Welcoming Paul Evans as an Advisor to The Scale Factory

We’re delighted to welcome Paul Evans (LinkedIn) as an advisor to The Scale Factory.

Paul is a rare operator in media and adtech — someone who has worked agency-side, client-side, and adtech-side, and who now focuses exclusively on one of the most misunderstood but commercially critical levers in B2B growth: positioning.

Over the past two decades, Paul has held senior international media leadership roles with Vodafone and Microsoft, and latterly operated as a fractional CMO for AdTech businesses to help drive GTM growth. In 2025, Paul founded V2RSION, a positioning engineering studio that works directly with founders and CEOs to translate business strategy into market relevance - unlocking commercial momentum where growth has stalled or ambition has outpaced clarity - making businesses the preferred choice of customers and the AI models that now shape their decisions.

As TSF sharpens its focus on building predictable revenue engines for private or public technology companies expanding into APAC and MENA, Paul’s perspective adds a powerful strategic layer to our execution model.

We spoke to Paul about positioning, expansion, and why growth friction often starts upstream.

Why positioning - and why now?

“Positioning is not messaging. It’s not PR. It’s not storytelling.

Positioning is commercial superpower that very few founders and CEO’s recognise. It’s fundamentally the engineered context for why your business should be chosen over competitive alternatives, setting the very foundations for all your Go-to-Market and growth motions across product, sales and marketing functions. 

I developed V2RSION as a response to the challenges and opportunities we now face in the AI era. Increased competition and speed. Complex buying processes where indecision is the majority outcome. Discoverability and assessment through humans and the AI models that curate shortlists. Tools and techniques that can now bring more data into positioning development than ever before.

Most founders unfortunately don’t even understand what positioning is and what it’s so important. I’m championing this capability to help businesses unlock their full growth potential.”

On expansion and commercial reality

Paul’s experience spans retail media, CTV, AI-driven platforms, and broader B2B technology businesses. He has seen firsthand how ambitious companies struggle when entering new markets without strategic clarity.

Market expansion and new market entry are two important signals for founders and CEO’s to signal positioning clarity. Not only are you addressing new customers for the first time, who have not been exposed to the context about what they should choose you. But the act of expansion may very well demand a change in your overall and existing positioning approach.

If you are entering culturally and commercially different markets, like MENA and APAC, you need to review and evolve your positioning to reflect this new context.

This perspective strongly aligns with TSF’s Build–Operate–Transfer model. Before revenue units can scale, the foundation needs to be strategically sound.

On AI discoverability and the new GTM landscape

With AI-led search and LLM visibility reshaping B2B discovery, Paul brings a sharp view on what many technology companies are missing.

If you optimise for LLM discoverability without fixing your positioning, you’re just optimizing for bad outcomes.

AI can increase your visibility. But visibility without context - without the right strategic framing - doesn’t convert into commercial momentum.

As more adtech and martech businesses explore international expansion alongside AI-driven GTM strategies, this intersection between positioning and execution becomes increasingly critical.

Why The Scale Factory?

What I like about TSF is that it doesn’t stop at a strategy document. The Build–Operate–Transfer model gives companies a way to test and build overseas revenue units without betting the company on a new region. That’s commercially rational.

If positioning is the unlock, TSF is the engine that executes on it.

Paul will support TSF in strengthening our engagement with European and US adtech and martech scale-ups exploring APAC and MENA expansion - particularly where positioning and commercial execution must work hand in hand.

We’re excited to have him join our team of advisors.

Growth beyond borders starts with clarity. And clarity starts upstream.