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Atomic 42 Marketing ROI
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Atomic 42

Marketing
ROI

Empowering your business to measure & optimise every marketing dollar.

From measurement to optimization, education to partnerships, we build your bespoke effectiveness plan to help you maximise the impact of your marketing budget.

Director-Level Experience Across The Ecosystem

WPP
John Lewis Partnership
Meta
Google

Over 20 years of marketing effectiveness experience within agencies, clients and platforms building a unique portfolio of skills and knowledge to support your business no matter what the challenge.

What We Do

KPI Setting

Ensuring your marketing aims at the right target when it comes to desired business outcomes.

Integrated Measurement

Working with your current marketing planning process to integrate measurement coverage solutions.

Incrementality Education

Supporting your stakeholders and teams in their understanding of incrementality and how it can help accelerate true marketing value.

Optimisation Management

Engaging with your platform partners to negotiate & maintain the best technical optimisation support available.

Verity Gill - Principal Marketing Effectiveness
About the Principal

Verity Gill

Verity Gill is passionate about people and data analysis. She is a trained Econometrician and Digital Anthropologist with over 20 years experience in studying and unpacking what drives marketing effectiveness.

Uniquely, she has worked on the client, agency and platform side of marketing measurement and optimisation, ensuring her director-level expertise can be tailored to every perspective of the ecosystem.

Always enthused to be investigating the ever-shifting landscape of marketing and consumer response, she believes it is more important than ever to understand the approaches that connect with audiences, evolving these to maximise the impact of marketing budgets.

Ex-Google
& Meta

Platform Pedigree

20+

Years Experience

Agency, Client
& Platform

360° Roles

Execution & Authority

Industry Leadership & Education

Non-Exec Director & Advisor

Verity is a non-exec director at digdata - an organization dedicated to inspiring the next generation of data heroes through school and university programs.

She has also recently been appointed as a board advisor at Maitrics, a new AI-powered platform that links brand momentum with business outcomes.

Guest Lecturer

Verity is an expert in her field, and has been honoured to be a guest lecturer on The University of Birmingham Business School’s MBA Program and The University of Suffolk's Digital Marketing Program.

Let's talk.

Ready to unpack the true value of your marketing budget and build your team’s expertise in effectiveness? Then get in touch.

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© Atomic 42 Ltd

Atomic 42 Ltd · Registered in England & Wales — Company number 14183305
Bankside 300 Peachman Way, Broadland Business Park, Norwich, Norfolk, United Kingdom, NR7 0LB

London
Suffolk
Atomic 42 Capital Advisory
Services About Board & Public Roles R&D Switch Divisions Contact Us
Services About Board & Public Roles R&D Switch Divisions Contact Us
Trevor Gill - Strategic Finance and Fractional CFO

Atomic 42

Strategic Finance &
Capital Advisory

The fractional CFO for high-stakes moments.

Hands on support for founders, investors and management teams, when you're facing a lender, preparing for a deal, or under pressure to get the numbers and the story right.

Get in touch

Senior experience from leading institutions

Citigroup Knight Capital Credit Suisse DTZ

25 years in global markets, including 15+ on tier-one desks — through the Tech Bust, the GFC and the Eurozone crisis.

What We Do

Bank & Investor Readiness

Get genuinely ready for a lender or investor: clean, credible numbers, a defensible plan, and a story that stands up to scrutiny.

Deal Preparation, Management & Execution

From first numbers to closed deal. We prepare, manage and execute the transaction — acquisitions, buyouts, refinancing — through to the outcome.

Funding, Capital & Investment Strategy

Senior guidance on funding, capital structure and investment strategy — working alongside your existing advisers and lenders.

Strategic Outreach & Stakeholder Alignment

The difficult conversations and coalitions others step around — lenders, investors, regulators, partners — aligned and moving in one direction.

Also for listed companies: investor visibility and liquidity strategy, alongside your existing advisers.

About Atomic 42

Trevor Gill - Strategic Capital Advisory Principal

Institutional Rigour | Boutique Focus | Uncompromising Integrity

Founded by Trevor Gill, whose career spans 25 years in global financial markets, including 15+ on tier-one desks and across multiple market cycles, Atomic 42 combines commercial judgement, financial expertise and hands-on execution. We are at our best when situations are complex, timelines are compressed and there is little room for error.

We advise founders, investors and management teams through acquisitions, buyouts, refinancing, growth capital raises and other defining business events.

Put simply, we help clients navigate critical moments and get important things done.

Trevor Gill

Founder & Principal

25+

Years Experience

Institutional Grade

Expertise

Lower Deben Owners Group
Stakeholder Alignment & Governance

Strategic Stewardship

Trevor is a founding committee member of the Lower Deben Owners Group, building a coalition of government, regulators, landowners and businesses to secure the future of the River Deben.

The same discipline he brings to every engagement: align the stakeholders, cut through the risk, protect long-term value.

Visit LDOG Project
BBC NEWS Suffolk Coverage
8 September 2026

'River is flowing better than it has for 25 years'

"It had a really big impact on nature, but also on people who love this... What we've done so far shows people that we are here to get behind this problem and fix it."

Read Full BBC Article & Photo →
BBC Look East Feature Broadcast
Ufford Hole Restoration

Let's talk.

