What Purpose-Driven Means
RaptorBeak was created to support people and organisations who are trying to make a positive difference in the world.
For me, “purpose-driven” isn’t a buzzword, it’s a commitment. It means choosing to work with brands, charities and individuals whose values align with mine, and using digital marketing in a way that feels ethical, intentional and genuinely helpful.
It’s about building a career that feels meaningful, where the work supports environmental, social and community-led causes. And it’s about helping good people tell their stories with clarity, honesty and confidence.
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No jargon, no unnecessary frameworks
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clear insights, no inflated metrics
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you always know what’s happening, why, and how your budget is being used
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No manipulative tactics or intrusive tracking
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I will never suggest growth at the expense of your ethics
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marketing that feels understandable, even for small teams
Ethical Marketing Principles
AI Policy
Like many purpose-driven brands and tools, we’re in the midst of struggling with the balance between ethics & the use of AI. It’s impossible to be a Digital Marketing practitioner without using AI. It’s built in to our tools and it’s shaping the very landscape we operate in.
It’s my responsibility to ensure my clients are up to date with how to use AI, but together, we can ensure we’re doing that ethically.
To start, I won’t use use AI if you ask me not to, and I will always tell you when I have used it. When I use it, it will always be human-led and human-edited.
The AI I use may be built-in to platforms, common with Paid Media, or I’ll use a Large Language Model (LLM) like ChatGPT. When using LLMs, the subscription I use prevents our work from training the model. Which means it’s unique to you.
Why Purpose Matters
At its core, RaptorBeak is about more than digital marketing. It’s about contributing, in small but meaningful ways, to the environmental, social and community-driven work that makes the world better. It’s about choosing projects that feel aligned with my values, showing up with honesty, and building a career that reflects what I believe in.
If we work together, it’s because I believe in what you’re doing and I want to help your mission reach the people who need to hear it.
