Wise Build Bridges - S3E10: Sophie Garner

The Wise Build Bridges - S3E9: Tetiana Kobzar

From Shanghai Startups to Welsh Fintech: Building Community Through Data & Storytelling with Sophia Wu

Description:
In this episode of Wise Build Bridges, we sit down with Sophia Wu, Head of Marketing at FinTech Wales. Sophia’s marketing journey began back in 2002 with a food delivery startup in Shanghai. After taking time out to focus on her family, she restarted her career in the UK as a freelance marketer—working across a wide range of industries and honing her skills in content creation, SEO, and lead generation.

Now, Sophia plays a key role in shaping Wales’ fintech community. She leads the events programme at FinTech Wales and acts as the organisation’s data lead—using insights to improve member experiences and strengthen connections across the industry.

We chat about the power of resilience, why data-driven decisions matter, and how Sophia blends storytelling and strategy to grow communities. This episode is packed with valuable lessons for marketers, community builders, and anyone navigating career transitions.

Watch on YouTube:
www.youtube.com/@ViaductGeneration

Listen on Spotify:
open.spotify.com/show/5vpU7X7wg0GMaJQgGGkKXJ

Stay connected with Viaduct Generation:
Website: www.viaductgen.com
Instagram: www.instagram.com/viaductgen
LinkedIn: www.linkedin.com/company/viaductgeneration