Facing a lender, preparing for a transaction, or navigating a high-stakes moment? Get in touch — a straight, no-obligation conversation.

Research & Development

Adapting to the New AI World

Applied Institutional Intelligence

The next era of capital allocation belongs to systems that think, not just execute. Our current focus bridges the gap between raw market data and autonomous, high-conviction decision-making.

We are engineering an AI-first decision operating system for concentrated equity capital. This is not a screener, a dashboard, or a signal aggregator. It is an architecture designed to move from reactive pattern recognition toward generative idea formation, built on four foundational pillars:

Generative Idea Formation

Surfacing structural dislocations—narrative inflections, supply shocks, and policy shifts—before price action fully reflects them. A downstream logic layer identifies the gap between technical signals and structural reality.

Autonomous Capital Alignment

Capital relentlessly seeks the highest-ranked, highest-confidence ideas. The portfolio becomes self-correcting, comparing open positions against incoming signals and initiating switches when a materially better forward return exists.

Institutional Auditability

Every signal, decision, and capital action carries a traceable logic chain. Not just what happened, but why. In an institutional context, absolute explainability is the definitive proof of process.

Validation of Edge Active Phase

Demonstrating edge numerically across macro regimes—from signal win rates to thesis attribution. This rigorous statistical validation transitions the architecture from a theoretical concept to an executable product.

Autonomous OS // Active Intelligence Feed
Active Intelligence Feed
Structural Shift Detected Unpriced

Isolating deep structural supply dislocation. Market consensus lagging actual policy shifts. Narrative conviction building.

Momentum / Price Action Tracking

Short-term momentum signals converging with macro thesis. Volume profile indicates institutional accumulation. Entry threshold approaching.

Capital Alignment Evaluating

Comparing ranked conviction against existing portfolio constituents. Preparing switch parameters for optimal expected forward return.

Backtest Validation in Progress
OS_STATUS: ACTIVE

© Atomic 42 Ltd

Atomic 42 Ltd · Registered in England & Wales — Company number 14183305
Bankside 300 Peachman Way, Broadland Business Park, Norwich, Norfolk, United Kingdom, NR7 0LB

London
Suffolk
Hydrological Insight · Paper

Flattening the Curve: Hydrological Science meets Historic Logic

Wednesday, 28 January 2026 · Author: Trevor Gill

Many will have woken up today to the devastating aftermath of Storm Chandra, facing the exhausting reality of waterlogged homes and the loss of personal possessions. For those standing in submerged high streets, this is not just a news cycle; it is a moment of profound personal disruption. Yet, while the national headlines reflect this pain and a sense of policy stalemate, the view from the ground in East Suffolk offers a more nuanced and encouraging picture.

Progress is being made at a pace that belies the complexity of the task. As a founding member of the Lower Deben Owners Group (LDOG), I can tell you that the most striking discovery hasn't been the difficulty of the challenge, but the unexpected alignment of all stakeholders—not just those formally tasked with the solution.

An Open-Door Culture is Forming

Conventional wisdom suggests that bureaucracy is the primary barrier to climate adaptation. Our experience has been the opposite when engaging with the Environment Agency, wider stakeholders, and the community.

It has felt less like a confrontation and more like pushing on an open door. There is a palpable appetite for pragmatism; rather than pointing fingers, people are digging deep to understand the behaviour of floodwater and how to adapt.

The Resilience Paradox

The situation is undeniably complex. On one hand, our government is promoting large-scale increases in house building, solar farms, and road networks. On the other, these actions create hard surfaces for increased run-off, which effectively flood what we’ve just built. There is very little resilience being built into this current economic model.

We are also facing a looming drought crisis. Following the evidence of 2025—which saw almost no rainfall between April and September—we have seen water shortages in places like Sussex. With Suffolk being the driest county in the UK and very much "under construction," we must ask: are we next to face bottled water? So why waste floodwater?

Practical Delivery: Flattening the Curve

The solution lies in a catchment-based approach that overlays modern science with a historic understanding of our waterways. We are looking at the landscape as a single, functioning ecosystem that must be made to "work harder".

The objective is the hydrological equivalent of flattening the bell curve:

  • Before the peak: Increase upstream storage capacity.
  • After the peak: Ensure lower floodplains and the river act as effective carriers in preparation for the next event.

The ultimate goal is to reduce the intensity of the surge to a level we can collectively manage.

The Landowner Equation

Farmers and landowners may be the most vital architects of this solution. Creating temporary water storage on agricultural land offers a dual benefit: immediate flood mitigation for downstream communities and significant long-term environmental gains.

While the intricacies of these agreements are complex, the fundamental willingness of the farming community to engage in this transition is the cornerstone of our recent progress.

Strategic Progress and Funding

While the national debate often centres on funding gaps, we have focused on the principle that without landowners and the Environment Agency, nothing moves. By focusing on "how" rather than "how much," we are building the frameworks that make investment a logical next step—without losing sight of our predisposition toward value for money.

  • • Within 12 months of inception, LDOG reached agreement with the Environment Agency on up to 10 projects on a ‘no regrets’ basis.
  • • Execution of these initiatives with partner stakeholders commenced in 2026.

The scale of the challenge requires us all to move beyond general concern and towards contribution. If you have the expertise to contribute to a more resilient landscape, the doors are open.

Visit Lower Deben Owners Group Platform